When working with filters, you must first consider your data. What would you consider a duplicate? Based upon that question you can start playing with the various field combinations to build a filter that works for you.

“Tight” Filters

It is always best to start with a “tight” filter. This is a filter that will find true duplicate records, meaning records that are almost exactly alike and that do not require consideration when merging. These are the easiest records to merge because there is a high confidence level that the records are true duplicates.

When building a “tight” filter, consider what fields you need to be conscious of when merging. Ask yourself on a Lead: if the email, last name, and first name of the records are all the same, can I merge them?

  • If the answer is yes, then build a filter finding those records first.
  • If the answer is no, add additional fields to match, such as company and record owner.

“Loose” Filters

Once you build your “tight” filters and merge the records, you can then begin to tweak the filters to “loosen” the results to find additional duplicates.

For example, once you’ve merged all Leads that have the same email, last name, first name, and company, you may want to edit the filter and take out the email address as a lead may have a company email as well as a personal email. As your filters get “looser”, the level of confidence will lower and manual review is usually needed.


You will also want to consider if you would like to find duplicates across your entire database, or only limit the scope of the scan by a date range or a set of key fields.

Take Records Type as an example. You may want to dedupe within a specific record type rather than across all record types. You can achieve this by setting the scope to limit your records on Tab 3 of building/editing filters to only look at duplicate records within this particular record type.

If you just want to find duplicates that have the same record type, rather than within a specific record type, then you would want to add Record Type as a field on Tab 2. That scenario would find all duplicates across all record types, but ensure that the duplicates that are identified have the same record type.

There may be other cases where you want to see a group of records where at least one or more records within the group have a specific or partial value, have a different value, or have a value at all. For example, you may only want to see duplicates where at least one record within the group of matches has a specific status (even if all of the records in the group may not meet the criteria). This can be done by setting the scope to limit your groups in Tab 4 of building/editing filters.

The difference between limiting your records in Tab 3 and limiting your groups in Tab 4 is that ALL records must meet the criteria you specify in Tab 3, where as only ONE record must meet the criteria you specify in Tab 4.