Buyer Journey or Custom: which intent report should I use?

Last updated: October 8, 2026

N.Rich has two types of intent report: Buyer Journey and Custom. Use this comparison to choose the right one before you create a report.

At a glance

Buyer Journey

Custom

What it does

Places accounts into buying stages: Cold, In Market, Engaged and Hot

Scores accounts on the topics, competitors and weights you choose

Data source weights

Predefined, first-party engagement weighs more than third-party intent

You set the first-party and third-party weights, for example 100% third-party

Scoring

Absolute: an account's score does not depend on the other accounts in the report

Relative: the first-party score compares an account with the other accounts in the report

What you need

The Website Tag installed and collecting website data. CRM and campaigns are optional. See What is the Buyer Journey intent report?

Intent topics or competitors for third-party intent. First-party intent needs the Website Tag installed and collecting website data.

Choose Buyer Journey if you want to

  • See which accounts are moving towards a deal, stage by stage

  • Use ABM Progression Analytics and stage-based segments

  • Rely on a ready-made model instead of setting weights yourself

Choose Custom if you want to

  • Monitor specific intent topics or competitors

  • Decide yourself how much first-party and third-party intent count

  • Track intent for accounts you don't engage with yet, for example with third-party intent only

Can I use both?

Yes. You can create both types of report. How many intent reports you can create depends on your plan. For your plan limits, contact your Account Manager.

Scores work differently in each report type. See How is the intent score calculated?

What's next

Need help? Reach out to your Solutions Engineer via the chat in the bottom-left corner of the N.Rich platform, by email or Slack.