Preventing orphan Customer Profile lookups in Dataverse

TL;DR

Customer Insights Data can leave an invalid Customer Profile lookup on a Dataverse Contact, Opportunity, Lead or Account when filtering removes a previously synchronized unified profile. The source recommends a Power Automate flow to verify lookup targets, while integrations should update only changed fields to avoid save failures caused by orphan links.

Original on Powerplatform.se. Read the original

This is our own summary, not a republication or full translation.

Governance takeaway

Admins/CoE should scan COLA records for non-null Customer Profile lookups whose target no longer exists, using a Power Automate flow to remove or correct orphaned links. Admins/CoE should also ensure integrations write only changed fields, because broad read-and-write operations can fail when an invalid lookup is submitted. Leadership/Business should weigh customer filtering against coverage, since the source says each 100,000 unified profiles creates a non-trivial monthly licensing cost. The described filtering functionality was presented as upcoming in June 2025, so its current availability should be verified.