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Duplicate contact detection and merge review queue

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Data Hub Professional.

7 steps
Per-hub plans: also Marketing Hub Professional

On per-hub plans, one of its steps belongs to another subscription: add to static list needs Marketing Hub Professional. Both are required to build it as written. On seat pricing the edition covers both.

Updated for HubSpot seat pricing
OutcomeContacts that look like duplicates of an existing record are flagged into a review queue within minutes of creation, instead of being discovered weeks later during reporting.
Workflow mapdata-quality-002
Contact created leads to Custom code: search for near-match by domain+lastname or phone. Custom code: search for near-match by domain+lastname or phone leads to Match found?. Match found? leads to yes: Flag Possible duplicate, store match ID; no: Leave as Not checked. Flag Possible duplicate, store match ID leads to Add to review list + create review task. yes no Contact created Custom code: search for near-match by domain+lastname or phone Match found? Flag Possible duplicate, store match ID Leave as Not checked Add to review list + create review task
Contact created leads to Custom code: search for near-match by domain+lastname or phone. Custom code: search for near-match by domain+lastname or phone leads to Match found?. Match found? leads to yes: Flag Possible duplicate, store match ID; no: Leave as Not checked. Flag Possible duplicate, store match ID leads to Add to review list + create review task. yes no Contact created Custom code: search for near-match by domain+lastname or phone Match found? Flag Possible duplicate, store match ID Leave as Not checked Add to review list + create review task

When to use it, when not to

Use it

  • Use it when import sources or web forms create contacts that are near-matches of existing records (same person, different email, such as a work address versus a personal one).
  • Use it as a fast net for new inbound contacts, alongside HubSpot's native duplicate management tool (Contacts >; Actions > Manage duplicates) for bulk cleanup of records that already exist. This workflow does not replace that tool.
Read more on when to use itShow less

Skip it

  • Do not use it expecting an automatic merge. HubSpot workflows have no native "merge records" action. Merging happens in the native duplicate management UI or through the CRM API, outside the workflow. This workflow only flags and queues candidates for a human.
  • Do not use it to catch exact duplicates on the same primary email. HubSpot already prevents two contacts from sharing the same primary email address; this workflow targets near-duplicates that the native match does not catch.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 5 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 7 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 4

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 3 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV, code

The properties JSON creates the fields in one call. The workflow JSON documents the build. The custom coded action ships as a ready-to-paste .js file.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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