Deduplicate contacts, companies, deals, tickets, and products

Last updated: September 10, 2019

HubSpot automatically deduplicates your contacts, companies, deals, tickets, and products when they're created through a form submission or import.

You can also manually manage your duplicates if you're a user in a Professional or Enterprise account by using the duplicate management tool to deduplicate contacts and companies.

Automatic deduplication in HubSpot

HubSpot deduplicates objects that are automatically created in the CRM (e.g., imports, forms submissions) in the following ways:

Deduplicate contacts by usertoken

When a new contact is added to HubSpot through a form submission, HubSpot first looks at a contact's usertoken to see if it should be merged with an existing contact. The usertoken is the hubspotutk cookie that HubSpot stores in a visitor's browser when they view a page that includes your HubSpot tracking code.

Please note: if you've turned on GDPR functionality in your account, a user must accept your privacy policy banner in order for this cookie to be associated with their contact record.

If a visitor submits a form on one web browser, then another visitor submits a form using the same browser on the same computer, these contacts will be merged together. The information from the second form submission will overwrite the information from the first submission because they have the same cookie stored in their browser. This will happen only if the email address from the second submission doesn't already exist as a contact in HubSpot.

If you want each form submission from the same browser to create a new contact, enable the Always create new contact for new email setting in your form optionsThis can be useful in specific situations, such as collecting contact details at a trade show on a single device.

Deduplicate contacts by email address

When a new contact is added through import, form submission, or API, HubSpot will look for a matching value in the Email property. If a contact already exists in your account with the same email address, the new contact information will be added to the existing contact record.

For example, if you import a list of contacts that includes any email addresses already associated with existing contacts in your account, the imported information will be added to the existing contact record.

Deduplicate companies by company domain

When a new company is added through import, HubSpot looks at the Company domain name property value to deduplicate companies. If a company with the same company domain name already exists in your account, the new company information will be added to the existing company record.

If you do not include this property in your import, each row of your import file will be imported as a new company record.

Please note: companies added through API will not be deduplicated by the Company domain name property.

Deduplicate contacts, companies, deals, tickets, or product by object ID

When a new contact, company, deal, ticket, or product is added through import, you can use a unique object ID to match up these records with existing records in HubSpot. This object ID can be used to deduplicate records during the import process, or to search for a specific record in HubSpot.


To get the Contact ID, Company ID, Deal ID, Ticket ID, or Product ID, you must first export your records. When you receive your export file, the corresponding record ID will be listed in column 1.


Include the Contact ID, Company ID, Deal ID, Ticket ID, or Product ID column in your file when you import your records into HubSpot. During the import process, you'll click the Update existing [records] using "object ID" exported from HubSpot checkbox when you choose your file.


Please note: if you include the object ID column in your file, any rows that do not have a value for the record ID will not be imported during the import process. Contacts imported with the Contact ID won't update the Email property. Companies imported with the Company ID won't update the Company domain name property.

Deduplicate contacts and companies with HubSpot's duplicate management tool (Professional and Enterprise only)

Users with Admin permissions and edit access for contacts and companies can deduplicate contacts and companies in their account using the duplicate management tool. The duplicate management tool identifies duplicates by comparing two records' name, email address(es), IP country, phone number, zip code, and company name. HubSpot displays up to 2,000 of the most likely duplicate and will refresh these results every few weeks. 

You'll be brought to a list of duplicate contact or company pairs for your review. You can choose to merge two duplicate records, or dismiss the pair if they're not the same record.

Please note: if HubSpot displays a parent company as a duplicate of a child company, you will not be able to review or dismiss this pair as a duplicate. You must remove the parent-child relationship before you can merge them. 

  • To merge two duplicate contacts or companies:
    • Click Review next to a pair of contacts or
    • In the dialog box, select the contact or company you want to keep, then click Merge. Learn more about merging contacts or companies in HubSpot.
  • If the two records are not duplicates, click Dismiss.

Please note: merging two duplicates can trigger a workflow if the newly updated properties match any of the workflow triggers.