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Deduplication records

HubSpot helps keep your CRM data clean and accurate by automatically and manually deduplicating records. Whether you're importing data, capturing form submissions, or managing contacts and companies manually, HubSpot offers several ways to prevent duplicate entries across your database.

Automatic Deduplication in HubSpot

HubSpot automatically deduplicates records based on the following properties:

Object Type Deduplication Method
Contacts Email address, User token (cookie), Record ID, Unique value property
Companies Company domain name, Record ID, Unique value property
Deals, Tickets, Products, Custom Objects Record ID, Unique value property

Deduplicate Contacts by User Token

  • When a contact submits a form, HubSpot uses the browser cookie to identify the user.

  • If two form submissions come from the same device and browser, they are merged into a single contact—even if the email address differs.

  • You can prevent merging by enabling “Always create new contact for new email” in form options.

Deduplicate Contacts by Email Address

  • Manual entry: HubSpot will block creation of a new contact if the email already exists.

  • Form submissions: HubSpot updates the existing contact if the email matches. Secondary emails may overwrite the primary email.

  • Imports:

    • If a matching email exists, HubSpot updates that contact.

    • If multiple records match, HubSpot throws an error.

    • To avoid overwriting the primary email via imports, do not include Record ID with a secondary email.

Deduplicate Companies by Domain Name

  • HubSpot checks the primary Company domain name to detect duplicates.

  • You can only deduplicate via domain if it's set as primary. Secondary domains are ignored.

  • When importing, HubSpot will deduplicate by domain name unless a unique custom property is selected.

🚫 Companies created via API or sync apps are not deduplicated by domain.

Deduplicate Records by Record ID

You can deduplicate contacts, companies, deals, tickets, products, and custom objects using Record IDs:

  • Export records to obtain their Record IDs.

  • Include the Record ID column in your import file.

  • During import, HubSpot will match and update records with matching IDs.

Deduplicate Using Custom Unique Value Properties

Each object can have up to 10 custom properties that require unique values. These are helpful when using values like order numbers or employee IDs.

  • Manual entry: HubSpot prevents saving duplicate values.

  • Imports: Deduplication is supported using these properties.

  • Forms: Unique value validation is not supported in form submissions.

Manual Deduplication (Professional & Enterprise Only)

You can review and manage possible duplicates using HubSpot's duplicate management tool.

Access the Tool:

  • Go to CRM > Contacts or CRM > Companies

  • In the top-right, click Actions > Manage duplicates

How It Works:

HubSpot compares the following properties:

  • Contacts: First Name, Last Name, Email, Phone, Company Name, IP Country, Zip Code

  • Companies: Company Name, Domain Name, Industry, Phone Number, Country

The tool scans your records daily and shows up to:

  • 5,000 duplicate pairs (Operations Hub Professional)

  • 10,000 duplicate pairs (Operations Hub Enterprise)

Review and Merge Duplicates:

  1. Click Review next to a duplicate pair.

  2. Compare properties side-by-side.

  3. Select the record you want to keep and click Merge.

    • Choose which values to retain (Enterprise only)

  4. Click Reject if the records are not duplicates.

  5. Click Review rejected duplicates to undo a rejection if needed.

You can filter results by owner, lifecycle stage, or discovery date.

Bulk Merge or Reject (Pro & Enterprise only)

  • Select checkboxes next to duplicate pairs.

  • Click Merge all or Reject.

  • Choose a merge criterion:

    • Most recent engagement

    • Oldest engagement

    • Created first / last

    • Most recently updated

By leveraging HubSpot’s automatic and manual deduplication tools, you can maintain a cleaner CRM, avoid redundant data, and ensure better reporting and segmentation across your teams.