What this is
The Message Market Fit Score measures how well your campaign messaging is resonating with your target audience. It can be found in the Reporting section, as part of the Performance Scorecard report.
It evaluates the relationship between:
How often your ads are shown to each contact
How those contacts engage with your ads
The score ranges from:
0% (no engagement)
to 100% (strong alignment between message and audience)
When to use this
Use the Message Market Fit Score when you want to:
Understand if your messaging is effective for your target audience
Identify underperforming campaigns
Diagnose whether issues are caused by delivery (impressions) or engagement (clicks)
Get recommendations on how to improve campaign performance
How it works
The score is calculated based on a combination of key performance signals:
1. Impressions per contact
This measures how frequently each contact sees your ads.
10–20 impressions per contact → Strong baseline performance
20–40 impressions per contact → Very strong performance
Below 10 impressions per contact → May indicate low reach or delivery issues
Low impressions per contact can suggest:
Your audience is not active on the channel
Your bid is too low
Your campaign is not delivering effectively
2. Clicks per contact
This measures how many contacts engage with your ads.
1%–5% of contacts clicking → Strong performance
Above 5% → Exceptional engagement
Below 1%–5% → Indicates weak engagement
Important: This is not CTR (click-through rate).
CTR = clicks ÷ impressions
Clicks per contact = clicks ÷ total contacts
This means:
Increasing impressions and clicks together will increase this metric
Unlike CTR, it reflects audience-level engagement, not ad efficiency
3. Ad type differences
The scoring model adjusts expectations based on the channel and format.
For example:
Audio ads → fewer impressions and no clicks expected
Display ads → expected to follow standard impression and click benchmarks
4. Over-engagement signals
Very high engagement can also reduce the score.
This may indicate:
Audience expansion beyond the intended target
Irregular or misleading engagement patterns
How to interpret the score
Use the score as a quick signal:
High score (closer to 100%)
Strong alignment between message and audience
Good delivery and engagement
Mid-range score
Some engagement, but room for improvement
Often caused by insufficient impressions or moderate click rates
Low score
Messaging is not resonating
Or the campaign is not reaching the audience effectively
Example:
A campaign with low impressions per contact but decent engagement may improve simply by increasing delivery
A campaign with high impressions but low clicks likely needs messaging or creative changes
What to do next
The Message Market Fit Score also provides campaign-specific recommendations based on performance.
These recommendations help you:
Increase impressions where delivery is too low
Improve engagement when clicks are weak
Identify when audience or targeting adjustments are needed
Important notes
- The score evaluates performance at the contact level, not just impressions
- It combines delivery and engagement, not just one metric
- It is designed to answer a simple question: Is this message working for this audience?