How to merge duplicate records
Merging is where deduplication gets real: two records become one without losing anything that mattered on either.
The critical decisions are which record is master and, for each conflicting field, which value wins. Get those right and the merge is clean.
Short answer
Merge duplicate records by confirming they are the same entity, choosing a master record, deciding which value survives for each conflicting field (usually the most complete and recent), and merging so all activity, relationships, and history combine under one record. Review conflicts carefully, because a bad merge is hard to undo.
Step by step
Confirm they are the same entity
Verify the records truly represent one person or company before merging. A wrong merge blends two different entities and is painful to reverse.
Pick the master record
Choose the record to keep - usually the most complete, most recently active, or the one with the correct owner.
Resolve field conflicts
For each field where the records disagree, decide which value survives.
- Prefer the most recent value for changing fields
- Prefer the most complete value for empty-vs-filled
- Keep the verified value over the unverified one
Merge and preserve history
Complete the merge so all activity, notes, emails, and relationships from both records live under the surviving master.
A bad merge is expensive
Merging is destructive: it collapses two records into one. If they were not actually duplicates, you have blended two entities and lost the boundary. Always confirm identity first, and prefer platforms that let you review conflicts before committing.
How Ardovo helps
Ardovo proposes merges only for high-confidence matches, shows every field conflict with a recommended surviving value, and preserves all history on the master. Rook handles routine merges automatically and escalates ambiguous ones for a quick human check.
Frequently asked questions
Which value should survive a merge?
Generally the most recent value for fields that change over time, the most complete value when one record is empty, and the verified value over an unverified one. Good merge tools recommend a surviving value per field so you review rather than guess.
Can you undo a record merge?
Sometimes, but it is often difficult or impossible depending on the system, which is why confirming identity before merging matters so much. Treat a merge as near-permanent and review conflicts carefully before committing.
What happens to activity history when records merge?
In a proper merge, all activity, notes, emails, and relationships from both records combine under the surviving master, so nothing is lost. If merging deletes one record's history instead of combining it, that is a data-losing merge to avoid.