What's New
We’re excited to share what’s new. We hope with each update to bring features and enhancements that improve your workflow and deliver a better experience.
Oct 6, 2025
🚀Google Ads MCC Account Connection (Released)
You can now connect your Google Ads Manager (MCC) account directly in Primer!
Connect your MCC and select a specific child account for syncing audiences.
Works seamlessly with your existing Google Ads setup.
Switch to a different child account by removing and reconnecting.
Why It Matters
Simplifies audience syncing and setup for agencies and multi-account advertisers.
Available For
All customers with Google Ads integrations (MCC and single-account).
Oct 1, 2025
🧬Audience Lineage (Released)
Bringing you a few game-changing updates to make building and managing your audience faster and more reliable.
✨ Undo / Redo / Reset (safer editing, faster exploration)
Undo (⌘Z / Ctrl Z) and Redo (⌘⇧Z / Ctrl Y) let you step backward or forward while editing.
Reset returns your audience to the last saved setup when you want to revert.
📊 Dashboard upgrades (clarity + control)
Created By and Created At now appear so you can see who made what and when.
Filter by creator to jump straight to a teammate’s work.
📈 History Log (from runs to real impact)
A single History Log highlights what changed, who confirmed it, and how audience size shifted.
Open a side-by-side view to compare filters.
The Match Rate Log tracks quality over time, and match rates for ad platforms update daily.
Use Apply to save your edits without starting a run. The daily automatic refresh will pick up your saved criteria and update the audience accordingly. This gives you full control to make changes now and let them go live automatically later.
🔌 Clear connection guidance (no broken syncs)
If an ad platform isn’t connected, we pause confirmation so you don’t start a broken sync.
A banner walks you through quick, secure sign-in or next steps.
Small icons on cards and logs show exactly where the issue is.
📨 Smart, actionable notifications
We email you only when something needs attention, with a direct link to fix it—either a quick secure sign-in or the relevant ad platform.
Once an audience is Ready or Live, it stays that way—issues don’t flip the status. You’ll see a banner or get an email if something needs attention.
Aug 21, 2025
🚀 Meet Galaxy Overview (Beta)
Say hello to Galaxy Overview — your new map of the marketing universe✨ It turns performance data into a visual galaxy, so you can literally see how your audiences perform around your marketing efforts.
🌌 What’s New?
Interactive Visual Map – Explore your marketing universe through a map-style visualization. Zoom in and out to navigate seamlessly across ICP segments and companies.
Audience Insights – Track active and previously run audiences with detailed metrics like leads, conversions, deals, cost per lead, and ad spend. Spot top-performing segments and see where to expand further.
Explore in Detail – View performance at every level: start with a universe overview, dive into audience performance, and get down to company-level details.
Turn Insights into Action – Use the insights to tweak existing audiences or create new ones directly in Audience Builder.
🔑 How to access:
You’ll find it under the “Overview” tab in the Primer app sidebar.
Galaxy Overview is currently in beta and available only for Scale customers.
Aug 11, 2025
Audience Builder Enhancements (Released)
We’ve rolled out a bunch of new features to make audience building smoother and give you more control.
OR Logic for Filters and Groups – Select OR logic between filters and groups to target leads who match any of several conditions.
Historical Targeting - See personalized audience recommendations based on your past campaign activity (requires 2+ audiences in campaigns over the past 6 months). Suggestions update daily to reflect your latest results.
Build Confirmation Modal – Review audience size and filter criteria before running a build, with change highlights on reruns.
60‑Second Delay with Cancel Option – A brief window to cancel a build after confirming, reducing mistakes.
Undo, Redo & Rest – Reverse recent modifications, redo actions, or restore an audience to a previous version in the audience builder.
Multiple CSV Uploads – Import multiple CSV files at once to include or exclude contacts without manual consolidation.
Give these a try next time you build an audience!
May 14, 2025
Form-Based Retargeting (Released)
Form-Based Retargeting is now live — a new way to re-engage high-intent visitors by leveraging form submission data directly within Primer.
Key Capabilities:
Target users based on specific Form Name and Form Submits.
Sync audiences to ad platforms as a complement to pixel-based retargeting.
Integrate into campaigns to move leads further down the funnel.
Head to your audiences and try the new filters!
Updated Use Cases Section (Released)
The Use Cases section has been revamped with new strategies designed to help boost ROAS and streamline campaign performance.
What's New:
Interactive, step-by-step implementation guides.
Visual walkthroughs and real campaign examples.
Actionable plays to reduce ad spend and accelerate pipeline velocity.
Check out the Use Cases and start implementing smarter strategies today!
March 13, 2025
Expanded Database (Released)
We've added 6 million new records, enhancing data accuracy and increasing audience reach. This means broader reach, better match rates, and more precise targeting across ad platforms.
With enhanced data coverage, businesses can build higher-quality audiences for improved engagement and campaign performance.
Enhanced Job Title Filtering (Released)
We've improved the Job Title Filter to help you find and group the right roles more easily. This means you can reach more relevant professionals and build larger audiences.
Now, related job titles are better organized, making it simpler to target the right people—whether you're focusing on a specific industry or expanding your reach.
This feature is now fully released and no longer in beta. Give it a try!
New Connections Page & Improved CSV Import (Released)
We’ve introduced the Connections page to help you easily link ad platforms and CRMs for seamless data imports. Now, managing integrations and importing audience data is more intuitive.
Additionally, CSV uploads are now more efficient, with improved field mapping, validation, and better matched records to refine your audience targeting.
Try these new features to simplify your workflow and enhance audience building!
Feb 25, 2025
HubSpot Integration (Released)
The HubSpot Integration is now available! You can seamlessly connect your HubSpot account to Primer and create highly targeted audiences using your HubSpot properties like Contacts and Companies. Primer will automatically import your data, allowing you to build smarter, more precise campaigns instantly.
Once your HubSpot data is successfully imported and processed, you’ll receive an email notification—this process typically takes a few hours.
Historical Win Rate (Released)
The Historical Win Rate feature is now live! You’ll now see a Win Rate column on the Audience Page, displaying opportunity conversion rates from your CRM data. This insight helps you analyze past successes and refine your strategies for future growth.
Primer Pixel Script (Released)
The Primer Pixel Script is officially released! This website tracking tool lets you monitor key actions, including pageviews, UTM parameters, IP addresses, and click IDs. You can also track conversions, such as form submissions, to gain deeper insights into your audience’s engagement.
Leverage this data to make smarter, data-driven decisions and optimize your campaigns effectively.
Feb 25, 2025
New Filter: Years of Experience (Beta)
Now you can find the right professionals based on their experience! Whether you're looking for mid-level talent or seasoned experts, this new filter helps you better segment your audience by factoring in years of experience. This ensures you're reaching the right people with the right expertise, making your targeting more precise and effective.
When combined with seniority, it helps you narrow down your audience even further, making it easier to connect with professionals at the right career stage.
Feb 1, 2025
Primer is introducing a closed beta for syncing custom audiences to Reddit, TikTok, and Twitter ad platforms. This early access program lets you test new channels, expand your reach, and gain insights into audience performance. Through Census, our integration partner, you can seamlessly sync customer list audiences without manual uploads, ensuring efficiency and accuracy. While this beta does not guarantee long-term integration, it’s a great opportunity to experiment with new targeting strategies and optimize ad performance.
This is a chance to experiment with new ad platforms and influence future development.
Dec 10, 2024
Notification Center (Released)
We’ve revamped our notification system to keep you informed and in control:
Primary Email for Notifications: A dedicated email for consistent updates to longest serving admin.
New Audience Daily Digest: Receive daily summaries of audience sync progress on size and estimated completion size.
Actionable Errors: Focus on what matters with targeted notifications.
Customize Notification Preferences: Manage who receives emails in Settings.
Automatic Reassignment: Auto transition of notification responsibilities if the primary user is removed.
New Matching Status Feature (Released)
We've introduced a new "Matching" status to show the real-time syncing progress with a progress bar.
Once the audience is successfully matched, the status will update to "Ready," signaling that you can launch your campaign. You can modify your criteria while the audience is still being matched, but be sure to rerun the process for the changes to take effect. Additionally, you can view the sizes of your matched audience in the "View Runs" modal for more insights.
Nov 19, 2024
Conversion Lift Analysis (Beta)
Conversion Lift Analysis is a beta feature designed to help you measure the true impact of your Primer-powered campaigns. It uses advanced data science to classify audience records into two key groups:
Exposed Group: Records with a high likelihood of matching to ad platforms, likely to have seen your ads.
Control Group: Records with a very low likelihood of matching, serving as a baseline as they won’t see your ads.
By comparing the conversion rates of these two groups, you can determine the incremental lift in conversions attributed to your ads—a concept known as incrementality.
Oct 21, 2024
Audience Run Prediction (Released)
Ever wondered when your audience run will wrap up? Now, when you hit Finish and Run , you’ll get a predicted completion time (top right, beside View Run Details)! This nifty addition helps set clear expectations, so you’re always in the know about when your audience will be ready.
Oct 18, 2024
Audience Record Preview (Released)
You can preview up to 250 records from your audience in a table, making it easy to check that the filters you’ve applied are working as expected. This gives you a clear, instant snapshot to ensure everything is on track!
Audience Summary Breakdown (Released)
We are adding chart summaries that break down your audience by key filters. For example, if your audience is focused on companies in the US, you’ll see a breakdown by state. It gives you more confidence when crafting your audience.
Expanded Database (Released)
Our database just exploded—we’ve jumped to 268.1M people and 16.2M companies! That means a 75% boost in your audience and up to 50-200% more matched leads for your campaigns. And guess what? Our data quality is still rock-solid. Get ready to reach your ICP like never before!
Sept 10, 2024
Filter reordering/categorization (Released)
Searching for filters just got easier! We’ve added alphabetical and hierarchical ordering, making it a breeze to find the filters you need quickly.
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