Set up Profiles Sync

To set up Profiles Sync, first create a warehouse, then connect the warehouse in Segment.

Before you begin, prepare for setup with these tips:

• To connect your warehouse to Segment, you must have read and write permissions for the warehouse destination you choose.
• During Step 2 of the setup process, you'll copy credentials between Segment and your warehouse destination. To streamline the process, open your Segment workspace in one browser tab and your warehouse account in another.
• Make sure to copy any IP addresses Segment asks you to allowlist in your warehouse destination.

Choose the warehouse where Segment will sync profiles. Profiles Sync supports Snowflake, Redshift, BigQuery, Azure, Postgres, and Databricks. Your initial setup depends on the warehouse you choose.

The following table shows the supported Profiles Sync warehouse destinations and their setup instructions. Select a warehouse, view its Segment documentation, and complete the required steps before moving to Step 2 of Profiles Sync setup:

After you've finished the required steps for your chosen warehouse, connect your warehouse to Segment. Leave the warehouse tab open; you'll need its credentials in the next step.

To allow Segment to write to the warehouse you're using for Profiles Sync, you'll need to set up specific permissions.

For example, if you're using BigQuery, create a service account for Segment and assign the following roles:

• BigQuery Data Owner
• BigQuery Job User

Check the documentation for your chosen warehouse in the previous table to identify required permissions.

The following Segment access roles apply to Profiles Sync:

Unify and Engage read-only: Grants read-only access to Profiles Sync, including sync history and configuration settings. These roles don't allow downloading PII or editing settings.

Unify and Engage admin: Grants full access to view and edit Profiles Sync, including sync history and configuration settings.

After selecting your warehouse, connect it to Segment.

During this step, copy credentials from the warehouse you set up in Step 1 and enter them into into Segment. The required credentials depend on the warehouse you selected.

Segment may also display IP addresses that you need to allowlist in your warehouse. Copy these IP addresses and add them to your warehouse account.

To connect your warehouse:

1. Configure your database.
   • Log in with a user who has read and write permissions so Segment can write to your database.
   • Segment may show one or more IP addresses to allowlist. Copy them into your warehouse account.
2. Enter a schema name to identify the data space in the warehouse, or use the default name provided.
   • You can't change the schema name after connecting the warehouse.
3. Enter your warehouse credentials, then select Test Connection.
4. If the connection test succeeds, Segment enables the Next button. Click it.
   • If the test fails, verify the credentials and try again.

Use Selective Sync to control the tables and columns that Segment syncs to your connected data warehouse.

You can sync the following tables:

Selective Sync lets you choose which tables and columns (also called properties) to sync. Syncing fewer tables and properties reduces sync times, improves query performance, and uses less disk space.

You can access Selective Sync in two ways:

• From the Set Selective Sync page when you connect your warehouse to Profiles Sync.
• From Profiles Sync settings (Profiles Sync > Settings > Selective Sync).

You'll see a list of event type tables, event tables, and tables Segment materializes. Select the tables and properties to sync, and clear the ones you don't want to sync.

Regardless of schema size, only the first 5,000 collections and 5,000 properties per collection can be managed in your Segment space. To edit Selective Sync settings for collections that exceed this limit, contact Segment support.

Use Selective Sync to prevent specific tables and properties from syncing to your warehouse. Segment stops syncing from tables or properties you turn off, but it doesn't delete historical data from your warehouse.

If you turn a table or property back on, only new data will sync. Segment doesn't backfill data that was omitted with Selective Sync.

Profiles Sync sends profiles to your warehouse hourly once setup completes. Setup is complete after an initial automated backfill syncs all profile data. To initiate the backfill, Profiles Sync requires live data flowing into your workspace. If live data isn't available, send test data to trigger the backfill. Backfill can also sync historical profiles to your warehouse.

When Segment runs historical backfills:

• Profile raw and materialized tables sync your entire historical data to your warehouse.
• For event type and Track event tables, Profiles Sync syncs the last two months of events.

Segment first stages the data internally and removes the backfill banner, then syncs the data to your warehouse.

Reach out to Segment support if your use case exceeds the scope of the initial setup backfill.

During setup, you can materialize key views in one of two ways:

• Use profiles raw tables: Materialize views on your own. This option is useful if you need to transform additional data or join Segment profile data with external data before materialization.
• Use Segment's open-source dbt models with profiles materialized tables: Prebuilt models maintained by Segment.

To see unified profiles in your warehouse and build attribution models, materialize the tables that Profiles Sync lands into three key views:

• id_graph: the current state of relationships between Segment IDs
• external_id_mapping: the mapping between each external identifier you've observed and its corresponding, fully merged canonical_segment_id
• profile_traits: the last seen value for all custom traits, computed traits, SQL traits, audiences, and journeys associated with a profile in a single row

See Tables you materialize for details on how to materialize these views on your own or with Segment's open-source dbt models.

As you use Profiles Sync, keep the following limits in mind:

• For event tables, Segment can backfill up to 2,000 tables per workspace.
• Segment initiates backfills only after a successful sync with at least one row.
• Each sync is limited to 20 TB of data.

Once your warehouse is connected, you can monitor syncs and review their details in the Segment app.

You can view warehouse sync information in the Overview section of the Profiles Sync page. Segment displays the dates and times of the last and next syncs, as well as your sync frequency.

In the Syncs table, you'll find reports on individual syncs. Segment lists the most recent syncs first. The following table shows the information Segment tracks for each sync:

Selecting a row from the Syncs table opens a pane with detailed sync information. This view shows the sync's status, duration, and start time. Segment also shows a detailed breakdown of the total rows synced, grouped into identity graph tables, event type tables, and event tables.

If the sync failed, Segment shows any available error messages in the sync report.

The Settings tab of the Profiles Sync page contains tools to help you monitor and maintain your synced warehouse.

In the Basic settings tab, you can turn off warehouse syncs or delete your connected warehouse.

To turn off syncs, toggle Sync status to off. Segment retains your warehouse credentials but stops further syncs. Turn Sync status back on at any point to continue syncs.

To delete your warehouse, first turn off Sync status, then select Delete warehouse. Segment doesn't retain credentials for deleted warehouses. To reconnect, set it up as a new warehouse.

In the Connection settings tab, you can verify your warehouse credentials and view IP addresses to allowlist so Segment can sync profiles.

If you have write access, you can verify that your warehouse is connected to Segment by entering your password and selecting Test Connection.

Profiles Sync runs on an hourly schedule.