Organizations, Accounts and Users are the core data within Vitally. All other information that is pulled into Vitally will be associated with an Organization, Account, and, potentially, an individual User. Some of these other data points are:
Revenue
Events
Activity
NPS
Etc..
If you have multiple data sources with different information regarding your Organizations, Accounts and Users, Vitally will use the 'external ID' outlined above to consolidate these various traits under one complete 360° Organization, Account, or User profile.
Organization, Account, and User data is most commonly synced through the following integrations:
Troubleshooting: an Account, Organization, or User isn't syncing
If a record exists in a connected integration but isn't in Vitally, work through the causes below in order.
The external ID is missing on the source record
Vitally matches every incoming record on its external ID. If the field mapped as the external ID is empty on the record in your source integration, there is nothing to match on and the record isn't created. To see which field is mapped as the external ID, go to Settings > Integrations, select your integration, then open the Organizations, Accounts, or Users tab. Once the mapped field is populated in your source integration, the record is created on the next sync.
The external ID is already in use by another record
Vitally looks up existing records by external ID and updates a match rather than creating a second record. If two source records share an external ID, they resolve to a single record in Vitally, so a record that appears missing may be syncing to an existing one. Search for the external ID in Vitally to confirm before troubleshooting further. Matching is case-insensitive, so acme-corp and ACME-CORP are treated as the same ID.
The record doesn't match the integration's import conditions
Each integration has import conditions that control which source records create records in Vitally. A record that doesn't match those conditions isn't synced. You can review these conditions on the integration's settings page.
Think carefully before changing import conditions to bring in a single record. These conditions apply to every record from that integration, not just new ones. Loosening them can create a large number of records at once, and tightening them can cause existing records to stop matching, which also stops Vitally from syncing integration data for those records. If you only need one record to sync, it is safer to update that record in your source integration so it matches your existing conditions.
The record is Ignored by your Track Rules
A record can sync successfully and still be hidden. Ignored Accounts and Organizations don't appear in tables, views, or Playbooks, though you can still find them by searching for their name or external ID directly. Check Settings > Accounts or Organizations > Track Rules and confirm the record doesn't match your ignore conditions. Track rules take precedence over every other lifecycle status. Accounts belonging to an Ignored Organization are also Ignored, and Users with no Account association become Ignored after 48 hours. See Categorizing Ignored Accounts and Lifecycle Tracking Overview.
The sync hasn't run yet
Sync frequency varies by integration. Salesforce and HubSpot sync in near real time, while data warehouse integrations run on a scheduled cycle that can be every 1, 6, 12, or 24 hours depending on how the integration is configured. Check the integration's settings page to confirm its frequency before assuming a record is missing. For real-time integrations, making a minor edit to the record in your source integration triggers a fresh sync.
If the record has an external ID, matches your import conditions, and isn't Ignored, but still isn't in Vitally after your integration's sync cycle has run, contact support@vitally.io with the record's external ID and the integration it syncs from.
FAQ
Q: I deleted an Account, Organization, or User in Vitally but they reappeared in Vitally, why?
A: Deleted records in Vitally may reappear if they are still active in integrated external systems, such as Customer Relationship Management (CRM) tools. These integrations act as sources of truth, and if an account is deleted in Vitally but still exists or is active in the connected system (e.g., Hubspot or Salesforce), the integration will recreate it during synchronization. To ensure accounts deleted in Vitally do not reappear:
Delete or deactivate the account in the system integrated with Vitally.
Modify your import filter settings in external systems to exclude the account so it no longer matches synchronization criteria.
Q: If I delete an Account or Organization and they are recreated because they use my product, will Vitally historically backfill traits or trends for a success metric associated to that account?
A: No. That Organization or Account will start from scratch and appear as a new customer. When an account is deleted in Vitally, all data associated with it will also be removed. This includes:
Trait values and success metrics
Event tracking and health scores
Key role designations
Notes and tasks related to the account. However, users linked to the account will not be deleted unless they are exclusively associated with the deleted account. If the users have already been reassigned to the correct accounts and the original account is empty, deleting it will not affect these user profiles.
Q: A User that is not associated to an Account is ignored, why is this happening?
A: If a User is synced in without an Account association, they are considered Orphan Users. If after 48 hours it is not associated to an Account, it will become ignored until it's associated. To manage Orphan Users effectively, ensure that users tied to accounts being deleted are reassigned to the relevant master accounts before deleting any organization or account data and ensure that your integration sources are sending account or organization associations appropriately. This prevents users from being left unassociated or ignored unnecessarily. Ignored users do not appear in the user interface but can still be found through search. If an orphaned user is later associated with an account or organization, they will no longer be ignored.
Q: Previously ignored users are appearing on accounts, why is this happening?
A: Previously ignored users may appear on accounts if they are later associated with accounts, either manually, or if an association is sent from an integration. Support can assist with bulk deleting users via CSV. You can also update your user track rules to ignore unwanted users.