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Integrations and connectors

This is where you connect the app to the other systems your business runs on: your CRM, the outside tools your AI assistant can use while working for you, and your social media accounts. It's split into two areas in the Settings sidebar — Integrations for business systems like your CRM and social accounts, and Connectors (labeled "MCP Tools") for general-purpose tools the assistant can call on, like research or publishing tools.

Steps

Connect a CRM

  1. Open Settings and go to the Integrations tab. Integrations are grouped into five categories you pick from on the left — CRM, Messaging, Webinar, SMS and Social.

  2. Choose CRM and pick your provider from the list.

  3. Click Connect and follow the prompts. How this works depends on the provider: Pipedrive opens a window where you sign in to Pipedrive and approve the access the app needs — there's no key to generate or paste, and you can close the window once it's done. Other providers ask you to paste an API key or token instead. See CRM permissions for what each provider needs.

    Changed your mind at the approval window? Click Cancel there, or just close it. Nothing is connected, the card goes back to offering Connect, and your CRM slot stays free — there's nothing to disconnect afterwards.

  4. Once connected, you'll be asked to map your CRM's fields to your contacts. For each field coming from the CRM, choose an existing contact field to match it to, or create a new custom field on the spot. See Custom fields for what a field is and how they work. A separate tab maps your CRM's accounts — Account in Dynamics 365, Organization in Pipedrive, Company in HubSpot — to your organizations. It suggests matches the same way; make sure the account's name is mapped, or organization sync waits until it is (see CRM organization sync).

  5. Review the mapping and click Confirm mapping & activate. This activates the connection, but sync itself doesn't start yet — a newly connected CRM sits in a Not started state until you explicitly start it, since a scope (see next step) can only be chosen once you're connected and your CRM's lists are visible.

  6. Optionally, set up an inbound scope to limit which CRM contacts and leads sync in — see CRM sync scope. Then, under Sync health on the connection's details, click Start sync. Deals always sync in as a read-only mirror, in full, once sync is running. Once your contacts have synced, your CRM's accounts sync with your organizations too — see CRM organization sync.

  7. You can only have one CRM connected at a time. To switch providers, disconnect the current one first. This also applies when you're reconnecting the same provider a different way — if you connected Pipedrive back when it used an API token, that older connection has to be disconnected before you can connect through the approval window.

Mapping fields

A few rules hold on every tab of the field mapping:

  • One CRM field per app field. Two fields of one tab can't fill the same app field — they would overwrite each other in both directions. Both rows say "Also mapped from …", and Save mapping refuses until one changes. Additional email is the exception: it takes several.
  • A company name links an organization. On the contact and lead tabs, a text field that holds a company's name — a Dynamics 365 lead's Company Name, say, or the company name on a HubSpot contact — is suggested for Organization (by name): each contact is linked to the organization with that name, which is created when none matches. Company is no longer offered for a new mapping: a field you mapped to Company before keeps working and keeps showing, and mapping another field to it now is refused when you save (see Company is retired for new work). Company and Organization (by name) count as one app field.
  • A dropdown maps value by value. When you pick a dropdown field for a row, its Options list shows that field's options, with the values whose names match already filled in.
  • When several CRM values share one option, one of them goes back to your CRM when the option changes in the app: the one whose name is the option's (in Dynamics 365, an Email preferred contact method goes back as Email, not Any), else the lowest value. To pick another, use Sent back to the CRM as under the row's Options list — say, Professional services goes back as Consulting rather than Accounting. Save the mapping again to apply this to one saved before.
  • A CRM text field can fill a dropdown. Its value lands on the option it names — case and punctuation don't count, so Dynamics 365's salutation "Dr." is the app's Dr — and the option's name goes back.
  • A change you make in the app isn't undone by an older copy. Your CRM can deliver a copy of a record made before the app's latest change reached it — Pipedrive, for one, sends a copy after every change, and two quick edits can arrive out of step. The app keeps its own change for every field that copy predates; the copy's other fields still come in, and a change made in your CRM afterwards comes in as usual.
  • The app tidies some values — a country to its two-letter code, a mobile number to the international (+1…) format. What your CRM holds in its own form ("United States") is left alone until you change the value in the app. A country can come in by any common name (Ireland, Republic of Ireland, Côte d'Ivoire, St. Lucia).

Mapping Pipedrive fields

Pipedrive's field list has a few quirks worth knowing when you reach the mapping step:

  • The standard person fields are all there. First name, last name, email and phone appear as mapping targets alongside your custom fields — and organization too, with organization sync off; with it on, a person's organization syncs as the contact's organization instead. Earlier versions only offered custom fields, so if you set up a Pipedrive connection before and couldn't find the basics, open the connection's details and re-run the mapping step — they'll be waiting.
  • Organization fields have their own tab. Your Pipedrive organization fields map on the Organization tab, to organization fields. While organization sync is on, the Contact tab no longer offers the Organization: … fields for new mappings — see Pipedrive.
  • A Yes/No dropdown can back a true/false field. Pipedrive has no dedicated checkbox field, so a two-option dropdown is the usual stand-in. Map one onto a true/false field here — or create a true/false field from it — and the app reads which option is yes and which is no from their names, both ways.
  • Label and Labels are one field. A person's or an organization's Label is the first of its Labels, and sending a new Label replaces all of them. Map one of the two — Labels, to keep several; the mapping won't save with both.
  • A field with several choices maps to a multi-select. Pipedrive's multiple-option fields — Labels among them — create as a Multi-select field here, and only a multi-select field is offered for them, so every chosen option comes across both ways. A mapping saved onto a dropdown before keeps showing until you change it.
  • A date and time kept as text syncs correctly. Pipedrive has no date-and-time field either. A timestamp written into a Pipedrive text field maps onto a date-and-time field here, and a timestamp that doesn't say which time zone it's in is read as UTC.
  • Leads are matched through their linked person. A Pipedrive lead has no email or phone of its own — those belong to the person it's attached to. The app reads them from there, so a lead still matches an existing contact on email or phone instead of arriving as a duplicate.
  • A new lead always comes with a person attached. Pipedrive won't accept a lead that isn't attached to someone. So if you've set the connection to create a Lead when a contact has no match in your CRM, the app attaches a person to it as well — reusing the person already in Pipedrive when that contact's email or phone finds one, and creating a new person only when nothing matches. You won't end up with a second copy of someone who is already there.

Connect other tools (Connectors)

  1. Open Settings and go to the Connectors tab.
  2. Browse the catalog and click Connect on the tool you want to add.
  3. Choose whether the connection is Personal (only you can use it, authenticated with your own credentials) or Organization (shared with your whole team).
  4. Choose where it can be used — for example in assistant chat, in scheduled routines, or inside customer journeys — then finish the sign-in or API-key step the tool requires.
  5. Don't see the tool you need in the catalog? Click Add custom connector, give it a name, its server address, and how it authenticates (API key, OAuth, or none), and connect it the same way.

Connect a social account

  1. Open Settings, go to the Integrations tab, and choose Social from the category list.
  2. Pick a network — LinkedIn, X, Facebook, or Instagram — and click Connect.
  3. Sign in through the popup window that opens. Once approved, the account appears as connected and can be used to publish content from your campaigns.
  4. If a connection ever needs re-authorizing (for example, after a password change on the network's side), use the same card to reconnect it.

Review sync errors

If something coming from your CRM fails to sync — for example a contact record the app couldn't save — it doesn't get silently dropped. Open the connection's details from the Integrations tab to see a list of sync errors to review. Each entry shows what failed and why — an account's entry is marked with your CRM's word for an account — and you can retry one or several at once once the underlying issue is fixed (for example, a required field was missing on that record).

Tips

  • Test a connection any time from its card using the Test button — it confirms the app can still reach the tool and shows how many actions are available through it.
  • Disconnecting a tool removes its stored credentials immediately; you'll need to reconnect and, for a CRM, redo the field mapping if you reconnect later.
  • Only admins can add, remove, or reconfigure integrations and connectors. See Users and permissions.

FAQ

Q: What's the difference between Integrations and Connectors? A: Integrations link business systems — your CRM and social accounts — so contact, organization, deal and posting data flows in and out. Connectors give your AI assistant extra tools it can use while working on your behalf, like research or publishing utilities.

Q: Can I connect more than one CRM? A: No — only one CRM connection is active at a time. Disconnect your current one before connecting a different provider.

Q: My CRM fields changed — do I need to redo the mapping? A: Only if a field was renamed or removed on the CRM side and the mapping no longer makes sense. Open the connection's details and re-run the mapping step to adjust it.