orgadmin.ai

Duplicate Manager

Find and merge duplicate Salesforce records

Configurable matching with twelve comparators, AI adjudication on the borderline cases, and a side-by-side review where a human picks the survivor and the winning value for every field. Nothing is written to Salesforce until you run the merge, and you can undo it for 15 days.

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The same company was entered three times after a trade-show import, and merging them drags every dead task along. One group of three, scored 100. The survivor is picked, the three fields that actually disagree are the only ones shown, and the related-records panel is open: 6 Contacts and 3 Opportunities move across, while 214 Tasks are marked for deletion instead. Approving queues it — nothing reaches Salesforce until you run the merge.

What you can do

  • Scan any object, standard or custom — not just the Leads, Contacts and Accounts that native duplicate rules cover
  • Twelve comparators: exact, fuzzy, phonetic, email, phone, company name, street address, website domain, and date/number tolerances
  • Blocking keys keep a scan over hundreds of thousands of records tractable, and a coverage warning tells you when something was not compared
  • Required fields disqualify a pair outright, so record type, country or business unit can never be merged across
  • AI adjudicates only the borderline score band, with a verdict, a confidence and a one-line rationale you can disagree with
  • Survivorship rules pick the master (most complete, most recent activity, oldest, newest) and the winning value per field
  • Side-by-side review with the differing fields surfaced first, and every record Id linked into Salesforce
  • See every related Contact, Case, Opportunity and Task before merging, and choose whether each set moves across or is deleted
  • Merges use Salesforce’s own merge() where it exists, so Tasks, Notes and history are reparented and MasterRecordId is stamped
  • Every merge is snapshotted and reversible for 15 days, related records included
  • “Not a duplicate” is permanent — the pair is dropped from every future scan

How it works

1

Describe what a duplicate is

A four-step wizard: object, matching rules, survivorship, thresholds. Let the AI draft the ruleset from a sample of your real records, then edit it.

2

Let the scan run

It runs on the server over the whole object, so you can close the tab. Borderline groups go to the AI; the rest are scored deterministically.

3

Review side by side

Columns are records, rows are fields. Pick which record survives and which value wins, and open either record in Salesforce if the scanned fields are not enough.

4

Decide about the related records

See what is attached to the duplicate before you approve, and mark anything that should be deleted rather than piled onto the surviving record.

5

Merge, and undo if you were wrong

Approving only queues a group. The merge is a separate action, and every result carries its own Undo for 15 days.

Why it's different

The related records are a decision, not a surprise

Salesforce’s own merge moves every related record to the survivor and gives you no say in it. This shows you the whole list first — every Contact, Case, Opportunity and Task hanging off the duplicate, with real counts and links into the org — and lets you mark a set, or individual records, to be deleted instead of carried across. It also tells you up front where a lookup cannot be re-pointed, which is information the platform only gives you afterwards. All of it goes into the merge snapshot, so a 15-day undo puts the related records back too.

Try asking

  • The same company entered four times with different spellings after a trade show import
  • Contacts duplicated by a form that never checked for an existing email
  • Custom objects native duplicate rules cannot touch at all
  • A post-acquisition Account list that has to be reconciled before it can be reported on
  • Merging a duplicate without carrying 200 of its dead Tasks onto the record you keep

Duplicate Manager — questions

Duplicate rules warn at the point of entry on Leads, Contacts, Accounts and Person Accounts, and they do not clean up what is already there. This scans an object you already have, on any standard or custom object, scores every candidate pair, and gives you a review-and-merge workflow with an undo. The two are complements: rules stop new duplicates, this clears the backlog.

Yes. Salesforce has no merge API beyond Account, Contact, Lead and Individual, so for everything else the merge is done field by field: the winning values are written to the survivor, related records are re-pointed, then the duplicates are deleted. Where a lookup cannot be updated, you are told before you approve rather than after.

No. The AI only adjudicates the borderline score band, and its verdict is shown as a suggestion beside the deterministic field-by-field comparison. A person picks the survivor and approves each group. Auto-merge exists but is off by default and cannot be set below the top of the AI band.

Every merge is snapshotted before it runs. Undo restores the deleted records from the Recycle Bin with their original Ids, moves the related records back where they were, and puts the survivor’s overwritten values back. The window is 15 days, after which Salesforce empties the Recycle Bin and the Undo stops being offered rather than failing.

Only if your deployment explicitly opts in. Merging needs writes enabled on the server, an owner or admin role, and a sandbox org unless production DML has been separately allowed. Every run is audit-logged.

Every approval and rejection is recorded with the scores the engine computed. Comparator weights are tuned towards what you actually approve, and your past decisions become examples for the AI adjudicator. Skipping a group deliberately teaches it nothing.

Works even better with

Data Loader

Paste from Excel, map, preview, run.

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Data Tables

A spreadsheet over live records, parent fields included.

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Tech Debt Finder

Fields nobody fills. Flows nobody runs. Triage what is real before you delete anything.

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Replacing something?

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