Merge contacts

Last updated: November 9, 2018


You may occasionally wish to merge two existing contacts in HubSpot. If you wish to merge contacts, it is important to understand what will happen to the data on the contact records you are merging.

Merge Contacts

  • Navigate to your contacts.
  • Click the contact name that will be kept as your primary contact.
  • In the upper left, click the Actions dropdown menu and select Merge.
  • Search for the contact you want to merge into the primary contact. Once you've selected your secondary contact, click Merge. The email address of the secondary contact will no longer be used. To learn more about what happens when you merge two contacts, check out this article.

  • You will be notified that the merge is in progress. It can take up to 30 minutes for all of the contacts' activities to sync.

What happens when I merge two contacts?

  • The contact record on which you originally clicked Merge remains as the primary contact. The contact you selected during the merge process will merge into that primary contact.
  • The most recent values from either contact will be the present values on the remaining contact record. However, there are some exceptions; please see below for details.
  • The history of property values from both contact records can still be found in the property history in the remaining (primary) contact's record.
  • You will see a combination of timeline activity from both the primary and secondary contact records on the remaining (primary) contact's record.

What happens to contact properties?

In general, the most recent value for each property is adopted by the primary contact. However, there are some exceptions to this rule:

  • Email: the address of the primary contact is maintained.
  • Lifecycle Stage: the stage furthest down the funnel is maintained. For example, if one contact is a Lead and the other is a Customer, the merged contact will have a Lifecycle Stage of Customer
  • Create Date: the value for the oldest contact is maintained.
  • Number of Conversions and Number of Unique Forms Submitted: these are added together with the values for each contact. For example, if the primary contact has submitted three forms and the secondary contact has submitted two forms, the value for Number of Forms Submitted will be five.
  • Analytics properties: these properties are resynced and you will see the total number of pageviews for both contacts combined (much like the above example).
  • Analytics - Original Source Type: the oldest value for the original source property is kept.
  • Email Information properties: remains specific to the primary contact.

What happens to list memberships?

  • The secondary contact is removed from all static lists.
  • Smart list memberships may change as a result of a contact merge due to the change in properties.

What happens to workflow enrollments? (Professional and Enterprise)

  • The secondary contact will be unenrolled from all workflows.
  • The primary contact may join new workflows as a result of changing list memberships and/or properties.

What happens in sources?

  • Visits from the secondary contact are kept in sources; however, they will be linked to the primary contact.

What happens if the secondary contact submits a form?

  • All cookies (HubSpot usertokens) that were associated with either contact will be merged into the primary contact. Therefore, if the secondary contact submits a form from a device it had previously submitted on, the submission data is deduped and associated with the primary contact.
  • The secondary contact's email address is permanently associated with the primary contact. If the contact submits a form from a device they have never submitted from but uses email address from the secondary contact record, this submission will be reflected on the primary contact's record.

What if one or both of the records is syncing to Salesforce?

If you have the HubSpot-Salesforce sync enabled, merging contacts in HubSpot will have an impact on Salesforce.

  • If the secondary contact that was merged into the primary contact, was syncing to Salesforce, that record in Salesforce (that was tied to the secondary record in HubSpot) will no longer be syncing to a record in HubSpot because that record no longer exists; only the primary record exists.
  • HubSpot can only link to one Salesforce record, so after merging contacts in HubSpot, only the primary contact will continue to sync to the Salesforce record it had been previously syncing to. Any updates made to the Salesforce record that was syncing to the secondary record in HubSpot will not be passed to HubSpot as there is no longer a secondary contact in HubSpot to sync that information to.
  • That's why it is recommended to also merge the records in Salesforce. The HubSpot primary contact is linked to one record in Salesforce, so you should use that linked-record as the primary in your merge in Salesforce.

 What happens to associated companies and deals? 

  • The associated company of the primary record will be maintained.
  • All deals associated with either contact record will be associated with the primary record after the merge. Deals will remain associated with the original company with which they were associated. For example:
    • The primary contact is associated with Company A and Deal A.
    • The secondary contact is associated with Company B and Deal B.
    • After the merge, the merged contact record will retain the association with Company A and will be associated with both Deal A and Deal B. Company A will retain the association with Deal A and Company B will retain the association with Deal B. 

Learn how you can see if a contact has been merged.

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