# Duplicates

## Delpha Duplicate Management

### Overview

Duplicate records in Salesforce fragment your customer view, distort reporting, and confuse AI agents. Delpha's Duplicate Management module allows you to automatically detect, group, and merge redundant records across your Account, Contact, and Lead objects.

As seen in the Delpha Setup menu, this feature is managed through two distinct configuration areas:

1. Detection Settings: Define *how* Delpha finds potential duplicates (the matching logic).
2. Merge Settings: Define *how* Delpha combines them (the rules for retaining data).

### [1. Detection Settings (Finding Duplicates)](/delpha-for-salesforce/use-cases-setup/duplicate/duplicate-detection.md)

Before you can clean your data, you must define what constitutes a "match."

* Logic: Delpha uses advanced AI matching that goes beyond exact text matches. It can identify duplicates despite typos, nicknames (e.g., "Bob" vs. "Robert"), or different formatting.
* Scope: You can configure detection rules for specific objects to control sensitivity and performance.

### [2. Merge Settings (Fixing Duplicates)](/delpha-for-salesforce/use-cases-setup/duplicate/duplicate-merge.md)

Once duplicates are found, Delpha needs instructions on how to consolidate them into a "Master Record."

* Master Record Selection: Rules to determine which record survives (e.g., *Oldest Created Date* vs. *Most Recently Updated vs. Custom Selection rules*).
* Field Retention: Rules to ensure valuable data (like mobile numbers or titles) is not lost during the merge.


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