Sync behavior
Audience: Marketer
Prerequisites: IDR overview →, Setup steps → , Deterministic →, Probabilistic →, Golden Record →, Build audiences →
Sync resolved identities into your downstream tools with control and confidence.
What gets synced
You can choose to sync:
- The Golden Record: one row per user with trusted values
- The HT_ID: a unique, stable identity ID for each person
- Resolved identifiers (optional): all raw values merged into an identity
- Custom traits (optional): fields like
loyalty_tier,last_seen_at, orregion
Golden Record traits are most commonly used—they're clean, flattened, and easy to work with.
Match confidence for each use case
If you’ve enabled probabilistic matching, you can choose which confidence level to use when defining the audience members in the sync.
| Confidence Level | Use case | Sync recommendation |
|---|---|---|
| Exact | Transactional emails, store operations | All destinations |
| Strict | Lifecycle marketing | Most destinations as long as they don’t reference specific customer PII or transactions |
| Loose | Ads, analytics | Paid media destinations only |
You can filter by confidence_level in your sync settings or in the audience itself.
Common sync patterns
| Destination type | Notes | |
|---|---|---|
| CRM (e.g. Salesforce, HubSpot) | Sync trusted fields per user | |
| Messaging (e.g. Braze, Iterable) | Sync only the best email or sync multiple records each containing a unique email | |
| Ad platforms (e.g. Meta, Google) | Send array of emails or other identifiers | |
You can choose which fields to sync to each destination using field mapping.