Costs less than a leaky funnel

Primer is free forever until you sync an audience out of Primer into your ad account. At that point the clock starts on a 30 day free trial. Plenty of time to test the impact of Primer audiences in your ad campaigns. Looking for test inspo? Check out our plays.

When your 30-day trial ends, any live audiences you created will be archived. Your campaigns will continue running for a short period, but the associated audiences will eventually be withdrawn from your ad accounts if you haven’t upgraded. Your workspace will then revert to the free version of Primer, where you can continue using website reveal, view conversion activity, and draft new audiences whenever you want to explore.

Primer builds its B2B database by partnering with trusted providers who supply company and professional profile data commonly used in sales and prospecting tools. To achieve significantly higher match rates on ad platforms, Primer enriches this B2B data with compliant, opted-in consumer identifiers—such as personal emails—that our data partners have the rights to share. Ad platforms like Meta and Reddit match far more reliably on these consumer identifiers than on work emails alone, which is why Primer audiences reach more of your ICP across every channel.

Coverage varies by region, but a good rule of thumb: Expect match rates to be half as good outside the US. Primer still has a 200-500% lift over any direct, work-email based upload in the EEA or APAC.

Yes. Primer supports GDPR and CPRA compliance and provides a Data Processing Addendum (DPA) that defines “Applicable Data Protection Law(s)” to include GDPR, CCPA, and CPRA. Our DPA governs how Primer processes Customer Personal Data under those laws.

Our Privacy Policy includes a dedicated GDPR section outlining our legal bases for processing—such as consent, contract performance, legal obligation, and legitimate interest—and detailing the rights available to EU data subjects, including access, correction, deletion, and portability.

Primer also works only with data partners who warrant that they have secured all necessary rights and consents required under applicable privacy laws, ensuring that any data provided to Primer can be used for its intended, permitted purpose.

Active audiences are audiences that you’ve synced into your ad accounts. An audience becomes “active” the moment you hit Apply & Run and remains active until you archive it. While active, Primer keeps the audience refreshed automatically as the underlying data changes.

Primer calculates ad spend by reading your connected ad accounts and summing the budget spent in any campaign or ad set that uses a Primer audience. This “Primer-powered spend” is aggregated across all campaigns and all ad accounts you’ve connected. If you exceed the spend included in your plan, nothing breaks. If you are over the spend limit for 3 months in a row, we will upgrade you to the next tier in our plans so that spend limits align with usage.

Primer calculates your CRM usage based on the total number of records (e.g., accounts, contacts, leads, or companies) in your connected Salesforce or HubSpot instances. This combined total is used to determine your CRM instance size. Each plan includes a set number of CRM records. If your connected CRM exceeds this limit, additional records are billed in increments of 1M at $150 per month. Larger datasets are fully supported, and pricing scales with usage.

No. Primer doesn’t manage your ads or creative. We sync the audience into your ad platforms, and you (or your agency) handle bids, budgets, creative, and campaign optimization directly in Meta, Google, LinkedIn, and other ad managers. Primer handles the audience; you run the campaigns.