Field Mapping Definitions

HubSpot, Salesforce, Pipedrive and Slack use a default, pre-built integration, so there is no field mapping required there. If you are connecting through the Zapier Webhook or a Standard Webhook, you can map the following Bread & Butter data points directly to your own fields.

In short: this article lists every field available in the Intelligence Brief and Intelligence Stream. HubSpot, Salesforce, Pipedrive and Slack use a default, pre-built integration, so no field mapping is needed there; field mapping only applies when you are connecting through the Zapier Webhook or a Standard Webhook. The Brief carries identity, firmographic and attribution fields, What's interesting (the single most useful thing to know about the lead right now), the written sales-context fields and every Nurture email sent, all at the top level of the payload. The Stream carries everything in the Brief plus the full raw material behind it: engagement detail, top pages, complete session-by-session history, the current Nurture draft and the full draft history. Jump to a section below, or read on for details on when each field populates.

Two columns below tell you where each field is available. The Intelligence Brief carries the summary; the Intelligence Stream carries the summary plus all the raw material behind it. The Stream is a strict superset of the Brief: every Brief field appears in the Stream under the same name. The Stream is available only through Zapier and Webhooks, because the payload is larger than standard CRM field mapping can absorb.

Field names below are given exactly as they appear in the payload. Timestamps are ISO 8601 with three fractional digits and a trailing Z, for example 2026-09-18T14:32:07.412Z . Scores are rounded to two decimal places, except focused_score , which is a whole number, or null  until the lead has been scored. A value that is absent arrives as null , never as an empty string, so your field mappings never break.

Payload type

The first two fields of every Brief and Stream delivery tell your receiver what it has.

Trigger (trigger )

Every Brief and Stream delivery says which trigger sent it, so one receiver can tell leads from different integrations apart. Alongside name  and kind , the object carries the one field that matches kind . The List doesn't carry a trigger  object.

Out of credits (out_of_credits , notice )

When your account is out of Bread & Butter credits, the Brief and Stream keep arriving with the same fields, so your mappings don't break. The lead's name and email are filled in, every researched field is null , and these two top-level fields tell your receiver why.

Session

User Profile (user )

These fields capture the lead's core identity, professional background and current intent level.

Company (company )

These fields deliver deep firmographic enrichment based on the lead's employer.

First Attribution (first_attribution )

These fields capture the origin data from the lead's very first visit to your website.

Click identifiers are passed through exactly as they arrived in the URL, capitalisation included, so a value you receive can be matched against your ad platform without transformation.

Last Attribution (last_attribution )

These fields capture data from the lead's most recent session, the visit that just closed. It includes the exact same location, device and UTM fields as first_attribution , letting you see what specifically brought a returning lead back to your site today.

What's interesting (whats_interesting )

The single most useful thing to know about this lead right now: a short headline and one or two sentences with the facts behind it, in plain words. It starts with how the person relates to what you sell, and draws on what Bread & Butter already holds on them: their journey on your website, how they found you, their profile and company research, and colleagues from the same company who have visited. It's the first thing a rep reads in the Brief, wherever the Brief goes.

It's rewritten after every visit, and again when the lead's profile or company research completes. The new version replaces the old one. The three fields sit at the top level of the payload, so you can map the combined line to one CRM field, or the headline and text to two.

Written Sales Context

Six AI-generated fields designed for immediate outreach, written to be scanned in about ten seconds. They sit at the top level of the payload alongside user  and company ; there is no wrapper object around them. Two companion fields sit beside them: latest_session_summary_html , the session summary as HTML, and compelling_sales_trigger_url , the source link for the sales trigger.

Nurture (nurture_sent , nurture_draft , nurture_drafts )

Nurture generates a draft email each time a lead returns. The Brief carries every email actually sent. The current draft, and the full history of every draft ever generated, are in the Stream only.

Top Engaged Pages (top_engaged_pages )

Stream only. Up to 20 of the pages this lead has viewed across all sessions, as structured data, ordered by number of visits with the most visited first. Use total_engagement_score  or average_engagement_score  to rank by attention instead. It sits at the top level of the payload beside sessions . The Brief describes the same thing in prose through user_journey_summary  and latest_session_summary .

Session History (sessions )

Stream only. An array containing every session the lead has ever had on your site, not just the most recent one. This is the raw material behind the summaries above, and it is what makes the Stream suited to data warehouses and BI tools rather than CRM fields.

Sessions are ordered newest first. There is no cap on the number of sessions, but if a lead's history would push the payload past roughly 2 MB, older sessions are dropped, sessions_truncated  is set to true  and session_count  still reports the real total, so you can tell how many are missing. In practice this only affects leads with an unusually long history; most leads' entire history is a few tens of kilobytes.

Event types

sessions[].events[]  is a closed list. Every entry carries a type and a timestamp, and your own events also carry the name you gave them in name .

Page views and outbound clicks are not events. Pages live in sessions[].pages[]  and outbound clicks in sessions[].exit_destinations[] , so you never have to filter them back out of the event array.

Exit destinations

sessions[].exit_destinations[]  records the outbound links the lead clicked during that session, which is often where the real intent shows: a booking tool, a review site, a comparison page. Each entry carries a url  and a timestamp , and nothing else.

When a session contained no outbound click the field is null  rather than an empty array. That is the normal value for most sessions rather than a sign of anything missing. Exit destinations are Stream only; the Brief carries no exit destination field.

When Fields Are Populated

Not every field arrives on every payload.

UTM fields and click identifiers are always present in every attribution object. They are null  when a lead arrives directly or through organic search, since there is no campaign to report, so your field mappings never break.

Enrichment fields under user  and company  populate once enrichment has run against that lead. Newly captured leads may arrive before enrichment completes.

whats_interesting , whats_interesting_headline  and whats_interesting_text  are null  until the first What's interesting has been written for the lead, which happens shortly after their profile research completes. A lead captured moments before the Brief is sent may arrive without one; the next Brief carries it.

When out_of_credits  is true , every researched field is null  and only the lead's name and email are filled in.

focused_score  is null  until the lead has been scored, so you can tell "scored zero" apart from "not scored yet". previous_focused_score  is null  until the score has moved at least once.

number_of_employees  is null  when the figure was found only as a range, and number_of_employees_text  carries the range instead, so a warehouse can filter on the number and a CRM field can display the text.

real_time_icebreaker  requires a resolvable location. Leads on VPNs or corporate proxies may not receive one.

last_attribution  matches first_attribution  exactly on a lead's first session, since it is the same visit.

lead_stage  carries the stage's current label as shown in your dashboard, so a renamed stage changes the value that arrives. Warehouses should join on lead_stage_rank  in the Stream instead.

nurture_draft  (Stream only) is absent until Nurture has generated a draft for the lead.

Every field is Bread & Butter's own. Nothing in either payload passes through a third-party data vendor's raw response or field names, so what you map today stays stable if a source changes behind the scenes.

Related

• The Intelligence Brief: Living Context in the Tools Your Team Already Uses
• The Intelligence Stream: The Complete Record Behind Every Summary
• Integrations and Automation: what you can send, where, and when