Tech stack signals
Tech stack signals track what a company installs, removes, or outgrows, from a competitor’s script on their site to a new ad pixel or a CRM migration. A stack change means someone is already evaluating, and the window to be part of it is short.
8 tech stack signals
All B2B signalsUses a competitor
An account runs a competitor’s product today.
Early · Ongoing, strongest near renewal · Ad audience, Email
Tech stack change
An account adds, removes, or replaces a tool that matters to your sale.
Good · The first 90 days after the change · Email, CRM
CRM migration
An account moves from one CRM to another, or starts hiring and planning for the move.
Strong · From the first sign of the project to 3 months after go-live · Email, Rep alert
Email or domain setup change
An account changes its email provider or adds new sending domains, visible in its public DNS records.
Early · The month after the change · Email, CRM
New ad pixel installed
A company adds the LinkedIn Insight Tag, the Meta pixel, the Reddit pixel, or another ad tracking tag to its website.
Strong · The 60 days after the tag appears · Email, Ad audience
Competitor’s code removed from their site
A competitor’s script, widget, or tag disappears from a company’s website.
Strong · The 30 days after the removal · Email, Rep alert
New subdomain appeared
A company launches a new subdomain such as docs, community, partners, status, or app.
Early · The 3 months after it appears · Content, Ad audience
Public API or developer portal launched
A company publishes API documentation or a developer portal for the first time.
Good · The 6 months after launch · Email, Content
FAQs about tech stack signals
Tech stack signals track what a company installs, removes, or outgrows, from a competitor’s script on their site to a new ad pixel or a CRM migration. A stack change means someone is already evaluating, and the window to be part of it is short.
“CRM migration”, “New ad pixel installed”, and “Competitor’s code removed from their site” are rated Strong, which means worth acting on this week on its own. The rest are worth a play when stacked with a second signal on the same account.
Each signal routes to the channels that fit it. Across the 8 tech stack signals, the most common plays run through email, ad audience, and crm. 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, BuiltWith, Claude Code, Apify, job board data, and LinkedIn Ad Library. 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.
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.
Custom scrape signals
Signals nobody sells, built for one market with Claude Code and Apify.
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 tech stack signals we would start with and the plays they would trigger. Signals run through our outbound and GTM engineering practice.