SmartFill
Use Ruler SmartFill to redistribute unmatched data within your reports
Overview
SmartFill is a dynamic feature that redistributes unmatched data based on the relative performance of your existing marketing channels. This ensures a more accurate and proportional allocation of credit across channels.
How Redistribution Works
Redistribution is percentage-based. Each channel’s share of the unmatched data is determined by its contribution to the total measured performance within the selected date range.
Channels with higher metric values (e.g. revenue) receive a larger share of the redistributed amount. Channels with lower values receive a smaller share.
See example below of Revenue share without SmartFill applied.
| Channel | Revenue Share |
|---|---|
| Google Paid | 30% |
| Facebook Paid | 25% |
| Bing Paid | 20% |
| Google Organic | 10% |
| Direct | 10% |
| Unmatched | 5% |
With SmartFill Applied
The 5% unmatched revenue is redistributed proportionally across the other channels based on their existing shares.
Step 1: Calculate proportional weights (excluding unmatched) Total matched = 95%
Step 2: Redistribute the 5% unmatched based on channel share
| Channel | Original Share | Weight (of 95%) | Additional from SmartFill | New Share |
|---|---|---|---|---|
| Google Paid | 30% | 31.58% | +1.58% | 31.58% |
| Facebook Paid | 25% | 26.32% | +1.32% | 26.32% |
| Bing Paid | 20% | 21.05% | +1.05% | 21.05% |
| Google Organic | 10% | 10.53% | +0.53% | 10.53% |
| Direct | 10% | 10.53% | +0.53% | 10.53% |
| Total | 95% | 100% | +5% | 100% |
Note SmartFill operates on live data, meaning results will update automatically when you adjust your date range.
SmartFill ensures that unmatched revenue is not left unallocated. Instead, it is proportionally redistributed based on actual channel performance, resulting in a more complete and accurate view of your marketing impact.
While we expect to see a level of Unmatched data, particularly when you first get started with Ruler. If you feel your Unmatched data is higher than it should be, please let us know and we can investigate to look at closing any preventable gaps. See more on common causes for data discrepancies here.
To discuss having SmartFill enabled on your account, please speak with a member of the team today.
Updated about 2 hours ago