Clari Unified Activity Pipeline

Note: This feature is rolling out in phases and will be available to all users soon. 

Clari's matching logic associates activities with up to 5 accounts and opportunities. Clari's “Best Match” algorithm finds the most relevant contact and opportunity for a given activity through Salesforce contacts. It works by first looking at all contact records with a matching email address. It then scores and ranks them based on:

• Recent activity, updates, or engagement
• Whether the user owns the record
• Whether the user has participated in related activities
• Whether the user owns those activities

Next, it compares the top-ranked people to a customizable list of opportunities linked to their account. Using the same scoring logic, it finds the best contact and opportunity pair, tailored to the context of the user logging the activity. That’s why it’s called “Best Match” — it selects the most relevant match for each interaction.

This enhanced matching logic is supported through a Unified Ingestion Service that captures and processes every revenue relevant email and calendar event across Gmail and Exchange in near real time.

Use Cases

The UAP Matching Service uses scoring-based logic—factoring in participants, domains, and role ownership—to accurately link activities to the right Account or Opportunity, ensuring precise revenue tracking.

Matching Logic

This table provides in-depth details on the differences between v7 and v9 matching logic, as well as UAP differences.

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. 

Prerequisites

• Org must be on RevDB with below tables LIVE

  • Account Dim

  • Account Fact

  • Opp Dim & Opp Fact

  • Contact Dim

  • Opportunity Contact Role Dim

• Feature flag enable-unified-matching-service must be enabled at the org level for the unified matching service to consume the activities for matching from the unified ingest service

• Feature flag enable-historical-reload-workflow must be enabled at the org level. This feature flag is used to control if the unified matching service is ready to accept historical reload data from unified ingest

Configurations

Matching Service has configurations at the org, role, and user levels. Unified matching service expects the configuration to be available at least at the org level for processing any activities.

Org Level [mandatory]

At the organization level, the following configurations are mandatory for the unified matching service to process any activity:

• internalDomains: A list of domains that the unified matching service treats as internal. Participants with these domains are considered internal users. One of these internal users is identified as the running user. <<Add reference explaining why a running user is needed and how the running user is identified.>> <<This configuration will be moved to Ingest>>

• relatedToLookUpLogic: A predefined set of string values used to determine which opportunities should be considered for matching the activity. Supported values and their description are listed below:

• accountRelatedToLookUpLogic: A predefined set of string values used to determine which accounts should be considered for matching the activity. Supported values and their description are listed below:

• blockedMediaTypes: A list of attachment media types that must be filtered out in the matching. Most of the orgs might expect images to be filtered out, and they can make use of this configuration. Below are a few of the attachment types that can be configured:

"blockedMediaTypes": [
        "image/png",
        "image/pdf",
        "image/x-icon",
        "image/x-png",
        "image/webp",
        "image/jpeg",
        "image/tiff",
        "image/heif",
        "image/vnd.microsoft.icon",
        "image/x-wmf",
        "image/svg+xml",
        "image/gif",
        "image/jpg",
        "image/heic",
        "application/ics",
        "text/calendar",
        "text/vcard",
        "message/rfc822",
        "application/octet-stream",
        "text/xml",
        "text/html"
        ]

Role Level [optional]:

At the role level, Clari has the configurations below:

• relatedToLookUpLogic: Same as in the org level configuration. If the running user’s role has this configuration defined, it takes precedence over the org-level setting.

• accountRelatedToLookUpLogic: Same as in the org level configuration. If the running user’s role has this configuration defined, it takes precedence over the org-level setting.

• useOnlyOCRLogic: This field controls which types of contact-entity pairs are generated during the unified matching process. This is a boolean field.

  • true: Generates only OCR-Contact pairs and Contact-Null pairs (excludes Contact-Opportunity pairs)

  • false: Generates all pair types: OCR-Contact, Contact-Opportunity, and Contact-Null pairs

User Level [optional]:

At the user level, Clari configures blocklists to filter out activities based on participants' domains or email addresses:

• domainBlocklist: A list of domains that, if present in any participant's address within an activity, will cause that activity to be filtered out and excluded from matching logic.

• emailBlocklist: A list of specific email addresses that, if found among participants in an activity, will similarly filter out the activity from further processing.

This filtering ensures that any activity involving blocked domains or emails is identified early and excluded from subsequent matching.

FAQs

Why is Clari upgrading the new matching logic?

Poor CRM data hygiene and large activity data volumes lead to some users experiencing lags in 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?

Yes, if customers wish to utilize the additional configurations now provided, they can choose to do so in partnership with our Professional Services team.