How To Remove Duplicates In Hubspot

If you have been utilizing HubSpot as your CRM or marketing automation system, you are likely aware of the importance of maintaining clean and well-structured data. One frequent problem that arises is the presence of duplicate contacts, companies, deals, or tickets. These duplicates can overcrowd your database, distort your analytics, and lead to confusion. Thankfully, HubSpot offers built-in features that make it simple to remove these duplicates.

Identifying Duplicates

The first step in resolving this issue is to identify the duplicates. HubSpot’s AI-powered tool automatically identifies potential duplicates by matching properties such as email, company domain, or phone number. You can access this feature by navigating to your contacts, companies, deals, or tickets page and clicking on Actions > Manage Duplicates.

Reviewing Duplicates

Once you have identified potential duplicates, it’s important to review them before proceeding with the merge. HubSpot provides a side-by-side comparison of the records for you to review. Be sure to check the Last Activity Date, Create Date, and the values of the most important properties to make an informed decision on which record to keep.

Merging Duplicates

After reviewing the duplicates, the next step is to merge them. You can merge duplicates by clicking on the Merge button. It’s worth noting that the merging process in HubSpot is irreversible, so make sure you have reviewed the duplicates thoroughly before proceeding.

Here’s a sample code snippet for merging two contacts using HubSpot’s APIs:

POST /crm/v3/objects/contacts/{contactId}/merge 
   "primaryObjectId": "12345",
   "secondaryObjectId": "67890"

In the above API call, the primaryObjectId is the ID of the contact you want to keep, while the secondaryObjectId is the ID of the duplicate contact you want to merge with the primary contact.


Cleaning up duplicates in your HubSpot account is crucial for maintaining a clean database and accurate analytics. By identifying, reviewing, and merging duplicates, you can ensure that your data remains reliable and organized. Remember, the process is irreversible so always be sure to review your duplicates carefully before merging.