# Build Conversion Reports

The [**Overview**](/primer/reviewing-performance/understanding-the-overview-map.md) 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.

{% embed url="<https://youtu.be/8jkwj_YdaIo?si=DweieqOEAcMn-sD2>" %}

#### 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?

***

#### Opening Conversion Reports

You can open Conversion Reports directly from the **Overview Map**.

1. Navigate to [**Overview**](https://my.sayprimer.com/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.

<figure><img src="/files/2Ua0TfcolL9S8WaGt3pR" alt=""><figcaption></figcaption></figure>

***

#### Filtering conversion data

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

<figure><img src="/files/67FhssDdt9ipq8aa5OGG" alt=""><figcaption></figcaption></figure>

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, Visits, Form fills                               | Explore conversions over time and across different stages of the funnel.                                         |

***

#### Saving and sharing views

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

<figure><img src="/files/Mo0gO1rwjcad385cfpsg" alt=""><figcaption></figcaption></figure>

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

<figure><img src="/files/wD0fM3HSMG7antkTjmMk" alt=""><figcaption></figcaption></figure>

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

***

#### 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.

<figure><img src="/files/hcnMiF2LdxMCYUIbjpof" alt=""><figcaption></figcaption></figure>

***

#### 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.

<figure><img src="/files/h74ANIU6Xrh3kFiZknKo" alt=""><figcaption></figcaption></figure>

***

#### 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.

<figure><img src="/files/NX2mlHvoCZKRJBssyDYQ" alt="" width="563"><figcaption></figcaption></figure>

***

#### 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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