How to merge duplicate people, companies, and deals in bulk, automatically

Duplicate data in HubSpot CRM poses serious problems for companies of any size.

Duplicate records inhibit your marketing team from effectively segmenting and personalizing your communications. Sales teams step on each other's toes and lack vital context in conversations. Support teams miss important information, and analysis and reporting are skewed.

Insycle helps you to merge duplicate contacts, companies, deals, and custom objects—flexibly and powerfully with the Merge Duplicates module.

Table of Contents

Use Cases

Sample Use Case: Deduplicate HubSpot Contacts, Companies, and Deals in Bulk

Quick Summary

With Insycle, you can identify and merge duplicate HubSpot contacts, companies, deals, and custom objects in flexible and powerful ways.

Insycle can identify duplicates using any field in HubSpot CRM with flexible matching rules. Once Insycle identifies the duplicate records, you then set rules for determining the master record that other duplicates will be merged into—such as the first record created, record with the most email opens, or any other field that would be relevant for determining the right master record. You can also set merging logic on a field-by-field basis.

With Insycle, you can run deduplication processes in bulk, then automate the process using templates to keep HubSpot CRM free from duplicates at all times.

Learn More: Deduplicate HubSpot Contacts, Companies, and Deals in Bulk

HubSpot Record Types Supported:

Insycle supports the following HubSpot record types:

  • Contacts

  • Companies

  • Deals

  • Custom Record Types

You can select the record type that you would like to import at the top of the Merge Duplicates module screen.

HubSpot record types

Deduplicate HubSpot Companies When Salesforce Sync is Active

Fixing duplicate HubSpot companies and Salesforce accounts while syncing has several nuanced issues that need to be accounted for. There are specific data issues that can break the sync and require you to merge records manually. You also need to determine the appropriate “master record” to use across both HubSpot and Salesforce.

Then you have to consider the merging process. If two records are merged on Salesforce, are they merged on HubSpot as well? What are the mechanics behind how that works? Often, your company's settings in each platform impact how the merge takes place, which can be confusing.

Insycle allows you to merge duplicate Hubspot companies and Salesforce accounts while keeping your sync intact, simply.

Learn More:

Deduplicate HubSpot Companies and Salesforce Accounts

Deduplicate HubSpot and Salesforce Simultaneously

Deduplicating HubSpot and Salesforce, while the two platforms are syncing is difficult.

Both HubSpot and Salesforce have unique ways of handling duplicate records that need to be accounted for during the merging process. Failing to account for this could mean leaving many duplicate contacts floating in your system, unaccounted for, despite the fact they share a lot of data in other fields.

You also need to determine the appropriate “master record” to use. But that is often easier said than done.

Insycle allows you to deduplicate HubSpot and Salesforce at the same time, while keeping your sync in tact.

Learn More:

How to Merge Duplicates in HubSpot and Salesforce and Keep them Syncing

HubSpot Merge Logic

Here is what happens when you bulk merge HubSpot duplicates in Insycle.


  1. Email: The email address from the master record becomes the primary, the duplicate email addresses are added as additional email addresses.

  2. Activities (notes, emails, tasks, etc): Reassigned from the duplicates to the master.

  3. Deals: Reassigned from the duplicates to the master.

  4. Fields: Use Master Selection By Field to determine what data is retained in the master record on a field-by-field basis. By default, the most recently updated value becomes the present value, all other values are available in the history, see HubSpot merge contacts help article).

Companies, Deals, Custom Objects

  1. Contacts: Reassigned from the duplicates to the master.

  2. Deals: Reassigned from the duplicates to the master.

  3. Activities (notes, emails, tasks, etc): Reassigned from the duplicates to the master

  4. Domains: Copied from the duplicates into the master and appended as secondary domains, to avoid future duplicates with the same domain.

  5. Fields: Use Master Selection By Field to determine what data is retained in the master record on a field-by-field basis. By default, retained from the master. When a value is empty in the master it picks a non-empty value from the most recently updated duplicate.

Customized Merge Logic

For situations where you need more granular customization for picking duplicate records to include - or exclude - from the deduplication process, or for picking the master record, and there are no common rules you can apply for all or some of the records, you can customize bulk deduplication using exclusions and pre-defined masters.

Separately, it is also possible to customize the merge logic behavior. For example, to instruct Insycle to copy values from field A to field B as part of the merge, or combine multiple fields into one. Customized merge logic requires an Enterprise plan. Please reach out via chat to discuss your specific requirements.

Learn More:

Customize Bulk Deduplication Using Exclusions and Pre-Defined Masters


With your HubSpot Merge Duplicates module settings running smoothly, you can then save your settings as a template. With a template, all of your settings are saved including field mapping, functions, import modes, etc.

Then, any time that you need to edit similar data and select the template, these settings will be automatically loaded, saving your time.

To create and save a new template, you click the “+” symbol on the right-hand side of the template banner.

template save

After creating the template, you must save the template by clicking the save icon on the far right-hand side of the same menu.

Preview Changes Before They Go Live

With Insycle, you can always preview the changes that you are making to your data before those changes are pushed to your live database. When you run any module in Insycle, you have the option of choosing between Preview Mode and Update Mode.


You can set up ongoing data maintenance automation with Insycle on the module level, using Recipes, or integrating with Workflows.

Audit Trail and History

The Activity Tracker lets you review all changes made to HubSpot data through Insycle. At any time you can download a CSV report of the operation and records affected.

Customer Data Health Assessment

The Data Health Assessment surfaces data quality issues that negatively impact your marketing, sales, and support efforts, and guides you through the process of fixing them. Here, you can keep an eye out for issues in your CRM data on an ongoing basis.

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