For Colleges: Understanding Scoir Data in Your CRM

Ashley Murphy Updated by Ashley Murphy

This doc is a working reference for how Scoir data shows up in your own CRM. It's meant for anyone on your team responsible for managing or reporting on Scoir data in your system, whether you're setting things up for the first time or troubleshooting down the line.

Scoir ID

What it is

The Scoir ID is a unique identifier assigned to each Scoir student record. A student’s Scoir ID is included as a source data field in all Scoir-related imports: Materials, Scoir Audience Integration, Handraisers, and the Coalition Application. 

Connecting it in your CRM

Scoir ID will need to be created as a custom, person-scoped field that is set to unique for merging. Be sure to map the incoming Scoir ID source field to your person-scoped Scoir ID field in all Scoir-related imports to ensure proper record matching. 

Using it in reporting

The Scoir ID on their record is the most straightforward way to identify Scoir students in your CRM. It lets you know the student came into your system as part of a Scoir import at some point in their journey.

This method alone may mean you're missing some records. If their high school opts to send application materials via Common App, Scoir students who apply via Common App will not have a Scoir ID if you don't have other Scoir imports enabled.

Activating the Scoir Audience Integration, and Scoir Handraisers if included in your paid Scoir partner plan, ensures you’re assigning a Scoir ID to every Scoir student record in your system where interest in your institution on Scoir exists.

Scoir Audience Integration vs. Scoir Handraisers

Scoir offers college partners two distinct paths to import Scoir records into your CRM. Each serves a different purpose and delivers different value. Together, they deliver the full picture of Scoir engagement. 

Handraisers are opt-in leads. A student follows your college on Scoir and explicitly agrees to share their contact information with you. You receive a known, ready-to-contact record.

Scoir Audience Integration is interest visibility. It brings all Scoir interest signals — not just opted-in ones — into your CRM in real time, so you can see who is engaging with your college even before they inquire.

Handraisers

Scoir Audience Integration

What it is

Traditional opt-in lead generation. Compatible with any CRM.

Real-time interest signals, including students who haven't opted in. Only open to colleges using Slate.

Student action

Follows your college on Scoir AND explicity opts in to share contact info.

Follows your college on Scoir; no opt-in required.

What lands in your CRM

A known record with the student's name and contact information.

A known record if the student is already in your CRM, or an unknown/stealth record (PII withheld) if they aren't yet on your radar.

Primary value

Delivers ready-to-contact, high-intent leads.

Delivers visibility into Scoir-driven interest and accurate source attribution, plus a target list of students to convert on Scoir you're not reaching through other campaigns.

Because the Audience Integration includes students who haven't yet opted in to share their contact info with you, it will create an unknown (stealth) record in Slate if it can't match the student to an existing record in your system. This protects the student's privacy until they handraise or otherwise identify themselves to your college through Scoir or another source.

Scoir Audience Integration — why the unknown records matter

It's a fair reaction to look at an unknown record and think, "I can't do anything with these." But that view misses two things the integration is actually built to solve:

Complete, accurate attribution. Without the integration, you only see the interest that eventually converts into an inquiry. With it, a student's date of first follow on Scoir becomes their date of record creation in Slate. That gives you accurate first-source attribution and a true picture of Scoir's impact when you evaluate end-of-year outcomes.

A targeted conversion list. Unknown records aren't dead ends — they're a segment. These are students actively engaging with your college on Scoir who you are not reaching through any other channel. The integration lets you isolate that group and use Scoir to convert them into known, contactable records.

Identifying Stealth Records and Tracking Stealth-to-Known Record Conversion

Every college with the Scoir Audience Integration enabled has a population of stealth/unknown records in their CRM — students actively expressing interest in your institution on Scoir who aren't yet known to you outside of the platform. 

Over time, as you nurture this population on Scoir, you should expect to see stealth records convert to known records. 

Tracking that conversion isn't just a nice-to-have — it's a direct measure of whether your outreach to this segment is working, and it's worth building into your regular reporting alongside your other conversion metrics. 

Identifying stealth records

We’ve created a number of pre-built filters and exports you can use to identify and track Scoir records in Slate. You can import these into your Query Library via this Suitcase ID: bb84b23b-343e-4d6f-8485-9c9a32cdb9f8:sco.
You will need to configure the “Scoir Account Device Type is Active” filter to select your Scoir Account Device Type and Scoir ID to your custom Scoir ID field.
  • The “Scoir Stealth Record” filter includes stealth/unknown records by looking for the existence of “unknown” in the person record name field. 
  • The “Not Scoir Stealth Record” filter excludes stealth/unknown records. Using this filter can be useful for actionable queries, like call lists, where you wouldn’t want these records to return because you wouldn’t be able to take the intended action on them. 

Generally speaking, stealth records shouldn’t get in the way of your day-to-day work or clutter your system.

Tracking conversion

There are different ways to look at conversion depending on what you want to measure:

  • Overall conversion — track the total volume of stealth-to-known conversions across your Scoir Audience population over time.
  • Funnel conversion by origin source — compare conversion rates across all your origin sources side by side, with Scoir Audience as one of several.

In both cases, start by isolating records with an Origin Source of Scoir Audience. This is what tells you a record was created by the Scoir Audience import and not some other source. Records created by the Scoir Audience import were unknown to you prior to the import and therefore created as stealth/unknown. 

Overall Conversion

For a report focused on overall conversion, you can then look at records that now meet the “Not Scoir Stealth Record” filter criteria and calculate that conversion rate. 

“Total Stealth” is looking at students with an Origin Source of Scoir Audience. This is set at the base, by clicking Edit and then filtering on the Origin Source Summary. 

“Now Known” uses the “Not Scoir Stealth Record” filter available in the Scoir Query Library. This filter, along with the base filter of Scoir Audience Origin Source, will pull all records in your system that have a Scoir Audience Origin Source but are no longer stealth/unknown. 

%

“Conversion Rate” is a formula that divides the number of now known records by the total number of records that were originally stealth. 

Funnel Conversion by Origin Source

You can also track conversion rate as part of your regular funnel reporting — both for stealth records specifically and for Scoir records as a whole. 

  • To isolate stealth records, use the same approach as above: look for records with an Origin Source of Scoir Audience. 
  • To look at all Scoir records in a funnel report, use the existence of a Scoir ID as your identifier, since every Scoir-related import assigns one.

You can also isolate funnel conversion rate specifically for Scoir Handraisers, though the approach depends on what your report is measuring. If your report looks at records by source, filter to records with an Origin Source of Scoir Handraisers. If it's treating Scoir as a touchpoint rather than a source, filter instead on the existence of a Scoir Handraisers import — to find those records, join from the person base to Source Records > Source > Source Format > Source Format Name.

UTM Parameters

UTM parameters are small tags added to the end of a URL that track where a visitor came from. They don't change where the link goes — they just attach extra information (like the source, medium, and campaign) that gets picked up by analytics tools such as Google Analytics or your CRM. That's what lets you see, for example, that a click came from an email campaign versus a social post versus a partner site, rather than just showing up as generic website traffic.

What UTMs Scoir applies

Scoir applies a consistent set of UTM parameters across links in your content so you can trace traffic back to the exact source. All links with Scoir-standard UTM parameters share utm_source=scoir. From there, utm_medium identifies the type of touchpoint (content card, message, or profile website link), and utm_campaign identifies the specific content or audience segment within that touchpoint. For example, an Admissions content card carries utm_medium=content_card and utm_campaign=admissions, while a message sent to parents carries utm_medium=message and utm_campaign=parents. 

Content

Audience or Type

UTM Source

UTM Medium

UTM Campaign

Content Card

Overview

scoir

content_card

overview

Content Card

Academics

scoir

content_card

academics

Content Card

Admissions

scoir

content_card

admissions

Content Card

Cost & Aid

scoir

content_card

cost_aid

Content Card

Student Life

scoir

content_card

student_life

Content Card

Event

scoir

content_card

event

Content Card

Program

scoir

content_card

program

Message

Students

scoir

message

students

Message

Parents

scoir

message

parents

Message

Student Matches

scoir

message

student_matches

Message

Parent Matches

scoir

message

parent_matches

Website Link

Overview

scoir

profile

overview

For content cards and messages, utm_content will be either body_link or cta_button, depending on where in the content the link was placed.
For example, a parent clicks a link in the body of a Cost & Aid content card link → lands with utm_source=scoir&utm_medium=content_card&utm_campaign=cost_aid&utm_content=body_link → shows up in GA/Slate tagged accordingly.   

Where Scoir applies them

Scoir applies these UTM parameters to any link a user might click, across three places: content cards (Posts, Events, and Programs), outreach messages (sent to Students, Parents, Student Matches, or Parent Matches), and the Website Link on your college's Scoir profile page. Whenever a user clicks through, the UTM parameters travel with them as query string values appended to your site's URL — which is what allows Google Analytics, Slate/your CRM, or any other analytics tool to identify that the visit originated from Scoir, and exactly which touchpoint drove it.

How to use them

In Google Analytics (or your web analytics platform)

Since every Scoir-driven link carries utm_source=scoir, you can isolate all Scoir traffic to your site by filtering Source/Medium reports for scoir. From there, the Medium and Campaign values let you break that traffic down further — e.g. compare how much traffic comes from content cards vs. messages, or see which content type (Admissions, Cost & Aid, Student Life, etc.) or audience (Students vs. Parents) is driving the most engagement. This is useful for understanding which Scoir touchpoints are actually pulling students back to your site, not just which ones you’re sending. 

In Slate

Slate automatically captures UTM parameters on inbound web traffic. Because our UTM structure is consistent (scoir as source, then medium/campaign identifying the touchpoint), you can build saved queries or reports in Slate that isolate Scoir-originated engagement by touchpoint type, the same way you would in GA, using the Configurable Joins Ping query base. Ping Sources also provides a straightforward summary of marketing campaign data based on UTM codes. Learn more about UTM Parameters and Ping Sources in Slate. 

Tracking Source Attribution & Scoir Engagement

Scoir first source

For Slate schools, accurately capturing Scoir first source starts with setting up Origin Sources for both import formats — Scoir Audience and Scoir Handraisers — so every record coming in through either path is tagged correctly at the point of entry. When setting up these Origin Sources, the Source Type will be Source Format and the Source will be Scoir Audience for one and Scoir Handraisers for the other. 

Schools with the Scoir Audience Integration also benefit from a Scoir-generated insights report that compares when a student’s record was created in Slate to when they first followed you on Scoir, surfacing first source accuracy that Origin Sources can't immediately capture. That comparison becomes less necessary over time — as the date of first follow will be the date of record creation for stealth records right in Slate, once the integration has been running for at least a full cycle, first source reporting via Origin Sources will be accurate on its own. Until then, the Scoir-generated report is the more reliable source for first source data. 

For schools not on Slate: the same principle applies no matter what CRM you're using. Make sure whatever source/origin field your system offers is being set up to distinguish Scoir-imported records at the point of entry. Without that, you lose the ability to report back on where a record actually came from, which makes it much harder to show the true impact Scoir is having on your funnel come renewal or budget conversations.

 Scoir engagement

The clearest window into Scoir engagement within your own CRM is through UTM parameters, as covered above. They attribute every click back to the exact touchpoint that drove it, whether that's a content card, a message, or your profile's website link. For a fuller view of engagement — follows, message opens, content views — Scoir's own platform reporting is the best place to look. Within your CRM, UTM parameters are what you'll want to build your reporting around.

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For Colleges: Handraisers Data Access and Delivery

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