Duplicates & Merging
Catching the same person entered twice, without silently merging people who just work at the same company.
How a duplicate is flagged
Whenever a lead is created, it's checked against your existing leads for a match on: email, email domain, phone number, website, or company name. An exact email match is always treated as the same person. A match on the other fields alone is a signal, not an automatic duplicate — two different people can share a company or a domain.
You can also check for likely duplicates before submitting the "Add Lead" form, so you catch it before creating the record at all.
Reviewing duplicates
Flagged leads land in a duplicate-review queue for an admin to resolve. For each candidate pair, you choose:
| Action | What happens |
|---|---|
| Merge | Combines the two into one record — the fuller/more complete value wins for each field, and activity counters are added together. |
| Update | Overwrites the older record's fields with the newer one's values. |
| Keep separate | Dismisses the match — both leads stay as-is and won't be flagged against each other again. |
Every merge or dismissal is recorded, so you can see later what was combined and why.