Build Conversion Reports
Conversion Reports let you analyze the companies and buyers behind your conversions directly inside Primer.
The Overview shows where conversions are coming from across your audiences and campaigns.
Conversion Reports let you dig deeper into the conversions themselves—so you can understand who converted, how they got there, and which audiences and campaigns influenced the outcome.
With Conversion Reports, you can analyze conversion activity directly inside Primer without exporting the data to another tool.
What you can do with Conversion Reports
Conversion Reports allow you to:
Filter conversions by company attributes, buyer attributes, traffic sources, and campaigns
Toggle between company-level and person-level views
Analyze conversions across different funnel stages
Drill into individual conversions for detailed context
Export filtered datasets for reporting or analysis
Instantly see each company's relationship to your business—Prospect, Customer, Former Customer, or Competitor
This makes it easy to answer questions like:
Which audiences are driving conversions?
Are ICP companies converting more than non-ICP companies?
Which campaigns are attracting the right buyers?
Which job titles are filling out forms?
How much of my conversion activity is coming from competitors or other noise?
Opening Conversion Reports
Conversion Reports has its own dedicated spot in the left-hand sidebar. Click into it to get started — all of your filtering and analysis happens directly within Conversion Reports.
You can open Conversion Reports directly from the Left pane in Primer
Click on Conversion Report Tab
The Conversion Reports table will expand to show detailed conversion data
Click on create report to create report based on filters for last 30, 60, 90 and 180 days along with the filters applied
Save it to Fetch it again
Filtering conversion data
Conversion Reports include a flexible filter system that allows you to segment conversion activity.
Building filters works the same way as building an audience: add criteria one at a time, group them with AND/OR logic, and use undo/redo to experiment without starting over every time you make a change.
All conversion-related filters live together in a dedicated Events tab within the criteria dropdown, so everything you need for analyzing conversions is one click away.
You can filter by:
Company Attributes
Industry, Headcount, Revenue, ICP fit, Domain
Identify which types of companies are converting and whether conversions align with your target account profile.
Buyer Attributes
Job title, Seniority, Department
Understand which roles and buyer types are engaging and converting.
Marketing Data
Audience membership, Traffic source, Campaign, UTM parameters (source, medium, campaign)
Analyze which audiences, campaigns, and traffic sources are driving conversions.
Time & Funnel Stage
Date ranges, All Visits, Revealed Visits and Form Fills
Explore conversions over time and across different stages of the funnel.
Note on ICP Fit Filtering:
The ICP fit filter reflects a company's current ICP status. For edge cases — like a conversion that happened before a company was added to an audience, or companies that belong to multiple audiences — reach out to Primer Support for the latest on how that's attributed.
Choosing how UTM data is attributed:
UTM-based criteria (source, medium, campaign) can be filtered by:
First touch — attributes the conversion to the first UTM values seen for that visitor
Last touch — attributes the conversion to the most recent UTM values seen before conversion
Any touch — matches the conversion if the UTM values appear anywhere in the visitor's history
This lets you analyze conversions the way your team actually thinks about attribution.
Filtering by relationship label:
Every company in a Conversion Report is automatically labeled with an Inferred Relationship—Prospect, Customer, Former Customer, or Competitor—right in the table, no need to dig to figure out who you're looking at.
You can filter on this from the Events tab in the criteria dropdown (for example, Inferred Relationship is not Competitor) to exclude competitor traffic and other noise, so you're only looking at the conversions that actually matter.
Saving and sharing views:
Filters can be combined to create very specific views of your conversion activity—there's no separate save step, any criteria you add are saved to that report automatically as you build them.
Each report has its own unique URL that you can copy and share with other members of your Primer organization. To start a fresh view instead of editing an existing one, use Create Report; to make a copy of a report you want to branch from, use Duplicate from the report's menu.
Viewing conversion details:
Every row in a Conversion Report shows contact-level detail (name, job title, company) together with company-level context (industry, headcount, revenue, Inferred Relationship).
Click on any conversion to open a detailed panel with even more information about that activity. Depending on the conversion type, this may include:
Contact details
Company information
Campaign attribution data
Visit activity
Form submission history
This allows you to quickly understand the context behind a conversion without leaving the report.
Exporting conversion reports:
If you need to work with your data outside of Primer, you can export the results of your report.
Exports include the exact dataset represented by your current filters, ensuring the exported file matches what you're analyzing in the table.
Why Conversion Reports matter:
B2B marketers often see individual leads and form fills in their CRM, but it can be difficult to analyze conversion quality across:
companies
buyer roles
campaigns
audiences
traffic sources
Conversion Reports bring these signals together in one place, making it easier to understand whether your marketing efforts are attracting the right companies and buyers.
Please reach out to support@sayprimer.com for any query or concern
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