> ## Documentation Index
> Fetch the complete documentation index at: https://docs.conversion.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Object Sync Preferences

> Configure how your data syncs between systems.

## Configuring Sync Settings

After connecting, you can customize exactly how data flows between Conversion and Salesforce. Navigate to **Settings** **→** **Syncing** to access these options.

### Sync Direction Settings

These settings control the overall flow of data between systems.

<Tabs>
  <Tab title="Inbound (SF → Conversion)">
    Control which Salesforce records sync into Conversion:

    | Setting           | What it controls                                                  |
    | ----------------- | ----------------------------------------------------------------- |
    | **Sync Leads**    | When enabled, Salesforce Leads sync to Conversion as contacts     |
    | **Sync Contacts** | When enabled, Salesforce Contacts sync to Conversion as contacts  |
    | **Sync Accounts** | When enabled, Salesforce Accounts sync to Conversion as companies |

    <Info>
      Disabling a sync doesn't delete existing data or break connections. It simply pauses new updates from that object type. Re-enabling resumes syncing for future changes.
    </Info>
  </Tab>

  <Tab title="Outbound (Conversion → SF)">
    Control whether Conversion can send data back to Salesforce:

    | Setting                                    | What it controls                                                                                           |
    | ------------------------------------------ | ---------------------------------------------------------------------------------------------------------- |
    | **Write to Salesforce Leads and Contacts** | When disabled, Conversion operates in read-only mode for contacts linked to Salesforce Leads and Contacts. |
    | **Write to Salesforce Accounts**           | When disabled, Conversion operates in read-only mode for companies linked to Salesforce Accounts.          |

    When write access is disabled:

    * Conversion still receives updates from Salesforce
    * No changes made in Conversion are sent to Salesforce
    * New contacts created in Conversion won't create Salesforce records
  </Tab>
</Tabs>

<Info>
  The timestamp shown on each batch in the sync logs represents when the batch upsert was called, not the cutoff for data extraction. The actual cutoff is a few minutes earlier than the displayed time, so data updated after the cutoff will be picked up in the next batch.
</Info>

### Deletion Settings

These settings control what happens when a record is deleted, in either direction. They work alongside the direction settings above.

<Tabs>
  <Tab title="Inbound (SF → Conversion)">
    Control what happens in Conversion when a record is deleted in Salesforce:

    | Setting                                                  | What it controls                                                                                                                                                               |
    | -------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
    | **Delete contacts when a Salesforce lead is deleted**    | When enabled, deleting a Lead in Salesforce also deletes the linked Conversion contact. When disabled (default), the contact is kept and unlinked from the deleted Lead.       |
    | **Delete contacts when a Salesforce contact is deleted** | When enabled, deleting a Contact in Salesforce also deletes the linked Conversion contact. When disabled (default), the contact is kept and unlinked from the deleted Contact. |

    <Info>
      Deleting a Conversion contact is permanent. Leave these disabled if you want to keep contacts in Conversion after their Salesforce record is deleted.
    </Info>

    #### Account deletions

    Conversion also reads Account deletions from Salesforce. This happens automatically whenever **Sync Accounts** is enabled, so there's no separate setting for it. If you don't sync Accounts, nothing is deleted, because no Conversion company is linked to a Salesforce Account.

    When an Account is deleted in Salesforce, Conversion removes the matching company and its opportunities. Any contacts on that company are kept, and each one holds on to a snapshot of the company's information as it was at the time of deletion, so their company details aren't lost.
  </Tab>

  <Tab title="Outbound (Conversion → SF)">
    Control whether deletions made in Conversion are pushed back to Salesforce:

    | Setting                                          | What it controls                                                                                                                                                                                  |
    | ------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
    | **Sync contact deletions to Salesforce**         | When enabled, deleting a contact in Conversion also deletes the linked Salesforce Lead or Contact. When disabled (default), the Salesforce record is left in place.                               |
    | **Sync campaign member deletions to Salesforce** | When enabled (default), removing a contact from a campaign in Conversion also removes the matching campaign member in Salesforce. When disabled, the Salesforce campaign member is left in place. |

    <Info>
      These two work differently. Contacts are never deleted automatically: a contact is only ever deleted through a workflow's [Delete contact](/product-docs/workflows/overview) action, and even then the Salesforce record is only removed when **Sync contact deletions to Salesforce** is enabled. Campaign member deletions are automatic: removing a contact from a campaign in Conversion removes the matching campaign member in Salesforce, with no workflow needed.
    </Info>
  </Tab>
</Tabs>

### New Contact Creation Settings

When a new contact is created in Conversion (from a form submission, import, or API), these settings determine what happens in Salesforce.

#### Create New Records As

Choose what type of Salesforce record to create for new Conversion contacts:

<Tabs>
  <Tab title="Create as Salesforce Leads">
    **Best for**: Marketing-first workflows where new contacts should be qualified before reaching sales.

    * New contacts create Salesforce Leads
    * New contacts store company data through the contact object
    * Matches the typical marketing automation workflow
  </Tab>

  <Tab title="Create as Salesforce Contacts">
    **Best for:** Account-based workflows where you want new contacts immediately associated with Accounts.

    * New contacts create Salesforce Contacts
    * Additional options available for Account association (see below)
  </Tab>
</Tabs>

#### When Creating Contacts: Account Association Options

If you choose to create new records **as** **Contacts**, you have additional options for how they're associated with Salesforce Accounts:

<AccordionGroup>
  <Accordion title="Link to existing Accounts by domain">
    When enabled, Conversion looks for an existing Salesforce Account whose website matches the new contact's email domain.

    **Example:** A new contact with email [sarah@acme.com](mailto:sarah@acme.com) would automatically be linked to an Account with website "acme.com" (if one exists).

    This is useful for account-based marketing where you want new contacts automatically grouped with their company.
  </Accordion>

  <Accordion title="Create new Accounts">
    When enabled, Conversion creates a new Salesforce Account for contacts that don't match an existing Account.

    **How it works with domain matching:**

    * If domain matching is **on**: New Accounts are only created when no domain match is found
    * If domain matching is **off**: Every new contact creates a new Account

    **When disabled:** Contacts without a matching Account are created in Salesforce without any linked account. In Conversion, it means they will still have company fields that are accessible through the contact.
  </Accordion>
</AccordionGroup>

<Tip>
  Most organizations using account-based marketing enable **both** domain matching and new Account creation. This ensures every Contact has an Account while avoiding duplicates.
</Tip>

***

## Modifying Settings After Setup

You can change your sync settings at any time. Here's what to know:

### Changing Sync Direction Settings

| Change                                              | What happens                                                                                                                                      |
| --------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Disable inbound sync** (e.g., turn off Lead sync) | Pauses new updates from that object. Existing data and connections remain intact.                                                                 |
| **Enable inbound sync**                             | Resumes syncing for future changes. Does not retroactively sync records that changed while disabled.                                              |
| **Disable outbound sync**                           | Puts Conversion in read-only mode. Changes stop flowing to Salesforce immediately.                                                                |
| **Enable outbound sync**                            | Resumes sending changes to Salesforce. Does not retroactively sync changes made while disabled.                                                   |
| **Enable/disable a deletion setting**               | Applies to future deletions only. Turning a setting on doesn't retroactively delete records for deletions that already happened while it was off. |

### Changing New Contact Settings

| Change                              | What happens                                                                                     |
| ----------------------------------- | ------------------------------------------------------------------------------------------------ |
| **Switch from Leads to Contacts**   | Future new contacts create Salesforce Contacts instead of Leads. Existing Leads aren't affected. |
| **Enable/disable domain matching**  | Only affects future new contacts. Existing contacts aren't re-evaluated.                         |
| **Enable/disable Account creation** | Only affects future new contacts.                                                                |

<Note>
  Changes to sync settings take effect immediately for new data but don't retroactively modify existing records or connections.
</Note>

***

## Frequently Asked Questions

<AccordionGroup>
  <Accordion title="Can I sync only certain Leads or Contacts (not all of them)?">
    Conversion syncs all Leads and Contacts from Salesforce that have an email address. Filtering to specific record types, owners, or other criteria isn't supported at this time.

    When contacts are created in Conversion (through form submissions, CSV uploads, etc.), you can choose to sync them to Salesforce immediately or skip the initial sync. If you skip it, you can always sync them later through workflows or the dashboard.
  </Accordion>

  <Accordion title="Why aren't some of my Salesforce records appearing in Conversion?">
    The most common reasons:

    * **Missing email address**: Records without an email address aren't synced
    * **Converted Leads**: Leads that have been converted to Contacts in Salesforce are skipped (the Contact syncs instead)
    * **Sync disabled**: Check that sync is enabled for that object type in your settings
    * **Initial sync still running**: Large databases can take several hours to fully import
  </Accordion>

  <Accordion title="Can I restrict Conversion to only sync certain fields?">
    Yes! Each field has its own sync settings. See [Field Sync Modes](/product-docs/sync/salesforce/setup/field-sync-preferences) to learn how to control sync behavior at the field level.
  </Accordion>

  <Accordion title="If I disable inbound syncing, will Salesforce changes still trigger Conversion workflows?">
    No. When inbound syncing is disabled for an object type, Conversion doesn't receive updates from those Salesforce records – so there's nothing to trigger workflows. Once you re-enable syncing, future changes will flow through and trigger workflows as expected.
  </Accordion>

  <Accordion title="What happens when a record is deleted in Salesforce?">
    It depends on the object:

    * **Leads and Contacts**: By default, Conversion keeps the linked contact and unlinks it from the deleted Salesforce record. Enable **Delete contacts when a Salesforce lead is deleted** or **Delete contacts when a Salesforce contact is deleted** to delete the Conversion contact instead.
    * **Accounts**: When **Sync Accounts** is enabled, Conversion deletes the matching company and its opportunities. Contacts on that company are kept, and each one keeps a snapshot of the company's information from the time of deletion. There's no separate setting for Account deletions.

    See [Deletion Settings](#deletion-settings) for the full behavior.
  </Accordion>

  <Accordion title="Do deletions in Conversion sync back to Salesforce?">
    Only when you enable them. **Sync contact deletions to Salesforce** (disabled by default) controls whether deleting a contact in Conversion also deletes the linked Salesforce Lead or Contact. Contacts can only be deleted through a workflow's Delete contact action. **Sync campaign member deletions to Salesforce** (enabled by default) controls whether removing a contact from a campaign in Conversion also removes the matching Salesforce campaign member. See [Syncing Out](/product-docs/sync/salesforce/syncing-out) for how outbound changes are processed.
  </Accordion>
</AccordionGroup>