We’re introducing Custom Rules for Duplicate Identification in the manage duplicates tool.
This feature lets users define their own duplicate matching criteria using exact matches on up to three properties—including custom properties—for contacts and companies.
Every business has different criteria for what constitutes a duplicate. Until now, users were limited to HubSpot’s default detection rules, which rely on confidence scores and preset properties.
This made it hard for teams with complex or custom data structures to manage duplicates efficiently. Custom Rules solve this by giving users full control to define their own criteria—reducing reliance on Ops teams, increasing accuracy, and speeding up cleanup efforts across large datasets.
Data Hub (formerly Ops Hub!) Pro and Data Hub Enterprise customers can now create up to two custom rules per object type by selecting up to three properties—standard or custom—that must match exactly for records to be flagged as duplicates.
Once configured, users can filter the Manage Duplicates table to view records identified by these custom rules. Actions are tracked in the audit log for full visibility.
Click Data Management > Data Quality > Manage Duplicates Tab > Click Create Custom Rule
Data Hub (formerly Ops Hub) Pro, Data Hub (formerly Ops Hub) Enterprise