Data Model
How Spara organizes lead data — built-in fields, custom fields, and where they come from.
Spara automatically captures and organizes data about every lead that interacts with your agents. This data powers personalization, workflow triggers, conditions, and analytics across the platform.
How It Works
Every piece of lead data is stored as a field. Fields are organized into categories and can come from multiple sources:
Automatically captured — Spara collects data from website visits, chat conversations, email interactions, phone calls, and calendar events without any setup.
Gathered by agents — Your Chat, Email, Voice, and Text agents can be configured to ask leads for specific information (like job title or company size) during conversations.
Synced from your CRM — Fields from Salesforce, HubSpot, or Marketo are automatically synced and available alongside Spara-native data.
Extracted by workflows — API Step and Prompt Step workflow steps can extract new data from external services or AI responses and save it to the lead profile.
Custom Fields
Any Spara agent can gather custom fields during a conversation. For example, you could configure a Chat agent to ask "What's your biggest challenge right now?" and save the response as a custom field called biggest_challenge. Custom fields appear alongside built-in fields everywhere in the platform — in workflows, personalization, analytics, and CRM syncs.
Data type is permanent. Once a field is saved, its data type (String, Integer, Boolean, etc.) cannot be changed. Choose the correct type when creating a field.
Creating and editing fields requires the Data Model Editor permission. Users without this permission can view field definitions but cannot create or modify fields.
Integration Field Mappings
For fields synced from an integration (Salesforce, HubSpot, or Marketo), the field detail panel shows which external field it maps to and the sync direction. Open any field and expand the Integration Sync section to see the mapping.
Field Reference
Lead Info
First name String
Lead's first name
Last name String
Lead's last name
Full name String
First and last name combined
Email String
Lead's email address
Phone number String
Lead's phone number
Job title String
Lead's job title or role
Lead source Picklist
How this lead was created in Spara. Spara — created via Chat or Voice agents Salesforce — synced from Salesforce CRM HubSpot — synced from HubSpot CRM Marketo — synced from Marketo CRM Leads API — created via the Leads API Deanonymized — identified via IP/behavioral matching
Lead stage Picklist
Current stage in the sales funnel, calculated from lead activity. Browsing — visiting pages but hasn't engaged Engaged — has sent at least one message or made a call Email Captured — email address has been collected Webform Submitted — submitted a webform Calendar Shown — was shown a scheduling calendar Call Scheduled — has a meeting booked Synced from CRM — imported from CRM with no local activity
Lead created at Timestamp
Timestamp when the lead was first created
Conversation summary String
AI-generated summary of the lead's conversation history
Conversation interests List
Lead's interests identified from conversations
Conversation pain points List
Pain points identified from conversations
Account Info
Company name String
Name of the lead's company
Employee count Integer
Number of employees at the lead's company
Website Activity
Current URL String
Page the lead is currently viewing
Initial URL String
First page visited by the lead
Last page visited String
Most recently visited page URL
Pages visited List
List of unique URLs visited, most recent first
Website visited at Timestamp
Timestamp of the lead's most recent page visit
Referrer String
External site or page the lead came from
IP country String
2-letter country code from the lead's IP address
IP country name String
Full country name from the lead's IP address
IP region String
State or region from the lead's IP address
IP city String
Approximate city from the lead's IP address
Chat Activity
Conversation started at Timestamp
Timestamp when the lead first started a chat
Opened chat Boolean
Whether the lead has opened the chat widget
Sent chat message Boolean
Whether the lead has sent at least one message
Chat dropoff at Timestamp
Timestamp when the lead last engaged in chat
Prospect message count Integer
Total messages sent by the lead
Engaged channels List
Which Spara channels the lead has interacted with
Email Activity
Email opened at Timestamp
Timestamp when the lead opened an email
Email link clicked at Timestamp
Timestamp when the lead clicked a link in an email
Last email sent at Timestamp
Timestamp of the most recent email sent to the lead
Email validation status Picklist
Result of email address validation. Valid — address is deliverable Invalid — address is not deliverable Unknown — not yet validated
Unsubscribed at Timestamp
Timestamp when the lead unsubscribed from emails
Phone Activity
Most recent outgoing call — cold transferred Boolean
Whether the call was cold transferred to a rep
Most recent outgoing call — warm transferred Boolean
Whether the call was warm transferred to a rep
Most recent outgoing call — booked call Boolean
Whether the call resulted in a booked meeting
Most recent outgoing call — left message Boolean
Whether a voicemail was left
Most recent outgoing call — do not call Boolean
Whether the lead requested not to be called
Most recent outgoing call — no answer Boolean
Whether the call went unanswered
Call pick up Boolean
Whether the lead answered the most recent call
Incoming call ended at Timestamp
Timestamp when the last incoming call ended
Outgoing call ended at Timestamp
Timestamp when the last outgoing call ended
Meeting Activity
Call scheduled Boolean
Whether a meeting has been scheduled
Call scheduled at Timestamp
Timestamp of the upcoming scheduled meeting
Calendar shown Boolean
Whether a calendar has been shown to the lead
Sign Up Info
Webform submitted Boolean
Whether the lead has submitted a webform
Spara Questions
Call interest Picklist
Type of conversation the lead expressed interest in. Talk to sales — wants to speak with a sales rep Talk to support — has a support or technical issue Product demo — interested in seeing a product demo Unspecified — expressed intent to talk but type is unclear
Support interest Boolean
Whether the lead has a support issue
These are default fields. Any question your agent asks can create additional custom fields in this category.
Advertising & Tracking
UTM campaign String
UTM campaign parameter from the lead's URL
GCLID String
Google Click Identifier for Google Ads attribution
Time & Date
Current time (UTC hour) Integer
Current hour in UTC
Current time (UTC minute) Integer
Current minute in UTC
Current time (UTC weekday) String
Current day of the week in UTC
Current timestamp (UTC) Timestamp
Full current timestamp in UTC
CRM Fields
Any field synced from Salesforce, HubSpot, or Marketo appears alongside Spara-native fields. These are available in all the same places — workflow triggers, conditions, personalization, and analytics.
See CRM Integrations for setup instructions.
FAQ
Where can I use these fields?
Everywhere in Spara. Fields are available in workflow triggers and conditions, email and text message personalization, agent instructions, API request bodies, and analytics filters. See the How to Use Spara's Text Editor for how to insert fields into text.
How do I create custom fields?
Configure any Spara agent to gather information during conversations. For example, add "Ask the lead about their timeline" to your Chat agent's instructions and map the response to a custom field called timeline. Custom fields are immediately available across the platform.
What happens when a field has no value?
If a field hasn't been captured for a lead, it renders as empty when used in personalization (e.g., {{ first_name }} becomes blank). Use Condition Step steps in workflows to check whether a field has a value before acting on it.
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