Dynamics 365 Integration

01: Introduction to the Dynamics 365 Integration

Introduction

Similarweb Sales Intelligence integration with Microsoft Dynamics 365 creates a two-way connection that automates data entry and enhances prospecting efficiency. The integration allows Similarweb to send our data into your Dynamics 365 environment to instantly create new records or update existing ones. Simultaneously, the integration allows Similarweb to automatically exclude existing Dynamics 365 records from your search results, ensuring you focus exclusively on finding new business.

Core Capabilities

Seamless Export: You can export Accounts, Contacts, and Leads directly from Similarweb to Dynamics 365 with a single click, choosing exactly which Similarweb fields you want to send.

Companies Exclusion: The integration allows you to "suppress" or exclude companies that already exist in Dynamics 365 from your Similarweb search results, so you won’t waste time researching companies you’re already engaging with.

CRM Context Across Surfaces: Surface Dynamics 365 data directly within Lead Generation Company Analysis, AI Outreach, Meeting Preparation, and the Chrome Extension, giving your team full CRM context wherever they work.

AI Agents Support: Select Dynamics 365 contacts as targets in AI-powered Meeting Preparation and AI Outreach, enabling personalised, data-driven engagement without leaving the platform.

Data Privacy & Security

We only access your data to facilitate the export/exclusion features.

No Data Sharing: We never use your Dynamics 365 data to expand our own database, nor do we share it with other customers or third parties.

Internal Access Restricted: Similarweb internal employees cannot access your Dynamics 365 data.

For Export:

1. We check the company website or contact email solely to prevent creating duplicates.
2. We use your user email to automatically assign you as the owner of any record you export.
3. We read your list of data fields so you can map them to Similarweb data. We do not read the values inside those fields for export purposes.

For Companies Exclusion:

1. We only access this if you actively enable the “Exclude Dynamics 365 records in Lead Generation” toggle.
2. We read your list of companies to remove them from your Similarweb search results.
    

All data storage and security follows strict industry-standard protocols, including Azure AD OAuth 2.0 / OpenID Connect for authentication, AES-256 encryption at rest, and SHA-256 hashing for sensitive user data. For further technical detail, please contact your Similarweb account manager.

If you ever decide to disconnect the integration or end your subscription, we automatically delete all your synced CRM data from our system.

02: Connecting and Managing the Dynamics 365 Integration

The integration is connected and managed via the Integrations hub in Similarweb Sales Intelligence. Navigate to Integrations and locate the Microsoft Dynamics 365 tile to begin.

This is an OAuth-connected integration with Microsoft Dynamics 365. Once connected, Similarweb can read CRM account, contact, lead, and user records, read field metadata for mapping configuration, write accounts, contacts, and leads on export, and keep imported CRM data synchronised for filtering and prioritisation, all scoped to your organization’s own Dynamics 365 environment.

Initial Connection

The Similarweb admin must have permissions in your Microsoft Azure Active Directory / Dynamics 365 environment in order to proceed with the integration.

Click the Connect button. A new window will appear; enter your Dynamics 365 Environment URL and complete the OAuth 2.0 / Azure Active Directory login flow, then accept the Terms and Conditions agreement.
 

Note: your organization’s Azure AD Administrator must complete this portion of the setup. If Admin Consent is required, you may see a permissions error. Contact your Azure AD administrator to grant consent before retrying.

Once Similarweb and Dynamics 365 are connected, the management page will appear as shown below, including a timestamp of the last sync. You can adjust your settings via the Manage button or disconnect the integration using the icon in the upper-right corner.

Change Integration Owner

When the system identifies an issue with the integration ownership (i.e. the admin who performed the integration has left the company), the system will prompt the user to ‘reconnect’ the integration with new credentials.

This does not interrupt sync or affect existing field mappings and export history.

Disconnecting the Integration

Disconnecting removes the integration and deletes all stored authentication tokens and synced CRM data from Similarweb’s systems. Field mappings and feature toggle settings are also cleared. Reconnecting afterwards requires setting up the integration again from the start.

CRM Sync

A full sync begins automatically after the initial connection. This background process pulls your Dynamics 365 data based on the features enabled by the admin (users, accounts, and leads) into Similarweb so that exclusion filters and CRM context features can operate correctly. 

Managing your integration

Once connected, click on the Manage button to define your parameters. The Manage Dynamics Integration page is organized into a few areas, each covering a different part of the connection:

• See Dynamics 365 data in Similarweb: Choose which capabilities you wish to enable for your team.
• Export from Similarweb to Dynamics 365: Choose which record types you want to allow your team to export (Accounts, Contacts, and Leads). Use Edit field mapping to control exactly which Similarweb fields populate each record type. 
   

03: Map the fields you want to export

Field Mapping

Field mapping allows you to choose the exact fields you want to export for each record type: Accounts, Contacts, and Leads. From here you’ll be able to choose from many data points including company information, industry, traffic & engagement metrics, contact data, and many more.

Similarweb reads your live Dynamics 365 schema dynamically, so the field list always reflects your organisation’s current configuration, including any custom fields.

Steps to Field Mapping:

1. Click on the Edit field mapping at the upper-right corner.
    

2. For each record type (Account / Contact / Lead), verify the default fields at the top are mapped to the correct fields within Dynamics 365. Make sure your Dynamics 365 mandatory fields are all mapped.

3. To add multiple Similarweb data fields, click Add Fields at the upper-right corner, select the desired fields, and then click Add. Alternatively, you can add a single field by clicking Add New Field below the last field.

4. Once the selected fields have been added, you can map the newly added Similarweb fields to your Dynamics 365 fields by selecting them in the dropdown menu under the Dynamics 365 Field column.

Note: Keep in mind that you can only select Dynamics 365 fields that share the same data type as the corresponding Similarweb field.

5. For each field, you can decide whether to enable the overwrite function.

04: Export Records from Similarweb to Dynamics 365

Once your fields are mapped, you can start pushing data directly from Similarweb to Dynamics 365.

Activate the "Export from Similarweb to Dynamics 365" toggles to choose which record types you want to allow your team to export. For each record type you can see the number of fields you already mapped out of all the available fields.
 

Where to Export From

You can initiate an export from three main areas:

1. Lead Generation: Select multiple companies, websites or contacts from your search results to export in bulk.
2. Lists: Select multiple companies or websites from your list to export in bulk.
3. Company or Website Analysis: Under “Competitors” you can select multiple companies to export in bulk. Under “Contacts” you can select multiple contacts to export as Leads or Contacts in bulk.
4. Extension: Export companies or contacts directly into your D365 CRM without leaving the page.

Note: In all export options, only the mapped fields will be exported, regardless of the columns currently displayed in the table.

Steps to Export

Export looks the same in each area you choose to export from.

1. Click on the Export button located at the top of the list.
    

2. Click on Export to Dynamics 365.

3. Choose to export Top X results or manually select specific records. When choosing the manual option, a checkbox will appear near each record, check the boxes for the desired records.
    

4. Lastly, click on the Export button.

Once the Export is completed, you’ll get a success message and you will have the option to download a CSV log file containing the record ID, status, date, website, name, and mapped field values.

Deduplication

When you export a record that already exists in Dynamics 365, matched by website domain for Accounts and Leads, or by email for Contacts, Similarweb updates the existing record rather than creating a new one, preventing duplicates from accumulating in your CRM.

Export Credits Costs

Exporting records from Similarweb to Dynamics 365 utilizes Monthly Export Quota.

This quota is shared between CSV, HubSpot, Salesforce, and Dynamics 365 exports.

1 Record Export = 1 Credit from the user monthly allowance which is 10K exports per user per month.

05: Lead Generation: "In Dynamics" Filter & Column

Overview

Once the integration is connected and your domain field is mapped, two new features become available in Lead Generation to help your team focus on net-new prospects.

"Exclude by Dynamics 365" Filter

A new filter in Lead Generation allows you to show only companies that do not already exist as records in your Dynamics 365 environment. Enable the "Exclude by Dynamics 365" toggle in the filter panel to remove known accounts from your search results.
 

"In Dynamics" Column

A new "In Dynamics" column is available in Lead Generation search results, saved searches, and Excel exports. This column indicates whether each company in your results already exists as a Dynamics 365 record by showing a checkmark for matched records and blank for no match.

06: Dynamics 365 Context Across Similarweb Surfaces

Lists

When viewing a List, companies matched to existing Dynamics 365 records display a direct deep link to their corresponding record in your Dynamics 365 environment.

Company Analysis & Account Overview

On the Company Analysis page and in the Account Overview panel, Similarweb surfaces your Dynamics 365 CRM data alongside any connected HubSpot or Salesforce data. A connection status indicator shows whether the company is present in Dynamics 365 and provides a link to the matching record.

Chrome Extension

The Similarweb Chrome Extension surfaces Dynamics 365 information as you browse a company’s website, displaying CRM context including whether the company exists in Dynamics 365 and a link to the matching record.

AI Outreach

When using the AI Outreach feature, Dynamics 365 contacts are available as selectable targets. The AI uses contact data from your CRM to personalise outreach messages.

Meeting Preparation

When preparing for a meeting using Similarweb’s Meeting Prep feature, you can select Dynamics 365 contacts associated with the relevant company as meeting participants, allowing the AI to tailor preparation materials accordingly.

FAQs

General

Q: How does Similarweb handle data privacy with the Dynamics 365 integration?

A: Similarweb only uses data from the client’s Dynamics 365 environment for excluding search results or to facilitate exports. Only designated admins can activate the integration. We do not use this data in any other way or for any other purpose. If a user disconnects their integration or no longer has an active account with Similarweb, we automatically delete all of the data immediately. Please refer to our T&Cs around the integration for more information.

Q: Who can connect and manage the Dynamics 365 integration?

A: Only a Similarweb Admin can connect and configure the integration. The connecting user must also have sufficient permissions in Microsoft Azure AD / Dynamics 365 to grant OAuth consent. If Admin Consent is required by your organisation, your Azure AD administrator will need to grant it before the connection can complete.

Q: What happens if my Azure AD organisation requires Admin Consent?

A: You will see a permissions error during the connection flow. Share the consent request with your Azure AD administrator, who can grant the required permissions from the Azure portal. Once consent is granted, retry the connection from the Similarweb Integrations page.

Q: How does the URL input work?

A: When entering your Dynamics 365 Environment URL during setup, Similarweb automatically trims the URL to the base domain (e.g. https://yourorg.crm.dynamics.com) regardless of what you paste. This reduces configuration errors caused by extra path segments or query strings.

Connecting & Sync

Q: What does the initial sync do?

A: After connecting, Similarweb automatically runs a background sync that pulls your Dynamics 365 users, accounts, and leads into the platform. Only the data that admins have enabled for sync is pulled.

Q: How long does the sync take?

A: Sync runs as a background process and the duration depends on the size of your Dynamics 365 environment. CRM context features may be temporarily unavailable while a sync is in progress.

Export

Q: When exporting a company, what happens if it already exists in Dynamics 365?

A: The platform will not create a duplicate. Similarweb matches records by the domain/website field configured in field mapping. If a match is found, the existing Dynamics 365 record is updated with the latest mapped field values.

Q: When exporting a contact, what happens if the contact already exists in Dynamics 365?

A: Contacts are matched by email address. If a contact with the same email already exists in Dynamics 365, the existing record is updated. If the contact exists with a different email address, a new record is created.

Q: When exporting records, who will be the owner in Dynamics 365?

A: We match the email of the exporting user with their Dynamics 365 email. If it is the same email then the user will be the owner of the record in Dynamics 365. If there is no match, the owner will be the admin who set up the integration.

Q: If mandatory fields are missing, will the export partially succeed, or will the entire process be canceled?

A: If any required fields are missing, the system won’t enable mandatory features, and will not appear in mappings if information has been missed. 

Q: Which record types can I export?

A: You can export records as Accounts, Contacts, Leads, or Companies-as-Leads. Your Similarweb admin controls which record types are available to the team via the export toggle settings in the management panel.

Lead Generation

Q: How does the "Exclude by Dynamics 365" filter work?

A: When enabled, this filter removes any company from your Lead Generation results that already exists as a record in your connected Dynamics 365 environment. The match is based on the website domain field configured in field mapping.

Q: Will the "In Dynamics" column appear in Excel exports?

A: Yes. The In Dynamics column is included in Excel exports of your Lead Generation results so your team can see CRM coverage status in offline or shared reports.

AI Features

Q: Can I use Dynamics 365 contacts in AI Outreach?

A: Yes. When composing AI Outreach messages, Dynamics 365 contacts associated with a company are available as selectable targets. The AI uses contact data from your CRM to personalise the outreach.

Q: Can I use Dynamics 365 contacts in Meeting Preparation?

A: Yes. When using Similarweb’s Meeting Prep feature, you can select Dynamics 365 contacts associated with the relevant company as meeting participants, allowing the AI to tailor preparation materials accordingly.