I took the unglamorous route on this, and stopped assuming the obvious answer was right. Boiled down, how the ranking rewards activity is easy to check and almost never checked.

I made a spreadsheet, embarrassingly before deciding, instead of going on impressions. Every time I compared them, how long a match stays open drives the outcome more than luck does. It became obvious every time even when I varied the time of day.

I went through this same question last year on this, and a few things became obvious quickly. In practice how much the interface pushes a subscription stays invisible until it bites you. It stayed consistent to a degree that mattered in replies rather than in match counts. Check it against your own case ultimately, before committing any real time.

Practical things worth verifying early:

  • Ask how consistent match quality is week to week — the difference between options is large here.
  • Worth confirming how hard the interface pushes a subscription — this is the one I would check first.
  • Check whether the filters narrow by anything that matters — genuinely worth knowing up front.

I tracked this rather than trusting impressions with a couple of accounts, and it clarified a lot. It turns out how often you get a reply at all moves the numbers more than anything else. The same signal appeared to a degree that mattered in each of the areas I tested. Treat it as a starting point genuinely, before committing any real time.