> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getcargo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Data models overview

> Structured tables that power your Cargo plays and workflows

Data models are structured tables that power your Cargo plays. They contain organized data that can be imported into plays to create runs.

Cargo lets you build data models from data you own — native [object models](/reference/models/object-models) for accounts, contacts, deals, leads, and any custom entity — and from data you sync — integrations, webhooks, files, and SQL queries — then merges everything into [unified](/reference/models/unification), deduplicated views of your customers.

<Note>
  Cargo uses a data warehouse infrastructure to host your data models. By
  default, you'll get a managed Snowflake instance, or you can connect your own
  warehouse.
</Note>

***

## Model types

Cargo organizes data models into three categories. They live side-by-side in the same warehouse and can be queried, joined, and used as triggers in the same way — what differs is who owns the schema and who writes the records.

<CardGroup cols={3}>
  <Card title="Object" icon="cube" href="/reference/models/object-models">
    Native, writable models you own — `Account`, `Contact`, `Deal`, `Lead`, or
    a fully custom schema. Plays, tools, and agents insert, update, and remove
    records directly.
  </Card>

  <Card title="Integration" icon="plug">
    Models populated from an external source — CRMs, enrichment APIs,
    webhooks, SQL queries, file uploads. Cargo syncs the data; the source
    system stays the source of truth.
  </Card>

  <Card title="Unified" icon="diagram-project" href="/reference/models/unification">
    Read-only `Account`, `Contact`, `Account Event`, and `Contact Event` models
    that deduplicate records across all integration and object sources.
  </Card>
</CardGroup>

| Model type      | Schema owner             | Writable from a workflow              | Typical use                                            |
| :-------------- | :----------------------- | :------------------------------------ | :----------------------------------------------------- |
| **Object**      | You (built-in or custom) | ✅ Yes                                 | Sourced lists, internal pipelines, custom entities     |
| **Integration** | The connected source     | ❌ Use the integration's write actions | Mirror CRM, warehouse, webhook, or file data           |
| **Unified**     | Cargo                    | ❌ Read-only                           | Single deduplicated view of accounts, contacts, events |

***

## Data connectors

Cargo offers three types of data loaders to populate **integration models** with external data:

| Connector               | Description                                                                                                  |
| ----------------------- | ------------------------------------------------------------------------------------------------------------ |
| **Native integrations** | Connect to supported external APIs (CRMs, enrichment tools, etc.) and fetch data directly into a data model. |
| **Webhook loader**      | Listen for real-time events from external sources and import that data automatically.                        |
| **SQL loader**          | Run SQL queries on your data warehouse tables and import the results.                                        |

For data Cargo itself owns — sourced leads, internal pipelines, agent outputs, custom entities — use [object models](/reference/models/object-models) instead.

***

## Data model capabilities

Data models support powerful capabilities to help you orchestrate your GTM workflows:

<AccordionGroup>
  <Accordion title="Segments" icon="filter">
    Apply filters to create targeted segments for specific plays based on custom
    criteria.
  </Accordion>

  <Accordion title="Change-based triggers" icon="bolt">
    Enable plays to respond in real-time to updates, additions, or deletions in
    your data.
  </Accordion>

  <Accordion title="Enrolment conditions" icon="shield-check">
    Track processed records to prevent plays from handling the same data
    multiple times.
  </Accordion>

  <Accordion title="Data model relationships" icon="diagram-project">
    Connect different data models using common identifiers to create unified
    views of your customer data.
  </Accordion>

  <Accordion title="Additional columns" icon="table-columns">
    Extend your data models with calculated fields and custom data: - **Custom
    columns:** Free-form columns you can upsert from within a play - **Computed
    columns:** Calculated values based on other columns in the data model -
    **Metrics columns:** Aggregated data (sums, averages, counts) from related
    data models
  </Accordion>
</AccordionGroup>

***

## Use cases

Data models power a wide range of GTM scenarios:

| Use case              | Description                                                                                                                       |
| --------------------- | --------------------------------------------------------------------------------------------------------------------------------- |
| **CRM sync**          | Import customer information, deal pipelines, and sales activities from Salesforce or HubSpot to create unified customer profiles. |
| **Intent signals**    | Capture website behavior, form submissions, and engagement metrics to identify prospects showing buying intent.                   |
| **List building**     | Aggregate contact lists from marketing campaigns, events, and lead generation activities for targeted outreach.                   |
| **Product analytics** | Query product catalogs, usage analytics, and inventory levels to inform customer interactions.                                    |

***

## Next steps

<CardGroup cols={2}>
  <Card title="Object models" icon="cube" href="/reference/models/object-models">
    Define writable models for accounts, contacts, deals, leads, and custom
    objects.
  </Card>

  <Card title="Unification" icon="diagram-project" href="/reference/models/unification">
    See how Cargo merges records into single Account, Contact, and Event
    models.
  </Card>

  <Card title="Querying data" icon="code" href="/reference/models/querying-data">
    Write custom SQL queries to transform and combine your data.
  </Card>

  <Card title="Storage actions" icon="hard-drive" href="/reference/actions/overview#storage">
    Use model search, record, and custom column actions.
  </Card>

  <Card title="Warehouse setup" icon="database" href="/reference/warehouse/overview">
    Connect your own data warehouse as the backbone of your data models.
  </Card>

  <Card title="Files" icon="file" href="/reference/files/overview">
    Work with unstructured data like documents and PDFs.
  </Card>
</CardGroup>