Primer outperforms Metadata.io

Turn B2C ad platforms into B2B revenue machines—without Metadata's black‑box or “ad tax.”
Match-rate edge
No % ad‑spend fee
5‑min setup
Start for free
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Trusted by high‑growth B2B teams
ChartHop bold white logoSnorkel uncolored logo | Growth marketers powered by Primer
Where it matters
Primer
Metadata.io
Why it matters
Match rates on B2C channels
65–75% typical
50–58% typical
More buyers reached for same spend
Predictive visibility
Pre-sync estimator
None
Avoid budget burn
Control & transparency
Build in Primer, launch native
Runs in Metadata UI
Keep every lever
Measurement built for lift
Lift tests & incremental ROAS built in
Click-based attribution
Finance wants revenue proof
Speed to value
Live <5 min; trial starts on sync
6–8 week onboarding
Test this week, not next quarter
Pricing model
Flat subscription, no % spend
Platform fee + 2–5% spend
No hidden growth tax
Google activation
Customer Match – more powerful audiences
GA retargeting only
Reach known contacts who never hit your site
Emerging channels
Reddit & TikTok (beta)
Not supported
Early-mover CPM advantage
Where it matters
Primer
Metadata.io
Why it matters
Match rates on B2C channels
Primer
65–75% typical
Metadata.io
50–58% typical
Why it matters
More buyers reached for same spend
Predictive visibility
Primer
Pre-sync estimator
Metadata.io
None
Why it matters
Avoid budget burn
Control & transparency
Primer
Build in Primer, launch native
Metadata.io
Runs in Metadata UI
Why it matters
Keep every lever
Measurement built for lift
Primer
Lift tests & incremental ROAS built in
Metadata.io
Click-based attribution
Why it matters
Finance wants revenue proof
Speed to value
Primer
Live <5 min; trial starts on sync
Metadata.io
6–8 week onboarding
Why it matters
Test this week, not next quarter
Pricing model
Primer
Flat subscription, no % spend
Metadata.io
Platform fee + 2–5% spend
Why it matters
No hidden growth tax
Google activation
Primer
Customer Match – more powerful audiences
Metadata.io
GA retargeting only
Why it matters
Reach known contacts who never hit your site
Emerging channels
Primer
Reddit & TikTok (beta)
Metadata.io
Not supported
Why it matters
Early-mover CPM advantage

Who’s a Good Fit

Primer is ideal when…
  • Your team prefers building and optimizing directly in native ad manag
  • Proving incremental revenue lift is a must for Finance.
  • You’re scaling across Meta, Google (Customer Match), LinkedIn, Reddit, TikTok (beta), YouTube—and want flat‑rate pricing.
  • You need CRM‑based Google Customer Match lists, not just GA retargeting.
  • You want to reach prospects on Reddit today and TikTok tomorrow (beta access).
  • You need to launch in days, not months, to hit next‑quarter goals.
Metadata.io may fit when…
  • You want a single, all‑in‑one campaign UI and are okay abstracting campaign management away from in ad platform.
  • A percentage‑of‑spend fee structure isn’t a blocker.
  • A 6–8 week onboarding window aligns with your planning cycle.
  • You don’t already have an agency and would like to use Metadata’s in-house agency offering.

Primer is ideal when…

  • Your team prefers building and optimizing directly in native ad manag
  • Proving incremental revenue lift is a must for Finance.
  • You’re scaling across Meta, Google (Customer Match), LinkedIn, Reddit, TikTok (beta), YouTube—and want flat‑rate pricing.
  • You need CRM‑based Google Customer Match lists, not just GA retargeting.
  • You want to reach prospects on Reddit today and TikTok tomorrow (beta access).
  • MarkYou need to launch in days, not months, to hit next‑quarter goals.eto

Metadata.io may fit when…

  • You want a single, all‑in‑one campaign UI and are okay abstracting platform controls.
  • A percentage‑of‑spend fee structure isn’t a blocker.
  • A 6–8 week onboarding window aligns with your planning cycle.

Metrics that matter

+20 pts match rate →
2k extra buyers per 10k leads
20–30 % CAC reduction
(customer median)
<5  min
Signup → first sync

What You Get on Day 1

Draft audiences free forever
Predictive match‑rate estimator
Automatic built-in lift test
Native campaign control in every ad manager
Primer powers todays top GTM teams
Chris Nguyen from Air | Testimonial avatar image
Chris Nguyen
Head of Growth Marketing, Air
Primer really helped us unlock performance marketing. Once we started using it, our CPL decreased by 55% and our MQLs increased by 34%. It was just night and day.
Read the case studies
Chris Nguyen from Air | Testimonial avatar image
Chris Nguyen
Head of Growth Marketing, Air
Chris Cruz
Senior Director of Demand Generation and Digital Marketing, Zylo
We pivoted to a new vertical in five minutes. We cloned an existing audience, filtered by vertical, and instantly had a campaign-ready list of 75,000 decision-makers."
Read the case studies
Ben Pollack from ChartHop | Testimonial avatar image
Ben Pollack
Head of Growth Marketing, ChartHop
Colin Kim
Performance Marketing, Zip
"Finding quality leads aligned with our ICP has always been a challenge — Primer’s recent improvements have unlocked significant performance efficiency improvements, as well as scale."
Read the case studies
Adam Daigian from Vouch | Testimonial avatar image
Adam Daigian
Head of Growth & Revenue Operations, Vouch
Sutton Ryan
Demand Generation Manager, Stampli
“People are actually mentioning our ads in sales conversations. That’s exactly what we wanted.”
Read the case studies
Isaac Ware
Director of Demand Generation, UserGems

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