Your plan

Primer's plan tiers, active audience slots, the anti-ICP trial, and where to see pricing.

Your plan tier, active audience slots, and upgrades are managed under Settings → Your Plan.

Plan tiers

Primer has three families of plan:

• Free

• Grow (levels 1–2)

• Scale (levels 1–6)

Some capabilities are plan-gated — for example DV360 requires a Scale plan. For current tier names and prices, see Primer's pricing page: sayprimer.com/pricing.

Active audience slots

Your plan also sets how many audiences you can have active at once. An audience counts against this slot limit while it's in a working state — Matching, Ready, Incomplete or Running. Drafts and archived audiences don't count.

When you hit the limit, archive an audience you no longer need to free a slot, or purchase extra slots. Because slots come from your subscription, the count varies by plan.

Anti-ICP trial

The anti-ICP (exclusion audience) trial runs 45 days and starts with 1 slot. See Exclusion audiences for what these audiences do.

Upgrading, trials and agencies

To change plans or add slots, use the billing screen in Primer, or contact [e-mail]. See Invoices for what your current billing state means.

Anything that isn't self-serve is handled by support rather than a setting in the app — extending a trial, an agency or partner arrangement, rebilling client organizations, or applying a discount code.

Note that Primer bills for your subscription, not your ad spend: what you spend running the campaigns is set and capped on the ad platform, not in Primer.