| Audience | Data teams, platform admins |
| Prerequisites | A model or Customer Studio parent model with at least one supported identifier, and Match Booster enabled on your workspace |
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:
| Approach | Best for | Where to configure |
|---|---|---|
| Enable on a model | Syncs built directly from a model in Activation | Activation > Models, select a model, then open the Match Booster tab |
| Enable on a parent model | Customer Studio audiences built from the schema | Customer Studio > Schema, select a parent model, then open the Match Booster tab |
Enable Match Booster on the model
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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.
-
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.
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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.
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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.
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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)
- Name and address fields (for name/address matching)
- Device IDs, IP addresses, or mobile ad IDs (for anonymous or CTV use cases)
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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.
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Select Save when your mappings are complete.
Select the magic wand icon to automatically map match keys based on your column names.
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:
| Match key | Supported format | Notes |
|---|---|---|
| Plain text, MD5, SHA256 | ||
| Phone | Plain text | |
| MAIDs | Plain text | Mobile advertising IDs |
| Full postal address | Plain text | First name, last name, street 1, street 2, city, state, postal code |
Enriched identifiers added:
| Identifier | Notes |
|---|---|
| Hashed | |
| Phone | Hashed |
| MAIDs | |
| IP address (CTV) | |
| First name | |
| Last name | |
| City | |
| State | |
| Postal code |
Anonymous users
Use anonymous matching when you have IP address data but no known user identifiers.
Supported inputs:
| Match key | Supported format | Notes |
|---|---|---|
| IP address | Plain text | Used for anonymous matching |
Enriched identifiers added:
| Identifier | Notes |
|---|---|
| Hashed | |
| Mobile ad ID |
Conversion events
Use conversion matching when you sync conversion records and want ad platforms to match more of those events.
Supported inputs:
| Match key | Supported format | Notes |
|---|---|---|
| Plain text, MD5, SHA256 | ||
| Phone | Plain text |
Enriched identifiers added:
| Identifier | Notes |
|---|---|
| Hashed | |
| Phone | Hashed |
| First name | |
| Last name | |
| City | |
| State | |
| Postal code |
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.
Initialization is a one-time step that can take up to 72 hours. Select Email me when enrichment is complete to avoid monitoring progress manually.
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.