Variables (sometimes called properties or attributes) are the building blocks of your data inside Conversion. They represent the things you know about your contacts and companies; from simple details like a first name or email address to business-critical information like annual revenue, industry, or account owner.
You’ll manage variables in the Variables view, where you can see everything your workspace is tracking in one place.
What you’ll see in the Variables view
Each variable has a few key pieces of information:
Label
The friendly name you’ll see across the app, like “Account Description” or “Annual Revenue.”Key
The underlying identifier, which is the technical name Conversion uses behind the scenes. This is the value you’ll reference in integrations and templating.Type
The data format of the variable. Supported types include:String – text values (names, emails, industries, etc.)
Number – integers or decimals (revenue, NPS score, number of seats, etc.)
Boolean – true/false values (is_active, is_customer, etc.)
Date – calendar dates without a timestamp
Datetime – dates with timestamps for precise event tracking
Fill rate
The percentage of your total contacts or companies that have a non-null value for this variable. This makes it easy to spot which variables are highly populated (and ready to power workflows) vs. which are rarely filled in.Source icons
If the variable is mapped to your CRM, you’ll see a HubSpot (HBSPT) or Salesforce (SFDC) icon so you know where it came from.
Favoriting variables
Some variables matter more than others. Favoriting a variable makes it a default surface across the app, they’ll automatically show up in core places like:
Contact and company tables
Dropdown menus
Record detail pages
Segment and workflow builders
This helps keep your most important variables front and center, without having to search for them every time.
Domain and Email are favorited by default and cannot be unfavorited. These serve as the unique identifiers for their associated records (domain for companies, email for contacts), which ensures data integrity across syncs, imports, and deduplication.
Adding new variables
Sometimes you’ll need to track something new,maybe a product-specific field or a custom flag you use in your CRM.
Click + Create in the Variables view to add one. You’ll set:
Label (human-readable name)
Name (the key used internally and in APIs)
Object type (whether the variable belongs to a Contact or Company)
Data type (string, number, boolean, date, datetime)
Once created, your new variable can be used across audiences, workflows, templates, and more.
Why variables matter
Variables power nearly every part of Conversion:
Segmentation
Build audiences based on variable values. Example: all contacts whereis_customer = trueandannual_revenue > 1,000,000.Personalization
Use variables directly in your messages. Example:
Hi {{ contact.first_name }}, here’s your renewal date: {{ company.contract_end_date }}.Automation
Trigger workflows when a variable changes, or branch logic based on variable values.Enrichment
Combine your CRM data with Conversion’s enrichment to automatically fill in missing fields and keep variables clean.
Best practices for working with variables
Stay consistent with naming
Variable names are case-sensitive. If you create bothFirstNameandfirst_name, they’ll be treated as separate variables. Use a consistent naming scheme.Review imports carefully
When you import data, Conversion will try to auto-match column names to existing variables. If they don’t align perfectly, we’ll do our best guess—but it’s worth reviewing before finalizing.Don’t overstore
Only track data you’ll actually use in messaging, segmentation, or reporting. Avoid storing sensitive information that isn’t relevant to marketing.Check fill rates
Before relying on a variable in a workflow or segment, make sure enough of your records actually have data for it.Remember your required identifiers
Email (contacts) and domain (companies) are special variables that can’t be unfavorited. They’re always surfaced and always required to maintain unique, deduplicated records.