Contacts represent all the people you store in Conversion. They can come from your CRM, your marketing automation, or directly from user activity like filling out a form. Every contact has key information such as their subscription status, name, email, and associated company.
Each contact can only be associated with a single company.
Where contacts come from
Contacts can be added in several ways:
CRM syncs
Hubspot contacts are stored as contacts in Conversion
Both leads and contacts in Salesforce are stored as contacts in Conversion
Form fills on your website or landing pages
Manual adds by a salesperson or marketer
Self-identification through sign-ups or product activity
Once added, contacts will appear in the Contacts view where you can search, filter, and segment them.
Contact profiles
Every contact has a profile that stores their variables and activity history.
Key variables
Subscription status: Subscribed, unsubscribed, or bounced.
Identifiers: Name and email address.
Associated company: Each contact links to one company.
Variables tab
Beyond the basics, Conversion stores hundreds of other variables—from firmographic data to engagement metrics.
You can favorite variables to make them appear by default in most views.
Variables can be used for personalization, segmentation, and workflow logic.
Activity log
The activity log shows everything a contact has done or experienced in Conversion. Common activity types include:
Form fills
Page visits
Ads clicked
Workflows entered and exited
Being added to Conversion
How contacts are used
Contacts are at the center of every campaign in Conversion. You can:
Build audiences from contact variables and activity.
Send blasts to selected groups of contacts.
Enroll contacts into workflows for automated nurture.
Personalize emails with variables like first name, company name, or lead stage.
Best practices
Keep CRM syncs active so contact data stays fresh.
Use subscription status to ensure compliance with email regulations.
Favorite the variables most important to your team for quick access.
Review activity logs to understand engagement patterns and optimize campaigns.
What’s next?
After exploring contacts, check out:
Audiences: Learn how to segment contacts dynamically.
Companies: See how account-level data works alongside contacts.
Variables: Understand how to store and use data across campaigns.