How you can Merge Contacts in HubSpot

De-duplication data leads to bad experiences for both your team and customers. For your team, duplicate data leads to inefficiency. Multiple team members from your team might be in touch with one customer, but none know that because they all are communicating from different places.

This is even worse for your customers because three different sales reps are in touch with him, and he might be receiving the same marketing email multiple times. This might be irritating for the customer, and you may end up losing business with that customer.

To de-duplicate the data, you need to merge the two existing records.

Merge two records (Contacts and Companies)

De-duplicate the records by merging

  • Go to Contacts > Contacts in your HubSpot account.
  • Click the contact name you want to keep as your primary contact.
  • Click the dropdown Actions and select Merge.
  • In the new window box, click the dropdown menu and search for the contact you want to merge into the primary contact. Selected the secondary contact, click Merge.
  • The email address of the secondary contact will be added as a second email address.
  • Once merged, it is not possible to unmerge contacts. However, you can delete the second email address in your merged contact and create a new contact with that second email address.

Result of merging two records:

  • The contact record for which you selected  Merge will be the primary contact. 
  • The most recent values from either of the contact will be the present values on the resulting contact record. 
  • The history of property values from both contact records will be the property history of the resulting contact record.
  • There will be a combination of timeline activity from both contact records on the resulting contact record.
  • A merge event will be added to the activity of the resulting contact record.

What happens to contact properties?

  • Email: Email of primary contact will be maintained, and the email of the contact that was merged will be added as the secondary email of the resulting contact.
  • Lifecycle Stage: the stage furthest down the funnel is maintained. For example, if one record is a Lead and the other is the Customer, then the merged contact will be at the Lifecycle Stage of Customer.
  • Create Date: the value for the oldest contact is kept.
  • Number of Conversions and Number of Unique Forms Submitted: these are all added together with the values for each contact. For example, if the primary contact has submitted two forms and the secondary contact has submitted three forms, the value for Number of Forms Submitted will be five.
  • Analytics properties: these properties will be resynced, and the total number of pageviews for both contacts will be consolidated.
  • Analytics - Original Source Type: the oldest value for the original source property will be kept.