Troubleshooting Salesforce data sync issues in Unify

Last updated: April 28, 2026

When experiencing data synchronization problems between Unify and Salesforce, there are several common root causes that can manifest as missing records, count discrepancies, or email mismatches. Understanding these causes will help you identify and resolve sync issues effectively.

Understanding Normal Sync Timing Before troubleshooting, it's important to understand expected sync behavior. Unify syncs from Salesforce approximately every 15–30 minutes under normal conditions. However, initial integration connections can take up to 24 hours to complete the first full sync, and large recent data changes can temporarily extend sync cycles. If a newly created Salesforce contact hasn't appeared in Unify, wait at least 30 minutes before investigating further.

Common Sync Issues and Solutions

Expired Integration Credentials

Expired credentials are a frequent cause of sync problems and can result in:

  • Missing or inaccurate people counts in your data

  • Records that should be syncing from Salesforce not appearing in Unify

  • Authentication errors preventing proper data synchronization

  • Data discrepancies that compound over time

To resolve credential issues:

  1. Navigate to Settings > Integrations > Salesforce in Unify

  2. Click 'Change User'

  3. Follow the prompts to reconnect the integration

Missing Email Addresses on Salesforce Contacts

For contacts to sync between Salesforce and Unify, the Salesforce contact record must have an email address. This requirement can cause:

  • Contacts without email addresses to be excluded from syncing entirely

  • Missing contact records in Unify despite proper account connection

  • Incomplete data where only some contacts from an account appear in Unify

To resolve missing email requirements:

  1. Compare Salesforce account contacts with Unify records to identify missing contacts

  2. In Salesforce, navigate to the missing contact records

  3. Add the contact's email address to the email field

  4. Wait for the next sync cycle to pull the updated contact into Unify

Salesforce Permissions and Validation Rules

Salesforce permissions or validation rules can silently block the Unify integration user from accessing or syncing records, resulting in:

  • Contacts that meet all requirements but still don’t appear in Unify

  • Sync failures without obvious error messages

  • Selective syncing where only some records appear

To resolve permission and validation rule issues:

  1. Review the Salesforce integration user's permissions to ensure they have read access to Contact and Account objects

  2. Check for validation rules in Salesforce that might prevent the integration user from reading or processing records

  3. Verify the integration user has appropriate field-level security permissions for required fields

  4. After adjusting permissions or rules, allow 15–30 minutes for the next sync cycle

Email Discrepancies and Data Conflicts

When contacts exist in both systems but show different email addresses, this typically involves conflicts between CRM data and Unify-enriched data. Common scenarios include:

  • Profile banners showing Unify-enriched values while contact cards reflect CRM records

  • Duplicate linked contacts in Salesforce causing mismatches

  • Deleted Salesforce records still appearing in Unify with outdated information

To resolve email discrepancies:

  1. Confirm the CRM email is correct as your source of truth - Unify will reflect CRM changes within 15-30 minutes after sync

  2. Check if the person was added via a Play using "Use Unify Waterfall to Find up-to-date Prospects & Data" or the Chrome extension, as enriched data can take priority in these contexts

  3. In the Unify profile, check the Linked Records tab to identify duplicate linked contacts

  4. Update and merge duplicate contacts in Salesforce to ensure a single contact is linked

  5. Report incorrect enriched emails to Unify support to have them suppressed

Custom Field Sync Delays and Limitations

While the main Salesforce sync troubleshooting covers standard contact and account syncing, custom field synchronization has specific behaviors and limitations that can cause confusion:

Custom Field Sync Timing Issues

Custom Salesforce fields on contacts and accounts are automatically pulled into Unify, but sync delays can occur in specific situations:

Common causes of custom field sync delays:

  • Initial setup of custom field mappings can delay sync for up to 2 hours

  • Changes to existing field mappings may temporarily delay synchronization

  • Empty field values in Salesforce will not populate in Unify

Field type limitations:

  • Campaign fields are not supported for syncing

  • Multi-select picklists are not supported for syncing

  • Salesforce text fields may occasionally cause formatting issues

Troubleshooting Custom Field Sync Issues

To resolve custom field sync delays:

  1. Verify the field exists on the contact or account object in Salesforce (not on campaign objects)

  2. Confirm the field is not a multi-select picklist type

  3. Check that the field contains a value in Salesforce

  4. If mappings were recently added or changed, allow up to 2 hours for the initial sync to complete

  5. After the initial sync, subsequent updates will follow the normal bi-directional sync cycle that runs every 15 minutes

Key Considerations for Custom Fields

  • Custom field mappings can experience delays of up to 2 hours during initial setup or when mappings are changed

  • Campaign fields and multi-select picklists cannot be synced to Unify

  • The bi-directional sync runs every 15 minutes from Salesforce under normal conditions

Important Considerations

  • Credential expiration issues require reconnection and won't resolve with normal sync cycles

  • Regular reconnection may be needed to maintain proper integration functionality

  • Email addresses are fundamental to the sync process - contacts without emails in Salesforce will never sync to Unify

  • Unify normally prioritizes CRM email data, but enriched data can take priority in specific contexts like Waterfall Plays or Chrome extension prospecting

  • For time-sensitive situations where you need immediate access to contacts, you can export contacts via a Salesforce report and upload the CSV to create an audience in Unify while waiting for the normal sync to complete

If you continue experiencing sync issues after following these steps, contact Unify support with specific details about the missing or mismatched records.