Eliminate duplicate records in Salesforce
Find every duplicate with rules you control, review each group side by side, and merge them with native Salesforce merge — without exporting a single record.
It is the same loop every time: build a matching scenario for an object, run a scan, review the duplicate groups it finds, then merge. You pick the surviving record and which value wins field by field, or set rules and clear a backlog in one mass-merge pass. Every action runs on the Salesforce platform, and nothing merges without a rule you set or a click you make.
Why duplicates pile up — and why they are hard to clear
Duplicates arrive from everywhere
Web-to-lead, list imports, integrations, and manual entry each create another copy of the same person or company — faster than anyone can reconcile by hand.
Blunt tools miss the real matches
Exact-only de-duplication misses typos, abbreviations, and formatting; matching that is too loose wrongly joins records that only look alike.
Export-based cleanup is a non-starter
Most de-dupe tools want to pull your records offsite first — adding a vendor, a data processor, and a risk surface many orgs simply cannot accept.
Find, review, and merge — entirely on-platform
Match on rules you control
Per-object scenarios combine exact, fuzzy, word-mapping, and address matching, with fields normalized before they are compared. Every rule has to agree, and tiebreaker fields keep close-but-different records apart.
Review side by side, then merge safely
A scan groups the duplicates it finds. Review each group, pick the master, and choose field-level survivorship — then native Salesforce merge re-parents activities and related records to the survivor. Mass merge clears large backlogs in controlled passes.
Native, governed, and reversible by design
Everything runs on the platform — no export, no third-party processor. Cleanup inherits your sharing and field-level security, and you approve every merge before it runs.
What eliminating duplicates gives you
- One record per person and one per company
- Accurate reports, rollups, and forecasts
- Fewer duplicate emails and double touches
- Trustworthy inputs for automation and AI
- Large duplicate backlogs cleared in controlled passes
Common questions
How does Data Cleanser decide that two records are duplicates?
You build a matching scenario for each object. Each rule normalizes a field — stripping formatting and casing — and two records group only when every populated rule produces the same value, so you control exactly what counts as a duplicate.
Can it catch near-duplicates, not just identical ones?
Yes. Fuzzy matching compares records phonetically, so spelling variants like "Smith" and "Smyth" still group. Word mapping reconciles synonyms and abbreviations, and tiebreaker fields keep records that only look alike from being grouped together.
What happens to activities and related records when I merge?
Merges use native Salesforce merge, so child records — activities, opportunities, cases, and related lists — re-parent to the surviving record automatically. Nothing is orphaned, and the change sits within your standard Salesforce history.
Do I have to review every duplicate by hand?
No. Review and merge a single group with full control, or set master rules — oldest record, record owner, most related records, and more — and mass-merge whole backlogs in controlled passes. You still set the policy and approve it.
Which objects can it deduplicate?
Leads, Contacts, Accounts — including Person Accounts. Cross-object matching also spots a Lead that already exists as a Contact and supports convert-or-merge so the relationship stays together.
Does any of my data leave Salesforce?
No. Data Cleanser is 100% native — no export, no middleware, no third-party data processor. Matching and merging run inside your org and inherit your sharing and field-level security.
See it on your own data
Start a free limited trial in your own Salesforce org, or book a live demo with someone who builds the app.