How to Expertly Evaluate Your Campaign Results

Mechanics of the Matchback

Orders already ascribed key codes and unattributable orders should be matched back to the mail tape(s). By matching known orders, you validate the matchback process or sometimes identify major problems with phone rep/Web site collection of key codes. Understand that usually 15 percent to 20 percent of known orders aren’t matched to the mail tape due to errors and/or pass-along catalogs.