Data Skew and Account Engagement

Data Skew Threshold

The point at which a given record is associated with too many other records depends on the volume of data. To avoid issues, we recommend keeping the number of associated records under 10,000. The more associated records, the more likely it is that you see issues from data skew.

Syncing Records from Salesforce

A record with data skew can cause issues when syncing Salesforce with your Account Engagement business unit. Depending on the situation, data skew can even prevent records from syncing entirely. To avoid problems, follow these recommendations.

• Distribute records evenly in Salesforce and in Account Engagement.
• Avoid automations that contribute to data skew. For example, don’t assign leads and contacts from Account Engagement to a general catch-all account record in Salesforce.
• Consider using Marketing Data sharing rules to prevent syncing records with data skew.

Working with Tracking Code

Data skew can happen in Account Engagement if tracking code isn’t placed properly. When tracking code is placed on high-volume pages, the result can be a single prospect record associated with a large number of visitor records. To avoid this issue, place tracking code only on web pages that are key to your marketing efforts where tracking activity is valuable. Don’t place the code on more general pages, like your website’s home page.