# Custom data & insights

Beyond raw conversation counts, Ninjo can quietly learn something specific about every lead and then show you the patterns across all of them — so you always know who to follow up with and what to say next.

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### Track something about each lead automatically

**What you get:** a custom field that gets filled in for every lead, behind the scenes, based on what they say in the conversation — no manual tagging required.

**When to use it:** whenever you want to know something consistent about every person who messages you — their budget range, their main goal, whether they're a good fit, how serious they seem — without the agent having to ask outright or you having to read every chat yourself.

**Just say:**
> For every lead that talks to [agent name], I want to automatically track their budget range. Can you set that up?

Or:

> Add a custom field called "Main goal" that captures what each lead says they want to achieve, and mark whether they seem qualified or not.

**What happens:** Claude sets up a behind-the-scenes tracker tied to your agent. As conversations happen, the system reads each chat and fills in the field quietly on its own — the lead never sees it and the agent never says it out loud. You end up with a clean, structured record for every person without lifting a finger.

**Tips:**
- The more specific your field description, the better it gets filled in — "their stated monthly budget in dollars" works better than just "budget".
- You can add as many fields as you like: one for qualification status, one for their goal, one for their main objection, etc.
- By default this is just for you — invisible to the lead, and not used by the agent. If you want the agent to actually *use* what it learned, see "Let the agent use what it learned about a lead" below.

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### Use what you captured to drive follow-ups and alerts

**What you get:** automations that trigger based on what was captured — follow up only with the leads tagged "interested", get a notification the moment someone is marked "qualified", skip people who said they can't afford it.

**When to use it:** once you have at least one custom field set up and you want the data to actually do something — not just sit there.

**Just say:**
> When a lead is marked "qualified", send me a notification so I can reach out personally.

Or:

> Only trigger the follow-up sequence for leads whose budget is above $200.

**What happens:** Claude wires the captured data into your follow-up flows and alert rules. From that point on, the right action fires automatically for each lead based on what the system learned about them — no more one-size-fits-all blasts. For more on what automations you can build, see the [Automation & follow-ups](automation-and-follow-ups.md) page.

**Tips:**
- You can combine fields: "interested AND budget over $100 AND hasn't booked yet" is a totally valid rule.
- Start with one simple condition before stacking multiple filters.
- When you set up a shutoff or alert off a captured field (e.g. "stop messaging once they've booked"), Ninjo keeps that field live and re-checks it until the moment it flips — so the automation fires reliably even if the field started out "no" earlier in the chat.

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### Get the big-picture insights across all conversations

**What you get:** a plain-language summary of what's happening across all your leads at once — the objections that keep coming up, the questions people ask most, where conversations drop off, and the patterns you'd never catch reading chats one by one.

**When to use it:** when you want to improve your content, your offer, or your agent's replies — and you need to know what's actually tripping people up before guessing.

**Just say:**
> What are the most common objections people raise with [agent name]? And where do most conversations drop off?

Or:

> Give me a summary of the top questions leads are asking and what seems to make them lose interest.

**What happens:** Claude scans all your recent conversations at once, spots recurring themes, and gives you a prioritized breakdown — the objections that show up most, the questions the agent handles well, the friction points where leads go cold. You get actionable patterns you can use to update your content, tweak your agent's replies, or fix gaps in your offer.

**Tips:**
- Run this before recording a new Reel or writing a new post — the top objections are your best content brief.
- Ask follow-ups like "show me an example of a conversation where that happened" to see the real words, not just the summary.
- There's no minimum volume required, but the more conversations, the clearer the patterns.

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### Sync lead data with your CRM

**What you get:** the fields your agent captures — budget, goal, qualification status — flow into your CRM automatically, and updates can flow back, so both sides always agree.

**When to use it:** you run your real pipeline in another tool (GoHighLevel, Zapier, n8n) and don't want to copy-paste what Ninjo learns about each lead.

**Just say:**
> "Sync the 'qualified' and 'budget' fields to my GoHighLevel contacts."

**What happens:** Claude sets up the sync, confirms the direction (push out to your CRM, pull updates in, or both ways), which fields to map, and what wins if both sides change. It asks before turning it on.

**Tips:**
- Works with GoHighLevel, Zapier, and n8n — name the one you use.
- Start with one or two fields one-way; you can widen it to two-way once you trust it.

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### Let the agent use what it learned about a lead

**What you get:** a captured field can be fed back to the agent as context, so it "remembers" and adapts — referencing the lead's goal or budget in later replies instead of re-asking.

**When to use it:** you want the agent to act on what it already knows ("since your goal is X…") or tailor its pitch to a captured detail, rather than treating the field as records only.

**Just say:**
> "Make the 'main goal' field available to the agent so it can tailor its replies to what each lead wants."

**What happens:** Claude turns on the "include in the agent's context" option for that field and confirms. From then on the agent can use that value when it writes — naturally, without announcing it.

**Tips:**
- Only switch this on for fields worth acting on — too much context dilutes the agent's focus.
- Most tracking fields are best left invisible (just your records); flip this only when you want the agent's behavior to change.

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### Backfill a field across past conversations

**What you get:** a one-time deep sweep that fills a new field in for conversations that *already* happened — not just the ones going forward.

**When to use it:** you added a field after hundreds of chats already took place and want it populated for all of them, retroactively.

**Just say:**
> "I just added a 'budget' field — go back and fill it in for my existing conversations too."

**What happens:** Claude runs the full-history analysis for that field, reads each past chat, and fills the value in where it can, then reports back.

**Tips:**
- New conversations fill the field automatically as they happen — this is only for catching up the old ones.

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### Track conversions on my website

**What you get:** you see which sales or sign-ups on your own website came from the leads your agent talked to — so DM conversations connect to real revenue, not just replies.

**When to use it:** your agent sends people to a checkout, booking, or sign-up page on your site, and you want to know how many actually convert there, attributed back to the specific lead.

**Just say:**
> "I want to track conversions on my website from the leads my agent sends there. Walk me through the setup."

**What happens:** Claude explains the tracking setup: the links your agent sends carry a hidden tag that identifies the lead, and your site records the click and the conversion against that lead. It tells you exactly what to add on your side.

**Tips:**
- This needs a bit of one-time setup in **Google Tag Manager** on your site (with Google Analytics) — Claude gives you the exact tags and the Ninjo key to paste in.
- The lead identifier is an internal contact ID (`[[CONTACT_ID]]`), not the lead's email or phone — don't swap in personal details, and note that it travels through the link's URL and your analytics logs. Claude includes it automatically.
- Once it's live, ask "how many leads converted on my site this week?" to see it tied back to conversations.

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