Adding Filters

Adding Filters

Primer's database is built from many of the same data providers that power tools like Apollo.io or ZoomInfo. You can use our firmographic and demographic criteria as filters when shaping your audience.

Note- The maximum audience size you can create within Primer is capped at 3,000,000 (for both companies and people). This limit is displayed at the top of the page. Primer will automatically select up to 3 million records from the filtered audience

Using OR Logic & Group Operators

OR logic lets you match any of several conditions, and group operators let you control how filter groups interact.

• Toggle AND/OR: Switch between AND and OR connectors on filters and groups to broaden or narrow your criteria.

• Within or Between Groups: Use OR within a filter group or between groups to match anyone who meets at least one condition.

• Combine Fields: Combine conditions across different fields such as job title, department, or seniority without creating duplicate audiences.

💡 Filters can be dragged and dropped to reorder or regroup them, making it easier to refine your audience criteria.

Available Data Fields

When using Primer's database, you can filter audiences based on various fields:

• Job Title: Up to 200 job titles can be specified. Use the "is" operator for an exact match or the "contains" operator to pull records that contain title keywords. Use the "does not contain" operator to exclude keywords.

• Annual Revenue: Filter companies based on revenue ranges.

• Company Location: Refine searches by country, state, or city.

• Domain: Search based on company websites. Companies not matched will appear in red (Max 1000 domains)

  • Operators available:

    • is / is not → Use these for exact domain matches. For example, domain is sayprimer.com will only return records from that exact domain, while domain is not sayprimer.com will exclude it.

    • is known / is unknown → is known returns records that have a domain, while is unknown returns records without a domain.

    • TLD is / TLD is not → Filter by top-level domains (extensions such as .com, .gov, .au). For instance:

      • TLD is .com → only includes domains ending in .com

      • TLD is not .org or .edu → excludes domains often associated with nonprofits or educational institutions, and can also be used to remove regional domains like .de or .br

• Founded Year: Filter companies by their founding year.

• Headcount: Target companies based on their size.

• Industry: Filter by industry type (full list here).

• Keywords: Utilize keywords related to company activities.

• Technologies: Includes both front-end technologies found on websites and some back-end technologies sourced from job postings.

• Department & Sub-Department: Filter by specific departments within companies. Inferred from job titles. Not every record will have a department (full list here).

• Person Location: Target individuals based on their location, with options to filter by country, state, or city.

• Seniority Level: Inferred from job titles. Not every record will have a seniority.

• NAICS Code: Filter companies using their official NAICS industry classification.

• Degrees: Search for individuals based on their academic degree levels.

• Majors: Filter individuals by their field of study or academic major.

• Skills: Target individuals by specific skills listed on their profiles.

Historical Targeting

Overtime, Primer will learn patterns in your audience building. You may see a Historical Targeting panel appear beside your filters. This feature uses your past audience activity to surface targeting recommendations tailored to you.

Here’s how it works:

• Personalized Recommendations: If you’ve run two or more audiences in campaigns over the past six months, Primer will identify targeting patterns that have performed well before and suggest audiences with similar attributes.

• Always Up-to-Date: Recommendations update daily to reflect the latest results from your campaigns, ensuring they remain relevant as your targeting evolves.

Historical Targeting helps you quickly spot audience opportunities that align with your proven performance, without needing to manually search through past campaigns. You can apply these suggestions directly or use them as a starting point to refine with additional filters.

Undo, Redo & Reset

• Undo – Go back one step to undo your most recent change.

  • Mac: ⌘Z

  • Windows: Ctrl Z

• Redo – Redo a change you just undid.

  • Mac: ⌘⇧Z

  • Windows: Ctrl Y

Note: Undo and Redo let you move step-by-step through your recent edits. If you make a new change after using Undo, the Redo history will be cleared.

• Reset – Restore your audience to its original version, based on its current state:

  • Ready / Live / Matching: Returns to the version that was most recently run.

  • Draft: Resets to empty if you haven’t set an Ideal Customer Profile (ICP), or back to your ICP if you have one.

  • Duplicate: Returns to the version the audience was copied from.