# Data 360 Object-Specific APIs

Object-specific API requests are less error-prone and more efficient than writing a custom SQL query. Whenever an object-specific API is available, we recommend that you use the API to retrieve data instead of crafting your own SQL queries.

With the object-specific APIs, you can retrieve:

- Calculated insights
- Data graphs
- Unified individuals and accounts (Universal ID Lookup)
- Profiles

To use these objects, call the related REST endpoint in the [*Data Cloud Connect REST API*](https://developer.salesforce.com/docs/platform/connectapi/references/spec?meta=Summary) or [Data 360 Query API](https://developer.salesforce.com/docs/data/data-cloud-query-guide/references/data-cloud-query-api-reference/c360a-api-queryservices-overview.md).

**See Also**

- *Salesforce Help*: [Data 360 Limits and Guidelines](https://help.salesforce.com/s/articleView?id=data.c360\_a_limits_and_guidelines.htm\&type=5)
- [*Custom App Development*](https://developer.salesforce.com/docs/platform/data-cloud-dev/guide/custom-app-dev.md)