Match is determined by comparing your GPA, test scores, and academic rigor to the school's requirements.
Fit is determined by your interests, the type of school setting you want to be in, distance from home, financial fit, etc.
In order to be successful in applying to colleges, you should apply to 3-5 universities including 1-2 "Reach" schools, "Match" schools, and "Slam Dunk" schools.
Reach schools are schools in which you're not -quite- qualified for, such as lower GPA, test scores, extra curriculars, etc., but still want to attempt to apply for.
Match schools are schools in which you are in the required range and are a good match for.
Slam Dunk schools are schools in which you are above the average range and exceed the criteria, giving a high change of acceptance.