Merging duplicates
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      Merge rules

      This guide explains how Dedupely merges CRM records using native logic and how to customize merge rules to control which values are kept or discarded.

      Merging Duplicates with Dedupely

      Dedupely makes merging CRM records simple, powerful, and accurate. Our merging tools follow your CRM’s native logic while also giving you the option to fully customize how fields are handled, so you always stay in control of your data.

      Default merge behavior

      Out of the box, Dedupely merges duplicate records using your CRM’s internal core merging functionality. This means:
      • Merges are executed within your CRM, we don’t override or bypass your platform’s built-in rules.
      • If you’re already familiar with merging records directly in your CRM, Dedupely follows the exact same logic, because the merges happen using your CRM’s own tools.
      • However, even though we respect your CRM’s built-in merging rules, Dedupely allows you to choose which values should be kept (win) or discarded (lose) during a merge, as long as the fields are not read-only in your CRM.
      • The most recent field values are typically retained.
      • The oldest Record ID is preserved.
      • All associations and activities (emails, calls, notes, etc.) are kept intact.
      • Blank fields will never overwrite existing data.
      You don’t need to set up any rules to start merging, but you can take it further with custom merge rules if you want full control.
      Helpful tip: Each CRM handles merging a little differently. For a deeper understanding of how merging works within your CRM, check out the following resources:

      Associations and activities are preserved

      When you merge records in Dedupely, all activities (such as notes, calls, tasks) and associations (linked companies, deals, contacts) are preserved. Dedupely does not delete any data; it only consolidates it. You can merge with confidence knowing your CRM history is safe.

      Using custom merge rules

      If you want more precision over which field values “win” during the merge, Dedupely’s Merge Rules Engine gives you that control.
      Custom merge rules allow you to:
      • Set which values should win or lose for specific fields.
      • Apply rules to one or multiple Search Pads (deduplication scans).
      • Filter based on conditions like oldest or newest record, source, or other fields.

      How to set a merge rule

      Here’s how to build your own rule using our merge engine:
      1. Record type: Select the object: Contacts, Companies, or Deals.
      2. Affected field: Choose the field the rule applies to (e.g., First Name).
      3. Win/lose: Choose whether this field should be preserved (Win) or discarded (Lose).
      4. Filter by field: Add an IF condition that defines the rule’s trigger (e.g., Create Date).
      5. Operator: Select the comparison logic (e.g., Is Oldest, Is Newest).
      6. Duplicate search: Choose whether the rule applies to a specific Search Pad or all.

      Example rule scenario

      Objective: Make sure the first name from the oldest contact is not kept.
      • Record type: Contacts
      • Affected field: First Name
      • Win/lose: Lose
      • Filter by field: Create Date
      • Operator: Is Oldest
      • Duplicate search: Any
      This rule ensures that when merging contact records, the first name from the oldest record will lose. The winning name will be chosen from newer records instead.
      You can stack multiple rules to handle various scenarios across different fields.

      Visualizing merge rules in action

      Once your rules are created and saved, go to your Search Pads to see how they affect your matches.
      • In each duplicate group, field values that will win (as determined by your rule) will appear in bold and italicized text.
      • This visual cue confirms that your rule is actively controlling the outcome of the merge.
      • You can always edit or remove rules if needed.

      Important note on data privacy

      All sample records shown in the interface are generated using fake or dummy data. No real personal or customer data is ever exposed in examples or demonstrations.

      Need more help?

      If you’d like support setting up your merge rules or want help configuring merges for a specific use case, our team is here to help. You can: