All about: Accounts List CSV (MetaMatch vs LinkedIn Native)

Tip: Read All about: MetaMatch vs native targeting audiences to learn how to distinguish MetaMatch and Native Targeting audiences.

In this article, we cover:

1. Accounts List CSV (MetaMatch)
2. Accounts List CSV (LinkedIn Native Targeting)
3. What to expect
4. What matters
5. How to approach account list uploads by channel

Accounts List CSV (MetaMatch)

MetaMatch audiences always upload audiences to the native channels as a contact list, not an account list.

By uploading the domains to Metadata via a CSV, you are querying the MetaMatch database for all contacts related to those domains that also fit whatever target audience criteria you have entered. Once the Accounts List CSV (MetaMatch) audience is ready, it is uploaded as a contact list (not account list) to the native ad channel (e.g., Facebook, LinkedIn).

Accounts List CSV (LinkedIn Native Targeting)

Accounts List CSV (LinkedIn Native Targeting) works differently. 

Since LinkedIn supports company list uploads, we can upload your list of accounts directly to LinkedIn. 

This works differently than Accounts List CSV (MetaMatch) because we are uploading the CSV as an account list instead of a contact list, and relying on LinkedIn to query their database for all contacts that belong to a company that matches the list of domains you uploaded.

What to expect

You should not expect equal match rates between Accounts List CSV (MetaMatch) and Accounts List CSV (LinkedIn Native Targeting). 

One is uploaded as a contact list (MetaMatch) and the other is uploaded as a company list (LinkedIn Native Targeting).

Contact lists on LinkedIn have lower match rates than account lists. 

While MetaMatch audiences sometimes have lower match rates or smaller total audience sizes compared to LinkedIn Native audiences, MetaMatch allows users to specifically target prospects by job title keywords as opposed to super-grouped job titles or job functions.

If audience size is your primary concern, LinkedIn Native Targeting audiences are your best option. If specificity is your primary concern, MetaMatch works best. 

What matters

As long as your matched audience size is > 300 you will be able to deliver ads against it. Generally, we recommend between 50K-250K to allow the greatest room for scale and deliverability. Of course, the audience also needs to reflect your target audience criteria accurately.

How to approach account list uploads by channel

With this in mind, please consider the following best practices:

• You should test both LinkedIn Native Targeting and MetaMatch audiences when launching campaigns on LinkedIn. LinkedIn Native Targeting audiences are usually larger and produce more lead quantity, whereas MetaMatch audiences are usually smaller and produce better quality leads. 
• You should use MetaMatch audiences when launching Facebook campaigns. Since Facebook doesn’t offer business-type criteria as part of their Native Targeting, we are able to do a much better job of targeting business people on Facebook using our MetaMatch database (1.5 billion business contacts).
• Generally, we recommend an audience size between 50K-250K to allow the greatest room for scale and deliverability.

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