In this guide, we'll review how to manage your CRM Sync Settings for each ABM Campaign and the ABM Connected Website from the CRM Sync Settings page in the Propensity Workspace.
Before managing your CRM Sync Settings be sure to follow the install guide for CRM integration and additional configuration.
You can also navigate to the CRM Sync Settings from the Campaign Details Overview page of your ABM Campaign. Setting up your CRM Sync Settings should be part of the initial ABM Campaign Setup.
Once you have opened the CRM Sync Settings, find the campaign or website data you wish to sync. If you do not see the selection you are looking for, try filtering Campaign Syncs to find your desired campaign.
Once you have selected your campaign or website sync, you can test the sync by clicking on Sync Now for an immediate sync with HubSpot or Salesforce.
To view your current sync settings or set up campaign-specific settings, click the expand arrow.
To edit sync settings, click edit.
User permissions for CRM Sync Settings
Access to CRM Sync Settings is controlled by user permissions. Only users with the appropriate permissions can view or modify CRM Sync Settings.
The following rules apply:
Administrators and Editors can access CRM Sync Settings and update sync configurations.
Read Only users cannot access CRM Sync Settings and cannot modify or initiate CRM syncs.
Read Only users can view campaigns but cannot create campaigns or trigger sync actions.
If you are unable to edit your CRM Sync Settings in your workspace, check your user role or contact an administrator.
Default Sync Settings
If you’d like to create default settings for future campaigns this can be managed at the top of the Sync Settings page. This will apply to all campaigns and ABM Connected Websites created after setting up the default settings.
HubSpot Default Sync Settings:
| Setting | Description |
| Use Default Values | Applies the settings below automatically whenever a new campaign is activated, so you don't have to configure sync settings manually each time. |
| Integration User | The CRM user account Propensity syncs through. To appear as an option here, the user's email must already exist as a workspace user in Propensity and have an active Salesforce connection. When authenticating that connection, make sure to log into Salesforce using the same email as the Propensity workspace user, otherwise the sync won't map correctly. |
| Autosync | Runs your CRM sync automatically every day at the time you set in Auto-Sync Time, instead of requiring a manual sync. |
| Return Sales Engagement Data to Propensity | Feeds activity back into Propensity as your sales team works leads in the CRM, keeping engagement data current on both sides. |
| Warmth Levels To Sync | Limits which contacts sync based on warmth level. Accounts still sync regardless of this setting. |
| Email Validation Statuses To Sync | Limits which contacts sync based on email validation status. Useful if you want to keep contacts with specific email statuses out of your CRM. |
| Contact Email Match Properties | The HubSpot contact properties Propensity searches to find an existing contact by email. Enter the properties' internal names separated by semicolons, for example email;custom_contact_email. Leave blank to match on the standard email property. If you configure this setting, include email explicitly if it should still be searched. This setting applies to the whole workspace and is not affected by Apply Default Sync Settings To Existing Campaigns. |
| Transform Country Names To Codes in CRM | Converts country names into codes to match your CRM's expected format. Applies workspace-wide, across both HubSpot and Salesforce. |
| Only Sync Claimed Contacts | Restricts sync to contacts that have already been claimed by an owner in the Leads Manager. |
| Auto-Sync Time (UTC) | Sets what time your daily autosync runs, if Autosync is enabled. |
| Apply Default Sync Settings To Existing Campaigns | Applies your default sync settings to all of your existing campaigns, affecting how they sync going forward. |
How HubSpot contact matching works
When Propensity syncs a contact to HubSpot, it searches HubSpot for an existing contact using the contact's work email address. By default, Propensity searches the standard HubSpot email property.
If you configure Contact Email Match Properties, Propensity searches each property you specify instead. To continue searching the standard email property, include email in the configured list.
- One match from several properties: If the same HubSpot contact is found through more than one configured property, it counts as one match.
- More than one contact: If the email matches more than one distinct HubSpot contact across the configured properties, Propensity skips that contact instead of choosing one or creating a duplicate. Other contacts continue to sync.
- Existing links: For normal syncs, if a Propensity contact is already linked to a HubSpot contact in the connected HubSpot account, Propensity uses that existing link instead of searching the configured match properties again.
- Search errors: If Propensity can't complete the configured-property search for a contact, it skips that contact and continues with the others. Integration-level problems, such as missing HubSpot permissions, can stop the sync.
- Several Propensity contacts, one HubSpot contact: During a single sync, if multiple Propensity contacts resolve to the same HubSpot contact, Propensity gives priority to the contact with the highest warmth—Hot, then Warm, then Cold. Lower-warmth contacts do not overwrite that HubSpot contact later in the same sync.
Salesforce Default Sync Settings:
| Setting | Description |
| Use Default Values | Applies the settings below automatically whenever a new campaign is activated, so you don't have to configure sync settings manually each time. |
| Integration User | The CRM user account Propensity syncs through. Only users with an active Salesforce connection appear here. |
| Autosync | Runs your CRM sync automatically every day at the time you set in Auto-Sync Time, instead of requiring a manual sync. |
| Return Sales Engagement Data to Propensity | Feeds activity back into Propensity as your sales team works leads in the CRM, keeping engagement data current on both sides. |
| Update Only | Restricts syncing to existing records only. Use this if you want Propensity to update your CRM without creating new accounts, contacts, or leads. |
| Warmth Levels To Sync | Limits which contacts sync based on warmth level. Accounts still sync regardless of this setting. |
| Email Validation Statuses To Sync | Limits which contacts sync based on email validation status. Useful if you want to keep contacts with specific email statuses out of your CRM. |
| Map Lead Country to Salesforce Standard Field | Also writes nonblank country data to the standard Salesforce Lead Country field, not just the Propensity custom country field. Applies to website and campaign Lead syncs, including existing campaigns. |
| Transform Country Names To Codes in CRM | Converts country names into codes to match your CRM's expected format. Applies workspace-wide, across both HubSpot and Salesforce. |
| Only Sync Claimed Contacts | Restricts sync to contacts that have already been claimed by an owner in the Leads Manager. |
| Auto-Sync Time (UTC) | Sets what time your daily autosync runs, if Autosync is enabled. |
| Salesforce Sync Destination | Controls whether Propensity creates or updates Accounts, Contacts, and Leads in Salesforce. See Salesforce Sync Destination below for details on each option. |
| Apply Default Sync Settings To Existing Campaigns | Applies your default sync settings to all of your existing campaigns, affecting how they sync going forward. |
Salesforce Sync Destination
Propensity uses your selected Sync Destination setting to determine whether to create or update Accounts, Contacts, and Leads in Salesforce.
Accounts & Contacts
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Account: Propensity searches for an Account by website.
If found → Updates the existing Account.
If not found → Creates a new Account.
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Contact: Propensity searches by email address.
If found → Updates the existing Contact.
If not found → Creates a new Contact.
Leads Only
-
Propensity searches for a Lead by email address.
If found → Updates the existing Lead.
If not found → Creates a new Lead.
Accounts Only
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Propensity searches for an Account by website.
If found → Updates the existing Account.
If not found → Creates a new Account.
Accounts & Leads
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Lead: Propensity searches by email address.
If found → Updates the existing Lead.
If not found → Creates a Lead.
-
Account: Propensity searches by website.
If found → Updates the existing Account.
If not found → Creates a new Account.
Accounts, Contacts, & Leads (Update Only)
Propensity will never create records under this setting.
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For a given email:
If a Lead exists → Propensity updates the Lead.
If the Lead has been converted, Propensity updates the Contact instead.
Accounts are also update-only.
Accounts (Update Only) & Contacts (Upsert)
Account: Propensity will only update existing Accounts (never create new ones).
Contact: Propensity will create or update Contacts based on email address.
Accounts and Leads (Upsert) & Contacts (Update Only)
Account: Created or updated based on website.
Lead: Created or updated based on email address.
Contact: If the Lead has been converted, Propensity will update the Contact—but never create new Contacts under this setting.
Leads (Upsert), Account & Contacts (update only)
-
Lead: Propensity searches for a Lead by email address.
If found → Updates the existing Lead.
If not found → Creates a new Lead.
-
Account: Propensity will only update existing Accounts (never create new ones).
If found → Updates the existing Account.
If not found → No Account is created.
-
Contact: Propensity will only update existing Contacts (never create new ones).
If found → Updates the existing Contact.
If not found → No Contact is created.
Why some accounts may sync without contacts
Propensity always syncs Accounts to your CRM to ensure that account-level ABM data can be stored and referenced, even if no contacts are currently eligible for sync.
Contacts, however, are only synced if they meet the contact filters configured in your CRM sync settings. These filters may include conditions such as contact status (for example, Hot), email validity, or other criteria defined during setup.
As a result, it is expected behavior to see Accounts synced to HubSpot or Salesforce with zero associated Contacts. This indicates that none of the contacts linked to that account currently meet the configured contact sync criteria.
This behavior helps ensure that:
Account-level ABM data is always available in the CRM
Only relevant and qualified contacts are synced
CRM data remains clean and aligned with your sales and marketing workflows
If contacts later meet the configured sync criteria, they will be synced automatically based on your integration settings.
Related Documentation
Using the CRM Sync Settings Debugger
Account Integration: Sync Intent Data to Salesforce and HubSpot