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Data 360: Activation to Marketing Cloud Engagement refers to Contact Point DMO to determine Subscriber Key

Publiceringsdatum: Oct 17, 2025
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When segmenting on a Unified Individual DMO and activating the segment to Marketing Cloud Engagement, one record is activated to the data extension in Marketing Cloud Engagement for each Unified Individual. The record added to the data extension will contain a Subscriber Key and contact point information.

If the activation is configured to select Email as the contact point, the record will include an Email Address. If the activation is configured to select Phone (SMS) as the contact point, the record will include a Phone and Country Code. However, when activating a Unified Individual, the Subscriber Key will not contain the Unified Individual ID but will instead contain an Individual ID linked to that Unified Individual.

As outlined in the documentation linked below, Data360 (formerly Data Cloud) checks the contact point linked to the Unified Individual and will choose a contact point that was sourced from Marketing Cloud Engagement, if one exists. Data 360 references the Data Source fields to determine the source of the contact point. The Subscriber Key will contain the Party/Individual ID of the contact point that is activated.

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However, an error has been identified in these documents that will be corrected in an upcoming release to our Help documentation. These docs currently outline that if none of the contact points come from Marketing Cloud the "lowest numerical individual ID" will be selected. However, this is not correct.

If none of the contact points are sourced from Marketing Cloud Engagement OR if a Unified Individual has multiple contact points sourced from Marketing Cloud Engagement, the activation will determine the contact points to activate based on the activation filters. Refer to Add Filters to Contact Points in Activation for details for details about where to configure contact point filters.

  • If Email is the selected contact point for the activation, the filters and sort by condition configured for the Contact Point Email DMO will determine the Email Address and Subscriber Key values that are activated. By default, it is configured to sort all Contact Point Email records by Contact Point Email Id in ascending order and then choose the first record.
  • If Phone (SMS) is the selected contact point for the activation, the filters and sort by condition configured for the Contact Point Phone DMO will determine the Phone, Locale and Subscriber Key values that are activated. By default, it is configured to sort all contact point records by Contact Point Phone Id in ascending order and then choose the first record.
  • You can modify the Sort By field and order for either Contact Point Email or Contact Point Phone based on your use case.

In both scenarios, the Subscriber Key that is activated is based on the value in the Party field on the contact point record that is activated. If both Email and Phone (SMS) are selected as contact points in the activation, the Subscriber Key will be sourced from the Party field on Contact Phone Email. If no record exists in Contact Point Email for the Unified Individual, then the Subscriber Key will be sourced from the Party field on Contact Point Phone.


If BU Aware is Enabled in Marketing Cloud Connector:
One important scenario to note with SFMC Activations is related to the BU Aware feature. When BU Aware is enabled for an organization, and a customer selects the source priority order as XXX/YYY, the system performs a join to the Affiliation DMO using PartyId.

If the corresponding records are not present in the Affiliation DMO, they will be removed from the activation process, resulting in an output of zero. This behavior is crucial to understand to ensure accurate data handling and SFMC activation outcomes

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000396882

 
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Salesforce Help | Article