Anyone figured out the best traffic for matchmaking campaigns

I’ve been spending a lot of time trying to understand what actually works when you’re running matchmaking campaigns. It’s one of those things that sounds simple at first. You pick a traffic source, set up your ads, and hope people who are looking for a match click through. But once you’re inside it, you realize it’s not that straightforward. Different sources behave in completely different ways, and what looks good on paper doesn’t always translate into real signups.

The first thing that pushed me down this rabbit hole was noticing how inconsistent my numbers were. Some weeks I saw steady interest, and other weeks everything slowed down even though I didn’t change anything. That made me wonder if I was even using the right traffic sources in the first place. I kept hearing people talk about Matchmaking Campaigns like there’s one perfect place to run them, but I’ve never found that to be true.

I’ve tried social platforms, adult networks, push traffic, niche dating channels, and even random places I stumbled across while experimenting. Each one behaves differently, so half the battle is figuring out who you’re trying to attract and where they spend time. The real headache for me was intent. Lots of traffic sources can give you people who click because they’re curious, but finding people who actually want to connect with someone is a different story.

One of the pain points I ran into early on was broad targeting. It gave me numbers, sure, but not many of them meant anything. Tons of impressions, a bunch of clicks, but barely any signups. It took me a while to realize that matchmaking users often behave like shoppers. They’ll check a few options, think about it, and then decide later. A traffic source that brings random browsers isn’t going to help much.

After getting frustrated enough times, I started testing things more intentionally. Instead of running everything at once, I focused on smaller tests. I tried push traffic again, but this time with more specific segments. I also revisited social traffic and looked at narrower interests. It didn’t fix everything, but I could finally see which parts were working and which ones were a waste of money.

One thing I can say from personal experience is that niche dating-friendly platforms tend to bring better users than general ones. They don’t always bring huge volume, but the mindset of the user is different. They’re already comfortable exploring dating content, so matchmaking offers don’t feel out of place. When I compared that to social traffic, I found that social gave me more volume, but the conversion rate bounced all over the place.

At one point I came across a discussion about different traffic mixes, and it made me rethink the way I approached everything. Instead of trying to find “the best” source, I started using a mix of two or three that behave differently. One source for steady volume, another for higher intent, and a third for occasional testing. That little shift helped me balance things out.

While reading up on it, I also found this post that breaks down some options in a simple way. It’s not overly technical, just a helpful overview if you’re trying to understand the landscape: Best Traffic Sources for Matchmaking Campaigns. I didn’t follow everything in it step by step, but it gave me a better idea of how to compare sources without guessing.

What helped me the most was keeping expectations realistic. Matchmaking Campaigns rely a lot on user mindset. Some people are actively searching for a match. Some are only browsing. Some click because they’re curious. When I stopped trying to force one traffic source to do everything, I got better results. I still don’t think there’s a single “best” source for everyone, but there are definitely patterns.

If someone asked me today where to start, I’d tell them to start with sources that already work well with dating content, pair them with one or two broader sources, and test slowly. Don’t expect instant magic. Look at the signals. See where users spend more time on your landing page. Watch which source gives better click quality even if the volume looks small. It’s a mix of patience and trial and error, but it’s not impossible.

At the end of the day, most of us are trying to figure out the same thing: where do the most serious users come from and how do we reach them without wasting half the budget? I wouldn’t say I’ve mastered it, but I’m definitely more comfortable now than I was a year ago. If you’ve been struggling with the same confusion, you’re not alone. Sometimes it just takes a few small adjustments before the whole picture starts to make sense.