How to Measure the Number of HubSpot Merges over Time

Keeping your contact and company data clean is one thing, but tracking how often and when merges happen is a powerful way to maintain CRM visibility and control.

With just a few simple steps, you can create a system to monitor merge activity in HubSpot using a custom “Latest Merge Date” property, an automated workflow, and a report. This process gives you real-time insight into how often duplicates are being resolved, and by whom.

Let’s walk through it!

1) Create a "Latest merge date" property

Start by creating a new property called "Latest Merge Date" for both contacts and companies:

• Navigate to your HubSpot property settings. 
• Make it a "date picker" property

2) Build a workflow to update the "Latest merge date" property

Next, let’s set up a workflow to automatically update the "Latest Merge Date" property:

• In your HubSpot account, click the Automations > Workflows in the main navigation bar.
• Click Create workflow and select the option From scratch
• Choose either Contact-based or Company-based, start with a Blank workflow and click Next 
• Set an enrollment trigger on the Merged Company IDs is known.
• Enable re-enrollment to capture updates as needed.
• Click on the ➕ plus icon to add a workflow action
• Select Edit Record from the CRM actions group.
• Choose "Latest Merge Date" as the property to update, set the value to Date of step, and click Save.
• Review and publish the worklfow.

That’s it! Now your workflow will automatically track and log merge dates for contacts or companies.

3) Create a report to track merges over time

Finally, create a report to visualize how many merges occur over time:

• Create single object report (Contact or Company)
• Under Data - select the following properties:
  • Latest Merge Date
• Apply the following Filters
  • Create date is all time
  • Latest Merge Date is known
• For visualization, select a Column Chart and configure:
  
  • X-axis: Latest Merge Date 
  • Y-axis: Count of Companies or Contacts
  • Frequency: Weekly or Monthly

This gives you a clear view of merge activity over time — great for tracking data cleanup progress or auditing deduplication initiatives.