Merge Duplicates

Rules-based dedupe with a safe preview mode. Find records duplicating the enrolled one by phone, by any property, or with advanced AND/OR rules with normalizers, then merge them into the survivor you choose. Preview mode reports what would merge without touching a record.

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What you get

Rules-based dedupe with a safe preview mode

Phone matching with number normalization
Advanced rules: AND with +, OR with |, normalizers :phone :domain :exact :ci
Survivor policy: oldest, newest or most complete
Preview mode lists duplicate IDs before any merge
Works on custom objects

How it works

Operations inside this action

Pick an operation and the form shows only the fields that operation needs.

Same phone number

Normalizes formats before comparing, so +91 98765 43210 matches 09876543210.

Same property value

Pick any property from a live dropdown of your portal.

Advanced rules

Example: phone:phone + country | customer_id:exact.

Use cases

What teams build with Merge Duplicates

Continuous contact dedupe

Enroll on create, match on normalized phone plus country, keep the oldest record. Run in preview first.

data cleanup

Company dedupe by domain

Match on domain with the :domain normalizer so www and protocol differences do not block matches.

data cleanup

Order dedupe on a custom object

Match a custom order object on order_number:exact and keep the most complete record.

custom objectsoperations

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Pairs well with

Run Custom Code

Write JavaScript inside HubSpot workflows

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Send Webhook

Call any API from a workflow, with retries

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Format Data

Clean, convert and compute values, including phone numbers

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FAQ

Merge Duplicates questions

Everything teams ask before putting this action into production.

No. HubSpot merges cannot be undone, which is why the action defaults to preview mode. Preview reports the duplicate record IDs it found without changing anything, so you can verify the rules before merging for real.

The phone normalizer strips spaces, punctuation and leading zeros before comparing, so +91 98765 43210 and 09876543210 are recognized as the same number.

Yes. Advanced rules combine properties: a plus sign means both must match, a vertical bar separates alternatives. For example phone:phone + country | customer_id:exact.

You choose: the oldest record, the newest record, or the most complete record, which is the one with the most properties filled in.

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Documentation and related reading

Merge Duplicates reference Every use case Plans and pricing All ten actions

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