Configure Match Booster on a model

Configure Match Booster on a model to enrich your first-party identifiers with additional emails, phone numbers, device IDs, and other identifiers from Hightouch's third-party identity graph.

Overview

This page covers the model side of Match Booster setup — enabling enrichment, mapping your identifier columns, configuring settings, and running the initial enrichment. After enrichment completes, enable Match Booster in your syncs.

Where Match Booster lives in Hightouch

You can enable Match Booster in two places, depending on how you build your audiences:

Enable Match Booster on the model

1. Open the model or parent model where you want to enable Match Booster:

   • For models: go to Activation > Models. Select the model and open the Match Booster tab.
   • For parent models: go to Customer Studio > Schema. Select the parent model and open the Match Booster tab.

2. Toggle Enable Match Booster on.

This unlocks the expansion options, identifier mapping, and enrichment schedule sections.

Select expansion options

Configure optional expansion behavior before mapping match keys.

• Enable Household Expansion — Enable this if you want to target, suppress, or measure at the household level instead of just the individual. Household Expansion matches a single record to a residential address in the identity graph and expands targeting to all people and devices in that household. To use Household targeting, you must also select the Household targeting level during sync configuration.

• Enable CTV Matching — Enable this if you run ads on connected TV platforms (Roku, LG, Samsung, Vizio). CTV Matching translates your first-party identifiers into CTV IDs and IP addresses that CTV ad platforms use for matching.

See Targeting levels for guidance on when to use person-level versus household-level matching.

Map match keys

Under Which identifiers should be used to link your model to Hightouch's identity graph?, map your match keys by selecting a warehouse Column name and an Identifier type for each identifier you want to use.

1. Select the identifiers you want to match into the identity graph. Common mappings include:

   • Email (raw or hashed — Hightouch hashes raw values automatically)
   • Phone number (raw or hashed)
   • Name and address fields (raw, or SHA256 hashed in US enrichment, for name/address matching)
   • Device IDs, IP addresses, or mobile ad IDs (for anonymous or CTV use cases)

2. For name and address matching, you must provide first name, last name, and at minimum the first address line and postal code. Including city and state improves accuracy.

   Each name and address field has a plain text identifier type and a SHA256 identifier type, for example First Name and First Name SHA256. You can mix types across fields, but map only one type per field. See Hashed names and addresses.

3. Select Save when your mappings are complete.

Match keys reference

Match keys determine which records can be matched, what additional identifiers Match Booster can add, and what enriched identifiers are available in your destination syncs.

Known users

Use known-user matching when you have user-level identifiers like email, phone, MAIDs, or postal address information.

Supported inputs:

Enriched identifiers added:

Anonymous users

Use anonymous matching when you have IP address data but no known user identifiers.

Supported inputs:

Enriched identifiers added:

Conversion events

Use conversion matching when you sync conversion records and want ad platforms to match more of those events.

Supported inputs:

Enriched identifiers added:

Identifier normalization

If you pre-hash email, phone, or name and address values, normalize your plaintext identifiers using the rules below so your hashes match what Hightouch requires. EU enrichment requires stricter normalization than US enrichment because the EU identity graph stores values in a different format.

Email

In all regions, lowercase the email before hashing.

For US enrichment, also trim leading and trailing whitespace.

For EU enrichment, also:

• Remove all whitespace from the email.
• Remove accents (for example, é → e, ü → u).
• Replace these special characters: ß → ss, œ → oe, æ → ae, þ → th.
• For Gmail addresses (@gmail.com), remove dots and +tag suffixes from the part before the @.

Examples (plaintext → value to hash):

• Marie.Dupré@example.com → marie.dupre@example.com
• weiß@example.de → weiss@example.de
• John.Doe+promo@gmail.com → johndoe@gmail.com

Phone

For EU enrichment, format phone numbers as E.164 (with the leading +, for example +447700900123). This formatting is required for both plaintext and pre-hashed phone values.

Postal codes and addresses

In all regions, lowercase names and address fields (street, city, state).

For postal codes:

• US enrichment — Keep only the digits (5-digit ZIP, 3-digit ZIP prefix, or ZIP+4).
• EU enrichment — Remove whitespace but keep letters and numbers. For example, UK SW1A 1AA becomes sw1a1aa.

Hashed names and addresses

If your data policies don't allow plain text names and addresses, you can map SHA256 hashes of any of the seven name and address fields instead: first name, last name, address line 1, address line 2, city, state, and postal code. Hashed name and address matching is available for US enrichment only.

Hightouch hashes its identity graph the same way you hash your data, so your hashes only match if you follow these steps exactly:

1. Standardize addresses to USPS format with a CASS-certified tool.
2. Lowercase each value, trim leading and trailing whitespace, and replace repeated spaces with a single space.
3. Hash each value with SHA-256 and store the hex digest. Uppercase and lowercase hex both work.

Field-specific rules:

• Address line 1: hash the standardized delivery line, for example 123 n main st, not 123 north main street.
• State: hash the two-letter state code, for example ca.
• Postal code: hash the 5-digit ZIP code only. Don't include ZIP+4.

Leave empty values as null. Hightouch treats a hash of an empty string, or any value that isn't a 64-character hex digest, as unmapped.

Hashed values only match exactly. Plain text values can also match on partial values, such as the 3-digit ZIP prefix, so expect fewer matches from hashed fields than from plain text ones.

Example record:

Set enrichment schedule

Configure how frequently Hightouch enriches your model against the identity graph.

The Enrichment schedule section lets you set a recurring interval (for example, every 1 day). Schedules are capped at 28 days to meet data retention requirements.

Enrichment creates a secure mapping between your hashed primary keys and the third-party identity graph without storing raw PII.

Add enrichment filters (parent models only)

On parent models, you can use enrichment filters to define a subset of records to enrich. Common filters include:

• Limiting enrichment to specific regions
• Enforcing consent rules by enriching only consented users

Run initial enrichment

Select Initialize Match Booster to run the first enrichment.

The initial run performs a full enrichment and may take longer for large datasets. Subsequent runs only enrich new or updated records.

Next steps

Configuring Match Booster on a model is step one. Enrichment does not flow to ad platforms until you enable Match Booster on a sync.

After the initial enrichment completes:

• Enable Match Booster in syncs — Turn on Match Booster in your destination syncs to start sending enriched identifiers to ad platforms.