Your account dashboard includes a Match Type setting. This controls which rules LettrLabs uses to connect a conversion — like a purchase — back to the specific recipient you mailed. This guide walks through each option and what to keep in mind when choosing.
What Match Type does
Match Type is a multi-select setting: you choose one or more rules, and LettrLabs uses whichever rules you've selected to try to link a conversion back to a mailed recipient. The available options are:
Address: Matches by the recipient's mailing address.
Coupon Code: Matches by a unique code included in the mailing that the customer used at checkout.
Email: Matches by the customer's email address.
Phone Number: Matches by the customer's phone number.
Selecting more than one
You aren't limited to a single match type — you can select as many as make sense for your business. In general, selecting more match types means more conversions get successfully matched back to a recipient, because a conversion only needs to satisfy one of your selected rules to count. If a customer's address doesn't match cleanly but their email does, enabling Email matching in addition to Address matching gives that conversion a second path to being attributed.
That said, each match type has its own tradeoffs between how many conversions it catches and how precisely it identifies the right recipient.
Unverified: the specific precision/recall tradeoffs of each individual match type were not confirmed for this guide.
Important: changing this setting recalculates your data
Just like the Attribution Window setting, changing your Match Type selection triggers a recalculation of your attribution pipeline. Adding or removing a match type doesn't just apply to future conversions — it re-evaluates how past conversions are matched, which can shift your historical attribution numbers.
Because of this, it's worth thinking through which match types genuinely fit your business — for example, whether your checkout flow reliably captures email or phone number — before changing this setting, rather than adjusting it frequently.
Choosing what's right for you
If your mailings always include a unique coupon code, enabling Coupon Code matching is a straightforward way to capture clean, direct matches.
If your checkout reliably collects email or phone number, enabling those can catch conversions that wouldn't otherwise match on address alone.
Address matching is often a strong baseline since it maps directly to who you mailed, but customers don't always check out using the exact address you mailed.
When in doubt, enabling more match types generally captures more of your true conversions — just remember that saving your change kicks off a recalculation of your attribution data.