Unify for Reps: CRM Integration FAQ and Troubleshooting

Last updated: April 28, 2026

How often does my data sync?

Your CRM data syncs automatically about every 30 minutes. For HubSpot, allow up to 60 minutes for the two-cycle sync process (Unify → HubSpot, then HubSpot → Unify linking). For initial connections, allow up to 24 hours for the first full sync to complete. Need to pause or restart syncing? You can do that anytime in your integration settings.

Why aren't some of my contacts or accounts showing up?

For records to sync successfully, they need to include certain information:

  • Accounts must have a domain

  • Contacts must have an email address

Records missing these fields won't appear in Unify.

What types of fields can I sync?

Most standard CRM fields work great with Unify, including text, numbers, dates, and picklists.

Note: After connecting your CRM integration or restarting a paused sync, you'll need to wait for at least one complete sync cycle (approximately 30 minutes) before your CRM fields appear in the audience builder.

A few field types aren't currently supported:

  • Multi-select picklists

  • Campaign fields

  • Lead fields (HubSpot only)

The good news? Unify automatically imports your custom fields—no manual setup needed.

When you add new picklist values to existing fields in your CRM (for example, a new Account Type), these values may take up to 24 hours to appear in Unify’s dropdowns. This delay only affects the new options; regular data syncs and existing field values continue to work normally.

Can I customize which fields sync and how?

Yes! Here's what you can control:

Automatic import: Your custom fields sync automatically (except the unsupported types mentioned above)

Choose sync direction: Decide whether each field is read-only (CRM → Unify) or syncs both ways.

Track Play and Sequence attribution: You can map Unify's Play and Sequence fields to HubSpot custom properties to track which campaigns touched each contact. Available fields include Unify Initial Play, Unify Most Recent Play, Unify Initial Sequence, Unify Most Recent Sequence, and their associated timestamps and status fields. First create the custom properties in HubSpot, then map them in your HubSpot integration settings under field mappings.

Do I need to add anything special to my Plays to push information back to my CRM?

It depends on your CRM:

Salesforce: Add a sync node to any Play where you want email or prospect activity sent back to Salesforce. Without it, that data stays in Unify only.

HubSpot: All outbound emails sent via Unify and their replies automatically sync with email activity—no sync node needed. You can add a sync node if you want to sync company fields, additional contact/company fields (such as Play/Sequence attribution fields), or other mapped properties beyond email activity, but it's optional. Make sure "Enable writing to HubSpot" is turned on in Settings → Integrations → HubSpot.

Can Unify update agent collected information in my CRM?

Not yet. Currently, Unify syncs your mapped fields but doesn't push agent information back to your CRM.

What should I do if a record didn't sync back? (Salesforce)

If you're using Salesforce and notice a record hasn't synced:

  1. Go to Settings → Salesforce Integration → Skipped Records

  2. Click on the Contact or Account write errors

  3. Hover over the error message to see what went wrong

  4. Not sure what the error means? Copy the message and paste it into ChatGPT for help understanding and fixing the issue in Salesforce

Extended Sync Times and Connection Issues

While Unify syncs every 15-30 minutes, large recent data changes in your CRM can temporarily extend the sync cycle.

  1. Go to Settings → Integrations → Salesforce and look for any connection or credential warnings

  2. If you see a warning or suspect expired credentials, select Change User to reconnect

  3. Allow 15–30 minutes for a full sync to complete after reconnecting

Understanding Unify's Write-Back Behavior

  • Field update rules: Unify only writes to empty fields in Salesforce, except for Unify-specific fields (prefixed with “Unify”), which can be updated even if already populated

  • Duplicate handling: If multiple Contacts or Leads exist with the same email address, Unify updates only the most recently modified record in Salesforce

  • Permission requirements: Salesforce permissions or validation rules on the integration user can block updates—review these settings if records consistently fail to sync

What should I do if a record didn't sync to HubSpot?

  1. Check timing: Allow up to 60 minutes for the two-cycle sync process to complete

  2. Verify settings: Go to Settings → Integrations → HubSpot and confirm "Enable writing to HubSpot" is turned on

  3. Confirm the email was sent via Unify: Only outbound emails and replies sent through Unify auto-log to HubSpot

  4. Check linking requirements: The HubSpot contact must have the same email address for records to link

  5. Review field mappings: Check your HubSpot field mappings and permissions in the integration settings

Understanding Account De-Duplication in Unify

What does de-duplication mean?

Unify automatically combines accounts that share the same domain or redirect to the same domain (common after company acquisitions). When this happens, all duplicate CRM records link to one "Primary" account in Unify.

Unify prioritizes the linked record with the highest number of associated contacts for Accounts, or the record that was updated most recently for Contacts and Accounts.

How does this affect my audiences?

Key point: If ANY linked record meets your audience criteria, the account or contact gets added to that audience.

Exclusions work differently: When you exclude companies, Unify automatically excludes all people associated with those companies. However, when you exclude specific people, only those individual contacts are excluded—not their entire company. This means your excluded count for a company-level exclusion will often be much higher than the number of companies you selected, because it includes all contacts at those companies.

Common issue: Mixed account ownership

The problem: You build an audience based on "accounts I own," but you see accounts appear that belong to other reps.

Why this happens: Multiple CRM records for the same company have different owners. Since they share a domain, Unify linked them together. If one of those records matches your criteria (like being assigned to you), the entire account appears in your audience—even if other linked records belong to someone else.

How to fix it:

  1. Check which CRM records are linked to that account in Unify

  2. Go into your CRM and review those records

  3. Update the record that's causing the incorrect assignment

Common issue: Exclusion rules not working for acquired companies

The problem: You create an exclusion rule to filter out accounts with a specific status (like "Current Customer"), but accounts that were acquired by those companies still appear in your audience.

Why this happens: When Company A acquires Company B, Unify may still identify Company B by its original domain rather than Company A's domain. If the two entities aren't linked in Unify, your exclusion rule targeting Company A won't automatically apply to Company B's record—even though they're the same business entity in your CRM.

How to fix it:

  1. Locate the acquired company's record in your CRM (e.g., the Company B record)

  2. Update the relevant field on that record to match your exclusion criteria (e.g., change the Relationship field to "Current Customer")

  3. Wait for the next sync cycle (approximately 30 minutes) for the exclusion to take effect

Common issue: Duplicate contact records affecting audience membership

The problem: A contact who should qualify for an audience based on their activity or field values doesn't appear, even though you can verify the qualifying information exists in your CRM.

Why this happens: The contact has multiple records in your CRM with different email addresses (e.g., john.smith@company.com and john.smith@parentcompany.com). Unify may be evaluating the duplicate record that doesn't have the qualifying field populated, causing the contact to be excluded from the audience.

  1. Search for the contact in your CRM to identify all duplicate records

  2. Merge the duplicate records in your CRM, ensuring the merged record retains the qualifying field values (such as Recent Conversion, activity data, or other audience criteria)

  3. Wait for the next sync cycle (approximately 30 minutes) for the changes to sync back to Unify and the audience to recompute

Temporary workaround: If you can't merge the records immediately, manually populate the qualifying field on the duplicate record that Unify is currently reading so the contact qualifies in the meantime.