Factors.ai

For account-focused marketing and sales, Factors.ai brings together website activity, CRM records, advertising data and intent signals. It identifies companies behind much anonymous website traffic, follows engagement through the buyer journey, scores accounts and supports alerts, attribution and CRM connections. The service offers web and API access, a free tier and paid plans beginning at $199 a month.

Factors.ai suits go-to-market teams organized around companies rather than named people that want website activity, advertising intent and CRM progress in one view. Free supports smaller volumes, and annual tiers expand seats, identified-company limits, journey analysis and scoring. The person-level restriction remains important, as does planning for attribution and report setup. API, alert and webhook capabilities enable custom workflows, subject to plan-specific quotas and retention rules.

Demand-generation teams monitoring company-level buying intent

Sales organizations prioritizing accounts from web and CRM activity

Organizations that need alerts, attribution and API-based workflows

You require direct identification of individual visitors

You prefer minimal attribution configuration and setup

Your volume exceeds the tracking or API allowance of available plans

Overview

Factors.ai provides B2B account intelligence and marketing analytics. The service is aimed at demand-generation marketers, sales teams, CMOs and other go-to-market groups, using website, CRM, advertising and intent data.

Waterfall enrichment lets its visitor-identification feature associate companies with more than 75% of anonymous website-company traffic. Geography and job-title filters may suggest who visited, but the service stops short of identifying people. Buyers comparing tools can also review [[list:visitor-identification-software|visitor identification software]].

Features

Account-level intent can come from LinkedIn, Google, Meta and Bing campaigns, G2 pages, or imported sources including Gartner and TrustRadius. Factors then relates those signals to account and user engagement from awareness through deal won, highlighting successful routes and points where prospects drop away.

Fit, intent and engagement feed predictive scores that can help sales and advertising teams decide which accounts to prioritize. Reporting includes funnel, event, advertising, content, SEO and multi-touch attribution analysis.

Real-time Slack and Microsoft Teams alerts, rule-based automations and webhook pushback are configurable. Integrations include HubSpot, Salesforce, Leadsquared, Zoho, Google Search Console, G2, Segment, Zapier, Make, RudderStack and Apollo. Its Account Journey API provides dated, filterable activity timelines for account domains.

Pricing

Factors offers both a Free tier and paid subscriptions. Free allows as many as 5,000 tracked users per month, 1,500 identified companies monthly, three seats and one month of retained data.

After the trial, Lite is $199 monthly and includes company visitor identification, website-traffic analysis, plus Slack or Microsoft Teams alerts. Annual Basic is $6,000 and permits 10,000 tracked users monthly, 3,000 identified companies, five seats, CRM synchronization and up to 50 reports.

Annual Growth is $20,000 and raises limits to 50,000 tracked users, 8,000 identified companies and 10 seats, while adding buyer-journey visibility, custom scoring and advanced ABM analytics. Enterprise begins at $30,000 annually with 100,000 tracked users, 25 seats, predictive scoring, Google and LinkedIn audience synchronization, and combined first-, second- and third-party intent.

The service includes a 14-day trial. Data on Free remains available for one month; paid-subscription data lasts through the subscription and is permanently deleted 90 days after cancellation.

Platforms

Factors is delivered through the web and a public API. The Account Journey endpoint requires a project-specific bearer token and responds with 401 when authentication is absent or invalid.

Published daily and 15-minute Account Journey quotas run from 100 and 5 requests on Free to 5,000 and 80 on Enterprise. Intent Upload API 2.0 accepts custom account signals and as many as 10,000 new accounts per request. SDK installation is documented for tag managers, manual setups, customer-data platforms, WordPress and Webflow.

Support

Onboarding is described as taking about 30 minutes, either independently or with sales assistance. Questions may be emailed to [email protected].

The help center groups material under onboarding, account intelligence, AdPilot, integrations, configuration, analytics, alerts, settings, API and features. The integrations collection has 27 articles.

Limits

Factors works at the company level rather than identifying individual people. Location and job-title filters can narrow likely visitor profiles, but they are not person-level identification.

New users may need time to configure attribution, customize reports and learn the navigation. One reported integration encountered authentication trouble connecting Factors and Scout with AI/MCP workflows.

Free data is kept for one month. API quotas vary by subscription, and paid data is removed 90 days after cancellation.

Verdict

Factors.ai is designed for teams seeking company-level views across website traffic, advertising and intent sources. The no-cost tier provides a starting point, while higher subscriptions increase tracking capacity, CRM synchronization, buyer-journey analysis and predictive scoring.

It is a weaker fit when identifying named individuals is essential. Allow extra implementation time for attribution and report configuration, particularly on larger deployments. Web access, API endpoints, alerts and numerous integrations support structured account-based workflows rather than straightforward contact lookup.