# iCustomer outperforms Metadata.io.

iCustomer is the Metadata.io alternative that enables your audience in every channel, never your campaigns or creatives. No vendor UI. No percent-of-spend ad tax.

## Capability

| Feature                       | iCustomer                                           | Metadata.io                                        |
|-------------------------------|----------------------------------------------------|--------------------------------------------------|
| Decisioning framework          | FIRE scoring (Fit, Intent, Recency, Engagement) tied to a Goal -> KPI -> Target model | Self-driving paid social experiments; no decisioning layer |
| Where audiences run            | Sync into your ad accounts. We propose; you approve. | Runs inside Metadata's UI; campaigns sit behind a vendor layer |
| Operating model                | Goal -> KPI -> Target -> Campaign -> Activation -> Outcome | Experiments and audience lists, loosely linked |
| Audience architecture           | OneSource immutable IDs you own, with a pre-unified signals waterfall | Per-experiment audience lists you rebuild each time |
| Pricing model                  | Audience-based fee with usage tiers. Zero percent of spend. | Platform fee plus 2-5% of media spend |
| Time to first activation       | Days. Trial begins on first sync.                   | 6 to 8 week onboarding                           |
| Measurement                    | Causal measurement loop with Decision Traces       | Click attribution within the Metadata UI        |
| Channels                       | Meta, Google Customer Match, LinkedIn, Reddit, CTV via The Trade Desk, TikTok, and more | Meta and LinkedIn primary; thin Google support   |

## Who's a good fit

### iCustomer is ideal when...

- You want audience scoring tied to a goal model, not self-driving experiments
- Your team owns the ad seats and wants to keep that control
- Finance needs to see decision lineage, not just click attribution
- You want first-party audiences flowing into The Trade Desk, not a vendor ad UI
- You want flat platform pricing with no percent-of-spend tax
- Launch is in days, not a 6 to 8 week onboarding window

### Metadata.io may fit when...

- You want a self-driving Meta/LinkedIn experimentation tool and are comfortable with a vendor-owned UI
- A percent-of-spend pricing model is not a blocker
- A 6 to 8 week onboarding window aligns with your planning cycle
- You do not need goal-tied audience scoring or a goal-to-outcome campaign model
- You are comfortable with audiences and campaigns living inside the vendor's system

## What you get on day one

### Master audience, free to draft

Build, suppress, and tier your audience before you spend a dollar.

### Goal-tied audience scoring

iCustomer's decision framework, applied to your CRM the moment it connects.

### Native sync to your ad accounts

Audiences land in your Meta, Google, LinkedIn, Reddit, and The Trade Desk seats.

### Decision lineage built in

Every activation traces back to the goal, KPI, and target it serves.

### Integrates with the data clouds, CRMs, and ad platforms your team already runs on

## Turn your data into outcomes

Start free with Audience Loop. Or talk to us about a Platform pilot on your own data warehouse.