Fields guide
Use this matrix to pick fields and validations for outbound, email, and paid activation paths.
This matrix is the technical source of truth for which columns to sync per channel. For how aggressively to activate each audience band, read intent scoring & definitions. For DNC, dial, mail, and ads guardrails at the RevOps level—not legal advice—see compliance & channel use.
| Use case | Fields to use | Additional validation | Notes / resources |
|---|---|---|---|
| B2B outbound call |
SKIPTRACE_B2B_WIRELESS
SKIPTRACE_B2B_LANDLINE |
For better accuracy use SKIPTRACE_B2B_MATCH_BY: COMPANY_ADDRESS — ensures the online profile matches offline address. | Only use skiptrace B2B fields; do not use online data fields for outbound calls. |
| B2B cold email |
BUSINESS_EMAIL
BUSINESS_EMAIL_VALIDATION_STATUS = Valid (ESP) |
Optionally filter BUSINESS_EMAIL_LAST_SEEN within ~30 days for fresher ESP signals. | Validation means real, active inbox. Some providers require extra verification — run third-party validation only on Valid (ESP) rows. |
| B2C outbound call |
SKIPTRACE_WIRELESS_NUMBERS
SKIPTRACE_LANDLINE_NUMBERS
DNC = N (or no Y) |
Tighten with SKIPTRACE_MATCH_BY: NAME, ADDRESS so online/offline addresses align. | — |
| B2C outbound email |
PERSONAL_EMAIL
PERSONAL_EMAIL_VALIDATION_STATUS = Valid (ESP) |
Optionally PERSONAL_EMAIL_LAST_SEEN within ~30 days. | — |
| Direct mail |
SKIPTRACE_ADDRESS |
Use SKIPTRACE_MATCH_BY: NAME, ADDRESS for stronger postal matches. | — |
| Facebook (Meta Ads) |
(Sha256)(PERSONAL_EMAIL)(BUSINESS_EMAIL)(MOBILE_PHONE)|(SKIPTRACE_WIRELESS_NUMBERS)(SKIPTRACE_LANDLINE_NUMBERS)Plus: First name, Last name, Gender, Age, State. |
— | — |
| Google / YouTube Ads |
SHA256_PERSONAL_EMAIL |
— | — |
| Programmatic ads |
SHA256_PERSONAL_EMAIL |
— | — |