Factors.ai

Leverage buying signals to turn in-market prospects into paying customers

Attribution & BI
★★★★★ 4.7
2020 Founded
51-200 Employees
500+ Customers
Stamford, Connecticut, United States Headquarters
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Quick Facts

✓ Free Trial
Website
factors.ai →
Starting Price
15000
Pricing Model
tiered
Free Trial
14 days
Company Type
private
Social
LinkedIn Twitter/X

About Factors.ai

Factors.ai is a B2B demand generation, account intelligence, and marketing analytics platform that helps revenue teams turn buying signals into qualified pipeline. It unifies account-level data from ads, website behavior, CRM, G2, and other intent sources so go-to-market teams can see who is in-market and which touchpoints are driving opportunities and revenue. as.linkedin.com

Founded in 2020, the company focuses on long, non-linear B2B buying journeys where traditional first- or last-touch attribution breaks down. Its platform combines unsampled web analytics, multi-touch attribution, and account scoring with products such as Account Intelligence, Analytics & Attribution, LinkedIn AdPilot, Google AdPilot, and Sales Intelligence to give both marketing and sales a shared view of account engagement. factors.ai

On top of this data foundation, Factors.ai layers automation and AI. Customers can de-anonymize more than 75% of visiting companies, build custom segments and scores, trigger real-time alerts to Slack or Microsoft Teams, and send high-quality conversion signals back to LinkedIn and Google so ad platforms optimize toward revenue, not just leads. The company also offers a GTM engineering team that builds custom workflows using tools like Zapier and Make.com for advanced routing, enrichment, and sales orchestration. help.factors.ai

Backed by investors including Stellaris Venture Partners, Elevation Capital, Emergent Ventures and others, Factors.ai has raised around $5.6M across seed and pre–Series A rounds and participates in Flipkart Ventures’ accelerator program. It serves more than 500 go-to-market teams at companies such as Sprinklr, Descope, MoEngage, Shippit, Akeyless, Celonis, and others across the US, Europe, and Asia. thesaasnews.com

Key Features

Account intelligence - identifies anonymous website visitors at the account level using waterfall enrichment and firmographic data.

Multi-touch attribution - models the full B2B buyer journey across channels to show which campaigns influence pipeline and revenue.

Full-funnel analytics - tracks conversion rates, velocity, and drop-offs between stages like MQL, SQL, opportunity, and closed-won.

Website analytics - provides unsampled event-level tracking for page views, scroll depth, form fills, and custom events with accurate time-on-page measurement.

LinkedIn AdPilot - builds intent-based audiences, applies account-level frequency capping, and sends conversion feedback via LinkedIn's Conversion API.

Google AdPilot - syncs high-intent audiences and enhanced conversions so Google Ads can optimize for qualified accounts rather than just form fills.

G2 Buyer Intent integration - ingests G2 profile views, competitor research, and category interest as events in each account's activity timeline.

Custom account and engagement scoring - scores accounts based on fit, intent, and engagement to prioritize sales and marketing outreach.

Journey timelines - visualizes end-to-end account and user journeys across ads, website, email, G2, and CRM activities.

Alerts and workflows - triggers rule-based alerts to Slack, Microsoft Teams, CRM, or webhooks when high-intent behaviors or threshold conditions occur.

Segmentation and reporting - slices data by channel, campaign, segment, and persona with customizable dashboards and report templates.

GTM engineering services - optional services team that builds custom workflows and automations using tools like Zapier, Make.com, and Clay based on each customer's stack.

Enterprise-grade security & compliance - GDPR-compliant platform with SOC 2 Type II and ISO 27001 certifications suitable for enterprise data governance requirements.

Pros & Cons

👍 Pros

  • Strong visitor and account identification that de-anonymizes a large share of website traffic and reveals which companies are engaging.
  • Unified view of ads, website behavior, CRM, and intent data that simplifies full-funnel reporting and multi-touch attribution.
  • Powerful attribution and funnel analytics that are seen as more affordable than many traditional enterprise analytics tools.
  • Highly rated customer support and onboarding teams that proactively help configure tracking, build reports, and design workflows.
  • Intuitive dashboards and reporting once configured, enabling marketers to self-serve granular insights without heavy analyst support.
  • Robust LinkedIn and Google Ads capabilities, including view-through attribution, account-level frequency capping, and enhanced conversions that improve paid media ROI.

👎 Cons

  • Noticeable learning curve, especially around setting up complex segments, filters, and advanced reports.
  • Some features and integrations are still evolving, and users have noted gaps in demographics, search-term analysis, and external report sharing.
  • Occasional delays or lags when running queries on large datasets and occasional perceived inaccuracies in account identification or ad impression timelines.
  • Best suited to B2B teams with sufficient traffic and a structured GTM motion, so very small or low-volume teams may not see full value.

User Reviews

G2
4.5
★★★★★
Capterra
4.8
★★★★★
TrustRadius
unknown
☆☆☆☆☆

Integrations

HubSpot Salesforce Google Ads Bing Ads Facebook Ads LinkedIn Marketing Solutions Slack Microsoft Teams Apollo.io Freshsales Segment LeadSquared RudderStack 6sense Clearbit Reveal Snitcher Demandbase Drift G2 Google Search Console Zapier Make MeetAlfred.com Haystack

Best For

Company Size

smb mid-market enterprise

Industries

B2B SaaS Technology Software Marketing & Advertising Financial Services

Use Cases

Account-based marketing (ABM) and demand generation Multi-touch marketing attribution and ROI reporting Website visitor identification and account intelligence Optimizing LinkedIn and Google Ads targeting and spend Sales alerting and outreach based on cross-channel intent signals

FAQ

What is Factors.ai?

+

Factors.ai is a B2B demand generation and marketing analytics platform that unifies account intelligence, web analytics, multi-touch attribution, and ad optimization. It identifies which companies are engaging with your website and campaigns, maps their journeys across channels, and helps marketing and sales teams prioritize and convert high-intent accounts.

How much does Factors.ai cost?

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Factors.ai offers a free plan for basic website account identification and paid tiers (Basic, Growth, and Enterprise) with annual contracts based primarily on monthly tracked users, identified accounts, and feature depth. Public pricing references list the Growth plan at around $15,000 per year, but most paid plans are sold on a custom-quote basis, and startup discounts are available. A 14-day free trial is offered on paid plans.

What are the main features of Factors.ai?

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Core capabilities include account intelligence and visitor de-anonymization, unsampled web and funnel analytics, multi-touch attribution, LinkedIn and Google AdPilot for paid media optimization, G2 Buyer Intent integration, custom account and engagement scoring, journey timelines, real-time alerts and workflows, and GTM engineering services for building custom automations across your stack.

Who are Factors.ai's main competitors?

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Key competitors and alternatives include Dreamdata and Heap for B2B marketing analytics and attribution, 6sense and Demandbase for broader enterprise ABM and intent data, and tools like Clearbit Reveal or other visitor-identification platforms focused on company-level web intelligence.

Is Factors.ai good for small businesses?

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Factors.ai can work well for early-stage and smaller B2B companies that generate consistent website traffic and run paid campaigns, especially if they want to understand which accounts are engaging and how LinkedIn or Google Ads drive pipeline. However, very small teams with limited traffic or simple, transactional sales cycles may find the platform more powerful than they need and may not fully realize its value compared to mid-market and enterprise B2B organizations.

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