Evalanche fields
Create these profile fields in your Evalanche pool so Webmetic can write company and visit data into them.
Webmetic does not create fields in Evalanche. Create every WM_ field on this page in your pool before you connect Evalanche.
Field names and field types
| Rule | What applies |
|---|---|
| Number | Webmetic writes 54 fields: 52 with WM_ and the standard fields EXTERNAL_ID and EMAIL. Create the 52 WM_ fields, plus EMAIL if your pool doesn't have it. EXTERNAL_ID is your pool's standard field External ID |
| New fields | WM_Cookies aktiviert and WM_user_language are missing from older field lists. What counts is the technical name Evalanche builds from them: WMCOOKIESAKTIVIERT and WMUSERLANGUAGE. After you create a field, check its technical name in Evalanche |
| Name | Exactly as in the Field column, with no extra spaces. Webmetic writes to the technical name without underscores, spaces, and hyphens, for example WMCOMPANY for WM_Company or WMTELNUMMERFIRMA for WM_Tel-Nummer Firma |
| Location | You create fields in the pool on the Configuration tab |
| Field type | As in the Type column: Single-line entry, multi-line entry, whole number, date with time, or Multiple selection |
WM_Webmetic Segmente | A Multiple selection field with no options. Webmetic adds the options itself |
| Custom mapping | Not possible. The field names are fixed, and you don't choose target fields |
Updates
| Rule | What applies |
|---|---|
| Requirement | Webmetic only transfers data when Only update existing profiles is on. Webmetic does not create new profiles |
| Timing | Every 15 minutes, Webmetic transfers the companies that have a new visit. Without a new visit, the values in the profile stay as they are |
| Profiles affected | Every profile that Webmetic matches to a company gets the same values. How the matching works is explained under Matching profiles |
| Always | Webmetic overwrites the field at every transfer when Webmetic has a new value. If there is no new value, the old one stays |
| Only when empty | Webmetic only writes to an empty field. Values already in Evalanche stay, including values entered by hand |
| Clearing | Webmetic deletes no profiles. It only clears values in WM_Webmetic Segmente and wrong values in WM_State and WM_Country that an earlier version wrote |
| Times | All timestamps and dates are in UTC |
| Free plan | On the Free plan, Webmetic only transfers the companies you see by name. For details, see Free plan |
Company data
| Field | Type | Content | Update |
|---|---|---|---|
WM_Company | Single-line entry | Company name | Only when empty |
WM_Address | Single-line entry | Street without the house number. If no house number is found, the whole address goes here | Only when empty |
WM_Hausnummer | Single-line entry | House number, split off the end of the address, for example 12a or 10-12 | Only when empty |
WM_Zipcode | Single-line entry | Postal code | Only when empty |
WM_City | Single-line entry | City. If it is missing and the postal code is German, Webmetic fills it in from the postal code | Only when empty |
WM_State | Single-line entry | Federal state. For a German postal code, Webmetic derives it from the postal code | Only when empty |
WM_Country | Single-line entry | Country as a name or as a two-letter country code, for example DE | Only when empty |
WM_Website | Single-line entry | The company's website as a domain, for example bergquell.example. Webmetic also finds profiles through this field. Webmetic recognizes the domain with or without www., https://, and a trailing slash | Only when empty |
WM_Name GF | Single-line entry | Managing directors, several names separated by commas | Only when empty |
WM_Tel-Nummer Firma | Single-line entry | The company's phone number | Only when empty |
WM_Fax-Nummer Firma | Single-line entry | The company's fax number | Only when empty |
WM_Email Firma | Single-line entry | The company's general email address | Only when empty |
WM_linkedin | Single-line entry | URL of the LinkedIn profile | Only when empty |
WM_facebook | Single-line entry | URL of the Facebook page | Only when empty |
WM_instagram | Single-line entry | URL of the Instagram profile | Only when empty |
WM_youtube | Single-line entry | URL of the YouTube channel | Only when empty |
WM_twitter | Single-line entry | URL of the profile on X (Twitter) | Only when empty |
WM_short_description_de | Single-line entry | Short description of the company in German | Only when empty |
WM_short_description_en | Single-line entry | Short description of the company in English | Only when empty |
WM_full_description_de | multi-line entry | Full description in German | Only when empty |
WM_full_description_en | multi-line entry | Full description in English | Only when empty |
WM_Taetigkeit | Single-line entry | What the company does, in German | Only when empty |
WM_Umsatzquelle | Single-line entry | How the company makes money, in German | Only when empty |
WM_Zielgruppe | Single-line entry | The company's target group, in German | Only when empty |
WM_nace_code | multi-line entry | Every NACE code with its section letter, one per line, for example C 28.41 | Only when empty |
WM_nace_section_name_de | multi-line entry | German names of the NACE sections, each only once, one per line | Only when empty |
WM_nace_division_name_de | multi-line entry | German names of the NACE divisions, each only once, one per line | Only when empty |
WM_nace_activity_name_de | multi-line entry | German activity for each NACE code, one per line | Only when empty |
WM_employee_count | whole number | Number of employees as the middle of the range, rounded. 1,001 to 5,000 becomes 3000. For an open-ended range, the field holds the lower bound | Only when empty |
WM_revenue | whole number | Annual revenue in euros as the middle of the range, by the same rule | Only when empty |
Activity and segments
| Field | Type | Content | Update |
|---|---|---|---|
WM_lead_score | whole number | The activity from 0 to 100 without decimals. Webmetic does not transfer the value 0. Without a new visit, the last transferred value stays, even when the activity in Webmetic drops | Always |
WM_Webmetic Segmente | Multiple selection | The names of this website's segments that the company belongs to at the time of the transfer. When it belongs to no segment any more, Webmetic clears the field | Always |
| Rule | What applies |
|---|---|
| New options | For a segment name the field doesn't know yet, Webmetic adds an option |
| Renamed segments | Get a new option. Webmetic removes no options, so the old one stays in the field |
| Changes without a visit | When a company joins or leaves a segment without a new visit, the field changes only at its next visit |
Visit data
| Field | Type | Content | Update |
|---|---|---|---|
WM_sessions | multi-line entry | Visit history. For each visit, a line with the date in the format === 10/21/2026 === (acc) (month, day, year), then every page with the time spent as minutes and seconds, then an empty line. At most 5,000 characters; Webmetic cuts longer histories | Always |
WM_user_data | multi-line entry | Every page view, one per line: date and time, URL, page title, and time spent, separated by vertical bars. At most 10,000 characters; Webmetic cuts longer lists | Always |
WM_session_duration | whole number | Average length of a visit in seconds, across all visits | Always |
WM_session_time | whole number | Average time per page view in seconds, across all visits | Always |
WM_Timestamp session | date with time | Start of the latest visit as YYYY-MM-DD hh:mm:ss | Always |
WM_Besuchte Website | Single-line entry | Your website that the company opened on its latest visit, for example https://your-website.com | Always |
WM_Cookies aktiviert | Single-line entry | Ja (yes) or Nein (no): whether the browser allowed cookies on the latest visit | Always |
WM_user_language | Single-line entry | Browser language on the latest visit, for example de | Always |
WM_utm_source | Single-line entry | UTM source of the latest visit | Always |
WM_utm_medium | Single-line entry | UTM medium of the latest visit | Always |
WM_utm_campaign | Single-line entry | UTM campaign of the latest visit | Always |
WM_utm_term | Single-line entry | UTM term of the latest visit | Always |
WM_utm_campaign_id | Single-line entry | UTM campaign ID of the latest visit | Always |
WM_timestamp letzte Aktion | date with time | Time of the latest page view | Always |
WM_document location | Single-line entry | URL of the page viewed last | Always |
WM_document title | Single-line entry | Title of the page viewed last | Always |
WM_referrer | Single-line entry | URL the company came from to that page | Always |
WM_scroll_depth | whole number | Scroll depth on that page in percent | Always |
WM_time spent | whole number | Time spent on that page in milliseconds | Always |
WM_user events count | whole number | Number of tracked events on that page | Always |
If the latest visit had no UTM values, the UTM fields keep the values of an earlier visit.
Fields without the WM prefix
| Field | Type | Content | Update |
|---|---|---|---|
EXTERNAL_ID | pool field | The External ID field gets Webmetic's company ID. Webmetic only writes it to an empty field. For details, see Matching profiles | Only when empty |
EMAIL | pool field | The company's general email address, if it contains an @ | Only when empty |
Data not sent
| Data | Note |
|---|---|
| Contacts | Webmetic transfers companies, not people |
| Tags | Stay in Webmetic |
| Relevance and fit | Only the activity goes into WM_lead_score |
| English versions of activity, revenue source, target group, and NACE names | These fields exist in German only |
| WZ 2025 codes | NACE codes only |
| Logo, organization type, VAT ID, tax number, commercial register, and brand colors | Not transferred |