How to handle duplicates within the Salesforce and HubSpot integration
When HubSpot and Salesforce are connected, managing duplicates becomes more complicated.
HubSpot uses built-in deduplication rules, but once the Salesforce sync is enabled, the process of merging, deleting, and cleaning records shifts.
What worked when you only had HubSpot no longer applies.
In Salesforce, duplicates are expected in some cases (especially when working with Leads and Contacts), but in HubSpot duplicates create reporting errors, sync failures, and missed handoffs.
Left unchecked, they can cause serious gaps in your go-to-market process.
This guide explains how to prevent duplicates before they start, how to handle them inside HubSpot, and how to manage them effectively in Salesforce.
Proactively prevent and monitor duplicates
The first step is prevention.
HubSpot has a setting called “Automatically create and associate companies with contacts.”
If you only use HubSpot, it’s handy, it creates a new company automatically whenever a contact submits a form. But when HubSpot is integrated with Salesforce, this setting creates unnecessary duplicate Companies.
Turn it off.
When HubSpot is synced to Salesforce, it deduplicates Companies based on Salesforce Account ID and Domain.
If you leave the setting on, HubSpot will create extra Company records for each form submission or email-tracked Contact, even when the Salesforce Account already exists.
Also note: when integrated with Salesforce, HubSpot does not let you merge Companies.
Duplicate Companies must be manually deleted, and their Contacts reassigned to the correct Salesforce-synced record.
Monitoring is equally important.
HubSpot’s integration health tab flags duplicates, but those are only the ones interfering with the sync. There may be hundreds or thousands of additional duplicates in your portal that aren’t caught there.
Regularly run duplicate checks and cleanups beyond what the sync health dashboard shows.
Managing duplicates in HubSpot
Deduplicating contacts in HubSpot
- Go to Contacts > Contacts.
- Click Actions in the top right and select Manage Duplicates.
- Use Edit surfaced properties and add fields like Create Date, Salesforce Contact ID, Salesforce Lead ID.
- Identify the “master” record - the one that should remain. Generally, the master is either the first created or the record with a Salesforce ID. If both records have Salesforce IDs, open Salesforce and deduplicate there first. With the correct integration settings, merging in Salesforce will automatically clear the duplicate in HubSpot.
- Open the master contact, click Actions > Merge, and enter the duplicate’s email.
Deduplicating companies in HubSpot
- Go to Contacts > Companies.
- Click Actions > Manage Duplicates.
- Choose Companies on the left.
- Add surfaced properties like Create Date and Salesforce Account ID.
- Identify the master Company. If both have Salesforce Account IDs, deduplicate them first in Salesforce. HubSpot does not merge Companies automatically from Salesforce.
- Before deleting the duplicate, transfer its assets:
- Contacts: In the master Company, bulk add the associated contacts by email domain.
- Attachments: Download from the duplicate, reupload to the master.
- Deals: Re-associate the deal to the master Company.
- Once assets are transferred, delete the duplicate Company.
This manual cleanup is slow, but it ensures that Salesforce-linked Companies remain intact while eliminating clutter.
Managing duplicates in Salesforce
Salesforce doesn’t surface duplicates in the same way HubSpot does. Instead, you’ll need to build custom duplicate reports.
Create one for each object; Leads, Contacts, and Accounts.
Steps:
- Go to Setup > Report Types.
- Click New Custom Report Type.
- Select the primary object (Lead, Contact, or Account).
- Name it “[Object] Duplicates,” add a description, and store it in the correct folder.
- Deploy it, then add a related object: Duplicate Record Items.
- Ensure “Each A record must have at least one related B record” is checked.
- Save and repeat for all three objects.
Once complete, navigate to Reports and run the duplicate report. From there:
- Open the Duplicate Record Item Name.
- Click into the Duplicate Record Set.
- Compare the two records and confirm they’re actual duplicates.
- Use Salesforce’s View Duplicates option.
- Select which record is the master, then merge. Keep the most accurate field values for any conflicts.
Repeat this process for Accounts, Leads, and Contacts. It requires discipline, but it gives Salesforce users control over which data is retained.
If you want the official HubSpot guide on how duplicates behave in the integration, check out their documentation on syncing Salesforce leads and contacts with HubSpot.
Book a call with Tate
Duplicates waste time, trigger bad automation, and create reporting chaos.
If you’re struggling with duplicate Contacts or Companies in HubSpot, or duplicate Leads and Accounts in Salesforce, RevBlack can help.
Book a call with Tate and we’ll scope exactly where duplicates are sneaking in, then design a cleanup and prevention process that keeps both systems in sync.
FAQs: Managing duplicates in HubSpot and Salesforce
Why can’t I merge Companies in HubSpot when Salesforce is integrated?
Because Salesforce is the source of truth for Accounts, HubSpot disables company merging once the integration is live. You’ll need to manage duplicates manually or in Salesforce.
What’s the best way to identify duplicates in HubSpot?
Use the Manage Duplicates tool, but add surfaced properties like Salesforce IDs and Create Date to see which record should be kept. Remember: the one tied to Salesforce usually wins.
How often should I check for duplicates?
At least monthly. HubSpot’s sync health dashboard doesn’t catch everything, so schedule regular audits to clean Contacts and Companies.
Can I automate duplicate prevention?
In Salesforce, you can configure duplicate rules to block or warn users. In HubSpot, automation is more limited, but careful import practices and inclusion lists help reduce duplicates.
Does merging in Salesforce fix HubSpot automatically?
Yes, if the integration setting “delete HubSpot contacts when Salesforce records are deleted” is enabled. Otherwise, you’ll need to manually merge in both systems.
