Audience estimates

What the size, match rate, summary and preview estimates show as you build an audience.

As you add filters and destinations, Primer shows estimates so you can see the shape of the audience before you build it. There are four estimates: size, match rate, summary and preview.

Two further things add colour to those estimates rather than being estimates in their own right: historical win rates enrich the summary with CRM deal data, and 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 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 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, 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 totals — the company and person counts.

• As a Δ column in each 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.