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!
Start by creating a new property called "Latest Merge Date" for both contacts and companies:
Next, let’s set up a workflow to automatically update the "Latest Merge Date" property:
That’s it! Now your workflow will automatically track and log merge dates for contacts or companies.
Finally, create a report to visualize how many merges occur over time:
This gives you a clear view of merge activity over time — great for tracking data cleanup progress or auditing deduplication initiatives.
Tracking merges helps you stay proactive with your data hygiene efforts.
With this simple setup, you gain visibility into when records are merged, and how often.
Want to take your merge management even further?
📘 Ultimate Deduplication Guide — for best practices and workflows
🔁 How to Merge Contacts in HubSpot — step-by-step contact merging
🏢 How to Merge Companies in HubSpot — avoid losing context when merging companies
Need help getting this set up? Let us know, we’re here to help streamline your deduplication strategy.