How to configure company and audience filtering in Unify Plays

Last updated: March 23, 2026

When building Plays in Unify, understanding how to properly configure company and audience filtering is essential for creating effective workflows. This guide covers best practices for structuring your Plays and filtering your target audiences.

Understanding Company-People Relationships

Unify treats companies and people as distinct record types with a structured relationship where companies can have multiple associated people (prospects). This hierarchical structure is fundamental to building effective Plays.

Play Structure Best Practices

Match your trigger selection to your audience type to maintain clarity and avoid confusion:

  • Company audience → Company trigger: Select 'companies' in the trigger node and build if/else logic in the company conditions section

  • People audience → People trigger: Select 'people' in the trigger node and build if/else logic in the person conditions section

  • Company website plays: Select 'companies' in the trigger node and build conditions in the company section

  • Person website plays: Select 'people' in the trigger node and build conditions in the person section

While the UI allows flexibility to use either trigger type with any audience, matching them keeps your configuration simple and organized.

Recommended Workflow Architecture

Follow this pattern for optimal Play performance:

  1. Start with a company trigger to define criteria for target companies

  2. Use 'Prospect for People' action to find relevant people at those companies

  3. Add a 'Loop' action to process each person individually from the returned list

  4. Inside the loop, add person-level actions like 'Sequence enrollment' or 'Sync to CRM'

Advanced Filtering Options

Using Company Fields in Person Plays

When using a people trigger but need to filter on company-level fields:

  • Combine person conditions with company conditions for comprehensive filtering

  • Access any field from your CRM (except campaign fields or multi-select fields)

  • Use both Unify company-level fields and standard CRM company fields

Owner-Based Filtering

Create audiences with owner-based filters to focus on specific account assignments:

  • Sales teams: Target only accounts assigned to specific users

  • Managers: Create plays for specific team members' portfolios

  • Segmentation: Organize company data by account ownership

To implement owner-based filtering, create an audience with record owner filters to narrow down tracking and segmentation to only assigned accounts rather than all company records in the system.

Viewing Audience Configuration

To see how any audience filter was created, click the three dots (menu) in the top right corner of the audience to view the filter configuration.

Key Considerations

  • Maintain the structured hierarchical relationship between companies and their associated prospects

  • Ensure proper data flow from company data to people data

  • Process individual people one by one through the loop mechanism

  • Keep configurations simple and organized by matching audience types to trigger types