> For the complete documentation index, see [llms.txt](https://support.sayprimer.com/primer/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.sayprimer.com/primer/audiences/estimates.md). # Audience estimates What the size, match rate, summary and preview estimates show as you build an audience. As you add [filters](/primer/audiences/audience-filters.md) and destinations, Primer shows estimates so you can see the shape of the audience before you build it. There are **four estimates**: [size](#size), [match rate](#match-rate), [summary](#summary) and [preview](#preview). Two further things add colour to those estimates rather than being estimates in their own right: [historical win rates](#historical-win-rates) enrich the summary with CRM deal data, and [changes since your last run](#changes-since-your-last-run) — the **Δ** indicator — overlays the size and summary to show how they've moved since earlier runs. ## Size A count of how many records match your filters. This is not the final matched count; matching against a destination drops records the platform can't identify, so the delivered audience is smaller. See [Audience size limits](/primer/audiences/audience-size-limits.md) for the minimums and maximums that apply. ## Match rate For **Meta, Google and LinkedIn**, a predicted share of the audience that destination is expected to identify. See [Match rates](/primer/audiences/match-rates.md) for what those numbers mean. ## Summary A breakdown of the audience by category — each row shows what share of the audience falls into that value. Some categories describe the **people** in the audience, others the **companies** they work at. | Attribute | Describes | What it shows | Example | | ---------------- | --------- | ------------------------------------------------------- | ----------------------- | | Job title | People | Share of people by job title | Chief Marketing Officer | | Seniority | People | Share of people by seniority level | C-Suite | | Department | People | Share of people by department (and sub-department) | Marketing | | Company domain | People | Share of people grouped by the company they work at | acme.com | | Annual revenue | Company | Share of companies by revenue range | $1M–$5M | | Headcount | Company | Share of companies by employee-count range | 50–100 | | Industry | Company | Share of companies by industry | Marketing & Advertising | | Company location | Company | Share of companies by location (country, state or city) | United States | ### Historical win rates If you've [connected a CRM](/primer/connections/integrations/connecting-a-crm.md), the summary adds a **Win Rate** column: for each value in the breakdown, how often opportunities with that attribute have been won, drawn from your CRM's historical deal data. It's shown for the categories where deals tend to differ — company **annual revenue, headcount, industry and location**, and people **seniority, job title and department** — alongside a confidence marker for how statistically significant that rate is. Hovering a value also shows its expected **deal size** and its **difference in deal value versus your average**. Win rates come from **Salesforce or HubSpot**. Without a CRM connected, the column instead prompts you to connect one; with a CRM connected but too few deals to measure, it reads **Insufficient Data**. A HubSpot connection made in companies-only mode has company win rates but no people ones. ## Preview A sample of who matches your current filters, up to the **first 250 records**, **25 at a time** across pages. It's for sanity-checking your filters — not the full audience, and there's no export from the preview. ## Changes since your last run This is an overlay on the size and summary estimates, not an estimate of its own. Once an audience has been run at least once, a change indicator — labelled **Δ** (delta, "Change") — shows how the current estimate has moved against earlier runs of the same audience, so you can see the effect of a filter edit. It appears in two places: * On the [**Size**](#size) totals — the company and person counts. * As a **Δ** column in each [**Summary**](#summary) category. Each Δ shows a **relative percent change by default and the exact record difference on hover**. It shows a **dash (—)** when the change is within estimate noise, or can't be computed with confidence. A brand-new draft has nothing to compare against, so no Δ shows until the audience has been built or synced once. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. 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