Case Study: Asana achieves up to 57% higher match rates with Hightouch Match Booster

Asana increases match rates 57% with Hightouch

Asana, a B2B software company, faced the challenge of low match rates when uploading customer audiences to paid ad platforms. This was due to a mismatch between the work email addresses they collected and the personal identifiers used by the platforms. These low match rates, as low as 5-10%, resulted in wasted ad spend by targeting existing customers and made it difficult to build effective lookalike audiences. The process was also highly manual and infrequent, with updates only happening quarterly.

The vendor Hightouch implemented its Match Booster solution, which uses a B2B identity graph to match business emails to personal identifiers. This dramatically increased match rates across all platforms, with lifts of up to 57%, and allowed Asana to refresh its audiences daily instead of quarterly. Hightouch's solution enabled more effective campaign targeting, reduced wasted spend, and allowed for rapid testing of new audience ideas, resulting in an estimated 10-15x return on investment.

Asana