How to Find Duplicates in HubSpot

Updated on:

April 6, 2026

By:

Use this interactive demo to learn how to identify and manage duplicate records in your HubSpot account.

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Here is a step-by-step tutorial to find duplicates in HubSpot:

Navigate to CRM in the left pane and select the relevant section (Contacts or Companies).
In the top right corner, click on Actions.
Select Manage duplicates. HubSpot will then display a list of potential duplicate pairs for you to review.
Click Review next to a pair to see details of both records and decide which one to keep.
If they are duplicates, select the record you want to keep and click Merge. This will combine the information into your chosen record and delete the other.
If the system flagged them incorrectly, click Dismiss to remove them from the list.

Note: HubSpot's built-in functionality for finding duplicates is limited to contacts and companies, and it depends on your subscription tier:

📌 Why this matters

Duplicate records fragment your customer data across multiple entries, making it impossible to see the complete picture of each relationship. When your sales team can't access a contact's full interaction history or your marketing campaigns target the same person multiple times, you're operating with incomplete intelligence.

Clean, merged records reveal buying patterns, communication preferences, and relationship depth that scattered duplicates hide. This unified view transforms how you nurture leads and retain customers, turning fragmented data points into actionable insights that drive revenue growth.

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