Currently, HubSpot’s Manage Duplicates functionality within the Data Quality tools only supports Contacts and Companies. While this is helpful, many organisations now rely heavily on custom objects to manage core business processes and data beyond the standard CRM objects.
We make extensive use of custom objects, and duplicate records within these objects can create the same challenges that duplicate Contacts or Companies do, including:
- Inaccurate reporting and forecasting
- Poor user experience and reduced trust in CRM data
- Difficulties with automation and workflows
- Increased manual effort to identify and merge duplicate records
It would be extremely valuable if HubSpot allowed us to create custom rules not only for contacts and companies, but also for custom objects.
As HubSpot continues to expand the capabilities of custom objects and more customers adopt them for business-critical processes, data quality tools should provide the same level of support and flexibility across all object types.
This enhancement would significantly improve data governance, reduce manual administration, and help organisations maintain cleaner, more reliable CRM data at scale.
Please consider extending duplicate management capabilities to custom objects.
If your organisation uses custom objects, please upvote this idea!