---
title: "Metadata + Swan"
url: https://metadata.io/compare/vs-swan
description: "Use Metadata for paid campaigns and Swan for visitor identification, enrichment and outbound workflows. Plan how the two fit into your GTM stack."
source: metadata.io
---

## Use both in the same GTM workflow

Run paid campaigns with Metadata. Use Swan to identify visitors, enrich account information and support outbound follow-up.

## What each tool contributes

Metadata helps your team build, run and optimize B2B paid campaigns across connected advertising accounts.

Swan describes its AI GTM Engineer as supporting visitor identification, signal-based outbound, lead qualification, enrichment and ABM.

| Tool | Role in this workflow |
|---|---|
| Metadata | Paid demand generation and campaign execution |
| Swan | Visitor identification, enrichment and outbound |

## Plan a shared workflow

The following is a workflow to configure for your team. It is not a report of a tested customer deployment.

1. Set the audience, offer and campaign in Metadata.
2. Use Swan’s visitor identification and enrichment to build account context for your outbound team.
3. Define which signals justify follow-up, who owns that outreach and which fields the team records in the CRM.

## Check the handoff

Agree on account identity, exclusions and outreach rules. Check whether a campaign visitor can be identified before planning follow-up. Assign an owner for the data transfer and confirm how the workflow behaves when no match is available.

Give the handoff an owner. Verify the available connections and required fields before treating the process as automatic.

### See how Metadata fits your stack

Bring a campaign and the tools your team already uses. We’ll walk through the paid campaign work and the handoffs to plan.

## Frequently asked questions

Run paid campaigns with Metadata. Use Swan to identify visitors, enrich account information and support outbound follow-up.

Agree on account identity, exclusions and outreach rules. Check whether a campaign visitor can be identified before planning follow-up. Assign an owner for the data transfer and confirm how the workflow behaves when no match is available.

This guide outlines a workflow your team can plan with both tools. Confirm the available connections, data fields and ownership for your setup before relying on an automated handoff.

## Read the product source

[Swan product overview](https://www.getswan.com/about). Product description checked October 6, 2026.

Explore [Metadata + complementary tools](https://metadata.io/comparisons#complementary-tools) to see the other roles in your GTM stack.