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Review Duplicates and Merge Accepted Records

Choose the correct primary record and separate review from merging

Overview

Duplicate review separates a potential match from a decision to change HubSpot. Accept records a review decision; Merge Accepted is the separate action that merges accepted records.

Before you merge

  • Confirm the portal and whether you are reviewing contacts or companies.
  • Compare identity, ownership and important business properties, not just the group score.
  • Check identifiers used by connected systems, such as a Salesforce ID.
  • Agree how the team will protect or export critical data before an irreversible change.

How to review a group

  1. Inspect the proposed primary record and its duplicate candidates.
  2. Use Make Primary if another record should be the primary.
  3. Reject an unsuitable individual candidate where the group offers that action, or reject the group if it should not be merged.
  4. Accept the group only when the records genuinely belong together.
  5. Open the Accepted view and check the groups intended for merging.

Rejecting a candidate does not delete its HubSpot record. It records that the candidate should not be treated as a duplicate in that review.

Bulk acceptance can affect more than the cards currently visible. Review its scope and the resulting Accepted view before proceeding.

Merge accepted records

Choose Merge Accepted, read the confirmation and proceed only when the accepted set is correct. Treat this as a definitive HubSpot change, not a reversible preview.

After processing, inspect the result in Furball and check representative records in HubSpot. If a merge fails or the displayed state does not match HubSpot, investigate before retrying.

What Reset Merged means

Reset Merged is intended for groups marked merged in Furball when their records were not actually merged in HubSpot. It resets the review state to Accepted. It does not undo a HubSpot merge or recreate deleted duplicate records.

What to do next

Review why duplicates appeared and strengthen the responsible import, integration or data-entry process. Use Studio preparation and matching for future files, and revisit CRM Audit to assess the impact of the cleanup.