Context

When creating audiences or running plays in Unify that rely on Salesforce data, users may notice that recently updated records in Salesforce are not immediately appearing in Unify. This can impact the ability to execute time-sensitive campaigns or sequences.

Answer

Unify syncs data from Salesforce periodically, with typical sync times of 15-30 minutes. However, sync times may be longer in the following scenarios:

• When a large number of records are being updated simultaneously

• During initial data synchronization of large datasets (initial connections can take up to 24 hours)

• When there are permission or validation rule conflicts

Workarounds for Time-Sensitive Campaigns

If you need immediate access to recently updated records for a time-sensitive campaign, you can:

1. Export a CSV from your Salesforce report containing the updated records

2. Create a new audience in Unify by uploading this CSV

3. Use this audience for your immediate campaign needs

Common Sync Issues and Solutions

If records are consistently not syncing, check the following:

1. Verify that Salesforce contacts have valid email addresses: Salesforce contacts must have a valid email address to sync to Unify. Contacts without an email will not appear in Unify.

2. Check for expired integration credentials: Go to Settings → Integrations → Salesforce and verify there are no connection or credential warnings. Expired credentials can silently stop syncing. If prompted, select "Change User" to reconnect, then allow 15-30 minutes for a full sync.

3. Verify that the Unify integration user has the correct Salesforce permissions:

   • View All Data

   • Modify All Data

   • View All Profiles

4. Check for any Salesforce validation rules that might be blocking record creation or updates by the integration user

5. Ensure that required fields (such as Owner) are properly mapped in your Unify plays and audiences

6. Status field mapping issues: If you've mapped a Status field between Unify and Salesforce but values aren't syncing, note that Unify's direct field mapping doesn't automatically translate between different value sets. Unify syncs sequence status via the “Unify Most Recent Sequence Status” field, which includes values like Queued, Engaged, Completed, Completed: Replied, Bounced, etc. To map multiple Unify status values (including reply classifications like Willing to meet, Bad Timing, Not interested) to specific Salesforce status values:

   • Map “Unify Most Recent Sequence Status” to a Salesforce field (custom field recommended) with write permissions enabled

   • Use Play logic with “Sync to Salesforce” actions to handle the mapping: create branches based on Unify status and reply classification, then write your desired Salesforce Status value in each branch

   • To auto‑update status when enrolling contacts in a sequence, add a “Sync to Salesforce” action at enrollment and set the Salesforce Status default value (e.g., “Contacted”)

   Note that Unify does not overwrite existing Salesforce data - it only writes to empty fields, except for Unify‑specific fields (prefixed “Unify”), which can be updated even if already populated.

7. Check for data priority conflicts: Unify normally displays your CRM email first, but Unify‑enriched data can take priority in these scenarios:

   • Plays that use "Use Unify Waterfall to Find up-to-date Prospects & Data"

   • When the person was added via the Chrome extension

   If you see different data in Unify than in Salesforce, verify whether the record was sourced through prospecting or enrichment.

8. Review for duplicate linked records: In the Unify profile, open the Linked Records tab and check for duplicate Salesforce contacts. If multiple contacts exist for the same person, Unify updates only the most recently modified record in Salesforce, which can cause data mismatches. Update or merge duplicates on the Salesforce side to ensure a single contact is linked.

9. Check for deleted Salesforce records: Records that were previously synced from Salesforce may still appear in Unify even after being deleted in Salesforce. If you notice outdated records, verify whether they still exist in your Salesforce instance.

10. Review Skipped Records for diagnostic information: Go to Settings → Salesforce Integration → Skipped Records to view any Contact write errors and their specific reasons. This can help identify why particular records are failing to sync.

11. Salesforce duplicate detection rule failures: When duplicate detection rules block Account creation, downstream records (Contacts, Tasks, Emails) may fail with “Failed dependency” errors. Identify the failing parent Account via the error detail drawer, merge duplicate accounts, retry the parent Account write, then retry dependent record writes after the parent succeeds (allow up to 15 minutes), and ensure the surviving Account has a populated website/domain field so Unify can match it properly.