Duplicate records in HubSpot can cause inefficiencies, reporting errors, and fragmented customer experiences. Whether you're managing contacts, companies, or deals, maintaining clean data is essential. If you're wondering how to find duplicates in HubSpot, this guide outlines three proven methods:
HubSpot provides multiple ways to find duplicates, including manual search, the built-in Duplicate Management tool for contacts and companies, and custom rule-based detection using third-party tools. The best method depends on your data volume and how much control you need over duplicate detection.
If you're actively working in your CRM, HubSpot's global search bar can help you find duplicates on the fly. While this is a reactive approach, it’s useful for quick checks when you're already searching for a specific record.
Use the search bar in the top navigation to look up a contact, company, deal, or ticket.
Look for multiple results with the same or similar names.
Open one of the duplicate records.
In the top left of the record page, click Actions → Merge.
âś… Pros:
Simple for merging individual records on the fly
Helpful when actively working on a record
❌ Cons:
Reactive, not proactive
Manual effort that doesn’t scale well
If you're on a Professional or Enterprise plan, you can use HubSpot’s Duplicate Management tool, which automatically scans your CRM for potential duplicates. HubSpot does not allow you to customize which properties are used for duplicate detection, and duplicate scans run once per day.
How HubSpot Finds Duplicates:
Start by navigating to the duplicate management tool via Contact or Companies → Actions → Manage Duplicates
Select either the Contacts or Companies tab to review potential matches
âś… Pros:
Automatically scans your HubSpot for duplicates
No setup or configuration required
❌ Cons:
Limited transparency into how duplicates are detected
Capped number of duplicates shown
Scans run only once per day
For teams that need full control over how duplicates are defined and detected, Koalify is a powerful alternative. It allows you to create custom rules using any property across contacts, companies, deals, tickets or custom objects.
1. Access the Koalify Settings
In HubSpot, click the ⚙️ Settings icon
Navigate to Integrations > Connected Apps
Find Koalify and click Actions → Go to Settings
2. Create a Duplicate Rule
Click "Edit Duplicate Rules"
Navigate to the Contact, Companies, Deals, Tickets or Custom Objects tab
Click "Create Rule" and give it a name
Use Add Filters to define which properties to match on
3. Review and Merge Duplicates
Duplicates will be flagged directly on the record via Koalify CRM Cards
You can filter, create views, or build reports with Koalify duplicate properties
âś… Pros:
Fully customizable duplicate detection
Instant scanning with no daily limits
Works across contacts, companies, and deals
Can detect fuzzy/close matches using formatting rules
❌ Cons:
Requires some configuration to capture specific duplicate cases.
Whether you’re using HubSpot’s native features or an advanced tool like Koalify, finding and removing duplicates is essential for accurate CRM data and smooth team workflows.
The right method depends on your scale and customization to find duplicates in HubSpot.
| Search method | Best for | Objects supported | Level of control | Scalability |
|---|---|---|---|---|
| Search bar | Quick, manual checks | Contacts, Companies, Deals, Tickets | Very limited | Not scalable |
| HubSpot Duplicate Management | Small to medium databases | Contacts, Companies | Limited (fixed rules) | Limited (daily scan caps) |
| Koalify duplicate rules | Large databases and custom logic | Contacts, Companies, Deals, Tickets, Custom Objects | Full control (rule-based) | Unlimited |