Ambiguous Matches
Ambiguous matches occur when a single CRM row has several potential matches in the ad data. The system can't unambiguously determine which one is correct.
When ambiguous matches occur
1. Repeating UTM tags
The same UTM field value is used across multiple ads.
Example: two campaigns use utm_campaign=generic_sale. The system sees a CRM row with utm_campaign=generic_sale and can't determine which campaign the deal came from.
2. Too loose a matching mode
In loose mode, few fields are used for matching — raising the chance that several ad rows fit the criteria.
Example: in loose_campaign mode, matching utm_campaign alone is enough. If several ads share one campaign, ambiguity arises.
3. A wide date window
With a large date window (60–90 days), a single deal can fall within the window of multiple clicks.
Example: a user clicked an ad on June 1 and June 15. The deal was created on June 20. With a 30-day date window, both clicks qualify.
Resolution strategies
1. First Match
The deal is matched with the first ad event found (the earliest click).
- Suits a first-click attribution model
- Simple, but can be inaccurate
2. Last Match
The deal is matched with the last ad event found (the latest click).
- Suits a last-click attribution model
- The most common approach
3. Closest Match
The deal is matched with the ad event closest in time to the deal's creation date.
- Accounts for time proximity
- More accurate, but harder to implement
4. Weighted Distribution
Metric values (Spend, Revenue) are distributed proportionally across all potential matches.
- The fairest approach
- Used in multi-touch attribution
LightLead's default strategy
LightLead uses the Last Match strategy by default. This means:
- For each CRM row, the latest ad event within the date window is taken
- If several ad events share the same date, the first one in order is chosen
How to reduce the number of ambiguous matches
- Use strict or balanced mode — more fields = fewer ambiguities
- Add utm_content — distinguish ads within a campaign
- Shrink the date window — fewer overlaps between clicks
- Use unique UTM tags — avoid identical values across different ads