Deduplication removes duplicate records that survived identity resolution. Golden DB dedups continuously: on every new source push, on every identity-resolution decision, and on scheduled sweeps. You can customize rules per entity type.
How dedup runs
Three triggers:
- New record arrives — check for matches before creating.
- Identity resolution completes — merge if duplicates are found.
- Scheduled sweep — a nightly job re-checks records across the database for missed duplicates.
Default dedup rules
- People — match on email (exact), then name + employer + role (fuzzy), then LinkedIn URL.
- Companies — match on primary domain (exact), then company name + headquarters location, then parent-subsidiary relationships.
Custom dedup rules
Settings → Identity Resolution → Custom Rules. Add rules for your specific data patterns. Example: "if both records have the same Salesforce ID, always merge regardless of other field differences."
Merge field-resolution
When two records merge, each field's value is decided by the source-quality + recency rules (see How Golden Records work). The merged record's audit log shows which source each field came from after merge.
Reversing a merge
Done in error? Data → Merge History → Reverse. Splits the merged record back into the original two. Reversal is irreversible itself, so think before reversing.
