Overview

Factors.ai is an account intelligence platform for demand-generation teams that want to connect company website visits with marketing intent and engagement. It is strongest when the goal is to prioritize accounts across a buyer journey; teams that need to identify individual visitors should look elsewhere.

Its company-level view can bring campaign and website activity into a single account picture, but the lack of person-level identification is a material trade-off. The 14-day trial offers a way to assess the workflow before choosing a paid plan.

Key features

Company identification and intent

Factors says its multi-provider waterfall enrichment can reveal more than 75% of anonymous website traffic. That can give sales and marketing teams a broader company-level view of site interest, but it is not a promise to identify individual visitors: Factors explicitly does not offer person-level identification. Geography and job-title filters can help narrow down who may have visited, not confirm who they are.

Intent signals from LinkedIn, Google, Meta and Bing campaigns, G2 pages, and uploaded third-party sources add context to those visits. Predictive scores combine intent, engagement and fit to help teams decide which accounts deserve sales outreach or advertising attention. This is useful for account prioritization, while teams seeking contact-level identity should treat the distinction as decisive.

Journey analysis and workflow connections

Factors aggregates account- and user-level engagement from awareness through deal won, with winning paths and drop-off points intended to show where prospects advance or stall. CRM synchronization, company search, people search and email finder are included capabilities, although people search and email finder do not change the stated limit on identifying anonymous website visitors at person level.

Integrations include HubSpot, Salesforce, Zoho CRM, Google, Meta, LinkedIn and Bing ads, Slack, Microsoft Teams, Segment, G2, Google Search Console, Zapier and Make.com. That breadth can help teams connect campaign, CRM and collaboration workflows. Onboarding takes about 30 minutes and can be self-serve or supported by sales.

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 in Google Cloud Platform's us-west-1b zone in the United States, protected with TLS in transit and AES-256 encryption at rest. Paid-plan data remains during the subscription and for 90 days after cancellation before permanent deletion, a retention window worth accounting for when planning a departure.

Pricing

Factors offers a free plan and a 14-day trial, alongside paid plans. The published annual plan prices are unusually low relative to the monthly Lite price, so buyers should confirm the billing terms directly before committing; the stated prices and caps are:

Basic: 6.00 USD per year, billed per year; up to 10,000 monthly tracked users, 3,000 companies identified per month and 5 seats. It suits a small team with modest company-identification needs, but the 3,000-company cap and five-seat ceiling limit wider deployment.
Growth: 20.00 USD per year, billed per year; up to 50,000 monthly tracked users, 8,000 companies identified per month and 10 seats. The larger traffic and identification allowances fit a growing team, with more room to share access than Basic.
Enterprise: 30.00 USD per year, billed per year; up to 100,000 monthly tracked users, custom companies identified per month and 25 seats. It provides the highest stated tracked-user allowance and a custom identification quota, making it the plan for larger teams whose company volume needs a tailored cap.
Lite: 199.00 USD per month; up to 5,000 monthly tracked users, 1,500 companies identified per month and 3 seats. Its monthly term may appeal to a small team seeking a lower-commitment paid option, but it has the smallest stated traffic and company caps and fewest seats.

The starting paid price is 199 /mo. The free plan's caps and included capabilities are not described here, so teams should not assume it supports the same volumes or workflow as paid tiers. Paid-plan data is retained for 90 days after cancellation, then permanently deleted.

Platforms

Factors is available on web and through an API. The API option can suit teams that need to connect account intelligence to their own systems; web access serves teams working in a browser-based workflow.

Who it's for

Factors is aimed at demand-generation marketers, CMOs and sales teams, with solutions positioned for early-stage and growth-stage startups as well as enterprises. It is a better fit for organizations that want company-level intent and journey signals to focus campaigns and sales effort than for teams whose process depends on knowing exactly which person visited.

Pros and cons

Pros: Combines website company identification with signals from major ad channels, G2 and uploaded intent sources, giving teams more context for account prioritization.
Pros: Tracks engagement through deal won and highlights winning paths and drop-offs, which can help teams examine where account journeys progress or falter.
Pros: Broad CRM, ad, analytics and workflow integrations, plus a short stated onboarding process, can reduce the work of fitting it into a demand-generation stack.
Cons: It does not identify individual anonymous visitors; filtering by geography and job title only helps infer who may have visited.
Cons: The plans impose tracked-user, identified-company and seat caps, so buyers need to match allowances to traffic and team size.
Cons: Customer data is retained for 90 days after paid-plan cancellation before deletion, which may not suit teams needing immediate removal.

Alternatives

For a different approach to lead ranking, Lucida has a free plan with one full lead ranking, one custom ML model and exports of the top 100 ranked leads; consider it when ranked leads and model training matter more than Factors' company-visit and account-journey focus.

QuickOn offers a free plan capped at 100 leads per month, one lead source, one JS widget and one project, making it a reasonable alternative for a small-scale lead capture workflow.

UserMotion has a free plan for up to 1,000 accounts with ICP scoring, intent scoring and real-time signals; choose it when those account-scoring capabilities are the priority.

Propensity offers account- and contact-level website de-anonymization, intent data and unlimited campaigns and users on its $2,000/mo Essential plan, so it is the alternative to consider when contact-level identification is essential and the higher price is acceptable.

Draup is another paid API and web option.

LeadBase starts at $49/mo for 2,000 signals per month, 200 enriched lead exports per month and 30-day lead history; its Pro plan is $149/mo. It may suit buyers looking for a signal and enriched-export allowance at a lower stated entry price.

LeadBoxer has free options, including an App plan with 25,000 credits per month, one user, one dataset and one month of data retention; consider it when a credit-based free tier is a better match.

Tomi.ai is a paid API and web alternative.

For category browsing, compare Lead Scoring Software, Website Visitor Identification Software, Visitor Identification Software, Revenue Operations Software, Website Visitor Tracking Software and AI Lead Generation Software.

Verdict

Factors.ai is a strong fit for demand-generation and sales teams that need company-level visitor identification, cross-channel intent and buyer-journey signals in one account view. Its clearest advantage is the combination of company discovery and prioritization; its clearest limitation is that it cannot identify individual visitors. Choose it when account-level insight is enough and plan caps fit your traffic, and look elsewhere when contact-level identification is a requirement.

	Factors.ai	MTK Attribution
Free plan	No	No
Free trial	Yes	No
Paid from	$0.50/mo	—
Open source	No	No
Platforms	api, Web	Web
Free plan	No	No
Paid from	199 /mo	29 /mo
Multi-touch attribution	—	Yes
Attribution models	—	multi_touch
Data retention	—	limited

Factors.ai vs MTK Attribution

Factors.ai

MTK Attribution