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Merge duplicates

See video here or transcript 

 

 

1. Why Merge Duplicates?

Duplicates (two records for the same contact or company) can cause:

  • Inaccurate reporting

  • Duplicate outreach (bad customer experience)

  • Confusion for sales & support teams

Merging ensures one clean record with all activity in one place.

2. Finding Duplicate Records

  • HubSpot automatically flags duplicates using AI (based on name, email, company domain, and phone number).

  • To check for duplicates:

    1. Go to Contacts or Companies.

    2. In the left sidebar, click Actions → Manage duplicates.

    3. HubSpot will display a list of suspected duplicates.

3. Merging Records Manually

  1. Open the contact (or company) record you want to keep.

  2. In the top-left corner, click Actions → Merge.

  3. Search for the duplicate record and select it.

  4. Confirm merge.

🔑 Important:

  • The primary record (the one you started from) will remain after merging.

  • All timeline activity (emails, calls, notes, deals) from the duplicate record will be moved into the primary record.

  • The duplicate record will be permanently deleted.

4. Merging from the Duplicates Tool

  1. From the Manage duplicates tool, select a pair of records.

  2. HubSpot shows you the differences between them (e.g., different emails, phone numbers).

  3. Choose which record should be the primary record.

  4. Click Merge.

5. Rules HubSpot Uses During Merge

  • Property values: If only one record has a value, HubSpot keeps it. If both have values, HubSpot keeps the one from the primary record.

  • Associated records: All associated deals, tickets, and activities move into the merged record.

  • Analytics: Website visits and email engagement are combined.

6. Best Practices

  • Always double-check before merging (merges cannot be undone).

  • Use the duplicate management tool regularly to keep your CRM clean.

  • For large databases, consider tools like Insycle or HubSpot Operations Hub** for advanced deduplication.

  • Export your records before bulk-cleaning for a safety backup.