Custom properties

Custom properties store information about visitors and companies, such as a visitor’s job title or a company’s industry. Navattic uses the same properties across forms, personalization, identification, and integrations.

What are custom properties?

Custom properties are configurable form fields that you define to capture additional visitor information. They can be:

• Lead qualification data: Budget, timeline, team size
• Demographic information: Industry, role, department
• Product interests: Features, use cases, integrations
• Custom identifiers: Account ID, customer number, campaign code

Property types

Default properties

Every workspace starts with a set of default properties for visitors and companies. You can’t edit or delete default properties. Integrations and webhook payloads refer to each property by its system name. Not all default properties can be set manually. Navattic sets many of them automatically from demo activity, IP geolocation, or enrichment. The ones you can set manually appear in Settings > Properties when you turn on Show default.

Visitor

Show Contact and interests

Label	System name	Type	Description
Email	email	email	Visitor’s email address.
First Name	firstName	text	First name of the visitor.
Last Name	lastName	text	Last name of the visitor.
Full Name	fullName	text	Visitor’s full name. Navattic combines First Name and Last Name when only those are captured.
Phone	phone	phone	Visitor’s phone number.
Job Title	jobTitle	text	Visitor’s job title, from a form or visitor enrichment.
Job Role	jobRole	text	Visitor’s job function, such as engineering or marketing (from visitor enrichment).
LinkedIn	linkedinUrl	url	URL of the visitor’s LinkedIn profile (from visitor enrichment).
Interest Areas	interestAreas	interest_areas	Interest areas the visitor selected in an interest form, stored as a JSON array.
Interest Levels	interestLevels	interest_levels	Interest level the visitor chose for each interest, stored as a JSON array: 0 (Not interested), 1 (Somewhat interested), or 2 (Very interested).

Show Location

Label	System name	Type	Description
Visitor City	visitorCity	text	Visitor’s city (from IP geolocation).
Visitor State	visitorState	text	Visitor’s state or region (from IP geolocation).
Visitor Country	visitorCountry	text	Visitor’s country (from IP geolocation).

Show Device and page

Label	System name	Type	Description
Operating System	os	text	Visitor’s operating system (for example, Windows, macOS, iOS).
Browser	browser	text	Visitor’s web browser (for example, Chrome, Safari, Firefox).
Browser Version	browserVersion	text	Version of the visitor’s web browser.
Device	device	text	Device type (Desktop, Mobile, Tablet).
Current URL	currentURL	text	Full URL where the demo was viewed.
Path	path	text	URL path where the demo was viewed (excludes domain).
Screen Width	screenWidth	number	Visitor’s screen width in pixels.
Screen Height	screenHeight	number	Visitor’s screen height in pixels.

Show UTM parameters

Label	System name	Type	Description
UTM Campaign	utm_campaign	text	Campaign name parameter from the demo URL.
UTM Content	utm_content	text	Campaign content parameter from the demo URL.
UTM Medium	utm_medium	text	Marketing medium parameter from the demo URL (for example, “cpc”, “organic”).
UTM Source	utm_source	text	Traffic source parameter from the demo URL (for example, “email”, “social”).
UTM Referrer	utm_referrer	text	Referring URL that brought the visitor to the demo.
UTM Term	utm_term	text	Paid search keyword parameter from the demo URL.

Show Demo activity

Label	System name	Type	Description
Last Viewed Flow ID	lastViewedFlowId	text	Navattic’s internal ID for the last flow viewed.
Last Viewed Flow Name	lastViewedFlowName	text	Human-readable name of the last flow viewed.
Last Viewed Step ID	lastViewedStepId	text	Navattic’s internal ID for the last step viewed.
Last Viewed Step Name	lastViewedStepName	text	Human-readable name of the last step viewed.
Last Viewed Step Index	lastViewedStepIndex	text	Numerical position of the last step viewed (for example, “3” for the third step).
Last Viewed Checklist Name	lastViewedChecklistName	text	Name of the checklist in the last demo viewed, if the demo has one.
Last Viewed Project ID	lastViewedProjectId	text	Navattic’s internal ID for the last demo viewed.
Last Viewed Project Name	lastViewedProjectName	text	Human-readable name of the last demo viewed.
Last Submitted Form	lastSubmittedFormId	text	Navattic’s internal ID for the last form the visitor submitted.

Show Marketing and CRM

Label	System name	Type	Description
HubSpot Cookie	hubspotCookie	text	Visitor’s HubSpot tracking cookie (hubspotutk), read by Navattic JS. Navattic uses it to look up the visitor in HubSpot.
Marketo Cookie	marketoCookie	text	Visitor’s Marketo tracking cookie (_mkto_trk), read by Navattic JS. Navattic uses it to look up the visitor in Marketo.
Visitor Source	visitorSource	text	Indicates the record came from Navattic.

Show Navattic Agent

Navattic writes these properties when a Navattic Agent session ends, so they reflect the visitor’s most recent session.

Label	System name	Type	Description
Navattic Agent Transcript	agentDemoTranscript	text	Plain-text transcript of the session, one line per message.
Navattic Agent Summary	agentDemoSummary	text	AI-generated summary of who the visitor is, what they wanted, and any buying signals or objections.
Navattic Agent Qualifications	agentDemoQualifications	text	Visitor’s answers to the Navattic Agent’s qualification questions, stored as a JSON array.
Navattic Agent CTAs	agentDemoCtas	text	Comma-separated list of CTA button labels clicked during a Navattic Agent session.
Navattic Agent Primary Language	agentDemoPrimaryLanguage	text	Language the visitor mainly used during the session, such as “English” or “French (France)”.
Navattic Agent Turn Count	agentDemoTurnCount	number	Total number of messages in the session, from both the visitor and the Navattic Agent.
Navattic Agent Session Length Seconds	agentDemoSessionLengthSeconds	number	Length of the session in seconds.
Navattic Agent Agent Talk Seconds	agentDemoAgentTalkSeconds	number	Seconds the Navattic Agent spent speaking. Typed messages count as 0.
Navattic Agent Visitor Talk Seconds	agentDemoVisitorTalkSeconds	number	Seconds the visitor spent speaking. Typed messages count as 0.

Company

Show Company details

Label	System name	Type	Description
Domain	domain	text	Company’s primary web domain.
Company Name	name	text	Company name (from company enrichment or a form submission).
Description	description	text	Company description (from company enrichment).
Industry	industry	text	Company’s industry (from company enrichment).
Size	size	number	Number of employees (from company enrichment). Same value as Employee Count.
Logo	logo	image	URL of the company’s logo, based on the company domain.

Show Enrichment

Label	System name	Type	Description
LinkedIn	linkedin	text	Company’s LinkedIn page URL.
Industry Group	industryGroup	text	Industry group the company belongs to (from Clearbit enrichment).
Sub Industry	subIndustry	text	More specific industry category for the company (from Clearbit enrichment).
Sector	sector	text	Broad economic sector the company operates in (from company enrichment).
City	city	text	Company headquarters city.
State	state	text	Company headquarters state or region.
Country	country	text	Company headquarters country.
Postal Code	postalCode	text	Company headquarters postal code.
Employee Count	employeeCount	number	Number of employees (from company enrichment).
Estimated Annual Revenue	estimatedAnnualRevenue	number	Estimated annual revenue (from company enrichment).
Amount Raised	amountRaised	number	Total funding the company has raised (from company enrichment).
Founded Year	foundedYear	number	Year the company was founded (from company enrichment).
Technology Stack	technologyStack	text	Comma-separated list of technologies the company uses (from company enrichment).
Traffic Rank	trafficRank	text	Website traffic tier, from very_low to very_high (from Clearbit enrichment).
Confidence Score	confidenceScore	number	Clearbit’s confidence in matching the visitor’s IP address to this company: low, medium, high, or very_high.
Company Source	companySource	text	Indicates the record came from Navattic.

Where custom properties are used