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?
Opening Conversion Reports
You can open Conversion Reports directly from the Overview Map.
Navigate to Overview
Click the table icon in the sidebar
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.
Filtering conversion data
Conversion Reports include a flexible filter system that allows you to segment conversion activity.
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
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.
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.
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.
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.
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.
Last updated