Compare
Primer vs Vector: Beyond Retargeting — Build, Measure, and Scale B2B Audiences
Vector is a strong website-retargeting tool. Primer gives you the same contact-level retargeting power — plus CRM targeting, target-account audiences, a built-in prospect database, and real incrementality measurement.
Match-rate edge
Built-in prospect database
Full retargeting + measurement
Retargeting capabilities
Vector
Contact-level US only
Primer
Contact-level (US)+ company-level global reveal
Why it matters
Same retargeting workflows, broader coverage
Audience sourcing
Vector
Website visitors primarily
Primer
CRM, target accounts, website visitors, Primer prospect database
Why it matters
Most buyers haven’t visited your site yet
Prospect database
Vector
None
Primer
Built-in B2B prospect dataset
Why it matters
You don’t have your full TAM in your CRM
Match-rate transparency
Vector
Limited transparency
Primer
Shows projected & actual match rates
Why it matters
Small audiences need predictable ROI
Cross-channel activation
Vector
More limited
Primer
LinkedIn, Meta, Google, Reddit, TikTok, X
Why it matters
Reach buyers wherever they are
Conversion lift measurement
Vector
No incrementality
Primer
Built-in holdout groups + lift analysis
Why it matters
Prove ads actually caused pipeline
Suppression targeting
Vector
Limited
Primer
Build exclusion audiences for search & social
Why it matters
Reduce wasted spend and improve efficiency
Slack intent alerts
Vector
None
Primer
Real-time alerts when target accounts visit or convert
Why it matters
Sales can act immediately on buying signals
Audience discovery
Vector
Limited
Primer
Shows visitors you’re not targeting who look like ICP
Why it matters
Discover new accounts and personas automatically
CRM win-rate insights
Vector
None
Primer
Identify roles that correlate with closed deals
Why it matters
Expand buying committee intelligently
Global company reveal
Vector
Limited
Primer
Yes
Why it matters
See intent worldwide
Self-serve audience testing
Vector
Vendor-managed workflows
Primer
Upload CSV → preview titles & companies → test fast
Why it matters
Transparency before committing budget
Works for niche audiences
Vector
Hard to evaluate
Primer
Designed for small, high-value account lists
Why it matters
Many B2B markets are tiny
Control & transparency
Vector
Platform-managed workflows
Primer
Runs inside your ad accounts
Why it matters
Verify delivery & spend
Retargeting
Primer does everything Vector does
Vector’s core workflow:
Identify website visitors
Retarget them
Primer does that too:
Contact-level de-anonymization (US)
Company-level reveal globally
Persona-based retargeting audiences
Cross-channel sync
But Primer also lets you target buyers before they visit your site.
Audience Sourcing
Where Primer really wins
With Vector, you need:
Website traffic
Or uploaded contacts
With Primer, you can start from:
CRM contacts
Target account list
Website visitors
Primer’s own prospect database
That means:
Early-stage companies can still run ABM
Niche markets can still scale
Sales and marketing can target buying committees immediately
This is one of the biggest reasons customers choose Primer:
Primer’s built-in B2B database lets you find net-new prospects without buying separate data tools.
Measurement
Retargeting audiences isn’t enough
Website reveal tools should show engagement.
- Primer focuses on audience performance and incrementality across channels.
- Prove engagement from target contacts and accounts even before a form fill.
.png)
Primer also shows conversion lift.
Primer builds holdout groups automatically so you can compare control group vs. exposed audience conversions. And see real incremental impact.
Who’s a good fit
Primer is ideal when…
- You want to target buying committees before site visits
- You need CRM + account-list targeting
- You want cross-channel audiences
- You need incrementality measurement
- You want transparency in your ad accounts
- You don’t have a full prospect database yet
Vector is ideal when…
- You only want website retargeting
- Your site has high traffic volume
- You don’t need lift measurement
The bottom line
Vector retargets visitors.
Primer retargets visitors
and targets buyers who haven’t visited yet.
and targets buyers who haven’t visited yet.
And proves it worked.
Metrics that matter
2–3×
match rate more qualified reach
per dollar
per dollar
Lift tests
on by default quantify
incremental ROAS
incremental ROAS
<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
