Connecting your data

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Overview

There are two fundamental ways to get data into Unify:

• Sending events — Real-time signals from websites and products (page visits, user actions, identity information)
• Syncing object records — Structured data from CRMs, warehouses, databases, APIs, and other systems (product users, subscriptions, enrichment data)

Events and records often come from different sources, but they serve the same overall purpose of connecting all of the data relevant to your go-to-market operations in one place.

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Sending events

Events are the real-time behavioral signals that power intent-based workflows in Unify. They capture what visitors and users are doing on your website or in your product and link that activity to Companies and People.

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Example use cases

• You want to identify companies visiting your marketing website (IP reveal)
• You want to track product usage to trigger sales plays (PLG motions)
• You want to capture form fills, logins, or other user interactions
• You want real-time or near-real-time signals to power automations

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Choosing an event source

The right way to send events depends on what tools you already have deployed.

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Marketing websites

For marketing websites, blogs, docs sites, and other public-facing pages, the goal is typically to capture page visits and identify visitors.

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Web applications (product usage)

For SaaS products and web applications, the goal is typically to track user actions (feature usage, paywall hits, milestones) and identify logged-in users.

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Backend and server-side events

Some events originate from backend systems rather than browsers—for example, a subscription renewal, a usage limit being hit, or a derived milestone like “onboarding completed.”

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Quick reference: event ingestion methods

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Syncing records

Records are the structured, persistent data that populates objects in Unify. While events capture what’s happening right now, records represent what Unify knows—companies, people, CRM data, product users, subscriptions, and more.

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Example use cases

• You want to sync CRM data from Salesforce or HubSpot
• You have product usage data modeled in a data warehouse (e.g., a users table in BigQuery or Snowflake)
• You want to bring in business data like subscriptions, contracts, or usage tiers
• You have enrichment data from a third-party tool

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Choosing a sync method

For a step-by-step walkthrough, see Connect a data system.

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CRM data

If you use Salesforce or HubSpot, Unify has native integrations that sync CRM data automatically. This is managed through the Unify UI—no developer setup is required. When you connect a CRM, Unify creates objects (like Salesforce Account or HubSpot Contact) that are linked to the Company and Person objects. CRM data flows bidirectionally and stays in sync.

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Combining data sources

Many teams use multiple data sources together. For example:

• Website Tag on the marketing site for anonymous visitor identification
• PostHog integration in the product for usage events
• Hightouch to sync product user records from the data warehouse
• Salesforce integration to keep CRM data in sync

Events and records complement each other. Events provide real-time behavioral signals. Records provide structured context. Together, they give Unify the full picture it needs to power targeted, timely go-to-market actions.

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Next steps