CRM sync
Two-way sync keeps Aurora and your CRM in step. Scores, status and top signals are written to your CRM records, and ownership and lifecycle changes in the CRM flow back into Aurora — no spreadsheets, no manual updates.
On this page
What gets synced#
Sync is available for Salesforce (Professional edition with API access, Enterprise, Unlimited and Performance) and HubSpot (any hub with contacts, including free CRM). It's included on the Team and Scale plans.
| Data | Direction | When |
|---|---|---|
| Aurora score, status and top signals | Aurora → CRM | Within seconds of a change |
| Qualified date and assigned owner | Aurora → CRM | When a lead is routed |
| Link to the full session history | Aurora → CRM | When the record is created |
| Record owner | CRM → Aurora | Every 5 minutes |
| Lifecycle stage / lead status | CRM → Aurora | Every 5 minutes |
| Customer and opportunity flags | CRM → Aurora | Every 5 minutes |
| Custom fields you map | Either direction | Every 5 minutes |
Connect Salesforce#
- AuthorizeGo to Integrations → Salesforce and choose Connect. Sign in with a Salesforce user that has API access and permission to edit Leads, Contacts and Accounts. We recommend a dedicated integration user so changes are easy to audit.
- Install the fieldsChoose Create fields. Aurora adds four custom fields to Lead and Contact:
Aurora_Score__c,Aurora_Status__c,Aurora_Top_Signals__candAurora_Profile_URL__c. You can map to existing fields instead in the next step. - Review the mappingConfirm the default field mapping, add any custom fields, and choose whether new qualified leads create a Lead or a Contact when no match exists.
- Run a test syncChoose a recent visitor and select Sync now. Check the record in Salesforce, then turn sync on for all visitors.
Connect HubSpot#
- AuthorizeGo to Integrations → HubSpot, choose Connect and select the HubSpot account. You need Super Admin permission or the App Marketplace access permission.
- Create propertiesAurora creates a property group named Aurora with properties for score, status, top signals and profile URL on contacts and companies.
- Map lifecycle stagesMap HubSpot lifecycle stages to Aurora statuses, for example Customer → excluded from routing and Opportunity → keep the current owner.
- Turn on syncRun a test sync on one visitor, then enable sync for all identified visitors.
Field mapping#
The mapping screen lists every Aurora field with its CRM counterpart and sync direction. For each custom mapping, choose the direction: Aurora → CRM, CRM → Aurora, or Two-way. Two-way fields use the conflict rules below. Mapped CRM fields become available as traits in scoring rules and routing conditions.
Picklist fields must contain the values Aurora writes. If your Lead Status picklist doesn't include a value such as Ready, either add it in the CRM or map Aurora statuses to your existing values on the mapping screen.
Matching and deduplication#
Aurora only syncs identified visitors. To find the matching record, it checks in this order:
- A CRM record ID stored from a previous sync.
- An exact email match on Contact, then Lead (Salesforce) or Contact (HubSpot).
- For company data, an Account or Company with the same website domain.
If there are several matches, Aurora uses the most recently modified record and flags the others on the visitor profile so you can merge them in the CRM. If there's no match and the visitor is qualified, a new record is created — unqualified visitors are never pushed, so sync doesn't fill your CRM with noise.
Conflict resolution#
- Owner is always CRM-authoritative. If a rep reassigns a record in the CRM, Aurora updates the owner and routes future activity to them.
- Score and status are always Aurora-authoritative. Manual edits to these fields in the CRM are overwritten on the next change.
- Two-way custom fields use the most recent write. Each change is stamped with its timestamp, and the later one wins.
Sync limits and API usage#
Aurora batches writes to stay well inside CRM API limits: typically fewer than 2,000 Salesforce API calls per day for a workspace with 50,000 monthly visitors. You can set a daily ceiling under Integrations → Salesforce → Advanced; when it's reached, remaining updates are queued until the next day rather than dropped. HubSpot sync uses the batch APIs and respects your account's rate limits automatically.
Monitoring and errors#
The integration page shows the last successful sync, records synced in the last 24 hours, and a list of failed records with the CRM's error message — for example a required field, a validation rule or a locked record. Fix the cause in the CRM and choose Retry; failed records are also retried automatically every hour for 72 hours. Workspace admins receive an email if sync fails for more than 30 minutes.
Disconnecting#
Choose Disconnect on the integration page to stop sync immediately. Fields and data already written to the CRM are left in place, and Aurora keeps the stored CRM record IDs for 30 days so reconnecting resumes cleanly.