Skip to main content

Return to User Guides

​
What is the Match Map?

The Match Map shows you where the people in your audience actually live, plotted on a real map. Instead of reading a list of cities or ZIP codes, you can see at a glance where your audience is concentrated and where it isn’t. Areas with more people in your audience appear as larger, more visible clusters; areas with fewer people appear smaller or not at all.

​
Before you begin

Before exploring Match Map, make sure you’ve already imported. You can do this using the Import Data button in the top-right corner of the screen. Match Map only work with records that are already in your account. You can also create an audience in Audience Builder. The Audiences selector in the top-right corner shows how many audiences are currently active. If you have more than one audience in Huckle, you can use this selector to switch between them or combine them.

​
Reading the Map

Each cluster on the map represents a group of people from your audience who live in the same general area. The larger and darker a cluster appears, the more of your audience lives in that part of the map.
  • Larger / darker clusters = more of your audience lives there.
  • Smaller / lighter clusters = fewer of your audience lives there.
  • No cluster = no one in your audience (matching the current filters) lives in that area.
Tip: The clusters update automatically as you change the filters at the top of the page or as you zoom in and out. Zooming in often splits a single large cluster into several smaller ones, giving you a more detailed view of a specific region.

​
Filtering the Map

Three dropdowns near the top of the page let you narrow down which part of the country the map is focused on. Each dropdown has a small info icon next to it with a short explanation.
  • State — Choose which state you want to look at.
  • Select an MSA — Narrow the view to a specific Metropolitan Statistical Area (MSA). MSAs are standard groupings used to define major population centers and the surrounding regions that economically connect to them (for example, the Columbus, OH MSA includes Columbus and several nearby counties).
  • Select a City — Narrow the view even further to an individual city.
You can use these dropdowns in combination. Setting a state, then an MSA, then a city gradually zooms the map in from a wide regional view to a single city.