For CRM and data owners · Updated Oct 20, 2026
Required fields and lifecycle stages
To optimize advertising toward your highest-value customers, Scowtt models the full lifecycle of a lead after it's generated. That needs visibility into sales activity, engagement and funnel progress in your CRM, plus how people behave on your website before they become a lead.
CRM data
1. Lead identification. Used to connect CRM activity back to marketing leads.
| Field | Notes |
|---|---|
| Lead ID or Contact ID | A unique identifier for each lead |
| Lead creation timestamp | When the lead was created |
| Lead source or channel | If available |
| Campaign ID or tracking parameter | If stored |
| Email and/or phone | Optional. Any personal information you share is always hashed before upload. |
2. Sales activity. Helps Scowtt understand which leads are being actively worked and how engagement evolves.
| Activity | Fields |
|---|---|
| Sales calls | Call timestamp, call outcome (connected, no answer, voicemail) |
| Emails sent | Email timestamp, email type (if available) |
| SMS or messaging | Message timestamp |
| Sales tasks | Task type, task timestamp |
| Meetings or appointments | Meeting scheduled date, meeting completed status |
3. Engagement outcomes. Helps tell strong buyer intent apart from low-quality leads.
| Engagement event | Example field |
|---|---|
| Appointment scheduled | Appointment date |
| Appointment attended | Attended flag |
| Demo completed | Demo timestamp |
| Consultation completed | Consultation outcome |
| Quote or estimate generated | Quote amount |
| Follow-up meeting | Meeting date |
4. Lead qualification status. Used to model which leads become viable opportunities. Share your lead status, lead stage and qualification outcome (if available), for example New Lead, Contacted, Qualified, Opportunity Created or Disqualified.
5. Conversion and revenue events. Lets Scowtt optimize toward actual business outcomes.
| Event | Fields |
|---|---|
| Opportunity created | Opportunity ID, timestamp |
| Deal closed | Closed timestamp |
| Deal outcome | Won or lost |
| Revenue amount | Revenue value |
| Product or service type | Optional |
Lifecycle stages
Ideally, every lifecycle event has its own timestamp, so Scowtt can reconstruct each lead's full journey. For example:
Lead Created → Sales Contact → Appointment Scheduled → Appointment Attended → Quote Generated → Closed Won
During setup, you'll tell your Scowtt team which fields and values mark each stage in your CRM, such as MQL, SQL/SQO and Closed Won.
Web analytics data
To understand intent before someone becomes a lead, Scowtt uses raw, event-level GA4 data. It doesn't need to be aggregated, just access to the underlying events.
- Core identifiers: Anonymous user ID (such as user_pseudo_id), user ID if available (your CRM lead ID written back to GA4), and GCLID or other click IDs if captured.
- Session and engagement signals: Session count, session duration or time on site, session start date and time, session start URL, page views, pages visited and navigation paths, and time between page interactions.
- Traffic source: Source and medium, and campaign name or ID.
- Key conversion and intent events: Form start and form submit, profile creation steps if tracked, and appointment scheduling events if captured in GA4.