Understanding the Overview Map
The Overview is Primer’s unified measurement layer. It helps you understand:
How companies and people are interacting with your brand
What’s driving conversions across sources, campaigns, and audiences
Whether your marketing is actually influencing outcomes through conversion lift
By bringing website activity, lead engagement, deal outcomes, and audience performance into a single view, the Overview lets you move from discovery to analysis to impact — all in one place.
Conversion Data Sources
Conversion data comes from website visits and form submissions after the Primer Pixel is connected.
Only visitors and form fills that Primer can identify appear in the Overview.
If a connection is missing:
The Overview clearly indicates which data is unavailable
You’ll see guidance on how to connect Pixel or CRM to unlock additional insights
How the Overview is Organized
The Overview is split into two perspectives:
All Companies - activity across all identified companies interacting with your brand
ICP (Ideal Customer Profile) —activity limited to companies that match the audiences you are actively targeting with Primer
Both views surface the same types of activity, allowing you to compare market-wide behavior with performance inside your target profile.
Comparing Universe and ICP helps you see whether results are coming from intentional targeting or ambient demand. You can adjust the time range and filters to focus on the data that matters most.
And unlike traditional dashboards that show only raw conversions, Overview includes Conversion Lift — a measure of whether marketing exposure actually changed outcomes.
Understanding the Map, Groups, and Audiences
The Overview uses a map-style layout to show how different groups of companies and audiences relate to each other and how they perform. The map is designed to help you reason about performance across different segments of the market — not just view data.
While groups and audiences may look similar on the map, they serve different purposes.
Groups of companies
Groups of companies are automatically created by Primer based on shared characteristics.
These groups are meant for exploration. They help you spot patterns in engagement and conversions, but they:
are not audiences
cannot be edited
Selecting a group updates the Overview to show activity for that group.
Audiences
Audiences are created by you to define specific sets of companies and people.
For audiences, you can:
See the number of companies included
See the number of people included
See where the audience is being used, shown through destination icons
Select the audience to view its activity
Click the edit icon to open the Audience Editor and make changes
Only audiences can be edited. From the Overview, you can open the Audience Editor directly by clicking the edit icon next to an audience name.
Audience Search
You can search for specific audiences that are “Live” (i.e. actively being served ads). Use the Search for audiences field in the top-left of the page to find audiences by name.
Time Range
You can adjust the time range for all data in the Overview using preset ranges:
30 days
60 days
90 days
180 days
Changing the time range updates all counts, tables, and visuals on the page.
Conversion List Filters
You can also filter the conversion list by:
ICP
Other
This helps you narrow your analysis and compare performance across different groups.
Download as CSV
You can download Revealed Visits and Form Fills data as a CSV. The export respects the selected time range and filters and can be used for reporting or sharing with your team.
How to Use the Overview Effectively
The Overview supports common workflows such as:
Which companies and people are engaging with our website?
Is our ICP actually engaging more than the market?
Which audiences are driving incremental conversions?
Are we converting net-new companies or existing demand?
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