You are on the right page if you are looking for the specifications of the fields to create in your CRM to receive the HG Insights data.

The Customer Fit and Engagement models at the Lead/Contact or Account level have a set of 4 fields (segment, score, formatted (the "emojis"), signals).
The Lead Grade model at the Lead/Contact level has a set of 3 fields (segment, score, formatted (the "emojis")). The Grade does not exist at the Account level.

For a definition of the fields, please refer to this article.

Here is a list for Salesforce fields by model, and you'll find in the next section the list of fields for each CRM.

Salesforce

Which field names do I have? The HG Insights scoring fields have been renamed over time (MadKudu → HG, and “Likelihood to Buy” → “Engagement”). The field / property names in your CRM depend on when your account was set up — check your existing fields, or Settings → Push Configuration in the HG app. All generations are equivalent; only the names differ. Customer Fit and Lead Grade changed prefix only; the Engagement model also changed name.

Field	Older accounts	Interim	Newest accounts
Customer Fit – Score	`MK_Customer_Fit_Score__c`	`MK_Customer_Fit_Score__c`	`HG_Customer_Fit_Score__c`
Customer Fit – Segment	`MK_Customer_Fit_Segment__c`	`MK_Customer_Fit_Segment__c`	`HG_Customer_Fit_Segment__c`
Customer Fit – Signals	`MK_Customer_Fit_Signals__c`	`MK_Customer_Fit_Signals__c`	`HG_Customer_Fit_Signals__c`
Engagement (Lead) – Score	`MK_Likelihood_to_Buy_Score__c`	`MK_Lead_Engagement_Score__c`	`HG_Lead_Engagement_Score__c`
Engagement (Lead) – Segment	`MK_Likelihood_to_Buy_Segment__c`	`MK_Lead_Engagement_Segment__c`	`HG_Lead_Engagement_Segment__c`
Engagement (Lead) – Signals	`MK_Likelihood_to_Buy_Signals__c`	`MK_Lead_Engagement_Signals__c`	`HG_Lead_Engagement_Signals__c`
Engagement (Account) – Score	`—`	`MK_Account_Engagement_Score__c`	`HG_Account_Engagement_Score__c`
Lead Grade – Score	`MK_Lead_Grade_Score__c`	`MK_Lead_Grade_Score__c`	`HG_Lead_Grade_Score__c`
Lead Grade – Segment	`MK_Lead_Grade_Segment__c`	`MK_Lead_Grade_Segment__c`	`HG_Lead_Grade_Segment__c`

The internal signal name (e.g. mk_likelihood_to_buy_score) is unchanged; only the CRM field name differs.

This section below applies only for Salesforce

Customer Fit

Name: HG_Customer_Fit_Segment__c
- Data Type: Picklist
- Related to: Lead, Contact, Account
- Description: HG Insights Customer Fit Segment
Name: HG_Customer_Fit_Score__c
- Data Type: Number, Precision: 18, Scale: 0
- Related to: Lead, Contact, Account
- Description: HG Insights Customer Fit Score
Name: HG_Customer_Fit_Signals__c
- Data Type: LongTextArea, Length: 1024, VisibleLines: 10
- Related to: Lead, Contact, Account
- Description: HG Insights Customer Fit Signals

Name: HG_Customer_Fit__c

Data Type: Formula, Formula Return Type: Text
Blank Field Handling: Treat blank fields as blanks
Related to: Lead, Contact, Account
Description: HG Insights Customer Fit

Advanced Formula:

CASE(HG_Customer_Fit_Segment__c,
'very good', IMAGE("https://cdn.madkudu.com/images/star.png", "Star", 20, 20) + IMAGE("https://cdn.madkudu.com/images/star.png", "Star", 20, 20) + IMAGE("https://cdn.madkudu.com/images/star.png", "Star", 20, 20),
'good', IMAGE("https://cdn.madkudu.com/images/star.png", "Star", 20, 20) + IMAGE("https://cdn.madkudu.com/images/star.png", "Star", 20, 20),
'medium', IMAGE("https://cdn.madkudu.com/images/star.png", "Star", 20, 20),
IMAGE("https://cdn.madkudu.com/images/cross.png", "Star", 20, 20))

Lead Engagement (Lead/Contact)

Name: HG_Lead_Engagement_Segment__c
- Data Type: Picklist
- Related to: Lead, Contact
- Description: HG Insights Lead Engagement Segment
Name: HG_Lead_Engagement_Score__c
- Data Type: Number, Precision: 18, Scale: 0
- Related to: Lead, Contact
- Description: HG Insights Lead Engagement Score
Name: HG_Lead_Engagement_Signals__c
- Data Type: LongTextArea, Length: 1024, VisibleLines: 10
- Related to: Lead, Contact
- Description: HG Insights Lead Engagement Signals

Name: HG_Lead_Engagement__c

Data Type: Formula, Formula Return Type: Text
Blank Field Handling: Treat blank fields as blanks
Related to: Lead, Contact
Description: HG Insights Lead Engagement

Advanced Formula:

CASE(HG_Lead_Engagement_Segment__c,
'very high', IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20) + IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20) + IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20),
'high', IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20) + IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20),
'medium', IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20),
IMAGE("https://cdn.madkudu.com/images/snowflake.png", "Snowflake", 20, 20))

Account Engagement

Name: HG_Account_Engagement_Segment__c
- Data Type: Picklist
- Related to: Account
- Description: HG Insights Account Engagement Segment
Name: HG_Account_Engagement_Score__c
- Data Type: Number, Precision: 18, Scale: 0
- Related to: Account
- Description: HG Insights Account Engagement Score
Name: HG_Account_Engagement_Signals__c
- Data Type: LongTextArea, Length: 1024, VisibleLines: 10
- Related to: Account
- Description: HG Insights Account Engagement Signals

Name: HG_Account_Engagement__c

Data Type: Formula, Formula Return Type: Text
Blank Field Handling: Treat blank fields as blanks
Related to: Account
Description: HG Insights Account Engagement

Advanced Formula:

CASE(HG_Account_Engagement_Segment__c,
'very high', IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20) + IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20) + IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20),
'high', IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20) + IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20),
'medium', IMAGE("https://cdn.madkudu.com/images/fire.png", "Fire", 20, 20),
IMAGE("https://cdn.madkudu.com/images/snowflake.png", "Snowflake", 20, 20))

Lead Grade

Name: HG_Lead_Grade_Segment__c
- Data Type: Picklist
- Related to: Lead, Contact
- Description: HG Insights Lead Grade Segment
Name: HG_Lead_Grade_Score__c
- Data Type: Number, Precision: 18, Scale: 0
- Related to: Lead, Contact
- Description: HG Insights Lead Grade Score

Name: HG_Lead_Grade__c

Data Type: Formula, Formula Return Type: Text
Blank Field Handling: Treat blank fields as blanks
Related to: Lead, Contact
Description: HG Insights Lead Grade

Advanced Formula:

CASE(HG_Lead_Grade_Segment__c,
'A', IMAGE("https://cdn.madkudu.com/images/lead_grades/grade_a_s.png", "A", 20, 20),
'B', IMAGE("https://cdn.madkudu.com/images/lead_grades/grade_b_s.png", "B", 20, 20),
'C', IMAGE("https://cdn.madkudu.com/images/lead_grades/grade_c_s.png", "C", 20, 20),
'D', IMAGE("https://cdn.madkudu.com/images/lead_grades/grade_d_s.png", "D", 20, 20),
IMAGE("https://cdn.madkudu.com/images/lead_grades/grade_e_s.png", "E", 20, 20))

Troubleshooting - Emojis for Lead / Customer Fit / Engagement scores are not being displayed in Salesforce

Make sure the ‘Advanced Formula’ Salesforce field is configured for the problematic score (see above).
Make sure that cdn.madkudu.com is specified as a Trusted URL in Salesforce ‘Trusted URLs’ section.
See this Salesforce article on configuring trusted URLs.

Other integrations

HG Insights Segment fields

Name:

HG_Customer_Fit_Segment
HG_Lead_Engagement_Segment / HG_Account_Engagement_Segment
HG_Lead_Grade_Segment

Specs:

HubSpot: FieldType: text
Others: text, length 255 or above

HG Insights Score fields

Name:

HG_Customer_Fit_Score
HG_Lead_Engagement_Score / HG_Account_Engagement_Score
HG_Lead_Grade_Score

Specs:

HubSpot: Number
Others: Number

Signals fields

Name:

HG_Customer_Fit_Signals
HG_Lead_Engagement_Signals / HG_Account_Engagement_Signals

Specs:

HubSpot: textarea
Other integrations: text or textArea, length 1024 (or above)

Any question? Open a ticket!

Documentation Index

HG Insights field names and specifications

Salesforce

Customer Fit

Lead Engagement (Lead/Contact)

Account Engagement

Lead Grade

Troubleshooting - Emojis for Lead / Customer Fit / Engagement scores are not being displayed in Salesforce

Other integrations

HG Insights Segment fields

HG Insights Score fields

Signals fields