What this is
When Propensity is connected to Salesforce, engagement and enrichment data are synced directly into your CRM. This allows sales teams to view account-level and contact-level insights without leaving Salesforce.
Propensity data is mapped to dedicated fields and related objects inside Salesforce. These fields are typically labeled with “Propensity” to distinguish them from your native CRM data.
This article explains what data is available in Salesforce and how to interpret it.
How Propensity Data Appears in Salesforce
After integration, Propensity data is visible at:
The Account level
The Contact level
Related objects such as Website Visits, Intent Signals, and Marketing Activity
Propensity data is stored in dedicated fields and related objects in Salesforce, allowing it to coexist with existing CRM data.
Account-Level Data
At the Account level, Propensity provides visibility into engagement, intent, and overall account activity.
Overall Account Score
Represents a combined score based on engagement and intent signals.
This may include:
First-party engagement (ads and website visits)
Third-party intent signals (research activity related to selected intent topics)
A high overall score indicates that the account is actively engaging or researching relevant topics.
First-Party Score
Reflects direct engagement with your brand, including:
Website visits
Ad clicks
Ad impressions
Unlike the overall score, this metric focuses specifically on activity tied to your campaigns and website.
Accounts with high First-Party Scores have directly interacted with your marketing efforts and may warrant timely follow-up.
Engagement Snapshot (Optional Layout Component)
Some Salesforce layouts may include a summarized engagement view directly on the Account record. This snapshot may display:
Total impressions
Click activity
Website visits over time
This view provides a quick overview without navigating into related objects. Layout availability may vary depending on configuration.
Related Objects at the Account Level
Intent Signals
Intent Signals represent research activity related to selected intent topics.
For each topic, you may see:
Topic name
First identification date
Most recent activity date
These signals help identify accounts researching relevant categories, even before they directly engage with your website.
Website Visits
The Website Visits related object displays tracked page-level activity, including:
Page visited
Visit date and time
Referrer source (if available)
Device type
Associated contact (when identified)
This allows sales teams to see not only that an account visited the website, but what specific content was viewed.
Marketing Activity
Propensity may sync marketing activity data, including:
Impressions
Clicks
Video views
This provides historical context on how an account has interacted with your campaigns.
Contact-Level Data
At the Contact level, Propensity provides engagement signals and enrichment data.
Contact Warmth
Each contact is categorized as:
Hot
Warm
Cold
Warmth is based on engagement behavior, such as website visits and ad interactions.
Website visits
Ad clicks
Ad impressions
You may also see:
Warmth Reason
Warmth Change Date
The Warmth Reason explains why a contact received its current status, providing additional context for follow-up.
Engagement Summary Fields
Contact records may include fields such as:
Total impressions
Total clicks
Total website visits
Most recent website page visited
Most recent visit date
These fields can be used in Salesforce reports or list views to prioritize outreach. For example, filtering for Hot contacts with recent website visits can help identify high-engagement prospects.
Website Visits at the Contact Level
When a website visitor is identified at the contact level, the visit is linked directly to the contact record.
This enables visibility into:
Which person visited
What page they viewed
When the visit occurred
This context can support more informed and timely follow-up conversations.
Enrichment and Contact Data
Propensity may enrich contact records with:
Job title
Phone number
Email address
Employment information
Before syncing into Salesforce, email addresses are verified for deliverability.
You may see:
Email Verified indicator
Email Verification Date
Email verification is refreshed periodically to maintain accuracy.
Career and Background Signals
In some implementations, additional enrichment data may be available, such as:
Previous roles
Career progression
Education history
This information is stored in related signal objects and can be used for segmentation or reporting within Salesforce.
Opportunity Influence and Engagement Context
Propensity data can also support opportunity-level reporting.
In Salesforce, teams can build Salesforce Reports to analyze:
Engagement before opportunity creation
Engagement after opportunity creation
Impressions served
Website visits
Click activity
This helps teams understand how marketing engagement aligns with pipeline progression.
Reporting configurations may vary depending on your Salesforce setup.
Account Matching and Data Organization
When syncing data into Salesforce, Propensity matches accounts primarily based on website domain.
In some cases, additional matching logic may be configured (such as location-based matching) to ensure data is attached to the correct account.
Propensity does not create duplicate accounts when matching logic is properly configured.
Using Propensity Data in Salesforce
Sales teams commonly use Propensity data to:
Prioritize accounts actively visiting the website
Identify high-engagement contacts
Detect accounts researching relevant intent topics
Follow up quickly on recent website activity
Filter lists by warmth and recency
A practical starting point is reviewing:
Accounts with high First-Party Scores
Contacts marked as Hot
Recent website visits to high-value pages
This helps focus outreach on accounts demonstrating active engagement..
Important Considerations
Propensity data appears in dedicated fields labeled with “Propensity.”
Existing Salesforce data is not overwritten
Reporting and dashboards depend on your Salesforce configuration
Some layout components shown in demonstrations may be optional or customized
Contact identification depends on successful matching between website visits and known contacts