How Firmable matches records when pushing to a CRM
Learn how Firmable identifies and matches existing records in your CRM when a company or people record is pushed.
When a record is pushed from Firmable to a connected CRM, Firmable checks whether a matching record already exists before creating a new one. This prevents duplicates and ensures enriched data updates the right record.
Firmable uses a specific property to match on, depending on the record type:
|
Record type |
Match property |
|
People record |
Email address |
|
Company record |
Website / domain |
How matching works
When a push is triggered from the Firmable UI, Firmable enriches the record and sends the data to the connected CRM. The CRM then checks for an existing record using the match property:
- If a match is found: the existing record is updated with the enriched data from Firmable.
- If no match is found: a new record is created in the CRM, pre-populated with the enriched data.
People records: matched on email address
When a people record is pushed, Firmable uses the contact’s email address to look for a match in the CRM. If a contact with the same email address already exists, that record is updated. If not, a new contact is created.
Note: If a people record in Firmable does not have an email address, the push may not match correctly. Ensure email addresses are present before pushing contacts to a CRM.
Company records: matched on website / domain
When a company record is pushed, Firmable uses the company’s website or domain to look for a match in the CRM. If a company with the same domain already exists, that record is updated. If not, a new company record is created.
Note: Variations in how domains are stored (e.g. with or without ‘www’ or ‘https://’) may affect matching. If duplicate company records are appearing in the CRM, check how domains are formatted in both Firmable and the CRM.
Credit usage
1 credit is consumed each time a record is pushed, regardless of whether a match is found and an existing record is updated, or a new record is created in the CRM.
We hope this article has helped clarify how Firmable matches records when pushing to a CRM. If you have any other questions, don’t hesitate to contact us at support@firmable.com.