Use data quality tools

The data quality overview page helps you identify, understand, and fix data issues. On the data quality overview page, you can:

• See an overview of your data: access a summary, recommended actions, and property insights.
• Manage duplicates: view and manage contact and company duplicates, and view alerts when the number of duplicates passes the allowed daily limit.
• Fix formatting issues: resolve formatting issues for different object properties.
• Manage record enrichment: view and manage contact and company enrichment coverage.
• Gain property insights: understand where and how properties are used in your CRM.

Before you get started

Please note the following before you get started:

• Only Super Admin, or users with Data quality tools access and View permissions can view the data quality overview page.
• Only Super Admin, or users with Data quality tools access and View all permissions for contact and companies permissions can fix and resolve individual contact and company objects in the data quality overview page.
• If a record is updated in the data quality overview page, but is manually updated in an incorrect format later, the data quality overview page will not flag the record again.

See an overview of your data

To see a summary of your data issues, recommendation actions, and property insights:

1. In your HubSpot account, navigate to Data Management > Data Quality.
2. To adjust the date range of the data displayed, click the Date range dropdown menu, and select your date range.
3. In the Summary section, you will see the following:
   • Duplicate issues: the percentage change in the number of duplicates in your account since the start date of your date range. To view issues, click View issues to be taken to the Manage duplicates tab.
   • Formatting issues: the percentage change in the number of formatting issues in your account since the start date of your date range. To view issues, click View issues to be taken to the Formatting issues tab.
4. In the Recommended Actions section, you will see the following:
   
   • Duplicates: the number of duplicates detected by Breeze. Click View duplicates to be taken to the Manage duplicates tab.
   • Formatting issues: the number of formatting issues for a specific property that may need to be resolved. Click View formatting issues to be taken to the Formatting Issues tab.
   • Workflows: the number of unused workflows. Click Review workflows to navigate to a list of your unused workflows.
   • Data Quality digest: set up a weekly digest that updates you on data quality issues and the changes to your data from the previous week. Click Set it up to be taken to your Notification settings.
     • Click to expand the Data Quality section, then click the checkboxes in the Email column.
     • You will now receive data quality weekly digest emails. The data quality digest box will no longer appear on the Overview tab once it is set up.
5. In the Property insights section, view a chart that shows you your total properties, and the number of issues over a specific date range.
   • To set the date range, click the Data range and Frequency dropdown menus, and select your data range and frequency.
   • To view a specific issue type in the chart, hover over Duplicates, No data, or Unused in the key to highlight that specific issue in the chart.
   • Click View all property insights to be taken to the Property insights tab.

Manage duplicates

To manage object duplicates and see alerts:

1. In your HubSpot account, navigate to Data Management > Data Quality.
2. Click the Manage Duplicates tab.
3. At the top, a Duplicate alerts banner will appear with the number of duplicates detected past the allowed daily limit. Click View alerts to be taken to the Alerts tab.
4. In the Manage Duplicates section, click the Contacts or Companies tab to view a table of duplicate objects.
   • Use the search bar or click the filters to further refine the duplicates that appear in the table.
   • Click a record in the table to view a side panel with record information.
   • Review the Discovered at column to see what date and time the duplicate was found.
   • Click Review or Reject next to the duplicate issue.
     • Review: will merge the duplicate records. In the dialog box, click to customize which properties will merge. Then click Merge and review next.
     • Reject: will confirm the records are NOT duplicates, and keep both records
5. In the Alerts section, view a table of duplicates that have passed the allowed daily limit (Data Hub Professional and Enterprise only). Your account is checked every 24 hours. These numbers show the total at the time the notification is sent and won't change based on clean up action.
6. In the top right, click Review rejected duplicates to open a side panel of rejected duplicates.
7. In the top right, click Export duplicates to export a CSV, XLS, or XLSX file of your duplicates.

Learn more about managing duplicate contacts and companies and configuring automatic merging (BETA).

Fix formatting issues

To fix formatting issues for different object properties:

1. In your HubSpot account, navigate to Data Management > Data Quality.
2. Click the Formatting issues tab.
3. At the top, a banner will appear with the number of formatting issues related to a specific property. Click View issues to be taken to the specific property tab.
4. In the Formatting Issues section, click between the different object tabs to view formatting issues related to object properties.
5. To manage individual records:
   
   • In the table, next to a record, you can review the property formatting issue.
   • Click Accept, Reject, or the More dropdown menu:
     • Accept: update the record with the proposed resolution.
     • Reject: remove the record from the table without making changes.
     • More dropdown menu: click Fix and automate to set rules for any current records with formatting issues. If a new record is added with the same issue, it will be fixed automatically. Click Save. Click Delete this record to delete the record.
6. To bulk manage records (Data Hub Starter, Professional, and Enterprise only):
   
   • In the table, next to the record name, select the checkbox.
   • When you're finished selecting, at the top of the table, click Accept, Reject, or Delete these records:
     • Accept: update the record with the proposed resolution.
     • Reject: remove the record from the table without making changes.
     • Delete these records: delete the records from your account.
7. In the top right, click the Actions dropdown menu, then click Automation or Manage issue types.
   • Automation (Data Hub Professional and Enterprise only): set rules for any current records with formatting issues. If a new record is added with the same issue, it will be fixed automatically. Click Save.
   • Manage issue types: toggle the property switches for formatting issues you want to monitor. Click Save.

Please note: if a record is updated by the data quality tool but is later manually updated to a different incorrectly formatted value, the data quality command centre will not flag the record again. Updated values added via a manual user update, API, integration, import, or data migration will typically not be flagged again. For example, if a name is displayed in your account as "LORELAI GILMORE", the data quality command centre will suggest to change it to "Lorelai Gilmore". However, if this contact is updated via an API to "LORELAI GILMORE" again, this will not be flagged in the data quality command centre again as it interprets the overwritten format as the correct.

Manage record enrichment

1. In your HubSpot account, navigate to Data Management > Data Quality.
2. Click the Data Enrichment tab.
3. Click Scan for enrichment gaps.
4. After the scan completes, review the Enrichment Coverage section for the following results:
   • Match rate: the percentage of records that are eligible for enrichment.
   • Enrichment possibilities by property: the per property enrichment coverage displayed as a percentage. Click Contacts or Companies to view properties per object.
5. In the Available Enrichment section:
   • Click the Enrich all records from a segment dropdown menu and select a segment. 
   • Review the table displaying a sample of your selected segment.
   • Click Enrich segment.

Learn more about enriching contact and company records.

Gain property insights

To understand where and how properties are used in your CRM:

1. In your HubSpot account, navigate to Data Management > Data Quality.
2. Click the Property Insights tab.
3. At the top, a Property anomalies banner will appear with the number of properties that fell outside of the expected range. Click View alerts to be taken to the Anomalies tab (Data Hub Professional and Enterprise only).
4. In the Properties to review section, click between the object tabs to view properties that might have one or more issues. Properties to review are updated daily.
   • In the table, next to a property, you can review the issue. 
   • To view details about the property, hover over the property, then click View details (Data Hub Professional and Enterprise only). On the Property details screen, click Edit Property to manage details, field types, and more. Then, click Save. 
   • To hide, export property history, or archive the property, click the Actions dropdown menu, then select Hide, Export property history, or Archive.

Use data quality insights in the report viewer

After building a contact, company, deal and ticket based report, you can view data quality property insights. This can help to determine which properties to use to reach a reporting goal and how much data is available. Data quality tools offer context to help understand properties, where data is coming from as well as how much data is available.

• In your HubSpot account, navigate to Reporting > Reports.
• Click the name of a contact, company, deal, or ticket based report. 
• In the right sidebar, click More > Data Quality.
• View additional insights on the properties in the report including property issues, fill rates, and a direct link to the data quality command center for additional context.

View data anomalies in the report builder

When using the report viewer, the single object report builder, or the custom report builder, you can view irregularities in your data. 

• In your HubSpot account, navigate to Reporting > Reports.
• Click the name of a contact, company, deal, or ticket time-based report. 
• In the top left of the chart, click the Trends dropdown menu and select Anomalies.