Why is my Play audience empty?

Last updated: June 17, 2026

The Total Audience number in Play Metrics represents every record Unify can evaluate against your Play's criteria — not your entire CRM. If that number is 0 or much smaller than you expected, the issue is almost always one of these.

Common causes

CRM sync hasn't caught up

Unify syncs from your CRM (Salesforce or HubSpot) every ~15 minutes by default. If you recently added contacts to your CRM, give it 15–30 minutes for them to appear in Unify before troubleshooting further.

Time-windowed criteria

Any criterion like "hired in the last 30 days" or "activity in the last 90 days" rolls forward continuously. A record that matched yesterday may not match today.

Companies missing or invalid domain

Companies without a valid domain in your CRM are not ingested into Unify. Add the correct domain to the CRM record; it will sync automatically.

Exclusions are pulling records out of the audience

Audiences are evaluated against your active exclusions. To see whether exclusions are causing the drop, toggle exclusions off at the bottom of the audience builder and re-check the count.

New Hire Plays need New Hire Tracking enabled

New Hire Plays only evaluate records flagged as new hires. If your audience is 0:

  • Go to Settings → New Hire Tracking and confirm at least one tracking option is enabled.

  • Confirm the personas you want to track are enabled.

  • Confirm your CRM connection is active.

New Hire Tracking only flags net-new hires going forward. It does not retroactively flag existing CRM contacts.

Audience size will change over time

Audiences are dynamic. Contacts move in and out as their CRM data updates, time windows shift, or new exclusions match. This is expected. For consistent performance analysis, use execution metrics (what actually ran) rather than the live audience count.

Still stuck?

If your audience should contain a specific contact that's missing, open that contact's record in Unify. If it isn't there at all, the issue is upstream (CRM sync or missing domain). If it is there but isn't matching, check the Audience preview in the Play builder against the contact's actual field values. If you need additional help, contact Unify Support ( 🎫 / @Unify Support).