Duplicate Merge

Configure Delpha Merge Settings to automate data consolidation. Set Master Record strategies (e.g., Oldest Created), Field Value retention rules, and Auto-Merge thresholds.

Overview

Once Delpha has detected duplicates, the Merge Settings determine how those records are combined. These rules automate the complex decisions of which record survives (the "Master") and which data points are preserved (the "Golden Record").

General Settings

This section controls the logic for Master Record Selection, Field Value Retention, and Auto-Merge Automation. These core controls define the default strategy for all merge operations.

1. Master Record Selection

This setting determines which record survives the merge process (the "Master") and which records are deleted (the "Duplicates").

By default, you can select one of the following logic patterns from the dropdown menu:

• Oldest Created Date: Keeps the original record (useful for maintaining historical data).

• Latest Created Date: Keeps the newest record.

• Latest Modified Date: Keeps the record that was touched most recently.

• Oldest Modified Date: Keeps the record that hasn't changed in the longest time.

• Most Filled: Keeps the record that has the highest number of populated fields (data completeness).

Why it matters: The Master Record retains its Salesforce ID, relationships, and history. The other records are deleted, and their related lists (like Tasks or Opportunities) are re-parented to the Master.

Delpha provides standard strategies (like Oldest Created Date), but for complex business needs, you can define a Custom Rule.

Configuring a Custom Rule for Master Record Selection

If the standard strategies do not fit your process, select Custom Rule from the dropdown menu. This reveals a new configuration field named Custom Master Selection Rule.

How to use the Custom Rule

This setting allows you to designate a specific Salesforce field to determine priority. The record with the highest value in this field will be selected as the Master.

1. Select "Custom Rule": Choose this option from the Master Record Selection dropdown.

2. Enter API Name: In the input box that appears, enter the API Name of the field you want to evaluate (e.g., LeadScore__c or Last_Activity_Date__c).

Strategic Examples

1 - Prioritize High-Value Leads

You want to ensure that if a "Hot" lead matches a "Cold" lead, the "Hot" record survives.

• Strategy: Use your Lead Score field.

• Input Value: Lead_Score__c

• Result: The record with the highest score becomes the Master.

2 - Prioritize Verified Data

You have a custom checkbox or date field indicating that a record was manually verified by a human.

• Strategy: Use a "Validation Date" field.

• Input Value: Last_Verified_Date__c

• Result: The record that was verified most recently (highest date value) is chosen as the Master.

Do not forget

• To specify the sorting order, use "Asc" for ascending or "Desc" for descending.

• Separate each sorting rule with commas.

• Ensure to include a final fallback rule based on the record Creation Date for proper ordering in case no decision can be taken from the previous rules.

• Master selection custom rules can be complex and rely on a dynamic scoring system.

2. Field Value Selection

This setting defines the default logic for populating fields on the Master Record when data conflicts exist.

• Default Strategy: Master and Not Empty is the recommended standard.

• How it works: Delpha keeps the value from the Master Record unless that field is empty. If the Master's field is empty, it attempts to fill the gap using data from the duplicate records. This ensures the final record is as complete as possible.

Built-in Master Record Selection Rules

Rule	Description
Oldest created date	Selects the record with the earliest creation date
Latest created date	Selects the most recently created record
Oldest modified date	Selects the record with the earliest last update
Latest modified date	Selects the record with the most recent update
Most Filled	Selects the record that has the most populated fields

These rules help you tailor your merge logic to preserve the most reliable or relevant data.

3. Auto-Merge Threshold

While most duplicates require manual review, some are so obvious they can be merged automatically.

• Configuration: Set a numerical score (e.g., 110).

• Behavior: Any duplicate pair with a score greater than or equal to (≥) this threshold will be merged automatically without human intervention.

This threshold should be significantly higher than your Detection Threshold to ensure 100% confidence (e.g., matching Legal IDs).

4. Auto Merge Scheduler

Defines when the automatic merge process runs.

• Setting: Choose a specific time (e.g., 3:00 PM) based on your local time zone.

• Best Practice: Schedule this during off-peak hours to minimize impact on active users.

Fine-Tuning Merge Logic

Below the general settings, you have three optional sections to handle complex scenarios:

• Advanced Settings: Adjust behaviors like enforcing user permissions during merges or syncing merge events to external systems like HubSpot.

• Merge Field Rules: Override the default "Field Value Selection" for specific fields (e.g., "Always take the Phone Number from the Most Recently Updated record," even if it's not the Master).

• Related Object Rules: Decide how related items are treated when their parent records are merged (like Cases, Opportunities, or Custom Objects).