--- schema_version: "1" id: e4a52734855ee40ccf1013894a3d46f0c9ecbc250534d3fa45817c26aaadb3a2 title: Advanced Match Criteria Settings collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/data/264-0-0/c360_a_match_rules_advanced_settings.md canonical_url: https://help.salesforce.com/s/articleView?id=data.c360_a_match_rules_advanced_settings.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: e59aab41020140b4e0de8ee0541404612d7b2ac287f67dd2e37f94bb681d46a8 description: Access match rule modifier settings in Advanced Match Criteria Settings for each match rule. products: - Data 360 release: "264" --- # Advanced Match Criteria Settings Access match rule modifier settings in Advanced Match Criteria Settings for each match rule. You can set rules to use case sensitive matching or to match blank values. Case Sensitive If Case Sensitive is selected for a match rule, uppercase letters don't match lowercase letters. For example, “Maryanne” and “MaryAnne” are treated as different names in case sensitive matches. The option **Use case sensitive matching to link Individual ID and Fully Qualified Key** can be set for an entire ruleset when you create a new ruleset. If selected, identity resolution matches records where both the individual ID and fully qualified key are identical. Match on Blank If selected, empty field values are considered matches. Choose this setting thoughtfully to avoid overmatching. For example, selecting Match on Blank for a field that’s frequently empty, such as a middle name, can cause records that are incomplete to be linked into the same unified profile. When a ruleset iruns in real time, Match on Blank is ignored. The error “Some source profiles weren’t unified because they matched 50,000 or more other profiles. To reduce the number of matching records, clean your data or refine your match rules.” on a ruleset run can be caused by selecting Match on Blank for fields that are frequently empty.