Dedupe
[ PRODUCT ]Duplicate management for Attio

Detect, resolve, and keep it that way.

Four stages, one system: continuous detection, cluster-level resolution with field control, complete record migration, and a reversible audit trail behind all of it.

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[ 01 ]
Detection
Rules, thresholds, clusters
[ 02 ]
Resolution
Attribute-level selection
[ 03 ]
Migration
Notes, tasks, files, lists
[ 04 ]
Safety
Audit trail and rollback
[ 01 ]Detection

Matching you can reason about.

Comparison runs per object and per attribute. Exact matching where identity is certain (domain, email, phone) and fuzzy matching where it is not, with normalisation for legal suffixes, punctuation, subdomains and free-mail addresses.

Above your auto threshold, merged without reviewIn the grey band, queued for a human decisionMarked not-a-match, never suggested again

Works across Companies, People, and any custom object with its own attributes.

Edit matching ruleCompanies
✓Basics✓Field✓Conditions4Preview
Domain rulecompaniesActivePriority 1
✓Field: extractedAttributes.domain
✓Comparison: exact, normalised (strip www, subdomain, protocol)
SAMPLE DATA PREVIEW
Acme Corporation
https://acme.com
→
acme.com
Acme Inc
www.acme.com/uk
→
acme.com
[ CLUSTERS ]
Groups, not pairs

A company that came in from a form, an import and an enrichment run is one cluster of three. Dedupe resolves it in a single pass instead of three sequential merges.

[ CONTINUOUS ]
Catches them on arrival

New and updated records are checked as they land, so a duplicate is caught before a rep works it, not at the next quarterly cleanup.

[ SCOPED ]
Your definition of duplicate

Franchises, subsidiaries and regional entities are not duplicates. Guardrail attributes stop them being grouped, per object.

[ 02 ]Resolution

The surviving record is assembled, not chosen.

A native merge makes you pick a winner and lose the rest. Dedupe works attribute by attribute: keep the oldest created date, the current owner, the longest description, the enriched headcount, from whichever record holds the best value.

PersonPending
Jordan Reyes→Jordan Reyes
100
CONFIDENCE
1 critical conflict · click a value to pick
FIELD
Jordan Reyes
Jordan Reyes
MERGE RESULT
Email
Pick 1 or 2 ←
Company
Northwind, Northwind Labs✓ Combined A + B
Phone
+1 415 555 0182
Job title
Head of Sales
LinkedIn
linkedin.com/in/jreyes
[ SMART MERGE ]

Preselected, not decided

Every field arrives with a suggested winner: most complete, most recent, most trusted source. Accept the row or override any cell.
[ RULES ]

Save the decision once

Turn a resolution into a rule: always keep the earliest created date, always keep the CRM owner over the enriched one. It applies to every future cluster.
[ REVIEW ]

A queue, not a hunt

Ambiguous clusters land in one queue with the evidence beside them. Resolve, skip, or mark not-a-match, three keystrokes each.
[ 03 ]Migration

History follows the record.

The reason manual merges are feared is what they leave behind. Dedupe moves every attached object to the surviving record before the duplicate is retired, and reports exactly what moved.

Nothing is silently dropped. If something cannot be moved, the merge stops and tells you why.

RECORD SNAPSHOTS · BEFORE MERGE
Primary record (winner)
dd35d261…7ef04
nameEmily M Rodriguez
job_titleDirector Sales
created_at2025-10-09
Secondary (merged & deleted)
f9d8763b…9836a
nameEmily Rodriguez
job_titleSales Director
created_at2025-10-09
Captured before any write · restorable for 30 days
[ 04 ]Safety

Nothing is destroyed. Everything is logged.

Each resolution writes an entry: the records involved, the winning value per attribute, and where every attached object landed. Rollback restores the prior state exactly, including the records that were retired.

Rollback available for 30 days, single merge or whole runDry-run mode shows the outcome before anything is writtenRate-limited writes, safe to run against a live workspace
OPERATION TIMELINECompleted · 10,998ms
✓
Initialize merge
Primary: Emily M Rodriguez · Secondary: Emily Rodriguez
✓
Capture pre-merge snapshot
Saved the full state of both records
✓
Migrate tasks
Relinked from the secondary to the surviving record
✓
Migrate notes
Copied from the secondary to the surviving record
✓
Migrate list entries
Transferred list memberships across
✓
Update record fields
2 fields updated on the surviving record
✓
Delete secondary record
Retired Emily Rodriguez
✓
Completed
Reversible for 30 days
UNDO WINDOW CLOSES IN
29 days 23 hours
↺ Initiate rollback
[ 05 ]Against what Attio ships
CAPABILITY
ATTIO MERGE
DETECTION APP
DEDUPE
Finds likely duplicates
✕
✓
✓
Resolves clusters of three or more at once
✕
✕
✓
Attribute-level winner selection
Partial
✕
✓
Moves notes, tasks, files, list memberships
Partial
✕
✓
Rollback of a completed merge
✕
✕
✓
Continuous monitoring and auto-merge rules
✕
✕
✓

See what is actually in your workspace.

The scan is read-only. You get the cluster count and the resolution plan before anything is written.

Start a free scanSee pricing
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