What is a Contact?

On the Flywheel platform, a Contact is someone who you have an email address for. We use email address as a Contact’s unique identifier, then connect all relevant marketing, product, and Account information based to that email.

How are Contacts created?

Contacts are created in Flywheel through one of two ways:

  1. Imported from Salesforce, Hubspot, Stripe, or Intercom

  2. Auto-created by Flywheel via event data from Flywheel.js, Segment, or Intercom

Imported Contacts

Flywheel will import any Contact from Hubspot, Salesforce, , Stripe, or Intercom. This is the most common creation method and the most straightforward.


For every event sent to Flywheel, we look for an email that we can associate with a Contact. This includes both passive and active events. Then, we scan for any existing Contacts with that email.

If no matching Contact is found, Flywheel will create a Contact within our system for you.

Note: Segment and Intercom provide the raw data needed for this process. Auto-creation allows Flywheel to have an accurate tally of the Accounts and Contacts who interact with your business – possibly even more accurate than your CRM.

Contact list

Clicking Contacts on the side-nav inside of Flywheel will show you a full list of your Contacts, as well as other information about them and a link to their Contact Details page.

Searching for a specific Contact can be done by using the Command + K shortcut or clicking the Search box in the top right or top left.

Contact details page

Clicking on the Contact name will bring you to their Contact details page. Here you’ll find consolidated information and insights about your Contacts.

Contact properties

Flywheel will import default fields, such as Title, Email, Phone, Created At, and Source, from any of our integrations. However, Flywheel will also intelligently populate unique fields for each contact.


  • We determine the seniority level of a Contact by analyzing their Title. If we’ve never seen a title or if that contact has no title, dashes will be shown. Otherwise, contacts will be classified into one of the following levels:

    • Entry level

    • Individual Contributor

    • Management

    • Director

    • Executive


  • A Contact’s Title is also used to determine which business department they belong to. The department categories are:

    • Accounting

    • Administrative

    • C-suite

    • Customer Success

    • Design

    • Engineering

    • Finance

    • Human Resources

    • IT

    • Legal

    • Marketing

    • Operations

    • Project Manager

    • Sales

Last seen

  • This field will show the most recent time a Contact has interacted with your product or an asset.


  • See how many times you’ve sent an email to this contact. Future iterations will include other messaging channels such as Intercom.

Activity rank

  • Based on how many active active events a contact has triggered, they will be ranked against all other contacts for that Account. A Contact has to have fired at least one active event to be included in the ranking.

Event graph

Events in Flywheel are defined as one of the following categories and have a prescribed color association:

  • Asset events - Green

  • Tracked events - Red

  • Page view events - Blue

  • Identify events - Yellow

These categories provide a quick way to see what types of actions your Contacts are taking, as well as if the volume of those actions is increasing over time.

Contact status

Contacts that belong to an Account are classified as either Active, Inactive, or Never Active, then grouped together. This allows you to observe if an Account is gaining or losing traction within an organization over time.

Asset engagement

It’s not enough to just see a graph and timeline of events. PLG companies must also find out which content, marketing, or sales assets move the needle. Each Contact has a section showing which Assets they’ve interacted with. This section sorts assets by Most → Least events triggered by that Contact for the Asset.

Updating Contacts

Every Contact imported into Flywheel will have clickable icons that link to their profile page in that product. Flywheel does not yet export data to third party applications, so changes must be made in other applications.