A duplicate merge rule defines which record survives and what happens to complementary or conflicting values when duplicate rows are consolidated.
Finding duplicates and merging them are separate decisions. Matching rules build the groups. Merge rules decide the output.
Record-to-keep rules
The retained record becomes the merge destination. Datablist supports rules such as:
- Most complete record
- Last updated record
- First created record
- Highest or lowest value on a property
- Record containing a required property value
The Free plan applies Most Complete automatically. Configuring another record-to-keep rule requires a paid plan.
Rules for conflicting values
Complementary data can fill empty properties automatically. When duplicate records contain different non-empty values in the same property, choose one of these strategies:
- Combine distinct text values with a delimiter.
- Keep the selected record's value.
- Select the newest, oldest, highest, lowest, longest, shortest, or most frequent value with a field-survivorship rule on paid plans.
- Leave the group in Needs review for manual processing.
⚠️ Do not merge blindly
A broad rule applies across the duplicate groups. Check the preview before processing so CRM IDs, owner fields, statuses, dates, and numbers keep the expected value.
Datablist recalculates Ready and Needs review after matching thresholds or rules change. Process Ready groups first when some conflicts remain.
Follow how to merge duplicate leads without losing data, or see every merge and record-to-keep rule in the product reference.