Manage Duplicate Contacts

By default, matching submissions update the existing contact instead of creating a duplicate. Configure this from Settings > Business Profile > Contact Deduplication Preferences.

What you can configure

Allow duplicate contacts — off by default (matches merge); on creates a new record every time, even on a match.

Primary match field — email (default) or phone.

Secondary match field (optional) — a fallback check.

Where this applies

Forms, Facebook/Instagram lead ads, live integrations. Does not apply to CSV imports, which deduplicate automatically regardless.

Why it matters

A duplicate means split conversation history and can double-trigger a workflow. Start with duplicates disabled and email as primary if unsure.