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May 4, 2015
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June 23, 2015

Matches ALL vs Matches ANY

You’ll notice that throughout the profiling sections in Rekko, you’ll see the ability to set an aggregation option, either Matches All and Matches Any. This controls how Rekko interprets a list of individual profile segments or profiles. It’s actually pretty straight forward — the screenshots below show the two available options.

Profile Aggregates at the Multi-Profile Level and at the Profile Criteria Level
Profile Aggregates at the Multi-Profile Level and at the Profile Criteria Level

At the multi-profile level Matches All indicates that all elements in the table must be met in order to fulfill the segment. Matches Any indicates that if the visitor matches any of the elements in the table are met, the campaign will deliver.At the profile criteria level, Matches All indicates that all of the specific options set must be met in order to fulfill the segment. Matches Any indicates that if the visitor matches any of the options, they will fulfill this part of the profile. You can see from the example above that a visitor must be from either Atlanta or Tampa AND be on the homepage in order to fulfill the profile.

At the main profile level in the Web Manual Campaign, the aggregate for Matches ALL vs Matches ANY determine how your campaigns will be matched for visitors. By default, it’s set to Matches ALL, and in almost all of your cases, this is how you’ll want to keep it.If you have multiple profiles in both the Target and Exclude and you switch the aggregate to Matches Any, it’s going to match anyone who fulfills any of the profiles regardless of the others. Let’s take a look at an example of this:

Using Matches Any at the Campaign Level
Using Matches Any at the Campaign Level

In the screenshot above, you can see we have one profile under Target and two under Exclude. Since it’s Matches Any, it’s saying, “let’s go ahead and target anyone who has more than $50 in the cart OR anyone who’s not coming from Google OR anyone who’s not a repeat visitor.” Potentially, this could be targeting a lot more people than you want because those people not from Google could not have $50 in the cart and you’re still targeting them.

Using Matches All at the Campaign Level
Using Matches All at the Campaign Level

Now we’ve switched it to Matches All. The profiles now read, “let’s target anyone who has more than $50 in their cart who aren’t coming from Google and are not repeat visitors.” This is zeroing in a bit better now.

Matches Any has it’s place, but don’t let it confuse you! For 99% of cases, go ahead and leave it in the default.