Eliminate Duplicate Contact Records in Apollo

Article author
Brandan Blevins

A Bit of Beta Makes it Better!

This feature is currently in beta, and access depends on your Apollo plan. If you cannot access all the latest and greatest enrichment updates yet, we haven't forgotten you! Please bear with us while we fine-tune the magic formula.


When you integrate CRMs like Salesforce and HubSpot with Apollo, there are several steps you can take to reduce the risk of duplicating records.

However, if duplicate data is already present, you can reduce those duplicate records using Apollo's data deduplication tool. The tool enables you to set the criteria for what is considered a duplicate record and review the potential duplicates before Apollo merges them. This improves data integrity and ensures that your team can trust the data in Apollo.

Admin Only

Only users with admin permissions in Apollo can use the data deduplication tool. If you do not have access, please contact the Apollo admins in your organization.

Step 1: Set Criteria for Identifying Duplicate Records

Apollo identifies duplicate records based on your criteria. By adjusting the criteria, you increase the likelihood of identifying the duplicates you want to merge.

To set the criteria for data deduplication:

  1. Launch Apollo and click Data enrichment.
  2. Click Configure duplicate detection rules. Set up rules.
  3. Check each rule that you want Apollo to use to identify duplicate records. For example, select Email address if you want contact records with the same email address to be considered potential duplicates.

    Add multiple rules to increase match confidence. If you use multiple rules, click Mark as main to use a rule as the primary criterion for determining the contact record to keep after merging records.

    Then, click Next. Determine how duplicates are identified.
  4. Drag and drop the prioritization rules to place them in order of importance. Apollo uses these rules to determine which record among duplicates is the primary record, which is the record that remains after the merge. Click Show rule details to review an explanation of each rule.

    When ready, click Configure. Set rules for determining the primary record.

With your rules set, you are now ready to merge duplicate records.

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Step 2: Merge Duplicate Records

You can merge up to 1,000 duplicate groups at once or manually merge selected records within a specific group.

Merge all duplicate groups

To merge up to 1,000 duplicate groups at once:

  1. Launch Apollo, click Data enrichment > View duplicates. View your duplicate records.
  2. Click Merge all. Merge all button.
  3. Review the merge selection details. Apollo determines the primary record based on the rules you established in step 1 and can't reverse the data once it merges into the primary record. If you want to make any changes, go back to step 1 and update your duplicate detection rules.
  4. Click the checkbox if you want to export your merged and primary records as a CSV. Then, click Merge all. Review merge decision modal and confirm merge button.
  5. It may take a few minutes for Apollo to merge your duplicate groups. You can't reuse the merge all button until Apollo completes the merge. Merge in progress pop up.
  6. Apollo informs you when you've completed the duplicate merge. Repeat this process if you have more than 1,000 duplicate groups to merge. Successful merge pop up.
    It's All or Nothing!

    When you click Merge all, Apollo merges up to 1,000 duplicate groups at once. If you only want to merge specific groups, use the checkboxes and then click Merge selected instead.

Merge the records in a duplicate group

To merge a set of duplicate records within a group:

  1. Click View duplicates. View your duplicate records.
  2. Click the set of contact records that you want to merge. Access duplicate records for a contact.
  3. Review the full details for each duplicate contact record. Apollo determines the primary record based on the rules you established in step 1. If you want to change the primary record, click the trophy for the record you want to make the primary.

    Apollo highlights differences between the duplicate records in red. For example, if most duplicate records use the same job title, Apollo might highlight the records with a different title in red. Review the duplicate records
  4. To merge all the records in a group, click Merge all.

    To merge specific records, check each record you want to merge, then click Merge selected. Merge the duplicate records.
  5. Click Confirm merge.

You have now merged your duplicate contact records in Apollo. Repeat this process to merge more sets of duplicate records.

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