# Understanding the Overview Map

[The Overview](https://my.sayprimer.com/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](/primer/connections/connecting-the-primer-pixel.md) or CRM to unlock additional insights

<figure><img src="/files/aR20d8J0uz9JBCCjEkcZ" alt="" width="563"><figcaption></figcaption></figure>

{% hint style="info" %}
Note: Every plan in Primer has a certain number of revealed website visitors allocated to it. See our [**Pricing page** ](http://www.sayprimer.com/pricing)for more details
{% endhint %}

#### 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

<figure><img src="/files/mjtgranv05MLeWhw9Qu7" alt="" width="563"><figcaption></figcaption></figure>

***

#### 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.

{% embed url="<https://app.arcade.software/share/PfnXYywV4i4wJElFdG5s>" %}

**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.

<figure><img src="/files/9lSiadr6l9MvJpH3jxJP" alt=""><figcaption></figcaption></figure>

***

#### 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.

<figure><img src="/files/mBYqXYWX8zcngembFbFR" alt="" width="563"><figcaption></figcaption></figure>

***

#### 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.

{% embed url="<https://app.arcade.software/share/oEjPZ49MWCzjd3E2HmWx>" %}

***

#### **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 Reports View ](https://support.sayprimer.com/primer/reviewing-performance/build-conversion-reports)

To filter and export conversion data, open **Conversion Reports** by clicking the table icon in the sidebar.&#x20;

<figure><img src="/files/gDEJBmKeOBIVcmceu0T5" alt="" width="563"><figcaption></figcaption></figure>

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**](https://support.sayprimer.com/primer/reviewing-performance/build-conversion-reports) article.

<figure><img src="/files/BS0K5HZsD6HS5zqAJoCn" alt=""><figcaption></figcaption></figure>

**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.

<figure><img src="/files/SL4tSwKQJMsGb68BPOtR" alt="" width="563"><figcaption></figcaption></figure>

***

#### **Funnel Stages**

<figure><img src="/files/qLfA2HqlFfHrjyDv1N1Q" alt="" width="563"><figcaption></figcaption></figure>

**Revealed Website Visitors**

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.

**Lead 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.

<figure><img src="/files/vKHL7vn9oRmfAMAgzDBW" alt="" width="375"><figcaption></figcaption></figure>

**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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