Data Overview

Apptivo exposes five core CRM entities through Coupler.io. Each entity maps to a key part of your business workflow — from prospecting to customer support.

Entities at a glance

Entity	Best used for
Customers	Account-level reporting, revenue attribution
Contacts	People-level data, communication tracking
Leads	Top-of-funnel analysis, lead source reporting
Opportunities	Pipeline reporting, win/loss analysis
Cases	Support volume, resolution time, SLA tracking

Customers

Key fields

Field	Description
Customer ID	Unique identifier for the customer record
Customer Name	Name of the company or organization
Customer Type	Classification of the customer (e.g., client, partner)
Status	Active, inactive, or other custom status
Industry	Industry sector of the customer
Owner	Apptivo user assigned to this customer
Created Date	Date the record was created
Last Updated	Date the record was last modified

Contacts

Key fields

Field	Description
Contact ID	Unique identifier for the contact record
First Name / Last Name	Individual's name
Email	Primary email address
Phone	Primary phone number
Linked Customer	Customer record this contact is associated with
Job Title	Contact's role or title
Owner	Apptivo user assigned to this contact
Created Date	Date the record was created

Leads

Key fields

Field	Description
Lead ID	Unique identifier for the lead
Lead Name	Name of the prospect
Lead Source	Channel or campaign that generated the lead
Status	Current stage of the lead (e.g., New, Contacted, Qualified)
Estimated Value	Potential deal value
Owner	Apptivo user responsible for the lead
Created Date	Date the lead was created

Opportunities

Key fields

Field	Description
Opportunity ID	Unique identifier for the opportunity
Opportunity Name	Name or title of the deal
Stage	Current pipeline stage (e.g., Proposal, Negotiation, Closed Won)
Probability	Likelihood of closing, as a percentage
Expected Revenue	Projected deal value
Close Date	Expected or actual close date
Linked Customer	Associated customer record
Owner	Apptivo user managing the deal
Created Date	Date the opportunity was created

Cases

Key fields

Field	Description
Case ID	Unique identifier for the support case
Case Subject	Title or summary of the issue
Status	Open, In Progress, Resolved, Closed
Priority	Low, Medium, High, or Urgent
Linked Customer	Customer the case belongs to
Linked Contact	Individual who raised the case
Assigned To	Support agent handling the case
Created Date	Date the case was opened
Resolved Date	Date the case was resolved

Common field combinations

• Pipeline report: Opportunities — Stage + Expected Revenue + Close Date + Owner

• Lead conversion analysis: Leads — Lead Source + Status + Estimated Value + Created Date

• Support workload: Cases — Status + Priority + Assigned To + Created Date

• Account health view: Join Customers + Cases to see open issues per account

• Full contact picture: Join Contacts + Customers to enrich contact records with company data

Use cases by role

Sales teams

• Track your opportunity pipeline by stage, owner, and close date in a live Google Sheets or Looker Studio dashboard

• Use the Leads entity to measure which sources drive the most qualified prospects

• Join Leads and Opportunities to analyze conversion rates from prospect to qualified deal

• Feed opportunity data into ChatGPT or Claude to generate deal summaries or forecast commentary

Customer success

RevOps & analysts

Platform-specific notes

• Apptivo uses custom fields extensively — these will appear as additional columns in your export depending on your account configuration

• Field names may reflect your Apptivo customizations, so column headers in Coupler.io might differ from the default labels shown above

• Deleted records are not returned by the API — only active records are included in exports

• Apptivo's API returns data in pages; Coupler.io handles pagination automatically