Factors.ai

Factors.ai is an account-based marketing platform for marketers who want to connect company activity with account prioritization and campaign attribution. It is best suited to demand generation and growth teams working with company-level signals rather than individual contact discovery. The main trade-off is a focused account toolkit against seat, tracking, and identification caps that make plan choice important.

Overview

Factors brings ABM data together to identify visiting companies, support account-based advertising, and connect marketing activity to wins. Teams can segment accounts with firmographic and behavioral filters, score them, and track buyer engagement. First-touch, last-touch, and influenced attribution provide complementary views of marketing contribution. This is a coherent setup for account-led programs, but not a substitute for prospecting tools: Factors offers company search, not people search, phone numbers, or an email finder.

Key features

Company signals and account prioritization

The Lite plan identifies companies visiting a website and analyzes traffic. Account filters, scoring, intent signals, and engagement tracking give marketing and sales teams ways to prioritize which accounts to pursue. CRM sync can carry that account work into existing processes. The emphasis remains at company level, so teams that need named contacts and direct contact details will need another tool.

Attribution, advertising, and integrations

Factors tracks first-touch, last-touch, and influenced attribution together, which helps teams compare different ways of assigning credit rather than relying on a single view. Enterprise adds dynamic audience syncing to Google and LinkedIn Ads and enhanced conversions for Google Ads, making that tier more relevant to teams coordinating paid campaigns. Integrations include HubSpot, Salesforce, Zoho CRM, Google Ads, Meta Ads, LinkedIn Ads, Bing Ads, Slack, Microsoft Teams, Segment, G2, Zapier, and Make.com. Scout agents can also be accessed through ChatGPT, Claude, Gemini, and other AI tools using Factors MCP.

Security and data handling

Factors states that it is SOC 2 Type II certified and compliant with GDPR, CCPA, and PECR. Customer data is hosted and processed on Google Cloud Platform in the us-west-1b zone in the United States, with encryption in transit and at rest. Free-tier data is retained for one month; paid-plan data lasts for the subscription term, then remains for 90 days after cancellation before permanent deletion.

Pricing

Factors offers a 14-day trial and a free Lite tier. Lite costs $199 a month after the trial and includes up to 5,000 monthly tracked users, 1,500 identified companies per month, and three seats. That is a practical entry point for a small team validating company-level traffic, but the limits leave little room for a larger marketing and sales group or higher-volume site.

Basic has custom pricing and raises the allowance to 10,000 tracked users, 3,000 identified companies per month, and five seats. Growth is also custom pricing, with up to 50,000 tracked users, 8,000 identified companies per month, and ten seats. These tiers suit progressively larger programs, though buyers need a sales quote to compare their costs. Enterprise is displayed as $30K Onwards per year and requires contacting sales; it supports up to 100,000 monthly tracked users and 25 seats, with the listed advertising capabilities. Its greater capacity and campaign features are aimed at enterprise teams, but its price makes it a substantial commitment.

Across tiers, the seat and monthly company-identification caps matter as much as tracked-user capacity. Free/Lite data retention is only one month, compared with retention for the subscription duration on paid plans. Factors lists email and helpdesk support, with Slack support for Enterprise; plan comparisons also include onboarding and on-call support offerings.

Platforms

Factors supports web and API access. That covers browser-based use and programmatic access, while Scout agents extend access through supported AI tools.

Who it's for

Demand generation and growth-stage startup teams are a natural fit when they want to prioritize companies already showing interest and connect account activity to attribution. Enterprise teams may benefit from the larger quotas, 25 seats, and ad audience syncing. Factors is a weaker fit for teams whose workflow depends on contact-level discovery, direct phone numbers, or email addresses.

Pros and cons

Pros: Account segmentation, scoring, intent signals, and buyer engagement tracking support company-level prioritization.

Pros: First-touch, last-touch, and influenced attribution provide multiple views of campaign contribution.

Pros: Broad CRM, advertising, and workflow integrations connect Factors with common marketing and sales systems.

Cons: No people search, phone numbers, or email finder, so it cannot serve as a contact-discovery tool.

Cons: Lite is limited to three seats, 5,000 tracked users, and 1,500 identified companies per month; free data is retained for only one month.

Cons: Basic and Growth use custom pricing, while Enterprise is shown from $30K Onwards per year, making costs harder to assess below Lite.

Alternatives

Consider RevenueGrid if automated activity capture and real-time Salesforce integration are the priority; its Activity Capture 360 plan is $30 a month billed per user. Dreamdata is worth comparing for a freemium attribution option: its free plan includes five seats, two months of user history, three stage models, two notifications, and one sync. The listed Factors.ai alternative is another Factors.ai entry with different plan figures. Other alternatives include Gong Forecast, MaxIQ, Varicent Incentives, Aviso AI, and Ebsta Forecasting.

For category comparisons, see Revenue Operations Software, Lead Scoring Software, Website Visitor Identification Software, Lead Qualification Software, Visitor Identification Software, and Account-Based Marketing Software.

Verdict

Choose Factors.ai if your team needs company-level intent and engagement signals, attribution, and an integrated ABM workflow, and its seat and usage limits fit your scale. Look elsewhere if contact discovery is central or if you need predictable pricing for a larger team before speaking with sales.