Contact Data
Part of CRM data quality
Finding duplicate contacts without merging different people
Review likely duplicate contacts: assess identity evidence, handle uncertain pairs and inspect the effects of a planned merge.
Treat a duplicate-contact alert as a request to check identity, not an instruction to merge. Confirm that two records represent the same person using evidence that distinguishes them from people with a similar name, shared address or common workplace. If identity remains uncertain, keep the records separate and assign a review.
Build a candidate list
Start with exact matches on a dependable identifier, where your process has one. Then look for possible matches across name, email, phone, employer and interactions. These clues have different strengths: a reception mailbox or office phone can serve several people, and one person may change employer or email address.
HubSpot’s duplicates manager compares contact properties to surface potential pairs. Managing individual pairs requires a Professional or Enterprise subscription, Data quality tools access, and Edit permissions set to All Contacts or Super Admin. Bulk management requires Data Hub Professional or Enterprise.
Evidence Strengths for Identifying Duplicate Contacts
- Exact Match on Reliable Identifier (e.g., ABN, GST number)
- High confidence in identity match
- Matching Email Address
- Moderate confidence – may be shared or changed over time
- Matching Phone Number
- Low to moderate confidence – can be shared or reassigned
- Shared Address
- Low confidence – common in households or workplaces
- Similar Name + Same Employer
- Low confidence – not sufficient alone to confirm identity
CRM Merge Requirements in Australia
- Required Subscription Level
- Professional or Enterprise
- Data Quality Tools Access
- Required for individual duplicate management
- Edit Permissions
- All Contacts or Super Admin
- Bulk Management Requirement
- Data Hub Professional or Enterprise
Decide whether the records describe one person
Open both records. Compare direct replies, known contact details, employer changes and the relationships attached to each record. Ask the record owners about conflicts. A shared address or matching name alone does not prove identity; an old job title alone does not disprove it.
| Finding | Next step |
|---|---|
| Same person confirmed; records hold different useful history | Inspect both records and plan the merge. |
| Two people confirmed despite a shared detail | Keep both and correct the misleading detail where appropriate. |
| Evidence conflicts or is too thin | Hold the pair for a named reviewer and record what remains to be checked. |
Steps to Verify and Manage Duplicate Contacts Without Merging
- Open both contact records in HubSpot CRM
- Compare direct replies, contact details, employer history, and relationships
- Consult record owners if there are conflicts or inconsistencies
- Determine next action based on evidenceMerge if same person; keep separate if different people; assign review if uncertain
Inspect the proposed survivor
Before merging, compare owners, contact details, communication preferences where relevant, activities, linked accounts, open work and external system references. Decide which current values and relationships should remain. Note the two record IDs, the identity evidence and who approved the decision.
Check the CRM’s merge behaviour before acting. HubSpot says merged records cannot be unmerged. The primary record remains and combines activities, associations and most property values from both records. Confirm this in the account used, especially if another system stores a CRM ID or an automation depends on it.
After merging, reopen the resulting contact and check its contact route, associations, assigned work and connected systems. If two people were combined by mistake, separate records and relationships may have to be reconstructed.
Pre-Merge Review Checklist for Contact Records
- Confirm ownership and contact preferences
- Review communication activities and interaction history
- Check linked accounts and associated opportunities
- Verify open work items and automation dependencies
- Document record IDs, identity evidence, and approval details
