Factors.ai

Factors.ai is an account-based marketing platform for marketers who need to connect company-level activity with advertising and revenue attribution. It suits demand generation and growth teams working from account signals; teams that need individual contact discovery or broad user capacity should look elsewhere. Its account focus is coherent, though Lite’s tight seat and usage caps constrain who can use it.

Overview

Factors brings account data together to help marketers identify companies, run ad campaigns, and attribute wins. Teams can segment accounts by firmographic and behavioral filters, score them, and track buyer engagement. First-touch, last-touch, and influenced attribution give teams several ways to understand marketing’s contribution. The emphasis is firmly on companies: there is company search, but no people search, phone numbers, or email finder.

Key features

Account signals and attribution

Website visitor identification and traffic analysis give marketers a way to spot companies visiting their site. Intent signals, account scoring, and engagement tracking can help prioritize follow-up, while CRM synchronization connects that account work to existing sales systems. This is useful for account-based programs, but does not replace a contact database for teams that need named prospects or their direct details.

Advertising and integrations

Factors lists integrations with HubSpot, Salesforce, and Zoho CRM, alongside Google, Meta, LinkedIn, and Bing Ads. Slack, Microsoft Teams, Segment, G2, Zapier, and Make.com extend its connections across marketing and operations. 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 at scale.

AI and security

Factors says its Scout agents can be accessed through ChatGPT, Claude, Gemini, and other AI tools using Factors MCP. It 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 United States and encrypted in transit and at rest.

Pricing

Factors offers a free plan and a 14-day trial. Lite costs $199 a month, billed $199/mo after trial. It allows up to 5,000 monthly tracked users, 1,500 companies identified per month, and three seats. That ceiling may suit a small team validating account-based marketing, but the limited seats and volumes can become restrictive as usage grows.

Basic has custom pricing and raises the limits to 10,000 tracked users, 3,000 identified companies per month, and five seats. Growth also has custom pricing, with up to 50,000 tracked users, 8,000 identified companies per month, and 10 seats. These tiers offer more room for expanding teams, though buyers will need a sales quote to compare their cost with Lite.

Enterprise is displayed as $30K Onwards per year, with contact sales for pricing. It supports up to 100,000 monthly tracked users and 25 seats, and includes the advanced Google and LinkedIn advertising features. It is aimed at larger teams with the budget and campaign needs to justify a sales-led plan.

The free tier’s stated limits match Lite’s user and company quotas, but it has three seats and only one month of data retention. Paid-plan data is retained for the subscription duration; after cancellation, data remains for 90 days before permanent deletion. Support options include email and helpdesk, with Slack support for Enterprise; onboarding and on-call support are also part of the plan comparison.

Platforms

Factors is available on the web and through an API. That gives teams a browser-based product and an integration route for connected workflows.

Who it's for

Factors is best suited to demand generation, growth-stage startup, and enterprise marketing teams that organize campaigns around accounts and want visitor identification, engagement signals, CRM sync, and attribution together. It is a poor fit for teams whose primary need is finding individual leads and contact details.

Pros and cons

• Pros: Combines company identification, account scoring, engagement tracking, and three attribution approaches, supporting a connected account-based workflow.
• Pros: Integrates with major CRM and advertising platforms, with audience syncing and enhanced conversions on Enterprise.
• Pros: Offers Scout access through several AI tools and states specific security and privacy certifications and compliance.
• Cons: Lite is limited to three seats, 5,000 tracked users, and 1,500 identified companies monthly, which can constrain a growing team.
• Cons: Free data lasts one month, and canceled paid-plan data is permanently deleted after 90 days.
• Cons: No people search, phone numbers, or email finder, so it cannot serve as a standalone contact-discovery tool.
• Cons: Basic and Growth require custom pricing, making their costs harder to assess before contacting sales.

Alternatives

Dreamdata is worth considering when a free attribution plan with five seats, two months of user history, and defined stage-model, notification, and sync allowances is a better fit; its paid Attribution & Activation plan has custom pricing.

MaxIQ may suit eligible startups seeking a free Startup Program, which describes 12 months of access and possible continuation until growth milestones.

Forma.ai offers a CompOps platform and one-time onboarding and implementation, with custom proposals.

Gong Forecast is a paid option with per-user licenses and a platform fee based on supported users; it has no free plan.

Kepion is a paid option with custom pricing and product information provided through a sales contact and demo.

Varicent Incentives uses subscriptions to Incentives packages with purchased payee and data-volume entitlements; pricing is set in a customer order.

Factors.ai is another Factors listing with API and web platforms and separate published Basic and Growth prices.

Groove by Clari has tailored pricing based on use case.

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

Verdict

Choose Factors.ai if your marketing team needs account-level visitor signals, engagement tracking, CRM connections, and attribution in one platform. The strongest reason to choose it is that breadth across the account workflow; the clearest reason to look elsewhere is Lite’s low capacity and the lack of individual contact discovery. Check the seat and monthly user limits against your team before committing.