How Unify integrates with Salesforce for company matching and filtering

Last updated: May 5, 2026

Unify integrates with Salesforce to automatically match companies in your database with existing Salesforce records. Understanding how this matching works is essential for setting up accurate audience filters and managing your data effectively.

How Unify matches companies with Salesforce records

Unify associates companies with Salesforce records using three matching criteria:

  • Same domain: Companies with identical domains in both Unify and Salesforce

  • Redirecting domains: Different domains that redirect to the same destination (common when companies are acquired)

  • Platform-hosted domains: Domains hosted on the same platform, such as WordPress sites

Lead vs Account record prioritization

Unify treats Leads and Accounts as separate record types in Salesforce. This distinction is important for filtering and data management:

  • When filtering audiences with "Doesn't Exist in Salesforce as an account", companies may still appear if they exist as Leads in Salesforce

  • When both Lead and Account records exist for the same company, Unify prioritizes the Account record

  • The Salesforce icon in Unify will link to the Account rather than the Lead, typically because Account records contain more associated contacts

Setting up accurate audience filters

When creating audience filters based on Salesforce data, keep in mind that Unify distinguishes between Leads and Accounts. To filter for Salesforce Account existence:

  • For companies: Use the Salesforce Account fields directly available in the company filters

  • For people: First click to access nested conditions, then add Salesforce Account as a nested condition

Note that Salesforce Lead and Contact fields are separate from Salesforce Account fields in the filtering interface.

If you want to exclude companies that exist in Salesforce in any form, you may need to set up separate filters for both Lead and Account record types to ensure complete coverage.

This separation allows for more granular control over your audience segmentation, enabling you to target companies based on their specific status in your Salesforce pipeline.