Understanding the Overview Map
The Overview is Primer’s unified intelligence 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
Note: Every plan in Primer has a certain number of revealed website visitors allocated to it. See our Pricing page for more details
What You See on the Map
When you open the Overview you see a map of company groups and audiences. These segments represent companies and people engaging with your brand. By default the map focuses on the audiences you are actively targeting and the groups that best represent your market
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.
Viewing All Visitors
If you want to see everyone who is visiting your site, expand the sidebar. Click the arrow icon on the left edge of the page to open the All Visitors panel. This panel lists all identified visitors and companies, including those who are not in your current audiences.
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.
To filter and export conversion data, open Conversion Reports by clicking the table icon in the sidebar.
In the Conversion Reports panel you can filter conversions by:
Company attributes: industry, headcount, annual revenue.
Buyer attributes: job title, seniority, department.
Audiences – see which of your defined audiences are producing conversions.
Marketing data: traffic source, campaign, UTM parameters.
Time & funnel stage: choose the date range and whether you’re looking at visits or form fills.
For a step‑by‑step guide, see the Build Conversion Reports article.
Exporting conversions
Exports have moved to Conversion Reports. After filtering your data in the Conversion Reports panel, click Export to download a CSV of the current view.
Funnel Stages
Primer’s Overview supports three funnel stages: All Visits, Revealed Visits, and Form Fills. The default view is Revealed Visits; click on the stage name to switch to a different stage.
All Visits
Shows the total number of website sessions. This stage includes every visit, even when Primer cannot associate the session with a known company or contact. Unmatched sessions appear as “Anonymous Visitor,” meaning Primer doesn’t yet have enough data to reveal the visitor’s identity. These visits provide context but are not included in your KPIs or conversion metrics.
Revealed Visits
Shows people and companies that visited your website and could be identified. A total count at the top shows how many revealed visitors were identified during the selected time period.
Form Fills
Shows people who submitted a form on your website. 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.
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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