When you export from Snitcher you get a spreadsheet, and this article explains what every column in it means. If you want the steps for running an export in the first place, see How do I export Snitcher data?
There are two things worth knowing before the tables below make sense.
There are 43 fields available, and no single export contains all of them. The export dialog gives you two options. Export selected columns lets you pick from all 43.
Export all columns produces a fixed layout of 27 columns (26 if your plan doesn't include contact reveals), which is not the same thing as all of them. Sixteen fields are only available through Export selected columns.
The same field is sometimes named differently depending on which option you used. Company name is Company on one path and Name on the other. That is the usual reason a column heading looks different from the last export you ran. Both names appear in the tables below.
Company
Field | Column heading | What it contains |
Company |
| Company name |
Domain |
| Company website |
Phone |
| Company phone number |
Industry |
| Industry |
Employees |
| Employee count band, for example |
Location |
| Company street address |
Country |
| Company country |
State |
| Company state or province |
City |
| Company city |
Founded |
| Year the company was founded. Export selected columns only |
Funding |
| Total funding raised. Export selected columns only |
Funding Stage |
| Most recent funding stage. Export selected columns only |
Revenue |
| Estimated annual revenue. Export selected columns only |
ICP Fit |
| The company's ICP tier. Export selected columns only. Note that the file contains |
Tags |
| Tag names, comma-separated. Export selected columns only |
Technologies |
| Detected technology names, comma-separated. Export selected columns only |
ID |
| Snitcher's internal id for that company record. Useful if you're matching rows across two exports |
Revealed Contacts (Emails only) |
| Email addresses you have revealed for that company, comma-separated. Only on plans that include contact reveals, and empty for companies where you haven't revealed anyone |
Activity
Field | Column heading | What it contains |
First visit |
| Date and time of the first visit, formatted |
Last seen |
| Date and time of the most recent visit |
Total sessions |
| Number of visits |
Total Pageviews |
| Number of pages viewed |
Unique Pages Visited |
| Page URLs, comma-separated. Capped at 100 per company |
Total Time on Site |
| Total time as |
Engagement
Field | Column heading | What it contains |
All Referrers |
| Referrer URLs, comma-separated. Capped at 100 |
Unique Campaigns |
| Several UTM values bundled into one cell. See the section below. Capped at 100 campaigns |
First UTM Source |
| UTM source of the company's first visit. Export selected columns only |
First UTM Medium |
| UTM medium of the first visit. Export selected columns only |
First UTM Campaign |
| UTM campaign of the first visit. Export selected columns only |
First UTM Term |
| UTM term of the first visit. Export selected columns only |
First UTM Content |
| UTM content of the first visit. Export selected columns only. This is the only place UTM content appears - it is not part of Unique Campaigns |
All UTM Sources |
| Every UTM source seen for that company, comma-separated. Export selected columns only. Capped at 100 |
All UTM Mediums |
| Every UTM medium seen, comma-separated. Export selected columns only. Capped at 100 |
All UTM Campaigns |
| Every UTM campaign name seen, comma-separated. Export selected columns only. Capped at 100 |
Unique Visitor Locations |
| Where the visitors themselves were, as city, region, country. Multiple locations are separated by a pipe character rather than a comma, since the locations contain commas of their own. Capped at 100 |
Social
Social fields export the handle, not a full profile URL. If you need full URLs, the LinkedIn campaign and Sales Navigator export formats build them for LinkedIn.
Field | Column heading | What it contains |
| LinkedIn company handle | |
| Facebook handle | |
X |
| X handle |
| Instagram handle. Export selected columns only | |
YouTube |
| YouTube handle |
| Pinterest handle | |
Crunchbase |
| Crunchbase handle |
AngelList |
| AngelList handle |
Reading the Unique Campaigns column
This is the column that causes the most confusion, because each cell holds several UTM values at once.
Each campaign is written as up to four values, always in the order source, medium, campaign, term, joined by a space, a hyphen and a space. Where a company has more than one campaign, the campaigns are separated by a comma.
So a cell might read:
google - cpc - eu-freight-q3 - freight forwarding, linkedin - paid social - retargeting-warm
That's two campaigns. The first has all four values. The second has a source, a medium and a campaign, but no term.
Empty values are dropped rather than left blank, which is the important part. The number of parts changes from row to row depending on what each campaign actually had.
That means splitting the cell on the hyphen and reading by position will give you the wrong answer for any company missing one of the four values.
If you want campaign and term in their own columns, don't split this one. Use Export selected columns instead and add the fields that already do this:
First UTM Source, Medium, Campaign, Term and Content give you the first visit's values, one per column.
All UTM Sources, Mediums and Campaigns give you every value seen for that company, one column each.
These aren't in the default selection and they aren't in Export all columns, which is why they're easy to miss.
UTM content is never in the Unique Campaigns column. First UTM Content is the only place it appears.
Exporting people
The People view has its own export, separate from the companies export above. It gives you the contacts you've revealed rather than the companies they work at, in CSV or Excel.
There's no column picker, so you always get the same 11 columns.
Column heading | What it contains |
| Contact's first name |
| Contact's last name |
| First and last name together |
| Email address. Empty where you haven't revealed one |
| Job title |
| The contact's own profile headline, as free text. Often longer and less tidy than the job title |
| Seniority level as a single lowercase word, for example |
| City, region, country |
| Full URL to the contact's LinkedIn profile, unlike the company social fields which give handles |
| Phone number where we have one. Frequently empty |
| Department names as lowercase values with underscores, for example |
See an example
Sample files are attached at the bottom of this article, one for each export path.
They contain invented companies and people rather than real data, so you can see the structure and formatting before you run an export of your own.