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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
HubSpot’s merge logic prioritizes the “primary record” (typically the newer one) for most properties, which means blank fields from newer records will overwrite valuable existing data without considering data completeness.
This happens because HubSpot’s default merge behavior doesn’t evaluate whether fields are populated. You’ll learn how to analyze merge impacts before they happen and protect your data.
Analyze merge impacts before losing data using Coefficient
The key to preventing data loss is understanding exactly what will be overwritten before you merge. Coefficient lets you import both duplicate records into your spreadsheet to compare field completeness and make informed decisions about which record should be primary.
How to make it work
Step 1. Import your duplicate records for analysis.
Connect HubSpot to HubSpot through Coefficient and import both records with all their properties. Use filters to pull specific contact or company IDs you’re planning to merge. This gives you a complete side-by-side view that HubSpot’s merge preview doesn’t provide.
Step 2. Create formulas to identify potential data loss.
Build spreadsheet formulas that compare each field between the two records. Use conditional formatting to highlight cells where the newer record has blank values that would overwrite populated data in the older record. For example, =IF(AND(B2=””,C2<>“”),”DATA LOSS”,”OK”) will flag fields at risk.
Step 3. Calculate data completeness scores.
Create a formula that counts populated fields for each record: =COUNTA(B2:B50) for record one and =COUNTA(C2:C50) for record two. This helps you determine which record actually has more complete information, regardless of creation date.
Step 4. Set up automated backup snapshots.
Use Coefficient’s snapshot feature to capture complete record states before performing any merges. Schedule daily or weekly snapshots of your contact and company data so you always have recovery points if merge operations cause unexpected data loss.
Protect your data with smart merge analysis
HubSpot’s timestamp-based merge logic doesn’t consider data quality, but you can. By analyzing field completeness before merging, you’ll prevent valuable data from being overwritten with blanks. Start protecting your merge data today.
