Catching Hidden Duplicates

Exact matching only finds records that are written the same way. Real duplicates often aren't: "Jon" and "John", "Bob" and "Robert", a work email and a personal one, or a phone number with and without a country code. In Dedupely, you catch these hidden duplicates by choosing the right match option for each field, and by turning on the matching Enhancements in your Duplicate Search. Looser matching finds more duplicates and more false ones too, so this playbook also shows how to review them safely.

Which hidden duplicate is it, and how do you catch it?

Match nicknames covers common nicknames, and support for nicknames in more languages is growing. See Match Options.

How to turn on the matching Enhancements

Enhancements are two extra settings in each Duplicate Search:

• Cross-field matching (on by default): finds the same values when they're swapped between the fields in the search. For example, "Ana / Lopez" and "Lopez / Ana" in First Name and Last Name. Records match only when they have the same values in all the fields of the search, in any order. A record with a blank field in the search drops out of it.
• Typo allowance (off by default): prevents small differences from blocking matches when you use stricter matching.

To check or change them:

1. Open your Duplicate Search and click Match Settings.
2. Click Extra Settings.
3. Under Enhancements, check or uncheck Cross-field matching and Typo allowance.
4. Click Done, then click Scan.

Enhancements are set for each Duplicate Search, so you can keep a strict search without Typo allowance and turn it on in a looser one.

How to review hidden duplicates safely

Hidden duplicates need a closer look than exact ones:

• Match on at least three fields, so a looser match option on one field is checked by the others.
• Add Visible Fields like Email, Phone Number, Company and Create Date, so you can compare what doesn't match.
• Reject false matches. They stay out of every future search for that object. See Rejected Matches.
• Send unclear matches to Manual Review. See Manual Review.
• Use Auto Match, not Auto Merge, until the search stops finding false matches. See Avoiding False Matches.

Example setup

A B2B team has merged its exact duplicates and wants to catch the rest of its HubSpot contacts.

1. Search 1 (nicknames): First Name: Similar Words (Any Order), with Match nicknames on · Last Name: Exact · Company: Similar Words (Any Order), with Ignored terms Inc., LLC, Ltd.
2. Search 2 (two emails): First Name: Exact · Last Name: Exact · Phone Number: Similar · Email: None.
3. Enhancements: Cross-field matching left on (the default) in both searches, to catch first and last names swapped between fields. Typo allowance stays off.
4. Visible Fields: Email, Phone Number, Company, Create Date.
5. Merge Rules: Primary Record set to Most Field Data.
6. Review: reject false matches, send unclear ones to Manual Review, then merge. Turn on Auto Match on both searches.

Common mistakes

• Starting with loose matching. Merge your exact duplicates first, then look for hidden ones.
• Loosening every field at once. Loosen one field per search, and keep the others strict.
• Matching people on email when they use two. Use name plus phone or company instead.
• Using Exact on phone numbers in different formats. Exact only matches numbers written the same way. Use Similar.
• Turning on Auto Merge right away. Hidden duplicates need a person to check them first.

FAQs about hidden duplicates

• Why doesn't Exact match "Jon" and "John"? Exact only matches values written the same way, ignoring capitalization. Use Similar or Fuzzy on names.
• Does Dedupely match nicknames in other languages? Match nicknames covers common nicknames, and more languages are being added.
• What does Cross-field matching do? It matches records whose values are swapped between the fields in the search, like "Ana / Lopez" and "Lopez / Ana" in First Name and Last Name. The records need the same values in all those fields.
• What does Typo allowance do? It keeps small differences from blocking a match when you use stricter matching.
• Will looser matching create false matches? It can. Match on at least three fields, review the results, and reject what isn't a duplicate.