Is your identity match rate driving real value or just vanity?

If you’ve ever sat through a pitch about data or identity resolution, you’ve probably heard at least one big shiny number: “We can match 80% of your records!”

But here’s the catch: an 80% match rate is meaningless if those matches aren’t real people you can actually contact or use for modeling. False positives don’t just pad a report — they waste budget, erode trust with your customers, and poison downstream predictions and outreach. Worst of all, they mean you can’t plan effectively.

At Faraday, we’ve spent over 13 years refining a simple philosophy: every match should be a record you can confidently act on. And that philosophy isn’t just talk — it’s baked into how our system works day in and day out.

Faraday delivers matches you can trust

Faraday’s identity resolution system is built to prioritize confidence over vanity stats that sound good on paper but fall apart in real campaigns. This results in a system designed not just to maximize match rates, but to ensure that when we say “this is the person,” you can act with confidence.

Here are some steps we take to ensure this outcome:

Deduplication and householding
We don’t just stitch data together — we actively dedupe records and recognize when multiple identifiers belong to the same household. That means one clean, accurate profile instead of duplicates inflating your numbers.

Handling life changes
People move, change names, swap emails. Most systems struggle to keep up. But the Faraday Identity Graph (FIG) is built on longitudinal data, so we can track those shifts and keep matches accurate over time.

Built-in scale and enrichment
Every match taps into our FIG, which contains 1,500+ datapoints on 240M U.S. adults and their households. That means when we confirm a match, you’re not just identifying someone — you’re enriching them with trustworthy, actionable context for campaigns and predictions.

Multiple paths to identity
Matches aren’t only about exact email or address. We account for nicknames, partial addresses, and alternative identifiers — always with strict rules to avoid false positives. And thanks to our newest update, we’ve added yet another path to identity. 👇

Our latest update

As one of our incredible Data Engineers, Tom Caruso put it in our internal Slack announcement for this update:

“This new update is cool because it uses the kind of context you can only get from dealing with national populations for years. The key insight we observed is that, beyond the traditional means by which matches are generated — like name + address or email + phone — many people in the U.S. have names that are actually unique within their geographic area. For instance, while there might be a dozen John Smiths in Los Angeles, there’s only one Tom Caruso in ZIP code 05405, and only one Ben Rose in all of Vermont.”

By compiling these unique name + location pairs from the Faraday Identity Graph, we added a new matching source that kicks in when those other identifiers aren’t available. That means we can now match records confidently even when key fields like email, phone, or full address are missing.

This particularly benefits clients working with partial contact data — like name + email + state only — or with sparsely populated address fields, which are usually Faraday’s strongest component in identity resolution. By recognizing these unique combinations, Faraday can salvage records that would otherwise be lost, adding millions of verified people to campaigns. And because we only apply this method when a name-location pair is truly unique, the update strengthens our core promise: higher match rates without sacrificing confidence.

This is the critical distinction. Other vendors inflate match rates by accepting ambiguity — counting multiple possible matches as wins. Faraday’s approach adds coverage only when we’re certain it’s the right person.

TLDR: Faraday delivers identity matching you can trust. No noise, no padded numbers — just more real people you can actually market to.

The proof in the numbers

Early testing of this update had already delivered major gains in match rates for multiple clients.

One DTC optics brand immediately saw an additional +1.5 million matches on an existing dataset and another client, a performance marketing company, gained +1 million immediately.

Every single match of these millions translates into fewer wasted dollars, more reliable models, and campaigns they could actually plan against with confidence.

For you, that’s the difference between “numbers on a slide” and ROI you can feel in the field and in the boardroom.

Why marketing leaders need better matches

Identity resolution isn’t just about hitting a high match rate — it’s about whether you can trust those matches to guide your spend and strategy. That’s what sets Faraday apart.

• Confidence at the core: Every match is one you can confidently act on. We don’t inflate numbers with guesses or maybes.
• Proven over time: With 13+ years of experience and longitudinal data, we capture life changes and long-term patterns that competitors miss.
• Built-in scale: Our Identity Graph spans 240M U.S. adults and households, enriched with 1,500+ datapoints and continuously updated.
• Innovation in motion: Updates like unique name + location matching show that even after more than a decade, we’re still pushing for incremental lifts that flow straight to ROI.
• Better outcomes downstream: Trustworthy matches mean stronger predictions, more efficient campaigns, and marketing dollars that work harder.

We’re always improving

This update is just the latest example of how Faraday treats identity resolution as a living system, not a one-and-done feature. Because of our longevity and ongoing innovation, our clients can trust their matches to be accurate today — and better tomorrow.

Identity resolution isn’t glamorous. But every percentage point of improvement falls directly to the ROI bottom line. And that’s what makes it worth obsessing over.

Stop guessing and start planning with confidence. Get in touch with our team.