Need Description
Currently, HubSpot offers a deduplication tool that works well for identifying duplicate contacts, companies, and deals based on standard properties. However, many businesses need to identify duplicates based on specific custom fields, such as contract numbers, customer codes, or other unique business identifiers.
Current Problem
When an organization needs to identify duplicate records based on a custom field (like “Contract Number”), the only available option is to export the data to external tools such as Excel or Google Sheets and use functions like VLOOKUP to manually identify duplicates. This process is:
Inefficient and time-consuming
Prone to human error
Does not allow for real-time proactive actions
Makes data cleaning automation difficult
Proposed Solution
We would like to suggest creating a functionality that allows:
Configuring deduplication rules based on custom fields
Creating dashboard cards that display records with duplicate values in specific fields
Applying additional filters (such as “Active” status) to refine the view
Offering quick actions to resolve duplicates directly from the dashboard
Implementation Benefits
Improved data quality for all HubSpot users
Reduction of manual processes and increased operational efficiency
Proactive prevention of problems related to duplicate records
Greater integrity of business-critical data
Reduction of operational costs related to data cleaning
Broad Use Cases
This functionality would be useful for various HubSpot customer segments:
SaaS companies that manage subscriptions with contract numbers
Financial service companies that need to ensure uniqueness of records by customer codes
Retailers who need to identify duplicates in orders or promotional codes
Healthcare organizations that need to ensure patient records are not duplicated
Any business that uses unique codes or numbers to identify customer relationships
Thank you for considering this functionality in future versions of the HubSpot platform, as it would benefit a wide spectrum of users across different industries.
Until HubSpot builds this natively, there’s actually a really effective workaround using Google Sheets + Coefficient’s 2-way HubSpot/Sheets or Excel sync which is certified on the HubSpot marketplace. It’s way more scalable than the manual VLOOKUP approach:
- You’ll pull your HubSpot data into Sheets/Excel using Coefficient, including the custom field you want to deduplicate on (e.g., Contract Number).
- Use spreadsheet logic (like COUNTIF, UNIQUE, conditional formatting) to identify duplicates automatically.
- To make this even faster, you can use Coefficient’s built-in AI Assistant to write those formulas for you, flag duplicates, and even summarize what needs review with no need to be a spreadsheet expert.
- You can automate this process to run daily or weekly, so your team gets an always-fresh list of potential duplicates.
- From there, take action directly in the sheet and push clean data back into HubSpot with Coefficient’s 2-way sync.
This gives you nearly real-time deduplication logic customized to your business without creating operational drag or risk of error. Totally agree that a native solution would be ideal, but this method saves hours and can scale well across teams.
@oisouofeborges I was experiencing the exact same problem, as a HubSpot consultant. So we created a Marketplace app that can detect duplicates based on any property. It’s called Koalify, and it’s fully embedded within HubSpot, using built-in properties to identify and mark duplicates.
You can create your own custom duplicate rules to detect duplicates. Here’s how:
How to create Duplicate Rules to identify HubSpot dupes with Koalify
Hope this helps!
Hello! My name is Hallie, and I’m a Program Manager on our CXM Team. There is currently a feature in development for creating custom rules for duplicate records! We should have more information around release dates soon, so keep an eye out here for future updates. 
Hello Hallie,
Thank you for your comment and the update on the feature suggestion regarding identifying duplicate records by custom field.
We are very excited to hear that this functionality is now “In Development” and appreciate your team’s work on this.
Could you possibly provide any further detail on the potential release timeframe? We understand that specific dates may not be set yet, but any general estimate would be greatly appreciated.
Thank you again for the information!
Sincerely,
Felipe Alexander Borges
Data Analyst
felipe.borges@altoqi.com.br
Rua Saldanha Marinho, 392 | Centro | Florianópolis - SC | 88010-450
(11) 2666 4920 | (21) 2169 8725 | (48) 3027 9000
(48) 3239 7000 | www.altoqi.com.br<>
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[Produtos AltoQi]
Felipe Alexander Borges
Data Analyst Jr
felipe.borges@altoqi.com.br
+55 48 3027 9000 <554830279000>
Rua Saldanha Marinho, 392 | Centro | Florianópolis - SC | 88010-450
(11) 2666 4920<> | (21) 2169 8725<> | (48) 3027 9000<>
(48) 3239 7000<> | www.altoqi.com.br<>
[Logo AltoQi]
[Produtos AltoQi]
Hi everyone 
I’m excited to share that this is now in public beta. You can opt into the beta from the ‘product updates’ page in your account, or via this link (which should take you to that page in your account). Please continue to leave feedback for the product team as you use this beta feature. Thank you!
Hi everyone - my previous comment had the wrong status so I’m correcting it here!
I’m excited to share that this is now in public beta. You can opt into the beta from the ‘product updates’ page in your account, or via this link (which should take you to that page in your account). Please continue to leave feedback for the product team as you use this beta feature. Thank you!
Hi @hhiggins and team,
While I am excited for filtering to be introduced to duplicate management, the tool is falling short for me, being unable to review the pairs or reject them.
Here is my situation and use case: My account has team based visibility permissions. In some situations, a person may fill out several forms or be added manually by people belonging to two different teams, causing a duplicate. In these cases, I have to check both records, compare the addresses, phone numbers, all the good stuff to determine whether the contact is indeed a duplicate and then to determine which team the contact belongs to, etc. These records take a bit longer for me to untangle because I have to use discretion when merging them.
In other situations, someone on my team may create a record, forget about it, and create another copy of the same record a couple of weeks or months later. Despite repeated efforts and attempts to stop this from happening… the team continues to do it. That’s okay, it keeps me busy as the admin LOL, but I am left with nearly a thousand monthly duplicates that I am struggling to stay on top of by myself.
With this tool, I hoped to filter for records that share a city, phone number and created by id, which would leave me with a list closer to the second situation-- a group that I could work through a bit faster without needing to dig for context in order to untangle before merging or rejecting the records. This would help me knock out a lot of “safe” records in a row and reduce the time I spend trying to determine which of the scenarios the pair I am looking at falls into.
Today, when attempting to use this tool in this way, I found that the only option here is to select the check box next to the pair and then there is a small “merge” button at the top, rather than to the right, as expected. There isn’t a way to compare the records, there isn’t a way to reject the records. Unless I want to blindly select pairs and merge them on hopes and dreams, this tool is pretty useless for anything besides making a list of records that have matching criteria.
I understand that it is in beta, so I am REALLY hoping that the lack of functionality is a product of that and that an update to allow this area of the tool to work as we have come to expect from the “regular” dedupe tools.
The ability to add filters to duplicates would help save SO MUCH time for me while hunting through duplicates, so I am both disappointed by its current state and incredibly hopeful and excited about its future. I’d be happy to share more details or feedback if the product team is looking for that.
Thank you for your time.
Can this BETA feature be extended for Custom Objects, please?
Excited to see this in beta. One related improvement that would make the Manage Duplicates tool much more usable would be the ability to filter duplicate pairs by any property (including custom properties), similar to how filtering works in lists or object views.
