25 Movement types

The Signal catalogue

A Signal is a saved query over the Census. Each row is one kind of Movement — subscribe to the ones that do your job.

Buyer

Movement	What it means	Typical / mo	Available on
Domain registered Birth	A domain appears in a gTLD zone file for the first time.	~~2.1M	Signal	+
Detection Nightly zone-file diff across 1,022 gTLDs. Confidence High Example lumen-labs.io entered .io on 14 Mar Bought by Investors, Agencies
First certificate Birth	The first TLS certificate is issued for a domain — the earliest sign of real intent.	~~1.6M	Signal	+
Detection Certificate Transparency log stream, deduped to earliest sighting. Confidence High Example lumen-labs.io · Let’s Encrypt · 16 Mar Bought by Investors, Agencies
First mail record Birth	A domain publishes its first MX — it can now send and receive mail.	~~940k	Signal	+
Detection DNS record snapshot diff. Confidence High Example sparrow-hr.com · MX → Google · day 9 Bought by Investors, RevOps
First commercial signal Commercial	Debut domain reaches its first sign of a business: business email, a marketing page, or a paid tool.	~~610k	Signal	+
Detection Composite of MX + detected marketing/commerce provider. Confidence Medium Example 38% of debuts reach this within 30 days Bought by Investors, Agencies
ESP adopted Commercial	A domain adds an email service provider to its SPF — it started sending campaigns.	~~205k	Signal	+
Detection SPF include diff mapped to a Provider registry. Confidence High Example northwind.com added Postmark Bought by Vendors, RevOps
Commerce platform adopted Commercial	Shopify, BigCommerce, WooCommerce or similar detected for the first time.	~~88k	Signal	+
Detection DNS + certificate fingerprint of the platform. Confidence High Example atlas-freight.com → Shopify checkout Bought by Vendors, Investors
Payments provider adopted Commercial	Stripe, Adyen, Braintree or a checkout host appears.	~~54k	Intelligence	+
Detection Subdomain + CNAME fingerprint. Confidence Medium Example checkout. subdomain → Stripe Bought by Vendors, Investors
Hiring signal Growth	A careers or jobs surface appears — the company is scaling headcount.	~~120k	Signal	+
Detection Subdomain fingerprint (careers/jobs/apply) + ATS provider. Confidence Medium Example careers. + Greenhouse detected Bought by Investors, RevOps
ATS adopted Growth	An applicant-tracking system (Greenhouse, Lever, Ashby) is wired up.	~~31k	Signal	+
Detection CNAME + certificate fingerprint. Confidence High Example jobs.acme.com → Ashby Bought by Vendors, Investors
Subdomain expansion Growth	New product/app/api subdomains appear — the surface area is growing.	~~460k	Intelligence	+
Detection Certificate-derived hostname set growth. Confidence Medium Example added app. · api. · staging. Bought by Investors, Vendors
CDN / edge adopted Growth	Cloudflare, Fastly or similar fronts the domain for the first time.	~~140k	Intelligence	+
Detection NS / CNAME fingerprint. Confidence High Example nameservers → Cloudflare Bought by Vendors
ESP switched Stack	One email provider removed and another added inside a short window — a switch.	~~24k	Signal	+
Detection Paired SPF remove+add within 14 days. Confidence High Example SendGrid → Postmark, 3 days apart Bought by Vendors
Provider removed Stack	A tracked Provider disappears from the stack — churn.	~~61k	Signal	+
Detection SPF / CNAME / fingerprint removal. Confidence High Example removed include:sendgrid.net Bought by Vendors
Auth provider change Stack	An identity provider (Okta, Auth0, WorkOS) is adopted or replaced.	~~9k	Intelligence	+
Detection Login-subdomain + CNAME fingerprint. Confidence Medium Example login. → WorkOS Bought by Vendors
Analytics / tag change Stack	A major analytics or tag-management provider appears or drops.	~~180k	Intelligence	+
Detection Subdomain + DNS fingerprint (best-effort). Confidence Inferred Example added segment CNAME Bought by Vendors
DMARC hardened Maturity	DMARC policy moves p=none → quarantine or reject — the org got serious about email.	~~72k	Signal	+
Detection DMARC record policy diff. Confidence High Example harborpay.co → p=quarantine Bought by Vendors, RevOps
MTA-STS enabled Maturity	MTA-STS policy published — enforced TLS for inbound mail.	~~14k	Intelligence	+
Detection Well-known policy + _mta-sts TXT. Confidence High Example mta-sts.acme.com live Bought by Vendors
DNSSEC enabled Maturity	The zone is signed for the first time — security maturity marker.	~~40k	Intelligence	+
Detection DS/RRSIG presence diff. Confidence High Example DS record published Bought by Vendors
BIMI published Maturity	A BIMI record with a verified mark appears — brand-grade email posture.	~~2k	Intelligence	+
Detection _bimi TXT + VMC presence. Confidence High Example brand logo in inbox Bought by Vendors
Country expansion Expansion	The same operator registers a matching ccTLD or localized domain — geographic expansion.	~~46k	Intelligence	+
Detection Certificate + registrant fingerprint clustering. ccTLD is certificate-derived; geography inferred. Confidence Inferred Example acme.com operator → acme.de Bought by Investors
Brand cluster growth Expansion	A company’s domain portfolio grows — new brands or product lines.	~~33k	Intelligence	+
Detection Shared-infrastructure clustering. Confidence Inferred Example +2 domains on same fingerprint Bought by Investors, Vendors
Registered but parked Opportunity	A domain registered 30+ days ago still has no real site — a build opportunity.	~~380k	Signal	+
Detection Debut date + parked-page / no-content fingerprint. Confidence Medium Example registered day 0, still parked day 34 Bought by Agencies
Stack gap detected Opportunity	A real business missing an expected tool — e.g. Shopify with no ESP, MX with no marketing stack.	~~95k	Signal	+
Detection Present-provider set minus expected-provider set. Confidence Medium Example Shopify present, no ESP in SPF Bought by Agencies, Vendors
Weak email posture Opportunity	DMARC at p=none, no SPF, or failing basics — a fixable, sellable gap.	~~210k	Signal	+
Detection Posture engine score below threshold. Confidence High Example DMARC p=none, SPF soft-fail Bought by Agencies, Vendors
Stalled build Opportunity	A domain that hasn’t progressed in 12 months — no new certs, records or subdomains.	~~150k	Intelligence	+
Detection No Movements recorded across a rolling 12-month window. Confidence Medium Example no change since last year Bought by Agencies

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