# Data Overview

Zoho CRM provides access to a wide range of sales, customer, and interaction data. The modules you can sync depend on your Zoho CRM edition and custom configurations.

## Available modules

| Module             | Data type              | Typical fields                                                                   |
| ------------------ | ---------------------- | -------------------------------------------------------------------------------- |
| **Leads**          | Prospecting data       | Lead name, email, company, phone, source, lead score, industry, rating           |
| **Contacts**       | Customer people data   | Contact name, email, phone, mailing address, account link, related deals         |
| **Accounts**       | Organization data      | Account name, industry, website, annual revenue, employee count, billing address |
| **Deals**          | Sales opportunity data | Deal name, amount, stage, close date, owner, account link, probability           |
| **Tasks**          | Activity tracking      | Task subject, due date, owner, status, priority, related to (record link)        |
| **Events**         | Interaction log        | Event type, start time, end time, attendees, location, related record            |
| **Products**       | Inventory data         | Product name, unit price, quantity in stock, SKU, category                       |
| **Custom Modules** | Organization-specific  | Any field your admin has configured                                              |

## Common metrics and dimensions

### Sales pipeline metrics

#### Deal metrics

| Metric                 | Definition                            | Insight                                    |
| ---------------------- | ------------------------------------- | ------------------------------------------ |
| **Total deal value**   | Sum of all deal amounts in a period   | Revenue opportunity size                   |
| **Average deal size**  | Mean deal amount                      | Deal quality and average transaction value |
| **Win rate (%)**       | Deals closed won ÷ total deals ×100   | Sales effectiveness                        |
| **Pipeline value**     | Sum of open deals ÷ their probability | Expected revenue forecast                  |
| **Sales cycle length** | Days from Lead to Deal Close          | Speed of sales process                     |

#### Lead metrics

| Metric                        | Definition                                | Insight                                  |
| ----------------------------- | ----------------------------------------- | ---------------------------------------- |
| **Lead conversion rate (%)**  | Leads converted to Contacts ÷ total leads | Lead quality and nurturing effectiveness |
| **Cost per lead**             | Marketing spend ÷ new leads               | Lead acquisition efficiency              |
| **Lead source effectiveness** | Conversions by source                     | Best-performing marketing channels       |

### Customer metrics

#### Account metrics

| Metric                            | Definition                                   | Insight                              |
| --------------------------------- | -------------------------------------------- | ------------------------------------ |
| **Customer lifetime value (CLV)** | Total revenue from customer lifetime         | Strategic account importance         |
| **Account health score**          | Engagement + product usage + support tickets | Churn risk and expansion opportunity |

#### Contact metrics

| Metric                   | Definition                                        | Insight               |
| ------------------------ | ------------------------------------------------- | --------------------- |
| **Contacts per account** | Average number of contacts linked to each account | Relationship depth    |
| **Contact engagement**   | Event count, task activity per contact            | Relationship strength |

### Activity metrics

#### Task and event metrics

| Metric                      | Definition                                  | Insight              |
| --------------------------- | ------------------------------------------- | -------------------- |
| **Tasks completed (%)**     | Completed tasks ÷ total tasks               | Team execution       |
| **Activities per customer** | Total events + tasks per contact or account | Engagement intensity |
| **Response time**           | Days from task creation to completion       | Team responsiveness  |

## Common metric combinations

**Sales team dashboard:**

* Deal pipeline by stage + average deal size by owner + win rate by month
* Use **Join** to link Deals to Accounts and Owners for segmented analysis

**Lead quality report:**

* Lead count by source + conversion rate by source + average lead score
* Use **Group/Aggregate** to roll up by lead source and stage

**Account health scorecard:**

* Revenue by account + contact count per account + recent activity count
* Use **Join** to combine Account data, Contact count, and recent Event/Task records

**Forecast accuracy:**

* Expected revenue (sum of pipeline value × probability) vs. actual closed deals
* Use **Append** to combine closed and open deals, then segment by close date vs. actual date

## Use cases by role

{% tabs %}
{% tab title="Sales leaders" %}
Track pipeline health, forecast accuracy, and deal velocity by rep. Pull Deals joined with Accounts and Owners into a dashboard to monitor stage progression and identify bottlenecks. Use Claude or ChatGPT to analyze which account industries or deal sizes close fastest and recommend focus areas for the team.
{% endtab %}

{% tab title="Marketers" %}
Measure lead generation volume and quality by source, channel, and campaign. Sync Leads data with lead scores and source attribution to identify highest-converting channels. Export to spreadsheets or BI tools for attribution modeling, then use AI to recommend budget allocation across channels.
{% endtab %}

{% tab title="Finance teams" %}
Sync Deals and Accounts to forecast revenue and track contract value. Join Deals with Account revenue data to monitor customer concentration and churn risk. Use AI to model revenue scenarios based on pipeline probability and close date trends.
{% endtab %}

{% tab title="Operations" %}
Monitor task completion rates, team activity levels, and customer engagement frequency. Export Tasks and Events to track SLA adherence and team workload. Use aggregate reports to identify over/under-resourced areas.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* **Rate limits vary by edition**: Free and Standard editions have lower API quotas; Professional and Enterprise support higher throughput. Coupler.io respects your edition's limits and queues requests accordingly.
* **Custom fields and modules**: Any custom fields or modules you've added in Zoho CRM will appear in Coupler.io. Custom field names follow Zoho's API naming convention.
* **Related records**: When you sync a module with lookup fields (e.g., Deals linked to Accounts), you'll see the linked record ID; to get the full related record details, use a **Join** transformation in Coupler.io.
* **Sandbox and Developer environments**: Useful for testing data flows before rolling out to Production. Use the **Environment** selector during setup to switch between them.
* **Date and time fields**: Zoho CRM stores dates in UTC. Coupler.io preserves this; convert to your local timezone in your destination if needed.
* **Large data exports**: If syncing millions of records, start with a specific date range and gradually expand to avoid timeouts.