The headline uses the selected target pool as the denominator. If the user is looking for men, the percentage is out of UK adult men aged 18+. If they are looking for women, it is out of UK adult women aged 18+. If they choose any gender, it is out of all UK adults aged 18+.
The cascade multiplies the target-gender base by age, height, body type, income, education, ethnicity, orientation, availability, children, marriage history, and baldness filters. The app also shows the all-adult percentage underneath the headline when the target denominator is only men or only women.
estimated matches = UK adults aged 18+ x target gender share x each selected filter probability