Duplicate Record Management in Shape CRM

Duplicate Record Management

Duplicate records are a normal part of working with CRM data. A customer may fill out more than one form, respond to several campaigns, come in through different lead providers, or return months later with a new opportunity.

The challenge is deciding when two records are the same active opportunity and when they should stay separate. Shape’s Duplicate Management tools let administrators define that logic.

With duplicate rules, you choose:

• Which record types are checked
• Which fields decide whether records match
• Whether duplicates merge automatically or are reviewed manually
• How recent an existing record must be to count as a duplicate
• Which record remains after a merge
• Which assignment, source, tags, status, and field values are kept
• Which extra conditions must be met before a merge happens
• Whether an automatic merge starts drip campaigns and triggers, through the status the merged record ends up in

That gives you much more control than “if the email matches, merge it.”

Quick start: set up your first duplicate rule

1. Go to Settings › Duplicate Management and create a new rule.
2. Turn the rule on and choose Automatically or Manually.
3. Name the rule and select the record types it applies to.
4. Choose how far back to check: Last 30 Days, Last 90 Days, or All Time.
5. Add match conditions, such as First Name AND Last Name AND Email.
6. Set your merge settings: which record to keep, assignment, source, status, tags, and field merge preferences.
7. Save the rule, then watch the Merged tag and the Duplicate Merge Insights Report to confirm it works as expected.

Why Does Duplicate Management Matter?

A clean CRM makes reporting, lead assignment, communication, and automation easier to manage. Too many duplicates can cause:

• Several users working the same opportunity
• Repeated calls, texts, or emails to the same person
• Conflicting statuses or assignments
• Split communication history
• Inaccurate lead counts
• Confusing marketing attribution
• Duplicate lead-provider charges that are hard to investigate
• Several versions of the same customer record

Merging too aggressively causes its own problems. A customer who submitted a lead three years ago and comes back today may not be a duplicate in the business sense. They may be a completely new opportunity.

That’s why Shape lets you control both how records match and how far back the system looks.

Manual vs. Automatic Duplicate Reconciliation

Shape supports two duplicate workflows.

	Automatic reconciliation	Manual reconciliation
What happens	Shape finds and merges duplicates based on your rule	Users review possible duplicates and decide whether to merge
Applies to	Records created through automated lead entry	Any matching records, including manually created ones
Best for	High-volume, predictable duplicates	Records that need a human decision, or that may intentionally stay separate

Automatic reconciliation

Automatic reconciliation applies when records come in through automated lead entry, such as:

• Lead providers
• APIs
• Integrations
• Website submissions
• Other supported automated lead sources
• Imports, when duplicate management is turned on during the import

The rule decides whether a match counts as a duplicate and how the merge behaves.

Manual reconciliation

Manual reconciliation lets users review possible duplicates before merging. Manually created records don’t merge automatically when they’re created.

Review possible duplicates through the Duplicate Records report and reconciliation tools. Compare the records, choose which information stays, and save the merge when you’re ready.

Manual reconciliation also helps when two records should stay separate even though they share contact details.

Merging Referral Partner records

When you manually merge two Referral Partner records, the merged record stays a Referral Partner. It keeps the name information from the records you merged, and any linked Referral Tracking moves to the record that remains. Merging never changes a Referral Partner into another record type, such as an Application.

How to Create a Duplicate Management Rule

Go to Settings › Duplicate Management. From there, create a new rule or edit an existing one. Each rule is configured on its own, so you can use different duplicate strategies for different record types or scenarios.

Why Does the Duplicate Timeframe Matter?

The same person isn’t always the same opportunity.

If a lead submits a form on January 1 and again on January 3, that’s very likely one opportunity. If the same person comes back two years later after their situation has changed, merging that inquiry into an old closed record may hide a real new sales opportunity.

Checks Leads Created Within lets you decide how your business treats that difference.

Which timeframe should I choose?

No single timeframe fits every organization. If you’re not sure, 30 days is a practical starting point.

Last 30 Days is a strong default. It catches repeat submissions close together and lets older customers come back as new opportunities. Consider it when:

• Leads usually convert fairly quickly
• Repeat submissions within a few weeks are usually duplicates
• Older inquiries should be treated as new opportunities
• Your team wants a clear line between old and new sales cycles

Last 90 Days fits longer sales cycles. Consider it when:

• Prospects often stay active for several months
• Several submissions over a quarter are usually the same buying process
• You want fewer duplicate opportunities without matching records forever

All Time fits organizations that want one long-term record per person. Consider it when:

• All future inquiries should merge into the existing customer record
• Historical continuity matters more than a new sales opportunity
• Your workflow is built around one long-term customer record

How to Set Up Duplicate Match Conditions

The Conditions section decides how Shape identifies matching records. You can match on fields such as:

• First Name
• Last Name
• Email
• Mobile Phone
• Work Phone
• Home Phone
• Company Name
• Reference ID
• Mailing Address
• Direct Line
• Other supported fields in your system

All of these fields work the same way in both automatic and manual duplicate rules.

Matching on Reference ID. Use Reference ID when the records you want to match carry the same Reference ID value. You can use it on its own or combine it with other fields, just like any other matching field.

Combine fields with AND and OR logic

Combining fields makes matching much more reliable than using one field alone. For example:

First Name AND Last Name AND Mobile Phone OR First Name AND Last Name AND Email

With this logic, Shape treats the records as duplicates if either full group matches. This helps because contact data isn’t always complete. One submission may have the right phone number but a different email, and another the reverse.

Phone and email normalization

Shape normalizes contact details when checking conditions. For example, phone numbers formatted differently are still evaluated as the same number. This prevents missed matches caused only by formatting.

Advanced conditions

Advanced conditions go beyond the matching fields. They control when a matching record should or shouldn’t merge, based on things like:

• Status
• Lead Source
• Record Type
• Other supported CRM fields

This lets you merge some duplicates automatically while sending others to manual review or handling them separately.

Example: excluding certain lead sources. Say most duplicates should merge automatically, but records from one lead provider should stay separate. Build that into the rule with advanced conditions instead of relying only on name, phone, or email.

Mortgage loan number logic

Mortgage systems include an extra safeguard for loan numbers:

Loan numbers on the two records	Result
Both filled in and different	Shape doesn’t merge them
Both filled in and the same	The normal duplicate rule decides
Both blank	The normal duplicate rule decides
One filled in, one blank	The normal duplicate rule decides

This keeps two separate loans from merging just because the borrower details match.

What Happens When Records Merge?

When duplicates merge, Shape combines important record information such as notes, communication data, and activity history. For automatic reconciliation, administrators also control how data from the two records is combined.

Choosing which record to keep

Automatic merge settings decide which record remains after the merge. You can:

• Merge the new record into the pre-existing record
• Merge the pre-existing record into the new record

This choice sets the base record that remains.

User assignment

Merge settings control how assignment is handled. Your rule can reassign the merged record or keep the existing assignment, depending on your workflow. This matters most when the incoming duplicate belongs to a different user than the existing record.

Choosing which lead source to keep

Choose whether the merged record keeps the Existing Source or the New Source. This can have a big effect on marketing attribution.

Some organizations want to keep the original acquisition source. Others want the current Lead Source to reflect the newest inquiry. Either way, Shape keeps additional source history you can review in duplicate reporting.

Change Status Upon Merge

Duplicate rules can also decide whether the record’s status changes when a merge happens.

This helps when a new opportunity should move an older record back into an active workflow. For example, a returning lead may need to move from an older closed or inactive status into a new working status.

This setting also decides whether automation runs after an automatic merge. See the next section.

How do merges affect drip campaigns and triggers?

An automatic duplicate merge is not treated as a new status change. When an incoming lead merges automatically with an existing record, whether drip campaigns and triggers run depends on whether the merge changes the record’s status.

After the merge, the status…	Drip campaigns and triggers
Stays the same	Not evaluated. A record already in Closed won’t restart a campaign or trigger that starts on Closed.
Changes (through Change Status Upon Merge)	Evaluated for the new status, the same as any other status change

Example: a past customer comes back. A record in Closed status gets a new inquiry through your website.

• No status change configured: the records merge, the record stays in Closed, and no drip campaigns or triggers run because of the merge. Your Post-Close campaign doesn’t restart.
• Change Status Upon Merge set to New Lead: the records merge, the record moves to New Lead, and any drip campaign or trigger that starts on New Lead runs.

If returning customers should re-enter an automated workflow, set Change Status Upon Merge to the status that starts that workflow. If they should stay where they are, leave the status unchanged.

Tags

Choose how tags from both records are handled. Options include:

• Overwrite
• Add

Pick the option that best keeps the segmentation and workflow information your organization needs.

Hide notes and contact logs on merge

Shape can hide notes and contact logs during the merge. Use this based on how you want historical information shown after records combine.

Field Merge Preferences

Automatic rules let administrators control how individual field values are handled.

Option	What it does	Use it when
Just Fill in Blank Fields	Keeps existing values and only fills blank fields from the incoming record	You want to protect existing CRM data
Fill in Blank Fields, but Overwrite Selected Fields	Fills blank fields and lets specific fields be overwritten by the incoming record	Most data should stay, but some fields should always show the newest submission
Overwrite All Fields	Replaces existing field data with the incoming record’s values	The latest submission is usually the most accurate

How to Choose a Merge Strategy

Start with what a new duplicate submission means for your business.

If it usually means a repeat form submission for the same active opportunity, keeping the existing record may make the most sense. If the newer submission has more current information or is a renewed sales opportunity, you may want selected fields, status, assignment, or Lead Source to update.

Also decide whether a returning customer should re-enter your automation. An automatic merge only starts drip campaigns and triggers when it changes the record’s status, so Change Status Upon Merge is how you control that.

There’s no universal merge strategy. What matters is setting each rule up on purpose around your workflow.

Can I Use Multiple Duplicate Rules?

Yes. Multiple rules let you use different matching and merge behavior for different scenarios.

Rule	Reconciliation	Setup
Recent Leads	Automatic	Last 30 Days, match on name plus phone or email
Referral Partners	Manual	Match on name plus contact information
Purchased Leads	Automatic	Extra Lead Source conditions

This is much more flexible than forcing every record type through one rule.

What Happens When Duplicate Records Share a Phone Number?

Some matching records stay separate on purpose, such as two opportunities for the same customer worked by different users. When separate records share a phone number, Shape ties call and text history, notifications, and Time Zone Protect to specific records. This works the same in the CRM and in the Conversations Center.

Which records show a text?

Message	Shows on
Outbound text sent by a user	Only the record the user texted from
Outbound text from a drip campaign, trigger, or AI	Only the record the automation ran on
Inbound text from the contact	Every record with that phone number

Inbound texts show on every matching record because Shape can’t tell which opportunity the contact meant to reply to.

Example: Maria and Jordan each work a separate opportunity for the same customer. When Maria texts the customer, the text shows only on her record, so Jordan won’t think someone else is texting his lead. When the customer replies, the reply shows on both records.

This doesn’t affect lead ownership, permissions, or distribution rules.

Which records show a call?

Calls follow the same rules as texts.

Call	Shows on
Outbound call placed by a user	Only the record the user called from
Inbound call from the contact	Every record with that phone number

Calls and texts on records that share a phone number appear as normal entries in the Contact Log, with no extra label or hover message pointing to another record. To see how these calls count in reporting, see Call Logs Report & Talk Time.

Who gets notified?

An inbound call or text can show on several records, but notifications go to one set of people so no one gets duplicate alerts.

Activity	Who gets notified
Missed call or voicemail	The user or department set up in the inbound call group. If no one is set up, the users assigned to the newest record with that phone number.
Inbound text	The users assigned to the newest record with that phone number, once per text

Users assigned to older records still see the inbound text in their conversation history. They just don’t get a notification for it.

How does Time Zone Protect work with shared phone numbers?

Time Zone Protect checks only the record being texted or called. A duplicate record in a different time zone doesn’t block it. This applies to manual calls and texts, triggers, drip campaigns, and AI communications.

Example: Lead A is in Eastern Time and Lead B is in Pacific Time, and both share a phone number. A text sent from Lead A follows Lead A’s texting hours, no matter where Lead B is.

What if I dial a number directly with no record open?

Time Zone Protect uses the phone number’s area code instead:

• US area code: Shape applies that state’s time zone and calling rules. State-specific rules for Connecticut, Maryland, Oklahoma, and Oregon also apply by area code.
• Non-US area code: the call is only allowed while it’s between 8 AM and 9 PM in every US time zone.

Duplicate Management on Imports

Duplicate management isn’t applied to imports by default. Turn it on with the toggle during the import. When it’s on, Shape uses your existing duplicate rules and settings to evaluate the imported records.

This matters for large imports, because the wrong duplicate settings can change how many new records are actually created. Review your duplicate rules before a major import.

Manually Created Records

Records created manually in Shape don’t merge automatically when they’re created. If a manual record matches another record, use manual reconciliation to review and merge them if needed.

How to Find Duplicate Records

Shape gives you several ways to find and review duplicate activity.

Tool	What it shows	Use it to
Duplicate Records report	Records flagged for manual reconciliation	Compare records and decide whether to merge
Merged tag	Every record that went through a manual or automatic merge	Filter list pages and reports for merged records
Duplicate Merge Insights Report	How many duplicates merged, plus source history	Analyze duplicate volume and lead-provider overlap

The Merged tag

Shape automatically adds the Merged tag whenever records merge, through both manual and automatic reconciliation. Filter supported list pages and reports by this tag to find merged records.

Duplicate Merge Insights Report

The Duplicate Merge Insights Report helps managers see how many duplicates are merging and where they came from. It’s especially useful for organizations buying leads from several providers.

The report can show three source fields:

• Original Lead Source: the source of the customer’s first known opportunity. Shape also keeps this on the record itself.
• Previous Source: the source on the record before its current source. This is most useful when the same customer has merged several times.
• Current Source: the Lead Source on the record now. Depending on your merge settings, this may update when a newer opportunity comes in.

Example: tracking duplicate lead sources. A customer first comes in through Google PPC, then through Lead Provider A, then through your Website. The report shows:

Field	Value
Original Lead Source	Google PPC
Previous Source	Lead Provider A
Current Source	Website

That tells you much more than the current Lead Source alone.

Why duplicate insights matter for purchased leads

If you buy leads, duplicate reporting can help you spot patterns like:

• Several vendors sending the same prospects
• A purchased lead that already exists in your CRM
• One provider sending the same customer repeatedly
• Your own website leads being resold by a third-party provider
• High duplicate volume from one source

The report doesn’t decide whether a provider is at fault. It gives your team the information to look into vendor overlap, lead quality, and duplicate billing.

How to Restore a Record Merged by Mistake

When a merge removes a record, find it in Reports › Deleted Records. Deleted records can be restored for 7 days.

From the Deleted Records Report, authorized users can restore the record or permanently delete it. This works for records removed by both manual and automatic merges.

Best Practices for Duplicate Management

Start with a business definition of “duplicate.” Don’t start with fields. Start with the question: when should two submissions be one opportunity? The answer drives your timeframe, matching fields, and merge behavior.

Use the timeframe to separate repeat submissions from new opportunities. A match from yesterday is very different from a match from five years ago. Use Checks Leads Created Within to make that distinction on purpose.

Avoid matching on one weak field. A first name or mailing address alone may not reliably identify the same person. Combine identifying fields where you can.

Keep rules easy to understand. Every extra condition makes troubleshooting harder. Start with the simplest rule that works and add complexity only when needed.

Think carefully about Lead Source. If attribution matters, decide whether a newer duplicate should overwrite the current Lead Source. Use Duplicate Merge Insights to see the source history behind merged records.

Plan how merges interact with automation. Automatic merges that keep the record’s current status don’t start drip campaigns or triggers. If a returning lead should get new outreach, use Change Status Upon Merge to move it into the right starting status.

Keep contact details accurate on every record. When duplicate records share a phone number, Time Zone Protect uses the address on the record being contacted. Accurate addresses on each record mean texts and calls go out at the right local time.

Review import settings. Before a large import, confirm whether duplicate management should be on. Don’t assume imports should behave like real-time automated leads.

Monitor duplicate trends. Check the Merged tag and Duplicate Merge Insights Report regularly. A sudden jump in duplicates may mean it’s time to review:

• ✓Lead-provider behavior
• ✓Integrations
• ✓Website forms
• ✓Source mapping
• ✓Duplicate rules
• ✓New marketing campaigns

Frequently Asked Questions

What is a duplicate record in Shape?+

A duplicate is a record that meets the criteria in one of your Duplicate Management Rules. Your organization decides which field combinations and extra conditions count as a duplicate.

Does Shape automatically merge all duplicate records?+

No. Rules use either automatic or manual reconciliation. Automatic rules merge qualifying automated records based on your settings. Manual rules need a user to review them.

What does Checks Leads Created Within mean?+

It sets how old an existing matching lead can be and still qualify for automatic merging. The options are Last 30 Days, Last 90 Days, and All Time.

What is the default duplicate timeframe?+

New Shape systems default to Last 30 Days. Existing systems stay on All Time unless an administrator changes it.

What happens if a matching lead is older than my timeframe?+

Shape doesn’t merge it through that rule. The new lead can stay a separate opportunity.

Can different duplicate rules use different timeframes?+

Yes. Checks Leads Created Within is set per rule.

Can I have more than one duplicate rule?+

Yes. Use multiple rules for different record types, workflows, or matching scenarios.

Can Shape match duplicates using more than one field?+

Yes. Build conditions with AND and OR logic. For example: First Name + Last Name + Phone, OR First Name + Last Name + Email.

Can I match duplicates on Reference ID?+

Yes. Reference ID is available as a matching field in both automatic and manual duplicate rules, and works the same way as the other matching fields.

Does Shape apply duplicate management to imports?+

Not by default. Turn it on during the import, and Shape uses your duplicate rules.

Do manually created records automatically merge?+

No. Manually created records use the manual reconciliation workflow.

Can I control which record is kept?+

Yes. Automatic merge settings decide whether the new record or the pre-existing record remains.

Can I control which field values are overwritten?+

Yes. Field Merge Preferences let you fill blank fields only, overwrite selected fields, or overwrite all fields.

Can I control which lead source is kept?+

Yes. Automatic merge rules decide whether the record keeps the existing source or the new source.

Will merging a duplicate restart a drip campaign or trigger?+

Not when an incoming lead merges automatically, unless the merge changes the record’s status. If the record keeps its current status, Shape doesn’t evaluate drip campaigns or triggers for the merge. For example, a Closed record won’t restart a Post-Close campaign.

How do I make a returning lead re-enter my nurture campaign after a merge?+

Set Change Status Upon Merge in your duplicate rule to the campaign’s Initiation Status. When the merge changes the status, Shape evaluates drip campaigns and triggers for the new status.

What happens if mortgage records have different loan numbers?+

If both records have loan numbers and they’re different, Shape won’t merge them. If the loan numbers match, are both blank, or only one is filled in, the normal duplicate rule decides.

Does Shape keep source history after duplicate merges?+

Yes. Shape keeps Original Lead Source and additional source history you can review in the Duplicate Merge Insights Report.

How can I find records that have been merged?+

Filter supported list pages or reports by the Merged tag. Shape adds it automatically when records merge.

Can I restore a record that was merged by mistake?+

Yes. Restore it from the Deleted Records Report within 7 days of deletion.

Can I prevent records from a specific source from automatically merging?+

Yes. Use advanced conditions in your rule to include or exclude Lead Sources or other supported field values.

If I merge two referral partners, are their referrals combined?+

Yes. When duplicate Referral Partner records merge, their linked Referral Tracking information moves to the remaining record.

Does a merged Referral Partner stay a Referral Partner?+

Yes. When you merge two Referral Partner records, the result stays a Referral Partner and keeps the name information from the merged records. It won’t change to another record type, such as an Application.

Why can’t I see a text a teammate sent to the same phone number?+

Outbound texts show only on the record they were sent from: the record a user texted from, or the record a drip campaign, trigger, or AI ran on. Texts sent to the same number from another record stay on that record.

Why do inbound texts show on more than one record?+

Shape can’t tell which opportunity the contact meant to reply to, so inbound texts show on every record with that phone number.

Does a duplicate record in another time zone affect when I can text my lead?+

No. Time Zone Protect checks only the record being texted or called. A duplicate in a different time zone doesn’t block it.

What time zone does Shape use when I dial a number directly?+

With no record open, Time Zone Protect uses the number’s area code and that state’s rules. For a non-US area code, the call is only allowed while it’s between 8 AM and 9 PM in every US time zone.

Which record shows an inbound call from a shared phone number?+

Every record with that phone number, the same as inbound texts. Outbound calls show only on the record they were placed from.

Who gets notified when a contact texts a number shared by several records?+

Only the users assigned to the newest record with that phone number, once per text. Users on older records still see the text in their conversation history.

Build Duplicate Rules Around Your Sales Cycle

Duplicate management works best when it reflects how your organization defines an opportunity.

For some businesses, two submissions a few days apart are clearly duplicates, while an inquiry six months later is a fresh opportunity. For others, one long-term customer record matters most. Shape supports both.

Use the timeframe to decide how far back Shape looks, condition groups to define a real match, and merge preferences to decide what stays. Use Change Status Upon Merge to decide whether a returning customer re-enters your automation. Then watch the results with the Merged tag and Duplicate Merge Insights Report.

Related guides: Duplicate Merge Insights · Drip Campaigns · Manage Triggers