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  • Welcome to Primer!
  • Managing Your Account
    • Invite a User to Your Primer Account
    • Change User Role
    • Upgrade Subscription
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    • Notification Center
  • Product Changelog
  • An Introduction to Primer's Database
    • Information Security
  • Connections
    • Connecting the Primer Pixel
    • Setting up Connections
      • Connecting Salesforce to Primer
        • Salesforce Requirements and Permissions
        • Troubleshooting Your Salesforce CRM Connection to Primer
      • Connecting HubSpot to Primer
        • HubSpot Requirements and Permissions
        • Troubleshooting Connections Errors
  • BUILDING AUDIENCES
    • How to Build an Audience
      • Primer Filter Criteria
        • Department Definitions
        • Industry Definitions
      • Audience Match Rate Estimates
      • Audience Summary
      • Audience Preview
      • Salesforce Filter Criteria
      • HubSpot Filter Criteria
      • Using CSVs as Filter Criteria
      • Understanding Salesforce and CSV Match Rates
      • Performant Audience Sizes
    • Managing Audiences in Primer
      • Audience Statuses
      • Matched Audience Size
      • Audiences Dynamically Update
      • Active Audience Slots
      • Ad Audience Best Practices
  • USE CASES
    • PMax Campaigns Audience Signals
    • Unbranded Search Exclusion Audiences
    • Unbranded Search Inclusion Targeting
  • Meta Lead Gen Custom Audiences
  • LinkedIn Audience Efficiency
  • Set Up a Cross-Channel ABM Campaign
  • Apply Audiences to Demand Gen Campaign
  • Set Up Meta Lookalike Campaigns
  • Branded Search Exclusion Audiences
  • HubSpot Buyer Intent
  • 6Sense Ad Expansion
  • Koala Signals into Ads
  • Implementing Box-In Retargeting for Audience Exclusion
  • CRM Retargeting
  • Opp Acceleration
  • SYNCING AUDIENCES
    • Syncing Your Audience
    • Google Ads
      • Google Match Rates
      • Google Ads Metrics
    • LinkedIn Ads
    • Facebooks Ads
      • Facebook Intro for B2B Marketers
  • TROUBLESHOOTING CONNECTIONS
    • Meta Troubleshooting
      • Error: Facebook Custom Audiences Terms of Service
      • Error: Facebook Ad Account Not Associated with a Business
      • Error: Facebook Permissions
      • Error: Too Many Custom Audiences in Facebook
      • Issue: Junk Leads Because of Advantage+ Audience Setting
    • Google Troubleshooting
      • Error: Google "Please verify that the account has been whitelisted."
      • Troubleshooting: How to Share Audiences Between Google Ads and DV360
      • Trouble Locating a Specific Audience in Google
      • Trouble Understanding Google Match Rate vs. Audience Size
    • Other
      • Error: Miscrosoft "Customer List Terms And Conditions Not Accepted"
  • UNDERSTANDING PERFORMANCE
    • Benchmarking Success
    • Match Rate vs. Reach Rate
  • Learn More
    • Conversion Lift Analysis (Beta)
    • Experimental Ad Destinations (Beta)
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  1. BUILDING AUDIENCES
  2. How to Build an Audience
  3. Primer Filter Criteria

Industry Definitions

Industry
Fill Rate
Definition

Accounting

1.10%

Firms providing financial recordkeeping, auditing, and tax-related services to businesses and individuals.

Airlines/Aviation

0.20%

Companies involved in air transport services for passengers and cargo, as well as aircraft manufacturing and support.

Alternative Dispute Resolution

0.10%

Services offering mediation, arbitration, and other out of court solutions to resolve legal disputes.

Alternative Medicine

0.10%

Providers of non-mainstream medical treatments like acupuncture, chiropractic care, or herbal remedies.

Animation

0.10%

Studios and companies that produce animated content, including movies, television, and digital media.

Apparel & Fashion

0.60%

Businesses that design, manufacture, and sell clothing, footwear, and accessories.

Architecture & Planning

1.10%

Firms involved in designing buildings and urban landscapes, including master planning and landscape architecture.

Arts And Crafts

0.30%

Companies creating handmade or artisan products, such as pottery, textiles, and jewelry.

Automotive

1.10%

Companies involved in the design, manufacturing, and sales of motor vehicles and related parts.

Aviation & Aerospace

0.20%

Businesses focused on the manufacturing and development of aircraft, spacecraft, and related systems.

Banking

0.30%

Financial institutions providing deposit, lending, and investment services to individuals and businesses.

Biotechnology

0.30%

Firms that apply biological processes to develop products like pharmaceuticals, agricultural goods, and industrial enzymes.

Broadcast Media

0.20%

Television, radio, and internet companies involved in the production and distribution of audio-visual content.

Building Materials

0.50%

Suppliers and manufacturers of products used in construction, such as cement, wood, and steel.

Business Supplies And Equipment

0.40%

Providers of office supplies, furniture, and equipment to support business operations.

Capital Markets

0.10%

Firms involved in the buying and selling of securities, including stocks and bonds, to raise capital.

Chemicals

0.30%

Companies producing chemical products used in industries like agriculture, pharmaceuticals, and manufacturing.

Civic & Social Organization

0.60%

Nonprofit organizations focused on community service, social welfare, and advocacy.

Civil Engineering

0.60%

Firms providing design and construction services for infrastructure projects, such as roads, bridges, and buildings.

Commercial Real Estate

0.20%

Businesses involved in buying, selling, leasing, and managing properties used for business purposes.

Computer & Network Security

0.30%

Companies focused on safeguarding computer systems, networks, and data from cyber threats.

Computer Games

0.30%

Developers and publishers of video games for personal computers, consoles, and mobile devices.

Computer Hardware

0.20%

Manufacturers and suppliers of physical computing devices like servers, storage systems, and peripherals.

Computer Networking

0.10%

Firms providing technologies and services for connecting and managing computer networks.

Computer Software

1.50%

Companies that develop applications and systems software to perform specific functions on computers.

Construction

4.30%

Firms involved in the building of infrastructure, residential, and commercial properties.

Consumer Electronics

0.20%

Manufacturers and retailers of electronic devices used by individuals, such as smartphones and TVs.

Consumer Goods

0.60%

Companies producing and selling goods used by consumers, such as household products, clothing, and appliances.

Consumer Services

1%

Businesses that provide services directly to individuals, such as cleaning, repair, and personal care.

Cosmetics

0.30%

Companies involved in producing and selling beauty and personal care products, like makeup and skincare.

Dairy

0.10%

Producers and processors of milk and dairy products, including cheese, yogurt, and butter.

Defense & Space

0.10%

Companies focused on national defense and aerospace, including weapon systems and satellite technology.

Design

0.90%

Firms providing creative design services, including graphic, interior, and industrial design.

E-Learning

0.40%

Providers of online educational platforms, courses, and digital learning tools.

Education Management

1.20%

Companies or organizations managing educational institutions or providing education-related services.

Electrical/Electronic Manufacturing

0.90%

Producers of electronic components and devices, from semiconductors to home appliances.

Entertainment

0.70%

Businesses producing and distributing content for television, movies, music, and live performances.

Environmental Services

0.70%

Companies offering services like waste management, environmental consulting, and renewable energy solutions.

Events Services

0.90%

Businesses focused on planning and managing events, such as conferences, weddings, and corporate meetings.

Executive Office

0.20%

Companies that provide administrative and executive support services, often for business leadership and strategy.

Facilities Services

0.70%

Firms offering building maintenance, cleaning, and management services for businesses and institutions.

Farming

0.50%

Agricultural companies focused on cultivating crops and raising livestock for food production.

Financial Services

2%

Companies offering services such as banking, investments, and insurance to individuals and businesses.

Fine Art

0.20%

Galleries, studios, and artists creating and selling high-end visual art pieces, such as paintings and sculptures.

Fishery

0.10%

Businesses engaged in the harvesting, farming, and processing of fish and other aquatic products.

Food & Beverages

1%

Companies involved in the production, processing, and distribution of food and drink products.

Food Production

0.70%

Businesses specializing in the mass production and processing of food products for retail and wholesale.

Fund-Raising

0.10%

Organizations or businesses that help raise money for charities, causes, or political campaigns.

Furniture

0.40%

Companies that design, manufacture, and sell furniture and home furnishings.

Gambling & Casinos

0.10%

Businesses operating betting and gaming facilities, including casinos, lotteries, and online gambling.

Glass, Ceramics & Concrete

0.10%

Manufacturers of products made from glass, ceramic, or concrete for use in construction and industry.

Government Administration

0.70%

Public sector entities responsible for managing governmental policies, operations, and services.

Government Relations

0.10%

Firms providing consulting and lobbying services to influence public policy and regulations.

Graphic Design

0.50%

Businesses offering visual communication design services, such as branding, marketing materials, and websites.

Health, Wellness And Fitness

1.50%

Companies providing products and services focused on physical and mental well-being, including gyms, spas, and wellness programs.

Higher Education

0.90%

Colleges, universities, and institutions providing tertiary education and research services.

Hospital & Health Care

1.50%

Organizations offering medical care and treatment, including hospitals, clinics, and healthcare providers.

Hospitality

1.50%

Companies in the business of providing lodging, food, and tourism-related services, such as hotels and resorts.

Human Resources

0.60%

Companies offering services in recruiting, staffing, employee benefits, and training, often helping businesses manage their workforce.

Import And Export

0.30%

Firms involved in trading goods internationally, focusing on the shipment, purchase, and sale of products across borders.

Individual & Family Services

1.10%

Organizations providing support services such as counseling, social work, and assistance programs for individuals and families.

Industrial Automation

0.30%

Companies specializing in the creation of technology and equipment to automate manufacturing and industrial processes.

Information Services

0.30%

Providers of data management, analytics, and information-sharing platforms, helping businesses with research, knowledge, and decision-making.

Information Technology And Services

3.50%

Firms offering technology-based solutions like software development, IT consulting, systems integration, and technical support.

Insurance

0.90%

Companies offering coverage policies for health, life, property, and casualty risks, protecting individuals and businesses from financial loss.

International Affairs

0.10%

Organizations and governmental bodies engaged in diplomatic relations, policy-making, and global governance.

International Trade And Development

0.40%

Firms working on promoting economic development and facilitating trade across international markets, often involving public-private partnerships.

Internet

1%

Companies focused on web-based services such as online platforms, digital media, e-commerce, and cloud computing.

Investment Banking

0.20%

Financial institutions helping corporations, governments, and institutions raise capital, manage mergers and acquisitions, and offer advisory services.

Investment Management

0.50%

Firms managing financial assets and portfolios for individuals and institutions, including pensions, hedge funds, and mutual funds.

Judiciary

0.10%

The court system and related legal organizations responsible for interpreting laws, resolving disputes, and upholding justice.

Law Enforcement

0.10%

Public safety organizations like police departments tasked with enforcing laws, maintaining public order, and preventing crime.

Law Practice

0.90%

Firms and professionals providing legal services, representation, and consultation in areas such as corporate law, criminal law, and civil litigation.

Legal Services

0.90%

Businesses offering legal support services, including document preparation, notary services, and paralegal assistance.

Legislative Office

0.10%

Government bodies focused on creating laws, including parliaments, congresses, and local legislative councils.

Leisure, Travel & Tourism

0.70%

Companies involved in travel planning, recreational activities, and tourism services, including travel agencies, tour operators, and cruises.

Libraries

0.10%

Institutions offering access to books, digital resources, and educational materials for the public or specific communities.

Logistics And Supply Chain

0.40%

Firms managing the movement and storage of goods, including transportation, warehousing, and distribution services.

Luxury Goods & Jewelry

0.20%

Companies producing and selling high-end products like designer clothing, accessories, and fine jewelry.

Machinery

0.70%

Manufacturers of industrial machines and equipment used in construction, manufacturing, and agriculture.

Management Consulting

1.70%

Firms offering strategic advisory services to help businesses improve performance, operations, and leadership.

Maritime

0.20%

Companies involved in shipping, shipbuilding, and marine transportation, including services related to ports and naval architecture.

Market Research

0.20%

Firms providing insights into consumer behavior and market trends through data collection, analysis, and surveys.

Marketing And Advertising

2.40%

Businesses creating and executing campaigns to promote products or services through various media, including digital, print, and television.

Mechanical Or Industrial Engineering

0.80%

Companies designing, manufacturing, and maintaining mechanical systems and industrial processes.

Media Production

0.80%

Organizations involved in creating content for television, radio, film, and digital media.

Medical Devices

0.40%

Firms manufacturing equipment and devices used in healthcare, from diagnostic tools to surgical instruments.

Medical Practice

1.20%

Healthcare providers, including doctors, clinics, and hospitals, delivering direct patient care.

Mental Health Care

0.50%

Organizations and professionals offering services related to mental health, such as therapy, counseling, and psychiatric care.

Military

0.10%

Armed forces responsible for national defense, including branches like the army, navy, air force, and special forces.

Mining & Metals

0.50%

Companies engaged in the extraction, refining, and processing of minerals and metals such as gold, iron, and copper.

Motion Pictures And Film

0.20%

Studios and production companies creating movies, documentaries, and other visual storytelling content for theaters and streaming.

Museums And Institutions

0.10%

Cultural organizations preserving and displaying historical, artistic, and scientific artifacts for public education and enjoyment.

Music

0.40%

Companies and individuals involved in the creation, production, and distribution of music, including record labels, artists, and producers.

Nanotechnology

0.10%

Firms involved in the development and application of technology on an atomic or molecular scale, often in materials science, healthcare, and electronics.

Newspapers

0.10%

Print and digital publications providing news, analysis, and information on current events, politics, and entertainment.

Non-Profit Organization Management

1%

Organizations that manage and provide services for charities and other non-profits focused on social, environmental, and cultural missions.

Oil & Energy

0.60%

Companies involved in the extraction, refining, and distribution of oil, gas, and renewable energy sources.

Online Media

0.30%

Digital platforms and companies that create, distribute, and monetize content online, including blogs, video channels, and social media.

Outsourcing/Offshoring

0.20%

Companies that contract out services or operations to external providers, often in lower-cost regions or countries.

Package/Freight Delivery

0.20%

Firms involved in the shipping and delivery of packages, freight, and parcels, including logistics management.

Packaging And Containers

0.20%

Manufacturers of packaging materials and containers for consumer goods, industrial products, and food.

Paper & Forest Products

0.20%

Companies producing paper products, lumber, and related forest-derived goods for use in industries like printing, construction, and packaging.

Performing Arts

0.30%

Organizations and individuals involved in live performances, including theater, dance, and music concerts.

Pharmaceuticals

0.30%

Companies focused on the research, development, manufacturing, and sale of drugs and medications.

Philanthropy

0.10%

Organizations and individuals involved in charitable giving, often through foundations supporting causes like education, healthcare, and poverty alleviation.

Photography

0.50%

Businesses and professionals offering photography services for events, media, and personal projects.

Plastics

0.20%

Manufacturers producing plastic materials and products used in industries like packaging, automotive, and electronics.

Political Organization

0.10%

Organizations advocating for political causes, often through campaigns, lobbying, and public policy influence.

Primary/Secondary Education

0.40%

Schools and institutions providing elementary and secondary education to children and adolescents.

Printing

0.40%

Companies offering printing services for documents, packaging, marketing materials, and more.

Professional Training & Coaching

1.10%

Businesses providing educational and skills development services for professionals and organizations.

Program Development

0.10%

Firms focused on designing and managing projects, software, and systems for various industries.

Public Policy

0.10%

Organizations and entities focused on the analysis, development, and implementation of laws and regulations.

Public Relations And Communications

0.30%

Firms managing communication strategies, reputation management, and media relations for businesses and individuals.

Public Safety

0.20%

Organizations responsible for maintaining the safety of the public, including police, fire departments, and emergency services.

Publishing

0.40%

Companies involved in producing and distributing printed and digital books, magazines, and other publications.

Railroad Manufacture

0.10%

Companies involved in designing, manufacturing, and maintaining trains, railcars, and railway systems.

Ranching

0.10%

Businesses focused on raising livestock, such as cattle and sheep, for meat, wool, and leather.

Real Estate

2.80%

Firms specializing in the buying, selling, leasing, and management of residential and commercial properties.

Recreational Facilities And Services

0.20%

Companies providing leisure services, including sports clubs, gyms, parks, and community centers.

Religious Institutions

0.40%

Organizations dedicated to religious worship and activities, including churches, mosques, synagogues, and temples.

Renewables & Environment

0.40%

Firms focusing on sustainable energy sources like solar, wind, and environmental conservation services.

Research

0.40%

Organizations conducting scientific, medical, and social research to advance knowledge and innovation.

Restaurants

1.80%

Businesses involved in preparing and serving food and beverages to customers, from cafes to fine dining.

Retail

3.10%

Companies selling products directly to consumers through physical stores or online platforms.

Security And Investigations

0.40%

Firms providing services related to personal and business security, including private investigation and cybersecurity.

Semiconductors

0.10%

Companies involved in the design and manufacture of semiconductor devices used in electronics, computing, and communications.

Shipbuilding

0.10%

Companies focused on designing, constructing, and repairing ships and marine vessels for transport, defense, and commerce.

Sporting Goods

0.20%

Manufacturers and retailers of equipment and clothing used in sports and recreational activities.

Sports

0.60%

Organizations and individuals involved in professional or amateur sports, including teams, leagues, and event organizers.

Staffing And Recruiting

0.90%

Firms providing services for hiring, staffing, and workforce management for businesses.

Supermarkets

0.20%

Retail chains selling groceries and household goods to consumers.

Telecommunications

0.70%

Companies providing communication services like phone, internet, and TV, as well as related infrastructure.

Textiles

0.40%

Businesses involved in the production of fabrics and materials for clothing, home furnishings, and industrial uses.

Think Tanks

0.10%

Organizations conducting research and offering policytank policy analysis, often focusing on societal, economic, and political issues to inform decision-making.

Tobacco

0.10%

Companies involved in the production, processing, and sale of tobacco products, including cigarettes, cigars, and chewing tobacco.

Translation And Localization

0.20%

Firms offering language translation, cultural adaptation, and localization services for businesses expanding into international markets.

Transportation/Trucking/Railroad

0.80%

Companies providing freight and passenger transportation services through trucking, railroads, and other modes of transit.

Unspecified

25.50%

Organizations or industries that do not clearly fit into a specific, defined sector or category.

Utilities

0.40%

Companies providing essential public services, including electricity, water, natural gas, and sewage treatment.

Venture Capital & Private Equity

0.20%

Firms specializing in investing capital in startups and private companies to help them grow, typically in exchange for equity or ownership stakes.

Veterinary

0.20%

Businesses offering medical care and services for animals, including pet hospitals, veterinary clinics, and animal care products.

Warehousing

0.10%

Firms involved in the storage, management, and distribution of goods and products in large facilities.

Wholesale

0.80%

Companies involved in selling goods in bulk to retailers or other businesses, typically as intermediaries between manufacturers and end consumers.

Wine And Spirits

0.20%

Producers and distributors of alcoholic beverages, including wine, beer, and spirits like whiskey, vodka, and rum.

Wireless

0.10%

Companies offering wireless communication services, including mobile phones, internet connectivity, and network infrastructure.

Writing And Editing

0.20%

Professionals and companies providing content creation, editorial, and proofreading services for publications, media, and marketing.

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Last updated 8 months ago