Analyze Interaction and Demand
Use the Overview to understand who is engaging with your brand and how that engagement turns into leads and revenue.
When you land on this page, the map displays your active audiences and company groups. Engagement is grouped by funnel stage and type of interaction, e.g. Revealed Visitors and Form Fills and to see everyone who’s visiting you can click the arrow on the left to expand the All Visitors panel.
You can select a person or company to open a detailed conversion card, which shows profile details and a timeline of their activity within the selected time window.
Use the Overview to analyze why conversions are happening and what’s driving performance.
Conversion Analysis Modes
The Analyze Interaction & Demand view includes three modes for visualising conversion performance on the map:
Conversion Density
Conversion Density shows which types of companies both visit and convert at higher rates. Each segment on the map is coloured according to its conversion rate relative to others:
White segments have no conversions in the selected period.
Light blue segments convert at a lower rate.
Dark blue segments convert at a higher rate.
This mode highlights where you’re winning — dark‑blue segments represent pockets of high performance, while light‑blue or white segments reveal areas with few or no conversions.
Conversion Trend
Conversion Trend compares conversion performance period over period. Segments are color‑coded to show momentum:
Blue segments are converting more than in the previous period.
Red segments are converting less than in the previous period.
White segments have no trend or insufficient data.
If a segment displays N/A, there isn’t enough information yet to calculate a trend. Use this mode to identify where conversions are accelerating or declining.
Lift Analysis
Lift Analysis compares exposed and holdout groups to measure incremental conversion lift. It helps you determine whether your marketing is actually influencing outcomes. More on Lift can be found here Gauge Conversion Lift with Holdouts.
Within‑Audiences and Outside‑Audiences Drill‑Down
To get the most out of these modes, adopt a drill‑down approach:
Zoom in on your audiences. Start by selecting an audience on the map. Then click into a segment or subgroup to see where conversions are concentrated. In Conversion Density look for dark‑blue areas; in Conversion Trend look for upward momentum. This helps you identify pockets within your audiences that are driving results.
Go a level deeper. Within any segment you can drill down into subgroups to see which specific industries, company sizes or buyer roles are responsible for conversions. This exposes patterns like repeated engagement from the same accounts versus broad interest across many companies.
Zoom out to explore outside your audiences. When you’ve identified high‑performing pockets within your audiences, open the All Visitors panel and look for similar segments outside your current audiences. Comparing conversion density and trends between targeted and non‑targeted segments helps you decide where to expand or refine your audiences.
This drill‑down pattern lets you refine your targeting (by excluding low‑performing segments) and discover new segments worth targeting.
The Overview is where Primer connects targeting, engagement, and revenue into a single measurement system. By separating market-wide activity from ICP performance and layering in Conversion Lift, Overview helps you understand not just what happened — but whether your strategy worked.
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