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By and large, properties are just a way to describe the metadata attached to an Account, Contact, or Events. With that said, there are some slight distinctions between what kinds of properties typically exist on Accounts and Contacts and the stuff that comes with Events. So let's take each one individually.
Account and Contact properties are typically the additional information you would store in your CRM about that company or person. For an Account it could be the company's revenue, or location, or website URL. For a Contact it could be the person's phone number, title, or LinkedIn profile URL. Whatever you want to store as a property on an Account or Contact can be stored as a property on an account or contact.
It's also not unusual to enrich Accounts and Contacts through services like Clearbit. If that's something you do, the additional data that service layers on top will also come through as properties on the Account or Contact.
Event properties are roughly the same idea (additional data that is attached to events), but they work slightly differently. When you send an event from your website or product, you may include some additional information as properties. Take a `Signed Up` event, for instance. When your product pushes that to Variance, you also might include the company name, plan type, or referrer if it was provided. All that information can be viewed in Variance and toggled on and off (see below).
Many of the events you pass to Variance will have properties attached. Some of these properties are really important to understanding what happened when the user interacted. For instance, if you had an event with `Selected Pricing Option` you also want to know the value of the property `Tier` which would indicate whether the user choose and individual or a team plan. Since we know how important is it to see some properties every time the event comes through we allow you to toggle on and off properties for any event. When you do that the property will show up for all instances of that event, both on Variance and in Slack.
In addition to being able to see properties on Account and Contacts and toggle them on and off for Events, you can actually follow properties. If you're familiar with SQL, this is the equivalent to adding a `where` clause. All Account, Contact, and Event Type properties can be followed, just like everything else in the system. Here's how it works:
Here are a few good use cases to consider for Account & Contact property follows:
In addition, here are a few examples of how you can use property follows with Events: