Filter builder

​

Overview

Use the filter builder to describe which companies or people should match a set of criteria. Combine company and contact details with CRM data, website and product activity, custom data, and list membership. The same controls appear when creating lists, defining audiences and exclusions, and configuring play triggers. Start with the records you want to find, then add the conditions they must meet. For example, an audience might include companies in a target-account list with at least 100 employees. Both conditions apply to each company.

​

What you can filter

Start with the kind of record you want in the results, such as companies or people. You can then use several kinds of information to decide which records qualify: The choices depend on the record type, connected data, and feature where you open the builder. For example, company filters can describe a company’s people through a relationship, while a people filter can use a person’s sequence activity directly.

​

Add a condition

​

Choose an operator

An operator describes how a field’s value must compare with your selection. The field’s type determines which comparisons are available. Use a missing-value check such as is null when you need records without a value. For a relationship, use an existence condition to check whether a related record is present.

​

Combine conditions

Use the selector beside the second condition to choose how conditions at that level combine: Changing this selector changes the operator for the whole group. Use a nested group when you need to combine both operators.

​

Group related conditions

Click Add group, then add conditions inside it. Set the group’s operator using the selector beside its second condition. The group’s header summarizes whether all conditions or at least one must match. For example, you might limit the results to your planning accounts and include companies with at least 100 employees or a specific smaller account you want to pursue. Keep the planning-account condition outside the group, joined with and. Inside the group, join the size and account-name conditions with or. The example above limits the scope by domain. Within that scope, Cedar Labs and Summit Systems qualify by size; Willow Works qualifies by name.

​

Filter by CRM data

CRM filters use the fields and relationships synced from your connected CRM. For example, you can select accounts by owner or type, contacts by lifecycle stage, and opportunities by status, amount, or close date. Custom CRM fields are available alongside standard fields when synced into Unify. In the condition picker, use Related to choose the CRM record connected to the company or person. Then select the field on that record. Check the source shown in the picker: a field on a Unify company and a similarly named field on its CRM account can contain different values. If a field or record is missing, check your integration’s sync configuration and whether the initial sync has finished. See the Salesforce and HubSpot guides for how CRM data reaches Unify.

​

Filter by related records

Relationships let you use information stored on another record. A company can have people, CRM accounts, opportunities, or custom records linked to it. Use Related in the condition picker to select one of these relationships, then add conditions on the related record. Choose has to require at least one related record matching the conditions. Choose doesn’t have to find records with no related record matching them. For example, “doesn’t have an open opportunity” selects companies for which no linked opportunity meets your definition of open.

​

Nest CRM relationships

You can follow more than one relationship. For example, to find companies whose Salesforce account has an open opportunity worth at least 25,000: Follow the relationships available in your CRM. For example, a HubSpot company can lead to its associated deals, where you can filter on deal fields. The relationship and field names reflect the connected data.

​

Match the same related record

Conditions within one relationship group apply to the same related record. In the example above, one opportunity must be both open and worth at least 25,000. Two separate opportunity groups could each match a different opportunity on the account. The same principle applies to people: put title and email conditions inside one person relationship when you want a single contact to satisfy both. Use condition groups inside a relationship to express alternatives for that related record.

​

Filter by custom data

Custom attributes work like additional columns on companies or people. For example, filter companies by a target account score or people by a product role. Select the attribute and compare its value using the operators for its type. Custom objects hold separate records, such as subscriptions or product workspaces. To find companies using that data, follow the custom relationship under Related, then add conditions on those records. For example, a company could qualify when it has an active subscription with at least 20 seats. The records and their links must be populated in Unify before they can match. Your administrator can create attributes and relate objects to make this data available. Use dedicated text, number, date, or choice attributes for values you want to filter in the builder; JSON attribute filtering is not supported in this UI.

​

Filter by website and event data

Activity filters combine what happened, how often it happened, and when it happened. You can combine them with CRM and record conditions, such as target accounts that recently visited your pricing page.

​

Website activity

Use page-view filters to match visits to a particular URL and set a count and time window. Session filters let you narrow activity by referrer, UTM parameters, location, or page views within the session. For companies, visitor filters can describe the visitors whose activity qualifies. For example, find companies with at least two pricing-page views in the past seven days. A relative window advances over time, so older activity stops contributing to the count.

​

Custom events

Custom events describe actions your website or product sends to Unify, such as a form submission, a teammate invitation, or a usage limit reached. Choose Custom events under Signals → Web & product data, then select the event name, a count, and a time window. Add property conditions inside the event filter to narrow which occurrences count. A property can be text, a number, a decimal, or a boolean; choose the type that matches the value your application sends. For example, if your product sends a Usage limit reached event with a feature property, filter for at least three occurrences in the past seven days where feature equals exports. Only events matching the name, time window, and property conditions contribute to that count. Conditions joined with and within this event filter must match the same event occurrence. Company filters count qualifying activity associated with the company; people filters count activity associated with that person. Events must have reached Unify and be associated with the appropriate company or person to contribute to its results. See connect product usage data for setup.

​

Edit and reuse conditions

Click a condition’s field, operator, or value to change it. Its options menu offers Duplicate, Copy, Paste below, and Remove. Groups have an options menu too, so you can reuse a set of conditions together. After changing a group’s operator or moving conditions between groups, review the full expression and its preview. Grouping determines which alternatives can qualify a record.

​

Use the filters in your workflow

The surrounding feature determines what happens to matching records: Available fields and controls depend on the record type and the feature where you open the builder. Save or apply your changes using that feature’s controls.

​

Troubleshooting