Parser Terms Reference
Every term a parser can capture, what it fills, and the special ones for messy emails and for matching contacts you already have.
On this page
1How terms and bookends work
A parser reads a lead email by looking for text you point it at. Each rule is a term — the field to fill — plus two bookends: the text immediately before the value in the email, and the text immediately after it. Whatever sits between them is captured.
Bookends are matched against the email’s underlying markup, not what you see on screen, so an HTML email may need a tag as a bookend (</td>, <br>) rather than a word. Build parsers in Settings → Parser; the how-to is on Email Parser.
2Contact terms
| Term | Fills |
|---|---|
| First Name, Last Name | The contact’s names. |
| Phone, Home Phone | The two phone fields. |
| Phone Extension, Home Extension | Extensions for each. |
| Email address. | |
| Address, City, State, Full State, Zip | Address parts. Full State accepts a spelled-out state name rather than an abbreviation. |
| Comma Separated Address | One address line containing street, city, state and zip, split for you. |
| Company, Job Title | Business details. |
| SMS OK | Texting consent, when the source sends it. |
| Notes, Whiteboard | Free text into the contact’s history, or onto the whiteboard. |
| Custom Field | Any custom field: use the field’s label as the start bookend. See Custom Fields. |
| PIN | A code carried by some sources. |
3Campaign tracking terms
UTM Source, UTM Medium, UTM Campaign, UTM Content and UTM Term capture the campaign parameters a marketing source passes through, so paid traffic can be reported on. They land on the contact alongside its lead source.
4Terms for awkward emails
| Term | When to use it |
|---|---|
| Full Body Notes | Capture the whole message body as a note. Set deliberately loose (“garbage”) bookends — you want everything. |
| Header Name / Header Email | Take the sender’s name or address from the email header rather than the body, again with garbage bookends. |
| Big Blob Type 1 | Unstructured text where nothing sits between reliable markers. |
5Matching an existing contact
The Ver… terms tell the parser how to recognise a contact who’s already in the account, so the email updates rather than duplicates: Ver First Name, Ver Last Name, Ver Full Name, Ver Phone Body, Ver Phone Subject, Ver Email Header To, Ver Email body, Ver Client Id and Ver External Client Id. Pair them with Check Duplicate on the parser.
Make start bookends long
The commonest parser bug is a start bookend so short it matches earlier in the email than you meant. Include the label and its punctuation — Phone Number: , not Phone.