Entities in audience insights

After configuring your data sources, go to the Entities page to evaluate the quality of the ingested data. Entities are considered datasets. Multiple capabilities of Dynamics 365 Customer Insights are built around these entities. Reviewing them closely can help you validate the output of those capabilities.

The Entities page lists entities and includes several columns:

  • Name: The name of your data entity. If you see a warning symbol next to an entity name, it means that the data for that entity didn't load successfully.
  • Source: The type of data source that ingested the entity
  • Created by: Name of the person who created the entity
  • Created: Date and time of the entity creation
  • Updated by: Name of the person who updated the entity
  • Last updated: Date and time of the last update of the entity
  • Last refresh: Date and time of the last data refresh

Exploring a specific entity's data

Select an entity to explore the different fields and records included within that entity.

Select an entity

  • The Data tab is selected by default and shows a table listing details about individual records of the entity.

Fields table

  • The Fields tab shows a table to review details for the selected entity, such as field names, data types, and types. The Type column shows Common Data Model associated types, which are either auto-identified by the system or manually mapped by users. These are semantic types that can differ from the attributes' data types—for example, the field Email below has a data type Text but its (semantic) Common Data Model type might be Email or EmailAddress.


Both tables show only a sample of your entity's data. To view the full data set, go to the Data sources page, select an entity, select Edit, and then view this entity's data with the Power Query editor as explained in Data sources.

To learn more about the data ingested in the entity, the Summary column provides you with some important characteristics of the data, such as nulls, missing values, unique values, counts, and distributions, as applicable to your data.

Select the chart icon to see the summary of the data.

Summary symbol

Next step

See the Unify topic to learn how to map, match, and merge the ingested data.