Create Custom Rules to Manage Duplicate Records

What it is

Custom rules for duplicate identification let you define your own matching criteria using exact matches on up to three properties, including custom properties, for contacts and companies. This is in public beta for Data Hub Professional and Enterprise.

Why it matters

Every business defines a duplicate differently, and HubSpot's default confidence scoring was never going to fit them all. Pairing custom rules with the new merge preview gives data teams a complete loop: define what a duplicate means for your business, see exactly what a merge will do, then run it. That is a meaningfully better data quality story than HubSpot had a month ago.