---
schema_version: "1"
id: c37088a7b6b33b473c4606307ba81911cb900696d825744c3ad6cd4267b93df0
title: Plan Data Sharing Between Personalization and Salesforce CRM
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_salesforce_crm_data_synchronization.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_crm_data_synchronization.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: a8b36db6e2dd9ed77d4f6c1c6f33f3d7176667b2448b1bbfbd000e27ab9dced0
description: Before initializing data sharing, decide what data you want to exchange between Salesforce CRM and Personalization and how you want to match data for merging. After initialization, Marketing Cloud Personalization shares data with Salesforce CRM on a nightly basis. Contacts and accounts are shared automatically, but leads sharing is optional.
products:
  - Marketing
  - Salesforce Personalization
release: "264"
---
# Plan Data Sharing Between Personalization and Salesforce CRM

Before initializing data sharing, decide what data you want to exchange between Salesforce CRM and Personalization and how you want to match data for merging. After initialization, Marketing Cloud Personalization shares data with Salesforce CRM on a nightly basis. Contacts and accounts are shared automatically, but leads sharing is optional.

## Determine Match Field for Merging

Determine whether you have a unique identifier for each account and user in Personalization that you can use to match Personalization data with Salesforce CRM data. Typically, this data is an email address for the user and an account number or key for accounts. The data must exist in both Salesforce CRM and Personalization.

## Match and Merge User Data

If you pass the user email address to Personalization, the user syncs to the Salesforce CRM contact with that email address. Match fields are case-sensitive, so User.Email@company.com doesn't match user.email@company.com.

## Match and Merge Lead Data

In addition to contacts and accounts, you can share leads between Personalization and Salesforce CRM. Review the following considerations before deciding whether to match and merge leads:

- A corresponding Personalization user isn’t created when a new Salesforce CRM contact or lead is created.
- A corresponding Salesforce CRM contact or lead isn’t created when a new Personalization user or account is created.
- Only matched users are synchronized.
- Match fields are case-sensitive.
- Salesforce CRM contacts take precedence over leads. If there’s a match on both the lead and contact, Personalization syncs only the contact.
- There’s a separate lead attribute. If a lead converts to a contact, then data synchronizes with the contact record.

## How Matching Works According to Match Priority Order

Before a match occurs, Personalization checks the value of a specific Salesforce CRM field for the Salesforce user against the value of any configured Personalization match fields. If any of the match fields are identical, the Salesforce CRM user is matched to the corresponding Personalization user.

Contact matches occur on the following Salesforce CRM fields from highest to lowest priority:

 
| Priority Order | Field to Match by |
| --- | --- |
| 1 | Salesforce ID |
| 2 | Any other configured Salesforce match fields |
| 3 | Salesforce Name or Salesforce Email. In Personalization, select **Only use designated match fields for matching users and accounts, if match fields are specified** in **Advanced Options** under the **Setup** tab for Salesforce CRM. |

![Note](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_personalization-264-0-0-production-enus/16bf1f60-f44c-4260-a56e-f052cfe515a3/images/icon_note.png)

Note When you add more than one field for matching, the match condition follows “OR” logic.

Lead and Account matching follow the same protocol as Contact matching, except:

- Lead matching is disabled by default. Contact matches take priority.
- Account matching doesn’t use the Salesforce email.