NCOA (National Change of Address) is a USPS database that keeps address data accurate. SITE ID uses NCOA to refresh visitor data monthly, ensuring your identity matching stays precise.
NCOA (National Change of Address) refresh keeps identity data accurate by updating addresses monthly. With 12% of Americans moving each year, unrefreshed data decays rapidly—causing match rates to drop from 95% to below 85% within 12 months. Monthly NCOA refresh protects visitor identification accuracy and keeps targeting precise.
Most companies don't lose performance because of ads.
They lose performance because of data decay.
And they don't even realize it.
Let's explain what that means.
People change constantly.
Every year in the United States:
12%
of the population moves
Millions
change jobs annually
Many
change email addresses
Many
change phone numbers
That means your contact database starts aging immediately.
If you don't refresh it, accuracy drops every month.
That's called data decay.
How accurate is visitor identification?
Learn more about accuracy rates and what affects match quality.
When data becomes stale, things go wrong:
Emails bounce
Invalid addresses hurt sender reputation
Direct mail gets returned
Wrong addresses = wasted postage
GEO targeting misfires
Location data becomes unreliable
Identity match rates drop
Fewer visitors get identified
Conversion rates fall
Your foundation is breaking
It happens quietly.
You blame ads.
You blame creative.
You blame your team.
But the foundation is breaking.
NCOA stands for:
National Change of Address.
It is the official U.S. registry that tracks when people move.
The same system used to forward your mail can also keep marketing data accurate.
But here's the catch: Most marketing platforms do not refresh against it monthly.
If 12% of Americans move every year, that's roughly 1% per month.
If your data is not refreshed monthly, your match accuracy slowly declines.
And that's assuming it started clean. Derivative datasets often start at 60% or lower.
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Learn how identity resolution works.
How insurance companies improve lead quality
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Here's what happens with derivative data:
Then add data decay. Now you're operating on unstable identity.
That affects everything downstream.
Visitor identification relies on:
Accurate physical address linkage
Stable identity spine
Verified geo-coordinates
If address data drifts, identity linkage weakens.
Monthly NCOA refresh keeps:
This protects match rates.
Insurance companies rely on:
Correct residency
Accurate household data
Geographic compliance
If address data is wrong:
Monthly NCOA keeps things clean.
High-value ecommerce brands use:
Direct mail follow-up
Location-based targeting
High-income segmentation
If data is stale, targeting weakens.
Accuracy protects margins.
How ecommerce brands use visitor identification
Learn how ecommerce brands turn anonymous traffic into revenue.
Agencies sell performance.
If performance drops because of data decay, clients leave.
Monthly refresh:
That's leverage.
Most visitor ID tools:
Because it's expensive.
But inaccurate data is far more expensive.
Data decays.
It always will.
The question is:
Are you refreshing it?
Or letting it rot quietly underneath your campaigns?
Companies that refresh monthly build stable performance.
Companies that don't chase ghosts.
SITE ID refreshes data with NCOA every 30 days to ensure your identity matching stays precise.