How to Fix Duplicate Records in HubSpot (Contacts, Companies, Deals)

Common Causes of Duplicates

• Manual entry of records with similar or same names/emails
• Imports from spreadsheets or other CRMs
• Integrations creating new records instead of updating existing ones
• Users adding contacts/deals without checking for existing ones
• Sync issues from tools like Gmail, Outlook, or APIs

Step-by-Step: How to Fix Duplicate Records

Use HubSpot’s Duplicate Management Tool

 For Pro and Enterprise users:

 How to access:

• Go to Contacts > Contacts or Companies
• Click Actions > Manage duplicates
• HubSpot uses AI to suggest possible duplicate pairs

 What to do:

• Review each pair
• Click Review, compare records
• Choose the primary record
• Merge the two

Note: This works for Contacts and Companies only (not Deals).

Manually Merge Duplicate Records

If HubSpot doesn’t suggest a duplicate:

To manually merge:

• Open one of the duplicate records
• Click the Actions button (top right)
• Select Merge
• Search for the other duplicate
• Choose which record should be the primary
• Confirm the merge

 What happens:

• All associated data (emails, calls, notes, etc.) is combined
• The primary record remains; the other is archived

Use Filters or Custom Views to Spot Duplicates

How to find potential duplicates:

• Create a filter for:

• • Same domain names (e.g., @company.com)
  • Similar contact names or phone numbers
• Export your data and use Excel/Google Sheets to identify matching fields

Merging Deals? (Not Automatic)

HubSpot does not offer built-in deal merging. You must:

• Choose which deal to keep
• Manually move notes, tasks, and emails from one deal to the other
• Delete or archive the duplicate

Preventing Future Duplicate

• Use Email as a Unique Identifier

• • HubSpot automatically deduplicates contacts by email
  • Companies are deduplicated by company domain

Make sure imports include these fields to avoid new duplicates

• Clean Data Before Importing

• • Remove duplicates from your spreadsheet before uploading
  • Use HubSpot’s Import Tool which will warn you of potential duplicates

• Set Up Workflows or Alerts (Pro/Enterprise)

• • Use workflows to flag duplicate property values
  • Create internal notifications when new records match existing fields

Still Seeing Duplicates?

• Check if third-party apps (like integrations or form tools) are creating them
• Review API behavior if you have custom integrations
• Contact HubSpot Support for help if duplicates persist after cleanup