> For the complete documentation index, see [llms.txt](https://help.getmobly.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.getmobly.com/help-center/integrations/crm/how-data-flows.md).

# How data flows from Mobly to your CRM

When a lead is captured in Mobly, here's what happens before it reaches your CRM — and how Mobly decides whether to create a new record or update an existing one.

## The journey of a captured lead

1. **Capture.** Someone scans a badge in the Mobly app, manually adds a lead, uploads from camera roll, or your team bulk-uploads a CSV in the Hub.
2. **Enrichment.** Mobly's enrichment waterfall fills in missing fields (email, company, job title, LinkedIn, etc.) using 20+ data partners. This typically takes minutes.
3. **Sync to your CRM.** Once enriched, Mobly runs the lead through your field, qualifier, and campaign mappings, then pushes it to your CRM. The push uses [Sync mode](/help-center/integrations/crm/sync-modes.md) — Automatic by default, Manual if you've configured it that way.
4. **Match or create.** Mobly looks for an existing record in the CRM that matches this lead. If it finds one, Mobly updates it. If not, Mobly creates a new record. Per-CRM matching logic is below.
5. **Reconciliation.** If anything goes wrong (auth issue, validation failure, missing field, etc.), the lead lands in [Reconciliation](/help-center/integrations/crm/reconciliation.md) so you can see why and fix it.

## Per-CRM matching logic

### HubSpot

Mobly searches for an existing Contact by **Contact ID**, then by **Email**. The first match is updated. If nothing matches, Mobly creates a new Contact. Companies follow the same logic — match by **Company ID** then **domain**, otherwise create.

### Salesforce

Salesforce has three matching strategies, set during connection.

| Strategy                             | Match priority                                              | Create behavior                                                           |
| ------------------------------------ | ----------------------------------------------------------- | ------------------------------------------------------------------------- |
| **Leads and Contacts** (recommended) | Contact ID → Contact Email → Lead ID → Lead Email           | Creates a new Lead if no match                                            |
| **Leads only**                       | Lead ID → Lead Email                                        | Creates a new Lead if no match                                            |
| **Accounts and Contacts**            | Contact ID → Contact Email → website domain or company name | Creates a new Contact in the matched Account, or creates both if no match |

Choose the strategy that matches how your team wants Mobly leads to appear in Salesforce. **Leads and Contacts** is the most common for org-wide rollouts.

### Pipedrive

Mobly matches Persons by **Email**. If the lead's company name or domain matches an existing Organization in Pipedrive, Mobly links the new Person to that Organization. If not, Mobly creates both.

### Zoho

Mobly searches for an existing Lead by **Lead ID** first, then by **Email**. If your Mobly account is configured to also use Contacts, Mobly checks Contacts before Leads. The first match is updated; otherwise, a new Lead (or Contact) is created.

## What Mobly sends

Three categories of data flow per lead, configured under each integration's tabs:

* **Field values** — name, email, phone, company, job title, custom fields, etc. Configured under the **Mapping** tab. See [Field mapping](/help-center/integrations/crm/field-mapping.md).
* **Qualifier values** — qualifiers you've defined in Mobly (badge color, lead type, follow-up status, etc.). Configured under the **Qualifiers** tab. See [Qualifiers](/help-center/integrations/crm/qualifiers.md).
* **Campaign membership** — per-event campaign assignment when you've set up the Campaigns tab. See [Mapping campaign fields](/help-center/integrations/crm/campaign-mapping.md).

## When something goes wrong

If Mobly can't push a lead to your CRM — auth failure, format mismatch, missing required field, validation rule, anything — the lead lands in **Reconciliation → Failed**, grouped by the type of error. See [Reconciliation](/help-center/integrations/crm/reconciliation.md) for how to read the error and fix it, and the per-CRM troubleshooting article for the specific fix path.

## Related articles

* [Connecting a CRM](/help-center/integrations/crm/connecting.md)
* [Sync modes](/help-center/integrations/crm/sync-modes.md)
* [Reconciliation](/help-center/integrations/crm/reconciliation.md)
* Per-CRM setup guides: [HubSpot](/help-center/integrations/crm/hubspot/setup-guide.md) · [Salesforce](/help-center/integrations/crm/salesforce/setup-guide.md) · [Pipedrive](/help-center/integrations/crm/pipedrive/setup-guide.md) · [Zoho](/help-center/integrations/crm/zoho/setup-guide.md)
* Marketing Automation flow: [How data flows from Mobly to your MA tool](/help-center/integrations/marketing-automation/how-data-flows.md)