CRM Integrations Overview
Snitcher integrates with several popular CRM platforms, enabling you to sync valuable website activity data directly to your CRM for more effective sales and marketing workflows.
Connecting Your CRM
Once you've connected your CRM, Snitcher will:
Sync behavioral data (e.g., sessions, pageviews) to existing CRM accounts that match organisations in Snitcher based on domain.
Allow you to configure which Snitcher fields should sync and how.
You can connect your CRM in two ways – by selecting the integrations button or going to the settings > integrations.
Configuring Field Sync
After connecting, you can configure field-level behavior:
Map Snitcher data fields to CRM fields.
Choose to sync data:
Only on create
On create and update
Some fields are fixed and cannot be reconfigured (though they can be removed if not needed):
Total Sessions
Total Pageviews
Total Time on Site
First Visit
Last Visit
Snitcher Tags
Snitcher Segment Names
Controlling whether Snitcher overwrites existing CRM values
When Snitcher writes data to your CRM, you can decide field by field whether it should overwrite a value that's already there, or leave your existing CRM data untouched.
On your CRM integration's field-mapping page, each field you send from Snitcher to your CRM has an Allow overwrite checkbox next to it:
Unchecked (the default): Snitcher only fills the CRM field when it's empty. If the field already has a value, Snitcher leaves it as-is.
Checked: Snitcher overwrites whatever is currently in that CRM field with its own value on each sync.
This applies to every field you map from Snitcher to your CRM, including any extra fields you add with "Add another field." The standard locked fields (shown with a padlock) don't have this option. The setting only affects the Snitcher-to-CRM direction.
Organisation Sync
What Happens After Connecting?
Snitcher syncs data to all existing CRM accounts that match a Snitcher organisation (by domain).
We do not create new CRM accounts automatically after connection.
When Are New Accounts Created?
Snitcher will only create new CRM accounts when:
You manually click “Send to CRM” on an organisation.
An automation is configured and the organisation is seen.
With Lead Flow (Salesforce, Zoho, Dynamics): these same triggers create a Lead instead of a new Account when no matching Account already exists. See Lead Sync below.
Matching Logic
We match company records by the domain names that are mapped on the integration page. This ensures no duplicate records are created.
Contact Sync
Contacts are not automatically created on connection.
A contact is only sent when:
You manually click “Send to [CRM]” on a contact.
Contact sync automation is triggered.
With Lead Flow (Salesforce, Zoho, Dynamics): while the company is in Lead state, a contact you send becomes its own Lead, not a Contact. See Lead Sync below.
Matching Logic
We match contact records by the email address that is mapped on the integration page. This ensures no duplicate records are created.
Lead Sync
Lead Flow is an optional sync mode available for Salesforce, Zoho, and Microsoft Dynamics only. HubSpot, Pipedrive, and Attio do not support Lead Flow. You enable it per integration on that CRM's own settings page (Settings > Integrations > your CRM), using the Lead flow toggle.
With Lead Flow on, when Snitcher syncs a company it resolves the CRM record in this order:
If a matching Account already exists in the CRM, Snitcher links to that Account (an existing Account always takes priority).
If no Account matches but a matching Lead already exists, Snitcher updates that Lead.
If neither exists, Snitcher creates a new Lead, not an Account.
A Lead record combines company and person details on a single record. The default Lead mapping covers company-level fields (Company/Name, Website, Description, Industry, address) and person-level fields (First Name, Last Name, Email, Phone, Title). Each identified person you send becomes its own Lead. You can also add additional fields to the Lead mapping from the Leads tab on your integration settings page.
💡 Good to know:
Turning Lead Flow on or off triggers a full re-sync of your data to that CRM.
Turning Lead Flow back off (to Standard) removes the Lead records Snitcher created.
You can't switch Lead Flow while you have unsaved field-mapping changes. Save or discard them first.
Deal Sync
When an organisation is synced, Snitcher pulls in all associated deals from the CRM.
Deal data is not pushed to the CRM but is available for segmentation in Snitcher.
With Lead Flow (Salesforce, Zoho, Dynamics): deals are only pulled in once a company is linked to an Account. While a company is a Lead it has no associated deals to pull. Deals appear after it becomes an Account.
Sync Behavior Summary
Snitcher pushes data to the CRM based on field mappings configured on the integration page.
Updates in Snitcher (e.g., tags, segments) are reflected in the CRM.
CRM → Snitcher sync is not yet supported for data updates (future feature).
You can still use CRM-originated data in Snitcher filters.
Field Sync Summary
Field Name | Description | CRM Object |
Snitcher Segment | The name of the Snitcher segment this company is in | Company |
Snitcher Tags | Tags added to the company in Snitcher | Company |
Total Sessions | Number of sessions for the company | Company |
Total Pageviews | Total website pageviews | Company |
Total Time on Page | Total time spent on the website | Company |
First Visit | Timestamp of the first session | Company |
Last Visit | Timestamp of the most recent visit | Company |
Custom Fields | Any other mapped Snitcher data | Company |
Email address of the identified contact | Contact | |
First Name | First name of the identified contact | Contact |
Last Name | Last name of the identified contact | Contact |
Title | Job title of the identified contact | Contact |
Lead Flow (Salesforce, Zoho, Dynamics): when Lead Flow is on, data maps to a separate Lead mapping rather than the Company and Contact objects listed above.
The exact Lead fields differ per CRM. The fixed tracking fields (Total Sessions, Total Pageviews, Total Time on Site, First Visit, Last Visit, Snitcher Tags, Snitcher Segment Names) are not part of the default Lead mapping.
Leads receive the company and person fields described in Lead Sync. You can add additional fields to the Lead mapping from the Leads tab on your integration settings page.