Deduplicate HubSpot Companies and Salesforce Accounts

How to Merge Duplicate Salesforce Accounts and the Corresponding HubSpot Companies

If you have your HubSpot and Salesforce CRMs set up to sync, this can make cleaning up duplicates tricky. You need to determine the appropriate “master record” to use across both CRMs and, you have to consider the merging process. Often, your settings in each platform impact how the merge takes place.

When you deduplicate accounts in Salesforce, the master is kept in sync with the original HubSpot record, indicated by a Salesforce Account ID value. But the deduplication only takes place on the Salesforce side—leaving duplicate companies in HubSpot. Since HubSpot doesn't allow you to deduplicate companies while the sync is active from within the HubSpot app, you need another option.

Insycle allows you to merge duplicate HubSpot companies and Salesforce accounts while keeping things simple and your sync intact.

Process Summary

  1. Merge duplicate Salesforce accounts.
  2. Set up HubSpot merge rules to select the HubSpot record that has a Salesforce Account ID as the master record.
  3. Merge duplicate HubSpot companies.  


Step-by-Step Instructions

1. Deduplicate Salesforce Accounts in Insycle

Navigate to Data Management > Merge Duplicates, and select the Salesforce database and Accounts record type from the top menu. Then explore the templates for an existing solution that may be close to what you need.

Each row in Step 1 is for a field you want to look at for duplicates, along with some parameters on what to look for. For example, you may look for account records that have the exact same Website AND similar Account Names.


Under Step 4 on the Record tab, configure the rules that specify which record all the other duplicate records will merge into. This will be your master record. Select the field that gives the most likely indication that a record might be the master record, and what condition this field must meet.

For each duplicate group, Insycle will look at each Record rule to see which of the records in the group meet the criteria. Rules are read in order, from top to bottom. The first record that is the only one that matches a rule will be selected as the master record, and further rules will be ignored.

Master selection rules for Salesforce accounts

After Insycle has identified the master record, it will use the selection rules from the Field tab to automatically pick which values from a duplicate group will be used in the master record.

For each field you want to control the data retention for, you need to tell Insycle where the data for the field should be taken from. This is merged into the master. Any data that is not in the master or not copied to the master will not be included in the master once merged.


To finish deduplicating your Salesforce records, continue with the 3. Preview Deduplication Changes then Apply Merge to CRMs step below.

For further instructions on configuring your deduplication, see the Bulk Merge Duplicate People, Companies article.

2. Deduplicate HubSpot Companies in Insycle

When duplicate companies are created in HubSpot, the duplicates won't automatically sync with Salesforce so the Salesforce Account ID field will be blank.

Since only the company that is synchronizing with Salesforce will have the Salesforce Account ID, the presence of this value can be used to identify the correct HubSpot record to choose as the master.

Under Step 1, use the same criteria as in the Salesforce deduplication to determine what HubSpot records should be considered duplicates.


Under Step 4, select Priority Match in the header.

On the Record tab for the very first rule, select the Salesforce Account ID field with the Condition, "exists." Since these rules execute in order, if the Salesforce Account ID is found in one of the duplicate records, it will be chosen as the master and the rest of the rules in the list are ignored.


After Insycle has identified the master record, it will use the selection rules from the Field tab to automatically pick which values from a duplicate group will be used in the master record.


If you do not specify what to keep for a field—when a field value is empty in the master record, Insycle picks a non-empty value from the most recently updated duplicate automatically.

Once you think you have all your Record and Field rules set, continue on to run a preview and see how it goes.

3. Preview Deduplication Changes then Apply Merge to CRMs

Preview Merges in CSV Report

After you have the deduplication rules set up for each CRM, you should preview the changes you are making to your data. That way, you can check to ensure your merge configuration is working as expected before those changes are pushed to your live database. 

Under Step 5, click the Review button and select Preview mode.


Click the Next button to go to the Notify screen, where you can select recipients for the email report. You can also add additional context to the message.

On the When tab, click the Run Now tab, and select which records to apply the change to (in most cases this will be All), then click the Run Now button.


Insycle will generate a preview CSV and send it to your email. Open the CSV file from your email in a spreadsheet application.


In the CSV, the Result column identifies which records were picked as the master and which were identified as duplicates and merged into the master. You might see the values:

  • Duplicate – The record is part of a duplicate group.
  • Master The master record that was chosen for the duplicate group based on your rules.
  • Master (After) – For each duplicate group, the Master (After) row will show the data the final record will contain, based on master selection and field data retention settings.
  • Error – If Insycle was not able to determine which record would be the master, an error message will appear here. See the Troubleshooting section below for more detail.

When a field value in the CSV says "(Default)," it means that the CRM will be using its default processes for dealing with the field. This is typically done for blank fields, system IDs, and similar situations.

If everything in the Result column looks correct, return to Insycle and move forward with applying the changes.

Apply Changes to Your CRM Records

When you're satisfied with the results in your preview, you can merge the records in your CRM.

Under Step 5, click the Review button, and this time select Update mode.

On the When tab, you should use Run Now the first time you apply these changes to the CRM.

Update CRM records now

Save Templates and Setup Automation to Maintain Formatting

After you've seen the results in the CRM and you are satisfied with how the operation runs, you can set up ongoing automated deduplication for HubSpot and Salesforce records with Insycle templates, or integrate with Workflows on the HubSpot side.

With automation, you'll save time and ensure that HubSpot and Salesforce are consistently deduplicated while keeping the sync active.

Automate template


Advanced How-Tos

Step 4: Priority Match vs. Absolute Match

Priority Match and Absolute Match options

For each duplicate group, Insycle will look at each master selection rule to see which of the records in the group meet the criteria. At the right end of the Step 4 header, there are two different master selection options:

Priority Match: Looks through the master selection rules in order, one by one. As soon as a record meets one of the criteria, Insycle makes the master selection and skips the rest of the rules on the list. The vast majority of duplicate templates should use Priority Match.

Absolute Match: The master record must meet all of the listed rules in the Record tab in Step 4. If a record does not match every rule listed, no master record will be identified. Absolute Match is appropriate for less flexible master selection.

For example, if a company wanted to ensure the chosen master record is in their sales pipeline and already has a sales rep working the record, they can choose Absolute Match and set the Record rules:

  • Customer Priority is "High"
  • Account Owner exists

Choosing Absolute Match can often result in no master record being identified since the record has to match every rule listed, so in most cases, you should select Priority Match.

Step 4: Control What Field Data is Retained

The Merge Duplicates module allows you to control the values saved in the master record after the merge regardless of the default merge behavior. By setting a rule for each field you want to control the data retention for, you can tell Insycle where the data for the field should be taken from and how to handle it.

Under Step 4, on the Fields tab, the Criteria dropdown gives you various options for choosing the data to keep:


  • From master record – Use the value that exists in the master record.
  • From master record (even empty) – If the field on the selected master record is blank, keep it that way. Don’t automatically fill it in with a value from the most recently updated record.
  • From record where value – Select data from one of the records in the duplicate group based on the values. These options vary depending on the field type. For example, retain the data from the Number of Employees field that has the highest value.
  • From record based on other field value – Look at the value in a different field to decide which value from the duplicate group should be kept. The example above highlights how a Last Modified Date value can be used to determine which Account Owner value to use.
  • Combine and append all values – You can merge the values from the selected field for all records in the group. For example, if there is some type of Notes field, you could keep the notes from all of the records in the duplicate group.
  • Collect all values from other field – Select a destination field to copy and combine values into, then select what field the data should come from for each record in the duplicate group. For example, this could be used to keep the read-only Record ID values of all duplicates in a group and combine them into a custom field.
  • Collect non-master values from other field – Aggregate the values of all the duplicates that are not the master, meaning this excludes the value from the master record itself. This can be especially helpful if you want a record of the object IDs that were removed, so you can also remove them from another system. Select a destination field to copy and combine values into, then select what field the data should come from.

For example, if merging HubSpot companies, by default the HubSpot field “Merged Company IDs” would not be populated with the Record IDs of the duplicates that were merged into the master record. 

Say you want to save all of the Record IDs from records that are merged together and deleted. You can add a new custom field, “Insycle Merged Record IDs” to your CRM.


Then in the Merge Duplicates module under the Fields tab of Step 4, add a rule to override the default merge behavior. Select the "Insycle Merged Record IDs" Field, the "Collect all values from other field" Criteria, and "Record ID" as the Other Field. 


You can use the Preview to see how this will preserve the Record IDs of all the duplicates in each duplicate group.


Step 4: Adding Extra Fields to Your CSV Export

When in doubt about what will wind up in your master records after the merge, add the important fields as additional rules on the Record tab. Then use the Preview CSV created in Step 5 to review how the values will merge.

Adding fields to master selection rules

Granular Control Picking Duplicate Records

For situations where you need more granular control for picking duplicate records to include—or exclude—from the deduplication process, you can customize bulk deduplication using exclusions and pre-defined masters via a CSV file. Additionally, you can use this process when there are no common rules you can apply to choose the master record.


Insycle isn't finding any duplicates

Most of the time when Insycle can't find duplicates, it is due to your matching rules in Step 1. To better understand how to set up your rules, it is important to analyze the underlying data. A useful exercise can be to set up a simple filter to look for exact matches of Website, or Company Domain Name.


When you click the Find button, the results can show you a broad overview of what duplicates are potentially in your database, and what fields might be useful to include in your Find setup. 

To get more information, click the gear button on the right side of the Step 2 header. Here, you can add any field in your database as a column to the Review Duplicates list to better understand the data inside these records.

Gear button

There are errors in the CSV Result column

If the Result column of the CSV displays an error, read the error text for help figuring out how to resolve the problem.

The most common error is:

Cannot determine master record because multiple records (#) satisfy the master selection rules. In ‘Master Selection’, change/add/reorder the rules such that only one record satisfies them (if cannot determine master based on field values, use ‘ID is lowest’ as the last rule).

CSV export showing error

This means that based on all the rules, Insycle could not figure out which record in the duplicate group would be the master. None of the records meet more of the rules than others.

There are a couple of things you can try to resolve this:

  1. Under Step 4, experiment with reordering or adding additional fields that are likely to have unique values.
  2. In the Step 4 heading, check to ensure that you have Priority Match selected and not Absolute Match.
    With Priority Match, your master record only has to match one rule. Using Absolute Match, your master record would have to meet all of the rule criteria. The majority of the time it is best to select Priority Match.
    If Priority Match was used, then none of the records in the duplicate group meet any of the criteria on the list more than the others. In this case, you'll need to experiment, reordering or adding additional rules for fields likely to have unique values.
It's taking a long time for Insycle to find duplicates

It can take a while for Insycle to find and match duplicates if the fields being used to identify them have very long values. The longer the values, the longer it takes Insycle to process the data and generate the results. This might come up when looking for matches based on long ID numbers, LinkedIn bio links, or other URLs with long strings attached (ex,

You can speed this up by limiting how much of the value Insycle looks at.

If the beginning or ending portion of the values are all unique, you can limit the comparison to the first or last several characters using the Match Parts parameter under Step 1



Or use the Ignore Text (Substrings) parameter, then click the Terms button.


On the Ignored Text tab of the popup, add the common portion of the URL or text string.


Frequently Asked Questions

Can I merge HubSpot and Salesforce companies and accounts without breaking the sync?

Yes. With Insycle, you can first deduplicate in Salesforce, then deduplicate in HubSpot using the Salesforce Account ID field to match the master record, all while the sync is active. 

If you were to try and merge companies within the HubSpot application, it won't work when the sync is active.

Does it matter which platform I run the original deduplication process in?

Yes, because HubSpot doesn't let you merge companies when the sync is active, it is best to deduplicate in Salesforce first, and then follow the steps laid out in this article to ensure that the duplicate companies are also removed in HubSpot.

Does HubSpot allow you to merge companies while the sync is active?

No. HubSpot doesn't let you merge companies from the HubSpot application when the sync is active, but Insycle does.

How does Insycle pair the master record between HubSpot and Salesforce?

When you deduplicate Salesforce accounts first, you can look for records with a Salesforce Account ID when you deduplicate HubSpot companies. 

As long as you deduplicate Salesforce accounts first when you deduplicate HubSpot companies, you can look for records that have a Salesforce Account ID. Since the Salesforce records have already been merged, there will only be one left with a Salesforce Account ID. The HubSpot records that have this match the master record in Salesforce. 

I used the “From master record (even empty)” retention rule. Why does HubSpot say Insycle deleted it?

When merging HubSpot contact records using the “From master record (even empty)” data retention rule, the property history in HubSpot shows that Insycle set the value to “empty.” This is a nuance of how HubSpot manages the history of empty values. You can verify that the master record value before the merge was indeed empty by reviewing the Activity Tracker report in Insycle.

Some of my HubSpot duplicates have attachments, will these be preserved?

Yes, if your HubSpot objects have attachments, the attachment will be merged into the master record. Note though that there may be a short delay before the attachment appears in the merged record.

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