Pathways send Avid audiences to ad platforms and marketing tools. Use this article to see which connections support Pathways, how badges on Settings > Connections relate, and where to go next.
Use this article when
- You want to know if a connection can be a Pathways destination.
- You see Insights, Pathways, or Playbooks badges and need to know what each means.
- You are planning a Pathway before you connect a platform.
Insights, Pathways, and Playbooks badges
On Settings > Connections, each integration tile shows capability badges. They describe what Avid can do with that connection, not three separate products.
| Badge | What it means for you |
|---|---|
| Insights | Avid pulls data from this system for dashboards and reporting. Insights alone does not make the connection a Pathways destination. |
| Pathways | This connection can receive audience segments from Pathways. Look for this badge when you choose a destination in Add a new Pathway. |
| Playbooks | This connection works with Avid Playbooks automation. A Playbooks badge does not by itself mean Pathways works. Confirm Pathways for audience syncs. |
Pathways destinations are labeled Pathways on Connections.
Avid uses the Pathways badge, not a separate Audiences badge, on supported marketing and ad destinations.
Pathways destinations (production)
These platforms are configured as Pathways destinations when the connection is Active and shows the Pathways badge. Some also support Playbooks.
| Destination | Playbooks | Setup guide |
|---|---|---|
| Yes | Connect Facebook to Avid | |
| Google Ads | — | Connect Google Ads to Avid |
| LinkedIn Ads | — | Connections: platform integrations |
| Microsoft Advertising | — | Connections: platform integrations |
| Snapchat Ads | — | Connect Snapchat Ads to Avid |
| StackAdapt | — | Connections: platform integrations |
| Active Engagement | — | Connections: platform integrations |
| ActiveCampaign | — | Connections: platform integrations |
| Constant Contact | — | Connect Constant Contact to Avid |
| Emfluence | — | Connections: platform integrations |
| Engaging Networks | — | Connections: platform integrations |
| HubSpot | Yes | Connect HubSpot to Avid |
| Kit | — | Connections: platform integrations |
| Luminate Online | — | Connect Luminate Online to Avid |
| Mailchimp | Yes | Connect Mailchimp to Avid |
| Marketo | Yes | Connect Marketo to Avid |
| Pardot | — | Connect Pardot to Avid |
| Salesforce Marketing Cloud | — | Connect Salesforce Marketing Cloud to Avid |
| SendGrid | — | Connect SendGrid to Avid |
| File Export | — | Connections: platform integrations |
File Export appears in Pathways as a destination label. The underlying connection tile on Settings > Connections is File Upload.
Common Insights-only connections
Many CRM and fundraising systems connect for Insights only. They sync data into Avid but do not appear as Pathways destinations unless they also show Pathways.
Examples include:
- Virtuous CRM
- Salesforce CRM (non-Marketing Cloud)
- Raiser's Edge NXT
- DonorPerfect, Bloomerang, Neon One, and other CRM tiles used primarily for constituent data
You can still build audiences from blended CRM data and push them to a marketing or ad destination that supports Pathways.
What if my connection does not show the Pathways badge?
If a connection does not show Pathways, Avid does not treat it as a Pathways destination. It will not appear in Step 2 of Add a new Pathway until Pathways support exists for that platform.
What if a destination is disabled for the audience I selected?
Some destinations only support certain audience types or data structures. If a destination cannot accept the audience you selected, Avid disables that destination and shows a message.
For example, Conversions API (Pixel) destinations such as Facebook Conversions or Snapchat Conversions require transaction-based conversion data. If your audience does not include the fields required for a conversions pathway, that option stays unavailable until you build a qualifying audience.
When to contact support
Contact Avid support if a connection shows Pathways and Active but still does not appear as a Pathway destination. Include the connection name, audience name, and a screenshot of Settings > Connections.