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December 2025 product updates

January 5, 2026

In December, we shipped a new Unified Advertising category, expanded webhook coverage across key systems, and added the fields teams rely on for production workflows.

We shipped 9 new integrations (including X Ads, Paycor, Gainsight, and multiple Zoho apps), launched a new Unified Advertising category, and continued pushing virtual webhook depth across CRM and ATS systems.

Unified's API usage grew 550% in 2025 as more SaaS and AI products moved to Unified for real-time access to customer data.

New: Unified Advertising category

Unified Advertising normalizes the objects you need to model account structure and pull performance stats across ad platforms:

  • Organization
  • Campaign
  • Group (ad group)
  • Ad
  • Report (performance stats)

Read more in docs →

First integrations include:

  • Google Ads
  • Meta Ads (Facebook, Instagram, WhatsApp)
  • TikTok Ads
  • LinkedIn Ads
  • Reddit Ads
  • Amazon Ads
  • Pinterest Ads
  • Microsoft Ads
  • X Ads (Twitter Ads)

New Integrations

Webhooks and Streaming Enhancements

Google

  • Added native + virtual webhooks for key Calendar/Event flows (created, updated, deleted)
  • Expanded object + method coverage across Event, Calendar, Busy, Recording, Channel, Message, Contact
  • Added virtual webhooks for Recording and Message, including deleted support for Message

HubSpot

  • Added created/updated virtual webhooks for List and Member
  • Added pagination controls for List and Member virtual webhook reads

Zoho CRM

  • Added created/updated virtual webhooks for Event
  • Added Event object with list/get/create/remove methods

Keap + Insightly

  • Keap: created/updated virtual webhooks for Company
  • Insightly: created/updated virtual webhooks for Company, Lead, Employee, Contact, Deal
  • Added pagination support for virtual webhook reads across Insightly objects

ADP Workforce Now

  • Added created/updated native webhooks for Job, Candidate, Application
  • Added Deduction object with list/get methods

ATS-specific

  • Zoho Recruit: created/updated virtual webhooks for Contact and Company, added Event object + full CRUD methods
  • JobDiva: created/updated virtual webhooks for Lead and Event, expanded object/method coverage
  • Crelate: created/updated virtual webhooks for Job, expanded pagination support

HR & Directory Updates

We continued rounding out the HR profile surface area teams need for provisioning, security posture, and workforce analytics:

  • Added has_mfa readable field across Snowflake, Slack, Slack (bot), ServiceNow, RecruitCRM, Heroku, GitHub, Discord, Deputy, Dashlane
  • Added employment_type, employment_status, and compensation fields to UKG Pro HCM Employee
  • Added employment_type (and expanded compensation, relationships) on SAP SuccessFactors Employee (including OpenID Connect)
  • Added relationships field on PrismHR, Namely Employee
  • Expanded Paycor coverage substantially:
    • Added core objects including Company, Group, Location, Benefit, Deduction, Timeoff, Job, Payslip, Passthrough
    • Added Employee create/update/remove
    • Added pagination + filtering support across Employee/Payslip/Job flows
    • Added additional HR fields on Paycor Employee (title, manager, hire date, status, identifiers, and more)

CRM Updates

  • Gainsight: new CRM integration
  • Added closing_at readable/writable field across Deals in Zoho CRM, Recruiterflow, Pipedrive, Microsoft Dynamics 365 Sales
  • Pipedrive Deal: added stage_id and contact_ids readable/writable fields
  • HubSpot Deal: added pipeline_id readable field
  • Gong Contact: expanded readable fields (title, phones, emails, company), plus added get method

Messaging and Collaboration

  • Added richer interactive message support:
    • Slack + Slack (bot): new readable/writable fields for buttons (and destination members on Slack)
    • Microsoft Teams: added writable/readable support for message buttons
  • Slack (bot): added Event object and created native webhooks for Event
  • Trello: added Employee object plus list/get methods, and added created_at fields for Project/Task
  • Zoho Mail: added Message readable field reference

Commerce, Accounting, and Other Enhancements

  • Shopify:
    • Item: added collections readable/writable support
    • Salesorder: added pagination + sort support
    • Metadata: added options readable field
  • Xero Invoice: added reference readable/writable field
  • NetSuite:
    • Collection: added writable field type
    • Item: added readable/writable field collections
  • Certn:
    • Request: added writable parameters
    • Package: added readable fields (valid regions, parameters, target URL support, aliases)
  • Monday: expanded Group pagination support, added remove method for Group, added get method for Project

From the Blog

That's a wrap for December. More integrations, deeper webhook coverage, and expanded objects/fields across advertising, HR, CRM, and messaging—so your product can sync and act on real data, in real time.

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