Dynamic Activity: Unlock Deeper Insights & Drive Conversions

Dynamic Activity: Unlock Deeper Insights & Drive Conversions

Overview

With Dynamic Activity, your platform becomes the complete storybook of every lead, capturing every step they take online, offline, or through external systems, and connects it into one journey. This 360° view of lead activities gives your teams the context they need to understand intent, prioritize smarter, personalize outreach, and convert faster.

No guesswork. No missed signals. Just context-driven engagement that moves the right students forward.

The Challenge: Are valuable customer interactions happening outside your CRM? Struggling to get a complete 360-degree view of your leads and opportunities? Is your lead scoring missing crucial engagement data?
Your leads are doing a lot before they ever talk to a counselor:
  1. Visiting multiple course pages
  2. Downloading brochures
  3. Attending webinars
  4. Clicking “Apply Now”
  5. Visiting campuses
  6. Submitting documents
But most of this digital body language happens outside the CRM.
So when a counselor opens the Lead Manager, they see:
  1. Name
  2. Email
  3. Phone
And, the conversation becomes generic. The lead feels unheard. And high-intent prospects slip through the cracks.
Many businesses find it difficult to capture and leverage every applicant interaction that occurs across various touchpoints. This means missed opportunities, inefficient nurturing, and an incomplete understanding of the lead’s journey.

Dynamic Activity – Capture Every Interaction, Score Every Lead/Opportunity, Convert More

Dynamic Activity is a powerful new add-on feature that transforms your CRM into a central hub for ALL applicant interactions that happens outside of the CRM. It allows you to:
  1. Create Custom Activities: Go beyond standard CRM activities. Define and track unique interactions relevant to your specific business processes (e.g., "Campus Visit," "Visa Document Submitted," "Webinar Attended," "Course Material Explored, “Clicked Add to Cart”).
  2. Centralize Data, Gain Holistic Views: Associate multiple instances of the same activity or various activities with a single lead or opportunity. Counsellors get a complete, chronological picture of every interaction.
  3. Power Up Lead Scoring: Assign scores (positive or negative) to each dynamic activity. Understand true engagement levels and prioritize high-potential leads with unparalleled accuracy.
  4. Enhance Filtering & Segmentation: Empower your sales and nurturing teams to filter and segment leads/opportunities based on specific activities logged, even historically.
  5. Capture Data in Activities: Use detailed activity data to trigger targeted nurturing campaigns and personalize sales conversations, like if a Webinar was attended by the student, it shows that the student is interested. 
  6. API Connectivity: Allows for external systems to push activity data into the CRM, ensuring all interactions are captured.

How to Use Dynamic Activity in Meritto CRM?

From the Main Menu:
  1. Click on the hamburger menu (☰) in the top-left corner
  2. Scroll down to find "Dynamic Activity"
  3. Click to expand the Dynamic Activity section
  4. You'll see two options:
    1. Activity Config - For creating and managing activity configurations
    2. Activity - For viewing all dynamic activities across the system

Creating Dynamic Activity Configuration

Step 1: Navigate to Dynamic Activity Config

  1. From the main menu, click Dynamic Activity > Activity Config
  2. You'll see the Dynamic Activity Config page
    1. A button labeled "+ New Dynamic Activity Config" will be displayed. 

Step 2: Click "New Dynamic Activity Config"

Click the "+ New Dynamic Activity Config" button to start creating a new activity configuration.

Step 3: Configure Activity Settings (Step 1 of 2)

A modal window titled "Add Activity" will appear with multiple configuration options:


3.1 Activity Title
  1. Field: Activity Title*
  2. Description: What title would you like for Dynamic Activity?
  3. Example: "Webinar Attended", "Campus Visit", "Document Submitted", "Interview Conducted"
3.2 Accept Activity Form
Options:
  1. Only-API: Activity can only be added through API.
  2. Both-API+Web: Activity can be added via API and web/mobile interface
  3. Default: Both-API+Web (recommended for flexibility)
3.3 Activity Applicable On Module
  1. Field: Select applicable for
  2. Purpose: Choose which module(s) this activity applies to
  3. Options:
    1. Lead Manager
    2. Opportunity
Notes
Note: You can select multiple modules.

Step 4: Advanced Activity Settings

4.1 Allow Predated Activity
  1. Toggle: On/Off
  2. Description: "This will allow us to add the pre-dated activity."
  3. Use Case: Enable if you need to log activities that occurred in the past
  4. Example: Recording a campus visit that happened yesterday
4.2 Activity Score
  1. Toggle: On/Off
  2. Description: "Mark a score against activity."
  3. Score Value: Set a numerical score (e.g., -50 to +50)
  4. Use Case: Assign points for lead scoring/qualification
  5. Example: "Webinar Attended" = 5 points
4.3 Activity Limit per Module
  1. Toggle: On/Off
  2. Description: "Controls activities for each module."
  3. Field: "Set a Limit"
  4. Use Case: Restrict the number of times this activity can be added to a particular module.
  5. Example: Limit "Document Submitted" to 10 for the lead manager. 
4.4 Delete Activity Once Marked
  1. Toggle: On/Off
  2. Description: "User can delete activity when marked."
  3. Use Case: Allow users to remove mistakenly added activities
  4. Recommendation: Enable flexibility
4.5 Edit Activity Once Posted
  1. Toggle: On/Off
  2. Description: "User can edit activity when posted"
  3. Use Case: Allow corrections/updates after activity is logged
  4. Recommendation: Enable for data accuracy
4.6 Activity Dates
  1. Toggle: "Never Expire" On/Off
  2. Description: "Manage your activity using a defined Start and End Date."
  3. Fields:
    1. Start Date: Choose when this activity becomes available
    2. Timezone: Select appropriate Timezone (e.g., GMT+05:30 India Standard Time)
  4. Use Case: Time-bound activities for campaigns or seasonal programs
  5. Example: "Fee payment" is active only in June-August

Step 5: Design Activity Layout (Step 2 of 2)

After clicking Next, you'll be taken to the Layout Builder.


5.1 Layout Builder Interface
Left Panel - Layout Elements:
  1. Fields Tab: Standard and custom field types
  2. Widgets Tab: Additional UI components
Center Panel - Form Builder:
  1. Default Fields Section: System-defined fields displayed by default
  2. Custom Fields Section: Where you add your custom fields
Field Options: You can add various field types:
  1. Text fields
  2. Number fields
  3. Date/DateTime fields
  4. Dropdown lists
  5. Text areas
  6. Checkboxes
5.2 Adding Custom Fields
"Duration of Webinar" field
  1. Search or browse for the field type you need (e.g., "Duration of Webinar")
  2. Drag and drop the field into the Custom Fields section
  3. The field appears with:
    1. Field icon (indicating field type)
    2. Field label: "Duration of Webinar."
    3. Placeholder text: "Enter Activity Duration of Webinar."
    4. Gear icon (⚙️) for field settings
    5. Drag handle (⋮⋮) for reordering
    6. Delete icon (🗑️) to remove the field
Step 6: Save Configuration
  1. Click "Save" to save without exiting
  2. Or click "Save & Exit" to save and return to the configuration list
Result: Your dynamic activity configuration is now created and ready to use.

Adding Dynamic Activities to Records

Once you've created a dynamic activity configuration, users can add these activities to individual records.

Method 1: From the Dynamic Activity Module

Step 1: Navigate to Dynamic Activity
  1. Go to Dynamic Activity > Activity from the main menu
  2. You'll see a list/grid view of all dynamic activities in the system
Step 2: Click "+ Add Activity"
Click the "+ Add Activity" button in the top-right corner.

Step 3: Fill in Activity Details
The "Add Dynamic Activity" modal appears with the following fields:
Required Fields:
  1. Select Module*
    1. Choose the module: Lead Manager, Opportunity, etc.
    2. Example: "Lead Manager"
  2. Select Applicant*
    1. Search and select the specific record (lead/opportunity)
    2. Field shows: "Name" dropdown with search functionality
    3. Test/search functionality available (magnifying glass icon)
  3. Select Dynamic Activity*
    1. Dropdown showing available activities for the selected module
    2. Example: "Webinar Attended"
  4. Activity Date & Time*
    1. Date picker showing when the activity occurred
    2. Example: "29-10-2025 06:32 PM"
    3. Timezone: (GMT+5:30) India Standard Time
  5. Description
    1. Text area for additional details
      Custom Fields: Based on your configuration, additional fields appear.
  6. Activity Owner
    1. Dropdown to select who owns/performed this activity
  7. Duration of Webinar (Custom Field)
    1. Text field to enter webinar duration
    2. Example: "Enter Duration of Webinar"
    3. This field appears because we configured it in Step 5
Step 4: Submit Activity
  1. Fill in all required fields (marked with *)
  2. Fill in any relevant custom fields
  3. Click the "Submit" or "Save" button at the bottom of the modal
  4. The activity is now logged and linked to the selected record

Method 2: From a Lead/Opportunity Record

This is the most common method - adding activities directly from the record you're working on.

Step 1: Open a Lead Record
  1. Navigate to Lead Manager (or Opportunity, Application, etc.)
  2. Search for or select a specific lead
  3. Click to open the lead detail page
Step 2: Locate the Dynamic Activity Section
On the lead detail page, you'll find several sections in the left sidebar:
The Dynamic Activity section appears in the main content area on the right side, below the lead summary card.
What You'll See:
  1. Section Header: "Dynamic Activity"
  2. Filter Dropdowns:
    1. All Activities
    2. All Users
  3. "+ Dynamic Activity" Button (in blue)
Step 3: View Existing Activities
If activities already exist, they'll be displayed in a card format showing:
Activity Card Contents:
  1. Activity Created label with timestamp
  2. Activity Name: (e.g., "Webinar Attended")
  3. Field-Value Table:
    1. Owner: Lokesh
    2. Duration of Webinar: 60 mins
  4. Created By: Ajitesh
  5. Created On: 29 Oct 2025 06:32 PM
  6. Action Icons:
    1. Edit (pencil icon)
    2. Delete (trash icon)
    3. More options (⋯)
    4. Expand/collapse (^)
Step 4: Click "+ Dynamic Activity" Button
Click the "+ Dynamic Activity" button to add a new activity to this lead.

Step 5: Fill in the Activity Form
The same "Add Dynamic Activity" modal appears, but with some fields pre-populated:
Pre-filled Fields:
  1. Select Module: Automatically set to "Lead Manager" (current module)
  2. Select Applicant: Automatically set to current lead (TEST)
Fields to Complete:
  1. Select Dynamic Activity*: Choose from dropdown (e.g., "Webinar Attended")
  2. Activity Date & Time*: When the activity occurred
  3. Description: Optional details
  4. Activity Owner: Who performed the activity
  5. Custom Fields: Any configured fields (e.g., "Duration of Webinar")
Step 6: Submit and View
  1. Click "Submit"
  2. The modal closes
  3. The new activity appears in the Dynamic Activity section
  4. The activity list refreshes, showing the newest activity at the top

Method 3: Via APIs 

Please refer to our API Connect for adding activities via APIs. 

Viewing Dynamic Activities on Lead Records

Activity Display Format



Each dynamic activity is displayed as an expandable card with:
Header Section:
  1. Activity creation timestamp
  2. Activity name/type (e.g., "Webinar Attended")
Details Section (when expanded):
  1. Field-Value Table:
    1. All custom fields with their values
    2. System fields (Owner, Date, etc.)
  2. Metadata:
    1. By: [Creator Name]
    2. Created timestamp
Action Buttons:
  1. ✏️ Edit: Modify activity details (if enabled)
  2. 🗑️ Delete: Remove activity (if enabled)
  3. ∧ Collapse/Expand: Show/hide details

What Makes Dynamic Activity Powerful?

Power Up Lead & Opportunity Scoring

Assign scores to activities based on intent:
  1. Attended Webinar → +10
  2. Campus Visit → +50
  3. Clicked Apply Now → +30
Your scoring now reflects actual behavior, not assumptions.

Better Filtering & Saved Views

Build powerful views like:
  1. “Leads who attended a webinar in the last 7 days but haven’t been called”
  2. “High-score leads with no follow-up yet.”
Your team's focus on the right leads at the right time.

Capture Data Inside Activities

Activities aren’t just labels—they hold data.
Example:
  1. “Webinar Attended” activity can capture:
    1. Webinar name
    2. Duration attended (2 mins vs 60 mins matters!)
    3. Topic of interest
That context makes conversations sharper and more personal.

Configuration Best Practices

Clear Naming:
  1. Use descriptive activity names (e.g., "Webinar Attended", not "Activity 1")
  2. Keep names concise (under 50 characters recommended)
Score Strategically:
  1. Assign higher scores to high-value activities
  2. Keep scoring  consistently across similar activities
  3. Document your scoring logic
Enable Flexibility:
  1. Turn on "Edit Once Posted" for data correction
  2. Enable "Delete Once Marked" to remove mistakes
  3. Use "Allow Predated Activity" for historical data
Set Appropriate Limits:
  1. Use activity limits to prevent spam or duplicate entries
  2. Consider business logic (e.g., limit "Interview Scheduled" to 5 per lead)
Use Date Ranges:
  1. Set start/end dates for campaign-specific activities
  2. Archive old activity types instead of deleting

Usage Best Practices

Consistent Data Entry:
  1. Train users on when to use each activity type
  2. Establish naming conventions for custom field values
  3. Use dropdown fields instead of free text when possible
Timely Logging:
  1. Add activities as they occur, not in batch later
  2. Use the in-record method (Method 2) for faster entry
  3. Enable predated activities only when absolutely necessary
Meaningful Descriptions:
  1. Add context in the description field
  2. Include outcomes or next steps
  3. Reference related records or documents
Regular Reviews:
  1. Periodically review activity configurations
  2. Retire unused activity types
  3. Update scoring as your qualification criteria evolve
This "Dynamic Activity" feature empowers organizations to truly understand and engage with their audience at every step, leading to more effective nurturing and ultimately, higher conversions.


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