# What causes mismatch between HubSpot and Dedupely duplicates > Why HubSpot and Dedupely count duplicates differently, how match logic shapes what each tool finds, and which number to trust before you start merging. - URL: https://dedupe.ly/blog/hubspot/mismatch-between-hubspot-and-dedupely-duplicates - Section: blog - Published: 2025-10-22 - Site index: https://dedupe.ly/llms.txt - Any page: append `.md` to its URL for this plain-text form --- Skip to content [New Dedupely Intelligence Now on every paid plan, monthly or yearly.](https://dedupe.ly/ai-deduplication) [Blog](https://dedupe.ly/blog) [HubSpot](https://dedupe.ly/blog/hubspot) ## What causes mismatch between HubSpot and Dedupely duplicates Why HubSpot and Dedupely count duplicates differently, and how match logic shapes what each tool finds. Published October 22, 2025 # min read ### **The duplicate count doesn’t match, here’s why** If you’re seeing fewer duplicates in Dedupely than in HubSpot, don't worry: It’s not a bug, it’s a matter of scope. Dedupely follows your rules exactly, and HubSpot uses internal logic that isn’t visible or configurable. Unless your match logic and merge rules setup mimics that logic, the results won’t align. The match count depends on how you define a duplicate, not how another tool flags it. To resolve the gap, start by reviewing your match logic, not your sync status. ### **What Dedupely actually looks at** Dedupely checks exactly what you tell it to. You can define this using Duplicate Searches with specific per-field match options, which include: - Fields to compare, like First Name, Last Name, Email, Company Name, and custom fields - A match option for each field, like Exact match, Similar match, Fuzzy match, Similar Words (Any Order) match, or Domain Root match If a duplicate doesn't match exactly as you set your Duplicate Search, it is excluded, as there is no partial logic. This means the quality of your match results depends entirely on which fields you include and how you match them. Don’t rely on default setups; review every field and match option being used. > [More on Duplicate Searches here.](https://dedupe.ly/knowledge-base/duplicate-searches) > Learn how to build a Duplicate Search system to find all your duplicates with [this guide.](https://dedupe.ly/blog/dedupely-insights/build-a-search-pad-system-to-find-all-your-duplicates) ### **Exact match conditions may limit what shows up** Matching Phone Numbers or First Names using Exact match often blocks valid duplicates, but consider that formatting differences alone can break the match. For example: - “+1 555-123-4567” and “5551234567” will not match under Exact match - “Horizon Labs Inc.” and “Horizon Labs Incorporated” will not match, even if they refer to the same entity If you want more accurate detection, try Similar match where formatting or minor variation is expected. This includes Phone Numbers, Names, and, in some cases, Emails. > Tip: In Dedupely, you can test match options by cloning a Duplicate Search, changing one field from Exact to any other match, and running the scan again. The difference in results is usually immediate. ### **How to evaluate match results after a change** After running a scan with updated match logic, check what kinds of records are being matched Look for patterns in the new matches: - Are the duplicates real, or just similar? - Are certain values triggering noise (like partial company names or reused emails)? - Are blanks causing weaker matches than intended? Use this review to decide whether to keep the change, adjust the match options, or add another field for balance. Iteration is about the quality of matched duplicates. ### **What you control, you can trust** The strength of Dedupely lies in its precise reflection of your match logic. If you want more matches, be lenient with your match options. If you want thorough control, sharpen them. Either way, you define what qualifies as a duplicate. That clarity gives you results you can explain, troubleshoot, and improve, without guessing. Behind the article ### Gaby Salinas Marketing Assistant at Dedupely Gaby Salinas came to CRM data from marketing and advertising, so she looks at duplicates from two sides: the match and merge logic behind them, and what they do to the people using the CRM, like the rep who calls a customer twice, the admin who gets blamed and the cleanup nobody wants to start. As Marketing Assistant at Dedupely, she follows how RevOps teams, end users, consultants and technical teams actually work with their data: the records they stop trusting, the workarounds they build and the moment they finally decide to clean up. What she finds shapes most of what Dedupely publishes. [Connect with Gaby on LinkedIn](https://www.linkedin.com/in/gbyslns) ### Contact us We’d be happy to help you get this set up. #### Write us a message We probably know the answer to your question already help@dedupe.ly Email copied to your clipboard! [Book a Zoom Whether you’re getting started or getting intense. Get in touch! Book a zoom](https://meetings.dedupe.ly/meetings/gaby-salinas/dedupely-zoom-scheduler) ### Discover Related Blog Posts Stay updated with our latest articles and insights. - [HubSpot What causes mismatch between HubSpot and Dedupely duplicates Why HubSpot and Dedupely count duplicates differently, and how match logic shapes what each tool finds. Gaby Salinas October 22, 2025](https://dedupe.ly/blog/hubspot/mismatch-between-hubspot-and-dedupely-duplicates) - [HubSpot A new ID is created every time you merge in HubSpot Every HubSpot merge mints a new record ID rather than reusing either original. What that changes, what carries over, and how to plan around it. Gaby Salinas October 10, 2025](https://dedupe.ly/blog/hubspot/a-new-id-is-created-every-time-you-merge-in-hubspot) - [HubSpot How primary records work when merging in HubSpot with Dedupely The primary record survives a merge, takes a new ID and absorbs the rest. How HubSpot picks it, what Dedupely lets you change, and what survives. Clinton Skakun July 29, 2025](https://dedupe.ly/blog/hubspot/hubspot-primary-records) [See all](https://dedupe.ly/blog) ### Get started for free 20 free trial merges and as much free support as you need to get your duplicates under control. [Try for free](https://v2.app.dedupe.ly/signup)[Talk to sales](https://meetings.dedupe.ly/meetings/gaby-salinas/talk-to-sales) [Or sign up with Google](https://v2.app.dedupe.ly/signup/google) Running CRM cleanup for clients? [See the Partner Program](https://dedupe.ly/become-a-partner)