Custom scrape signals

Custom scrape signals are the ones nobody sells, built for one market with Claude Code, Apify, and Clay. They come from places like Google Maps, app stores, review sites, and changelogs, which is why they reach accounts the standard databases miss.

11 custom scrape signals

All B2B signals

Google Maps listing
Local and physical businesses found through their Google Maps listings, with their category, location, and reviews.
Early · Ongoing · Email, CRM
Review volume change
A business’s Google or app store review count or rating moves sharply up or down.
Early · The month the change shows up · Email
Open source and GitHub activity
Developers at an account star, fork, or contribute to repositories in your category.
Good · Within 2 weeks · Email, Content
New directory or marketplace listing
A company lists itself on a marketplace, partner directory, or app store in your ecosystem.
Early · The quarter after the listing · Email
Keyword on their website
A company’s own website mentions a word, product, or claim that marks it as a fit, found by crawling and reading the site with AI.
Early · Ongoing · Email, CRM
Growing near your location
Businesses within a set radius of one of your locations whose headcount grew 20% or more recently.
Good · The quarter the growth shows up · Email
Something missing on their site
A company’s website or app lacks something your product adds, found by crawling the site with AI.
Good · Until they fix it · Email, CRM
Growing seller or customer count on a platform
A marketplace or platform company whose count of sellers, merchants, or connected accounts is growing, seen in public directories and listings.
Good · The quarter the growth shows up · Email
Their customers complain about what you fix
A company’s own customers leave reviews complaining about a problem your product solves, such as slow support or a confusing checkout.
Good · The quarter the complaints show up · Email, Content
Release pace jumped
A company’s changelog, app store updates, or GitHub releases speed up sharply.
Early · The quarter the pace changes · Content, Email
New Shopify apps installed
An ecommerce brand adds apps to its Shopify store for subscriptions, reviews, loyalty, or ads.
Good · The 60 days after the install · Email, Ad audience

FAQ

FAQs about custom scrape signals

None of the custom scrape signals is strong enough to act on alone. Each one is worth a play when stacked with a second signal on the same account.

Each signal routes to the channels that fit it. Across the 11 custom scrape signals, the most common plays run through email, crm, and content. Each signal page lists the play it triggers on every channel, with an example opening line.

Understory Agency tracks them in Clay, most often with Clay, Apify, Claude Code, Google Maps, LinkedIn Sales Navigator, and Trustpilot. Each signal page lists the steps to detect it, the tools, and the play it triggers when it fires.

Other kinds of signals

People signals
Who just arrived, moved up or left, at the accounts you sell to.
Hiring signals
What a company is hiring for, which tells you what it is about to build.
Company event signals
Funding, launches, expansion and the other moments that reset budgets.
Tech stack signals
What a company installs, removes or outgrows.
Website visitor signals
Who is reading your pages, and which pages they read.
Product usage signals
Sign-ups, usage and limits inside your own product.
Social and content signals
What buyers post, like, comment on and ask in public.
Ad engagement signals
Which accounts see, watch and click your ads.
Event signals
Who is going where, speaking where and showing up to what.
Competitor signals
Your competitors’ customers, audiences and bad weeks.
Public record signals
Filings, permits, contracts and other records anyone can read.
CRM and network signals
The relationships and history you already own.

Tell us who you sell to

Bring your best customers, and we'll show you the custom scrape signals we would start with and the plays they would trigger. Signals run through our outbound and GTM engineering practice.