Data Enrichment
SparrowCRM populates record fields using data from external providers, AI analysis, CRM activity, and calculated metrics.
This article explains the different categories of fields available across records and what each field represents.
How Enrichment Works
SparrowCRM populates record fields through four methods:
- External enrichment — fields are populated using third-party data providers based on identifiers such as email address or company domain
- AI enrichment — fields are generated by analyzing CRM activity, including emails, calls, meetings, transcripts, and engagement patterns
- Behavioural tracking — fields are populated based on interactions such as emails, calls, meetings, and other recorded activities
- Calculated fields — fields are derived from related records and activity data, such as deal values, response rates, and time-based metrics
Most enriched fields are non-editable and update as new information becomes available.
External Enriched Fields
Note: External enrichment relies on third-party data providers (Zoominfo or Apollo). To populate external enrichment fields, an administrator must configure and authorize a supported enrichment provider. Available fields and coverage may vary by provider.
Enriched fields are populated from external data providers and add additional information about contacts and companies.
Contact Enriched Fields
Field | What it provides |
|---|---|
Twitter URL | Twitter/X profile |
Facebook URL | Facebook profile |
Instagram URL | Instagram profile |
Preferred Channel | Best communication channel (Email, Phone, SMS, LinkedIn) |
Secondary Email | Additional email address |
Office Phone | Work phone number |
Profile Picture URL | Contact photo |
Company Enriched Fields
Field | What it provides |
|---|---|
About | Company description |
Location | Headquarters address (country, state, city, address) |
Founding Date | When the company was established |
Founding Year | Year of establishment |
Annual Revenue | Reported annual revenue |
Main Phone | Primary company phone number |
Language | Primary language |
Logo URL | Company logo |
Last Funding Date | Most recent funding round date |
Last Funding Amount | Most recent funding round amount |
AI-Enriched Fields
AI-enriched fields are generated by analyzing CRM activity, engagement patterns, and communication data. These fields help provide additional context about contacts, companies, and opportunities.
Contact AI Fields
Field | What it provides |
|---|---|
AI Tags | Auto-generated labels based on contact behavior and status (e.g., VIP, High Fit, Cold, At Risk) |
AI Summary | Natural language overview of the contact's current state and recent activity |
Fit Score | How well the contact matches the ideal customer profile |
Engagement Score | Overall engagement level based on interactions |
Lead Score | Composite score indicating how likely the contact is to convert |
Buying Intent | Level of purchase intent detected from behavior and signals |
Account Health | Overall health of the relationship |
Risk Factors | Detected risks that could affect the relationship or deal |
Competitor Mentions | References to competitors found in communications |
Company AI Fields
Field | What it provides |
|---|---|
AI Tags | Auto-generated labels based on account behavior and status |
AI Summary | Natural language overview of the account's current state |
Fit Score | How well the company matches the ideal customer profile |
Behavioural Fields
Behavioural fields track interaction and engagement activity, including emails, calls, meetings, and other recorded actions.
Email Activity
Available on Contacts and Companies:
Field | What it tracks |
|---|---|
Emails Sent | Total emails sent to the record |
Emails Opened | Total emails opened |
Emails Received | Total emails received (including replies) |
Last Email Sent At | When the last email was sent |
Last Manual Email Sent At | When the last manually sent email was sent |
Last Automated Email Sent At | When the last automated email was sent |
Last Reply Received At | When the last reply was received |
First Email Sent At | When the first email was sent |
First Manual Email Sent At | When the first manual email was sent |
First Automated Email Sent At |
Email Performance (Contacts only)
Field | What it tracks |
|---|---|
Email Bounced | Whether an email has bounced |
Delivery Rate | Percentage of emails delivered |
Open Rate | Percentage of emails opened |
Link Click Rate | Percentage of emails where links were clicked |
Reply Rate | Percentage of emails that received a reply |
Email Unanswered | Whether the last email from the contact is unanswered |
Meeting & Call Activity
Available on Contacts and Companies:
Field | What it tracks |
|---|---|
Last Meeting At | When the last meeting took place |
Next Meeting At | When the next meeting is scheduled |
First Meeting Scheduled | Whether a first meeting has been scheduled |
First Meeting At | When the first meeting took place |
Meetings Scheduled | Total meetings scheduled (Companies) |
Meetings Held | Total meetings held (Companies) |
Last Call At | When the last call took place |
First Call At | When the first call took place |
Calls Attempted | Total call attempts (Companies) |
Calls Connected |
General Activity
Available on Contacts and Companies:
Field | What it tracks |
|---|---|
First Activity At | When the first activity of any type was logged |
Last Activity At | When the most recent activity was logged |
First Engagement Date | When the contact first engaged (Contacts) |
First Interaction At | When the first interaction occurred (Companies) |
Last Interaction At | When the last interaction occurred (Companies) |
Last Interaction Date | Date of last interaction (Companies) |
Next Interaction Date | Date of next planned interaction (Companies) |
Time Since Last Activity (Contacts only)
Field | What it tracks |
|---|---|
Days Since Last Email | Days since the last email was sent |
Days Since Last Activity | Days since any activity was logged |
Days Since Last Meeting | Days since the last meeting |
Days Since Last Call | Days since the last call |
These fields help teams quickly identify contacts that may need attention or follow-up.
Calculated Fields
Calculated fields are derived from related records, aggregations, and activity data. They provide business context without requiring manual updates.
Company Calculated Fields
Field | What it provides |
|---|---|
Total Pipeline Value | Combined value of all associated open deals |
Average Deal Size | Average value across associated deals |
Customer Since | When the company became a customer |
Open Task Count | Number of open tasks associated with the company |
Attribution Fields
Available on Contacts and Companies:
Field | What it tracks |
|---|---|
UTM Source | Marketing source attribution |
UTM Medium | Marketing medium attribution |
UTM Campaign | Marketing campaign attribution |
Source | How the record entered the CRM (Manual, CSV Import, API, Smart Router, etc.) |
Source Record | Specific source detail (e.g., which appointment link, which API) |
System Fields
System fields are managed by SparrowCRM and store core identity and audit information. These fields are non-editable.
Available on Contacts and Companies:
Field | What it provides |
|---|---|
Created By | Who created the record |
Created At | When the record was created |
Updated At | When the record was last updated |
Deleted At | When the record was deleted (if applicable) |
Last Owner | Previous record owner |
Linked Deals | Associated deal records |
Linked Meetings | Associated meeting records |
Linked Calls | Associated call records |
Contact-specific System Fields
Field | What it provides |
|---|---|
Enrolled Sequence | Which sequence the contact is enrolled in |
Opt Out Email | Whether the contact has opted out of email |
Opt Out Call | Whether the contact has opted out of calls |
Unsubscribed | Whether the contact has unsubscribed |
Company-specific System Fields
Field | What it provides |
|---|---|
Contacts | Associated contact records |
Custom Fields
In addition to all standard fields, teams can create custom fields on any object to capture information specific to their business processes. Custom fields can be used across records, views, filters, automations, and reports.
To create a custom field:
- Navigate to the object page.
- Open the field configuration.
- Click + New Field.
- Define the field type, name, and description.
- Optionally enable AI Autofill to allow SparrowCRM to populate the field automatically from communications and transcripts.
- Optionally mark the field as Required to make it mandatory during record creation.
Understanding how each category of field works makes it easier to use the right data in views, filters, reports, and day-to-day workflows.
Need help? Reach out to us at [email protected].