Clari Matching Logic Overview

Jun 25, 2025
Knowledge

Created Date

10/11/2026, 7:38 AM

Last Published Date

6/25/2025, 2:55 PM

Article

Clari Matching Logic Overview

Clari's matching logic associates activities with a single account and opportunity. This eliminates any duplication of activities across accounts and opportunities.

Clari's matching logic looks at:

External domains on an activity and linked to accounts in CRM.
Checks for open opportunities for the accounts.
Tie-breakers narrow for the best match: Clari matches activity to the account with the maximum number of contacts present on the account OR to a recently updated opportunity.

Version 9 Matching Logic

Clari is now migrating users to new matching logic (v9). This table covers v7 (current) and v9 (new) matching logic differences.

Area	Existing Matching logic (v7)	New Matching logic (v9)
Matching Logic	Clari performs activity matching using domains and participants. If multiple matches (same domains) are seen, Clari will match the activity to all the accounts/opportunities	Clari performs activity matching using domains and participants to match activities to one Account or Opportunity only
Custom Account/Opportunity Ownership Support	Only standard Account owner and standard Opportunity owner fields determine Account/Opportunity ownership.	Only standard Account owner and standard Opportunity owner fields determine Account/Opportunity ownership.
Partner Inclusion/Exclusion for Matching	Clari supports these configurations. Users can choose to include/exclude selected partners for Activity-matching.	Clari supports these configurations. Users can choose to include/exclude selected partners for Activity-matching.
Rematching activity post updates in CRM data	CRM changes lead to activities being rematched.	Once matched, activities are not matched because Clari's match is more precise.
Features for Performance improvements to load activity data	NA	Matching is restricted to active users only in the org. Matching logic service updates improve time to find a match.

Note: Modes in Accounts will continue to work the same as in v7's data activity pipeline. Read more about sub-object modes in Accounts. Or, read about custom modes in Accounts.

FAQs

Why is Clari upgrading v7 to v9 matching?

Poor CRM data hygiene and large activity data volumes lead to some users experiencing lags in the Clari. To proactively address this, Clari is migrating instances to a new matching logic that eliminates lag and enhances account-opportunity matching.

Does Clari require any additional input from users on configurations to enable the new data activity pipeline?

No.

Why is it important that this migration is performed?

Customers can access the precise activity data to thoroughly inspect and analyze how their deals are progressing.
Real-time data drives valuable insights, including AI-powered trends in relationships and engagement.
Customers receive a comprehensive, current view of their pipeline, enabling informed decision-making.

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Clari Matching Logic Overview

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Clari-Matching-Logic-Overview