Merge duplicates with confidence, not guesswork
furball finds duplicate contacts and companies in your HubSpot portal and scores every match. Your team reviews, accepts and merges them, and auto merge handles the matches you trust.
Review and merge
Review every duplicate group before it's merged
Duplicate contacts and companies are grouped and scored, so your team can focus on the matches that need a human decision.
- Confidence scores.
- Every group has a confidence score, and you can filter the queue by confidence range.
- Choose the primary record.
- Decide which record in each group is kept as the primary.
- A fast review queue.
- Accept or reject groups with keyboard shortcuts, or batch accept every group in a confidence range.
- Merge accepted groups.
- When your review is done, merge every accepted group in one step.
Duplicate analysis
Measure duplication across your portal
Understand how big the problem is and where your duplicates come from.
- Score cutoff.
- Choose a minimum score between 50 and 100 and see how the results change.
- Key numbers.
- See duplicate records, duplicate groups, affected groups and the duplication ratio.
- Duplicates by source.
- See which record sources create the most duplicates, so you can fix the cause, not just the symptoms.
Matching rules
Decide what counts as a duplicate
Configure matching separately for contacts and companies, to fit how your data is structured.
- Matching properties.
- Choose the properties used for matching and give each one a weight.
- Fuzzy or exact.
- Choose fuzzy or exact matching for each property.
- Primary record rules.
- Prefer the records that have values, in the priority order you set.
Automation
Automate the matches you trust
Keep duplicates under control without repeating the same review work every week.
- Auto analyse.
- Let furball analyse your data automatically, or start an analysis whenever you need one.
- Auto merge.
- Merge duplicates automatically when you're confident in your matching rules.
- Merge sensitivity.
- Set how strict auto merge should be. A score of 75 is the default and recommended value.
The furball platform
Explore the rest of the platform
Each module works on its own, and together they keep your HubSpot data trustable, actionable and AI-ready.
Connect & ingestData Ingestion StudioBring event, partner and system exports into HubSpot through one guided process, run by your team or managed by Cat Media.One process for many sourcesClean, matched and reviewed dataA first step towards integrationLearn more 
AuditCRM AuditSee duplicates, missing data, unworked contacts and user adoption across your HubSpot portal in one audit.Data quality, governance and adoptionfurball Insights on your sales pipelineLive share links and PDF reportsLearn more 
StandardiseStandardisation & FormattingKeep phone numbers, locations, job titles, industries and names consistent across your HubSpot portal.Phone, name and location formattingJob titles, seniority and industriesGeographic inferenceLearn more
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