Factors.ai

What it is

Factors.ai is an account-based marketing platform for B2B teams that combines three jobs usually bought from three vendors: identifying which companies visit your website, syncing those accounts into LinkedIn and Google ad audiences, and attributing pipeline to the channels that touched them. It was founded in 2019 by Praveen Das, Srikrishna Swaminathan and Aravind Murthy, runs its team out of Bengaluru, and says more than 1,000 GTM teams use it. It is SOC 2 Type II certified.

Account identification is reverse-IP lookup through a waterfall of four data sources, which Factors says unmasks more than 75% of companies visiting your site. Since August 2026 you can bring your own identification provider’s key and keep Factors’ waterfall as the fallback. Person-level identification comes from an RB2B integration, which Factors says names up to 40% of US visitors; outside the US you get the company, not the person. Bombora topic intent, G2 buyer-intent and LinkedIn engagement feed the same account timeline.

LinkedIn AdPilot is the differentiator. It syncs intent-based account audiences to LinkedIn, caps impressions per account so the top accounts do not soak up the budget, sends conversions back through LinkedIn’s Conversions API, and added bid scheduling and audience exclusion on 26 June 2026. Google AdPilot does the same for search, display and YouTube, with enhanced conversions.

The AI layer is Scout, a set of agents that research accounts, score them and push output to Salesforce, HubSpot or Slack. Scout runs on metered AI credits introduced in April 2026, and the agent builder lets you pick the model per agent, from heavier Claude Opus to lighter Claude Sonnet. The Factors MCP server, launched on 21 April 2026, lets you query your account data and run Scout agents from Claude, ChatGPT, Gemini or Cursor.

Factors.ai vs Dreamdata vs HockeyStack

Pick Factors.ai when you want visitor identification and attribution below enterprise pricing, and LinkedIn is your main paid channel. Its deanonymization, LinkedIn and Google audience tools and attribution share one account timeline, and every plan price is published. Its multi-touch attribution is younger: the first version of its influence model went live on 8 June 2026, next to first-touch, last-touch and influenced reporting.

Pick Dreamdata when attribution is the purchase and you want a warehouse-first, account-level model with a free tier. Factors lists no Snowflake or BigQuery integration. Pick HockeyStack when you want a prebuilt agent layer for forecasting and win/loss on top of attribution, and the budget can absorb a contract several times Factors’ Basic plan.

Pricing reality

Factors publishes four plans, all with a free trial (14 days on the product-page FAQs):

• Lite — $199/month, self-serve, cancel anytime. 5,000 tracked users and 1,500 identified companies a month, 3 seats. Company identification, traffic analysis and Slack or Teams alerts only.
• Basic — $6,000/year. 10,000 tracked users, 3,000 identified companies a month, 5 seats, CRM sync, LinkedIn Ads influence reporting.
• Growth — $20,000/year. 50,000 tracked users, 8,000 identified companies, 10 seats, custom account scoring, G2 intent, agentic alerts.
• Enterprise — from $36,000/year. 100,000 tracked users, 25 seats, LinkedIn impression control and conversion feedback, dynamic Google and LinkedIn audience sync, combined first-, second- and third-party intent.

The part to plan around: the plan cards list LinkedIn impression control, conversion feedback and dynamic audience sync under Enterprise, so the LinkedIn feature that sells the product may start at $36,000 a year. Lower tiers get LinkedIn influence reporting. Vendr reports a median buyer paying $19,200 a year, in a range of $11,400 to $19,360, which matches a Growth contract with a discount. Scout credit pricing is not published; Factors cut credit prices on 1 September 2026, but you will only see the rate on the order form.

Best for

A demand gen or marketing ops lead at a B2B SaaS company spending a meaningful share of paid budget on LinkedIn, with a few thousand target accounts and HubSpot or Salesforce as the CRM. The scoped case where Factors wins: you want the accounts visiting your pricing page this week pushed into a LinkedIn audience automatically, capped so no single account eats the spend, and the resulting deals credited to LinkedIn in the same tool.

Not for

Teams whose attribution has to live in their data warehouse, which suits Dreamdata. Teams outside the US that need named visitors, since person-level identification is US-only. And teams already paying for 6sense or Demandbase, who would be buying a second identification and scoring model.

Versus the alternatives

• 6sense — one of the two ABM market-share leaders, with predictive buying stages and its own ads. Pick it when you need the enterprise system of record and the budget for it.
• Demandbase — the other large ABM suite. Pick it for one platform across advertising, intent and sales intelligence.
• RB2B and Warmly — the fastest-growing approach is person-level US visitor identification sent straight to reps. Pick RB2B alone when you only need named visitors in Slack; Factors already uses it as a source.
• Leadfeeder — cheaper company-level identification without ad sync or attribution. Pick it when visitor lists are the whole requirement.
• RollWorks — ABM advertising first. Pick it when display retargeting matters more than LinkedIn.

Watch-outs

• The 75% match rate is a vendor claim. Guard: run the trial on your real traffic and compare identified companies against your CRM and an existing tool such as Leadfeeder for the same two weeks.
• The LinkedIn features you see in the demo may be Enterprise-only. Guard: ask for the plan matrix in writing, row by row, for audience sync, frequency capping and conversion feedback before you sign Basic or Growth.
• Scout credits are metered and unpublished. Guard: set agent credit limits, review the credit-usage breakdown weekly in the first month, and get the per-credit rate and overage terms into the contract.
• Identified-company caps are monthly. Basic stops at 3,000 identified companies a month. Guard: check last quarter’s unique visiting companies before choosing a plan, and size on the peak month, not the average.
• Person-level identification has privacy weight. Guard: limit RB2B person-level data to US visitors and have counsel confirm your consent banner covers it under the state laws you sell into.

Related: marketing attribution explains first-touch, last-touch and multi-touch models, and account-based marketing covers where account identification and ad audiences fit in the program.