Now Available: CRM Sync Control Enhancements

  • Updated

Gain precise control over which records sync with your CRM with new filtering and entity selection options arriving soon.

Quick Reference (Advanced Users) – Click to Expand
  • What: Add record-level Filters for Leads and Contacts, and choose which Entities to Sync overall.
  • Why: Reduce cross-account data exposure, keep non-target records out of Act-On, and potentially lower CRM license costs.
  • Where: Settings → Data Management → CRM Sync (Filters & Entities sections).
  • How: Add one or more conditions per entity (e.g., Business Unit, Country/Region, Opt-Out status). Only records that meet your conditions will sync.
  • Removal behavior: Records that stop meeting your conditions are removed from Act-On on the next full sync (about every 2 weeks by default).
  • Beta timing: Starts September 2025. Sign up for the beta.
Try it like this: Limit sync to Leads in the US business unit who are not opted out and whose Country Country is US or Canada.

What’s Changing

We’re adding controls to give you more power to limit what syncs with your CRM. This is especially useful if you share a CRM with multiple Act-On accounts or business units. You’ll be able to:

  • Filter your sync by adding conditions to Leads and Contacts - for example, require a specific business unit, exclude opted-out records, include/exclude specific countries, and more. Multiple conditions can be set up for each entity.
  • Choose which entities to sync overall. If your process uses Leads but not Contacts (or vice versa), you can exclude the unused entity entirely.

CRM Sync Filters configuration UI

Using a filtered sync can also eliminate the need to create separate, limited-permission CRM connector users per Act-On account — which may translate into CRM license cost savings.

Select CRM Entities to Sync UI

How It Works

  1. Go to Settings → Data Management → CRM Entities.
  2. Select the CRM entity you want to apply a Filters on.
  3. Add your conditions (e.g., Business Unit = US, Opted Out = No, Country ∈ USA, Canada).
  4. Repeat for the other entity if needed.
  5. Save your changes. Matching records will sync going forward. To apply removals immediately, run a full sync; otherwise they’ll apply on the next scheduled full sync.

When

This feature was released October 23, 2025

Customer Impact

The feature is available on the Data Management page for all customers with a connected CRM. You’ll gain tighter control over what syncs (for better data separation between accounts) and may reduce CRM licensing costs by removing the need for separate, restricted CRM users per Act-On account.

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