Criteo + Salesforce
Connect Criteo and Salesforce to Unify Ad Performance with CRM Data
Sync retargeting audiences, campaign metrics, and revenue data between Criteo and Salesforce for smarter advertising decisions.
Why integrate Criteo and Salesforce?
Criteo handles retargeting and commerce media advertising. Salesforce manages customer relationships and sales pipelines. When these platforms operate in silos, marketing teams lose context about how ad spend translates into pipeline and closed revenue. Integrating Criteo with Salesforce via tray.ai gives you a closed-loop view from first ad impression to final deal, so teams can optimize campaigns based on real CRM outcomes.
Automate & integrate Criteo & Salesforce
Use case
Sync Salesforce Contacts into Criteo Audience Segments
Automatically push Salesforce contact lists, segmented by lead status, lifecycle stage, or account tier, into Criteo as custom audiences for retargeting campaigns. When a contact's status changes in Salesforce, the corresponding Criteo audience updates in real time, so your ads always reach the most relevant prospects. No more manual CSV exports that cause audience lag and wasted spend.
Use case
Create or Update Salesforce Leads from Criteo Conversions
When a user converts through a Criteo campaign — filling out a form, signing up, or completing a purchase — automatically create or update a lead or contact record in Salesforce. Conversion event data including campaign name, ad set, and click timestamp maps directly to Salesforce fields. Every Criteo-sourced lead enters your CRM immediately, with full campaign attribution intact.
Use case
Log Criteo Campaign Performance as Salesforce Activities
Automatically log daily or weekly Criteo campaign performance summaries — impressions, clicks, spend, and conversions — as tasks or custom object records in Salesforce. Sales and marketing leaders can review ad performance directly in their CRM without switching platforms. Ad touchpoints and pipeline movement end up on the same timeline.
Use case
Suppress Closed-Won Customers from Criteo Retargeting
Automatically remove Salesforce contacts with a Closed-Won opportunity from active Criteo retargeting audiences, so you stop serving ads to existing customers. When an opportunity stage updates in Salesforce, tray.ai triggers a removal from the relevant Criteo segment in real time. Your retargeting budget stays focused on unconverted prospects.
Use case
Build Lookalike Audiences from High-Value Salesforce Accounts
Identify your highest-value Salesforce accounts by ARR, deal size, or custom scoring, and automatically sync those contacts into Criteo as a seed audience for lookalike targeting. As new high-value accounts are identified or scored in Salesforce, the Criteo seed list refreshes automatically. Your retargeting strategy stays current without anyone touching a spreadsheet.
Use case
Trigger Salesforce Opportunity Updates Based on Criteo Engagement
When a Salesforce prospect engages significantly with a Criteo ad — multiple clicks or a video completion — automatically update their opportunity stage or create a follow-up task for the owning sales rep. High-intent prospects get prioritized at the right moment rather than falling through the cracks.
Use case
Reconcile Criteo Ad Spend Against Salesforce Campaign Budgets
Automatically pull Criteo daily or monthly spend data and reconcile it against Salesforce campaign budget records, flagging overspend or underspend directly in the CRM. Finance and marketing operations teams get accurate, current budget utilization without running manual reports, plus a clean audit trail tied to Salesforce campaign records.
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Criteo & Salesforce Challenges
What challenges are there when working with Criteo & Salesforce and how will using Tray.ai help?
Challenge
Audience Data Becoming Stale Between Systems
Salesforce CRM data changes constantly — leads are qualified, deals close, customers churn — but Criteo audience lists only reflect whatever was last manually uploaded. This lag means retargeting campaigns regularly target the wrong people: closed customers still see acquisition ads, and hot new leads miss retargeting windows entirely.
How Tray.ai Can Help:
tray.ai uses event-driven triggers on Salesforce record changes to push audience updates to Criteo in near real time. Every lead status update, opportunity stage change, or contact field edit can automatically trigger an audience addition or removal in Criteo, keeping segments current without any manual intervention.
Challenge
Missing Campaign Attribution on Salesforce Lead Records
When leads convert through Criteo campaigns and get manually entered into Salesforce — or imported via CSV — the original campaign attribution data is often lost or inconsistently recorded. Without it, you can't accurately measure Criteo's contribution to pipeline and revenue, which makes budget justification a guessing game.
How Tray.ai Can Help:
tray.ai captures Criteo conversion events at the moment they fire and maps all available campaign metadata — campaign name, ad set ID, click date, device type — directly to custom fields on the Salesforce lead or contact record. Attribution is applied automatically and consistently, giving you a reliable dataset for revenue attribution reporting.
Challenge
No Visibility into Criteo Performance Inside Salesforce
Marketing and sales leaders who live in Salesforce have no native way to view Criteo campaign performance without logging into a separate platform. The result is fragmented reporting, delayed insights, and conversations during revenue reviews where ad results and pipeline data never quite line up.
How Tray.ai Can Help:
tray.ai automates the daily ingestion of Criteo campaign metrics into Salesforce campaign objects or custom reporting records. Teams can build Salesforce dashboards that include Criteo KPIs alongside pipeline data, creating a single source of truth for revenue performance without requiring access to the Criteo platform.
Challenge
Complex Data Mapping Between Criteo and Salesforce APIs
Criteo and Salesforce have fundamentally different data models. Criteo operates on hashed audience identifiers, segment IDs, and campaign metrics; Salesforce uses object-based records with custom field schemas. Building a reliable mapping layer between the two requires ongoing developer effort as both platforms update their APIs.
How Tray.ai Can Help:
tray.ai provides a visual workflow builder with built-in connectors for both Criteo and Salesforce, handling API authentication, rate limiting, and data transformation. Drag-and-drop mapping tools let operations teams define field-level transformations between the two platforms without writing custom code, and tray.ai maintains the connectors as APIs change.
Challenge
Ad Engagement Signals That Never Reach the Sales Team
When a high-value Salesforce prospect clicks a Criteo ad multiple times in a single session, that purchase intent signal is invisible to sales unless someone manually checks both platforms and cross-references the data. By then, the engagement window has usually closed.
How Tray.ai Can Help:
tray.ai connects Criteo engagement data to Salesforce workflow logic, automatically creating follow-up tasks or updating opportunity stages when defined engagement thresholds are met. Sales reps get Salesforce notifications tied directly to specific ad engagement events, so they can reach out at the moment of highest intent.
Start using our pre-built Criteo & Salesforce templates today
Start from scratch or use one of our pre-built Criteo & Salesforce templates to quickly solve your most common use cases.
Criteo & Salesforce Templates
Find pre-built Criteo & Salesforce solutions for common use cases
Template
Sync Salesforce Lead Segments to Criteo Audiences
This template monitors Salesforce for changes to lead or contact records matching defined criteria and automatically pushes updated audience lists to Criteo. It handles additions and removals dynamically, keeping Criteo segments aligned with live Salesforce data.
Steps:
- Trigger on Salesforce contact or lead record creation or field update
- Filter records by segment criteria such as lead status, lifecycle stage, or account tier
- Add or remove matched records from the designated Criteo audience segment via API
Connectors Used: Salesforce, Criteo
Template
Create Salesforce Leads from Criteo Conversion Events
This template listens for conversion events fired in Criteo and automatically creates or upserts corresponding lead or contact records in Salesforce with full campaign attribution data. Every paid conversion is captured in the CRM with source, campaign, and timestamp fields populated.
Steps:
- Trigger on Criteo conversion event via webhook or scheduled API poll
- Map Criteo conversion fields — campaign ID, ad set, click date — to Salesforce lead fields
- Upsert the lead or contact in Salesforce, creating a new record or updating the existing one
Connectors Used: Criteo, Salesforce
Template
Suppress Closed-Won Salesforce Contacts from Criteo Campaigns
This template watches Salesforce for opportunities that move to the Closed-Won stage and automatically removes the associated contacts from active Criteo retargeting audiences. It prevents wasted ad spend on existing customers and keeps retargeting focused on unconverted prospects.
Steps:
- Trigger on Salesforce opportunity stage change to Closed-Won
- Retrieve the contact or account email addresses linked to the opportunity
- Remove matched identifiers from the active Criteo retargeting audience via API
Connectors Used: Salesforce, Criteo
Template
Daily Criteo Performance Report Logged to Salesforce Campaigns
This template runs on a daily schedule, pulling the previous day's Criteo campaign metrics and logging them as custom records or activity entries on the corresponding Salesforce campaign object. Marketing teams can track ROAS, clicks, and spend directly within Salesforce without leaving the CRM.
Steps:
- Schedule trigger fires daily at a defined time
- Fetch prior-day campaign metrics from Criteo API including impressions, clicks, spend, and conversions
- Create or update the corresponding Salesforce campaign record with the latest performance data
Connectors Used: Criteo, Salesforce
Template
Refresh Criteo Lookalike Seed Audience from Top Salesforce Accounts
This template runs weekly, querying Salesforce for accounts that meet high-value criteria such as ARR threshold or custom scoring, and pushes the updated contact list to Criteo as a refreshed seed audience for lookalike targeting. Your best-performing lookalike campaigns stay seeded with your most current top-tier customers.
Steps:
- Scheduled trigger fires weekly
- Query Salesforce for accounts and contacts matching high-value criteria
- Overwrite or update the designated Criteo seed audience with the refreshed contact list
Connectors Used: Salesforce, Criteo
Template
Alert Sales Reps in Salesforce When Prospects Engage with Criteo Ads
This template monitors Criteo engagement data for high-intent signals — repeat clicks or video completions from tracked prospects — then creates a follow-up task assigned to the owning Salesforce rep. Hot prospects get followed up on quickly, not after someone remembers to check two platforms.
Steps:
- Poll Criteo engagement data on a scheduled interval or receive webhook event
- Match engaged user identifiers against Salesforce contact or lead records
- Create a Salesforce task assigned to the record owner flagging high-intent ad engagement
Connectors Used: Criteo, Salesforce