# 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

{% tabs %}
{% tab title="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
  {% endtab %}

{% tab title="Customer success" %}

* Export Cases to track open support tickets, average resolution time, and case volume by customer
* Join Cases and Customers to identify which accounts generate the most support load
* Use Aggregate transformation on Cases to count open vs. closed tickets per assignee
* Send case data to an AI destination like Gemini for automated issue categorization
  {% endtab %}

{% tab title="RevOps & analysts" %}

* Combine all five entities in a single data flow using Append or Join to build a unified CRM dataset in BigQuery
* Use the Customers entity as a master table and join Opportunities, Cases, and Contacts to it for full account-level reporting
* Schedule regular refreshes to keep dashboards current without manual exports from Apptivo
  {% endtab %}
  {% endtabs %}

## 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