Data 360: Salesforce Data 360 segment counts do not match activation counts for a Marketing Cloud activation target

Scenario 1)  If you have data coming from multiple sources (i.e. Sales, Loyalty, or Commerce Clouds), adding more Source entries to the Source Priority Order will allow these entries to be included in your activation.

The issue is caused by implicit Marketing Cloud data source selection (not ingesting email addresses from the Marketing Cloud into Data 360). The workaround is choosing the right source for email addresses as outlined below:
 

1. Edit the activation that is failing or producing less results.
2. On the screen where you select contact points for your activation, click to "View advanced options"
3. On the next screen, click "Edit" to update the Source Priority Order
4. Add another source and select the contact points "source" and the "type". You can select and prioritize across all the sources as needed.
5. Save your email source priorities
6. Navigate back to the segment record home and "publish now" to start the segment publish and activate to the Marketing Cloud

Scenario 2) If you've confirmed that all individuals should have emails and your sources are defined appropriately, lower counts in the Marketing Cloud can also be related to incorrect mappings to Contact Point Email and/or Individual.  

For example, if you have a data stream mapped to contact point email, you'll want to ensure you've mapped the field Party correctly to your stream. Party is the foreign key that relates contact point email back to individuals. So the same Unique Identifier column from your data stream should be mapped into Individual.IndividualId field and ContactPointEmail.Party fields.

 
Further information on data mapping and party can be found on our help docs below:

• Party Data Model
• Required Data Mappings

Note: Future enhancements will be made to accurately display counts for the activation targets and provide clear details if zero or lower records are published.