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 in the Overview, your default is the All Companies view. It shows activity from all identified companies interacting with your brand, including those that may not match your ICP. Information is grouped by funnel stage and the type of interaction, e.g. Revealed Visitors and Form Fills, to help you understand how people engage with your site.
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.
Analyze Conversion Performance Within Audiences
The Overview doesn’t treat your ICP as a black box. It lets you analyze what’s actually working inside your live Primer audiences — and refine them based on real conversion behavior.
Your ICP in the Overview represents the audiences you’ve built in Primer that are currently live in campaigns. From there, you can dig deeper to understand which segments within those audiences are driving results — and which are not.
See Which Groups Drive Conversions
Within an ICP audience, Primer breaks performance down into groups of similar companies. This makes it easy to identify patterns like:
Which industries or segments are generating conversions
Where conversion volume is concentrated
Whether engagement is broad or driven by a small number of high-intent accounts
For example, you might see that a group is responsible for a large share of conversions.
By clicking into that group, you can inspect the underlying activity — including:
Which companies and contacts are converting
How frequently they’re visiting your site
Whether conversions are being driven by repeated engagement from the same individuals
This helps you distinguish between real demand and surface-level traffic.
Identify Low-Performing Segments
The Overview also makes it clear when parts of your ICP or audiences aren’t converting at all.
For instance, you may see a group within an audience has:
Little to no conversions
Meaningful impression volume
Ongoing ad spend due to inclusion in your ICP audience
This is a signal that you may be spending money to reach companies that aren’t showing buying intent.
Refine Your ICP or Audience Based on Outcomes
Armed with this insight, you can take action directly in Primer by:
Removing low-performing groups from your audience
Narrowing your ICP to focus on segments that convert
Reallocating budget toward higher-intent audiences
Instead of relying on assumptions about who should convert, the Overview lets you continuously tune your ICP based on actual outcomes.
The result: tighter audiences, less wasted spend, and higher conversion efficiency — driven by real performance data, not static definitions.
Discover High-Intent Companies Outside Your ICP
The Overview doesn’t just show you how your current ICP is engaging — it also helps you identify new groups of companies visiting your site that fall outside your existing targeting.
This is especially useful when you want to answer questions like:
Are we attracting demand from companies we’re not actively targeting?
Are there adjacent segments worth expanding into?
Which non-ICP visitors are showing real buying signals?
How This Works in the Overview
Within the Overview, Primer automatically groups companies and highlights where you’re seeing meaningful engagement or site visit density.
Instead of reviewing individual companies one by one, you can explore clusters of similar companies to quickly understand:
Which groups are consistently visiting your site
Where engagement is concentrated
Whether those companies resemble strong customers you already win
Example: Identifying an Expansion Opportunity
You might notice a group such as Tech Security Alliance appearing outside your ICP but showing a high volume of site visits.
By clicking into that group, you can:
See the revealed companies and contacts visiting your site and filling out forms
Review job titles, roles, and functions (e.g. Head of Marketing, Revenue Operations)
Assess whether these visitors align with your product’s value, even if they weren’t originally targeted
If the signals look strong, this can indicate a viable expansion opportunity — not a random outlier.
Go Deeper with Subgroups
You can drill further into any group to explore subgroups within it. This helps you understand:
Which segments within the group are driving traffic
Where form fills or conversions are coming from
Whether specific roles, industries, or company types are over-represented
Take Action
Once you’ve identified a promising group outside your ICP, you can:
Expand your Primer audiences to include similar companies
Create targeted messaging for that segment
Test new campaigns without over-broadening your core ICP
The result: data-backed ICP expansion, driven by real website behavior — not assumptions.
Funnel Stage Explained: Revealed Website Visitors
Shows people and companies that visited your website and could be identified.
For each visitor, you can see:
Name or Anonymous Visitor
Visit date and time
Location
Job title and department (when available)
Company name (with a link)
Traffic source
A total count at the top shows how many revealed visitors were identified during the selected time period.
Funnel Stage Explained: Lead Form Fills
Shows people who submitted a form on your website.
For each submission, you can see:
Name
Submission date and time
Email address
Job title and department
Company information (when available)
Source of the submission
This helps you review inbound demand quality and understand which sources are driving engagement.
Detailed Conversion Card
When you select a person or company, a detailed conversion card opens on the right side of the Overview. This card shows profile information and recent activity in one place.
Here's what you can see:
Person details
Name
LinkedIn Profile URL (when available)
Location
Job Title
Seniority
Last Seen
UTM Source
Initial URL
Visits
Company details
Company Name
Company Website URL
Company LinkedIn URL (when available)
Location
Industry
Headcount
Visitors
Last Seen
Intent score
Activity timeline
The Activity section shows a timeline of website visits, including:
Date of each visit
Pages visited
Time spent on each visit
You can expand the timeline to view more activity when available.
Why this is useful
The detailed conversion card helps you understand who visited, what they viewed, and when the activity happened, without leaving the Overview.
Source and Campaign Analysis
Visitor and form fill data includes traffic source and UTM information (when available), allowing you to:
Understand which sources are driving engagement
Analyze conversion behavior by campaign or channel
Evaluate audience and campaign performance in context
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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