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

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?

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Opening Conversion Reports

You can open Conversion Reports directly from the Overview Map.

1. Navigate to Overview

2. Click the table icon in the sidebar

3. The Conversion Reports table will expand to show detailed conversion data

When you open Conversion Reports from the Overview Map, any selected audience or group automatically carries over, so you can analyze conversions related to what you're already exploring.

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Filtering conversion data

Conversion Reports include a flexible filter system that allows you to segment conversion activity.

You can filter by:

Filter Category	Available Filters	What It Helps You Analyze
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	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.

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Saving and sharing views

Filters can be combined and saved to create very specific views of your conversion activity.

Hit Save to turn your selected filters into a Saved View.

Each Saved View has a unique URL that you can copy and share with other members of your Primer organization.

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Switching between company and person views

Conversion Reports can be viewed at two levels:

Person view

Shows individual buyers who converted, including details such as job title, company, and activity.

Company view

Aggregates conversions at the company level, making it easier to understand which accounts are showing buying signals.

Both views support the same filters and analysis capabilities.

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Viewing conversion details

You can click on any conversion to open a detailed panel showing 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.

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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.

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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.

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