DeduplicationComparison
Forgeo vs HubSpot's duplicate management
What HubSpot's built-in duplicate tool does well, where Forgeo works differently, and what stays the same when you merge.
By Quentin Tristan2 min read
HubSpot has its own duplicate tool, and for many portals it's enough. This page compares it with Forgeo, point by point, so you can decide whether you need both. Everything said about HubSpot comes from its knowledge base, linked under the table.
Where HubSpot's tool shines
- It's built in. On a Professional or Enterprise subscription of Marketing, Sales, Service, Data or Smart CRM Hub, the duplicate tool is already in your portal.
- It runs on its own. Suggestions are recalculated as records are created, and at least once a day.
- You choose every value. When you merge a pair, you pick the record to keep, then the value to keep for each property.
- Bulk merges and custom rules are available with Data Hub Professional or Enterprise, with a merge criterion such as the most recent engagement.
Where Forgeo is different
- Groups, not pairs. Forgeo gathers every copy of a contact or company in one group, so a record that exists three times is reviewed once.
- Signals that confirm each other. A name never matches on its own: it needs the same company, phone or LinkedIn profile. Values shared by more than 25 records, like a switchboard number, are ignored.
- Sure or to review. A group is sure when records share an email or a domain, or when two signals agree. Everything else is marked to review.
- Part of a full audit. Duplicates are one of 40 checks on contacts, companies and deals, next to missing owners, empty fields and stale deals, with values proposed to fill the gaps.
- One group at a time, on purpose. Forgeo has no bulk merge: since a merge is final, every group is reviewed before it's merged.
What stays the same
Forgeo merges through HubSpot, so HubSpot's merge rules apply either way: the primary record's values win, associations and activities are combined, and a merge cannot be undone. Forgeo logs every merge with a snapshot of the merged record.
Side by side
| Criterion | HubSpot | Forgeo |
|---|---|---|
| Available with | Professional or Enterprise subscriptions of Marketing, Sales, Service, Data or Smart CRM Hub | A free audit, connected through HubSpot's official OAuth |
| Objects | Contacts and companies | Contacts and companies |
| Contacts compared on | First name, last name, email, IP country, phone number, zip code and company name | Email, LinkedIn profile, or name confirmed by company, phone or LinkedIn profile |
| Companies compared on | Domain, name, country/region, phone number and industry | Domain, LinkedIn page, or name confirmed by phone, city or LinkedIn page |
| Shown as | Pairs, or groups with custom rules (Data Hub) | Groups |
| Confidence | A similarity score | Sure or to review |
| Bulk merge | With Data Hub Professional or Enterprise | No, one group at a time |
| Rejected suggestions | Not shown again | Not shown again |
| Undo a merge | Not possible | Not possible, as merges go through HubSpot; each one is logged with a snapshot |
| Beyond duplicates | Not part of this tool | 40 audit checks, values proposed for empty fields and LinkedIn enrichment |