In CRM onboarding, the matching rate represents the proportion of contacts or individuals from the CRM database for whom a match was found with a cookie or identifier on the onboarding platform. For example, a 40% matching rate for a large retail chain would generally indicate that, following the onboarding process, the chain would be able to identify 4 out of 10 members of its loyalty program online for whom the onboarding process was completed. Matching rates typically observed on platforms are most often between 30% and 50%. However, these rates can vary depending on the characteristics of the profiles of the onboarded individuals, as well as the volume and quality of the data in the reference database used by the onboarding platform.