How to Merge Accounts in Salesforce

Duplicate accounts in Salesforce can lead to data inconsistencies, inaccurate reporting, and inefficiencies in customer management. Sales and support teams may end up interacting with different records for the same company, resulting in confusion, missed follow-ups, and redundant communication. Ensuring that your Salesforce data is clean and organised is crucial for maintaining an effective CRM system.

Merging accounts in Salesforce allows businesses to consolidate duplicate records, ensuring that all related contacts, opportunities, and activities are stored under a single, accurate account. This not only improves data integrity but also enhances collaboration, sales tracking, and customer relationship management.

In this guide, we’ll walk you through everything you need to know about merging accounts in Salesforce, covering both Classic and Lightning experiences. By the end of this article, you’ll understand why merging accounts is important, how to prepare for a merge, and the step-by-step process to ensure your data remains accurate and organised.

Why Merging Accounts in Salesforce is Important

Duplicate accounts can cause significant problems in your Salesforce environment. When multiple records exist for the same company, it becomes difficult to maintain a single source of truth. 

This can result in sales reps working with incomplete or outdated information, leading to lost opportunities and inefficiencies in customer interactions.

Merging accounts helps streamline your database in several ways:

• Improved Data Accuracy: By consolidating duplicate records, you ensure that all contacts, opportunities, and activities are associated with the correct account.
• Better Customer Insights: A single, unified account provides a complete view of customer interactions, making it easier to track sales performance and engagement.
• Efficient Workflow Management: Merging accounts reduces the risk of multiple team members reaching out to the same company under different records, improving collaboration and efficiency.
• Accurate Reporting and Forecasting: Duplicate records can skew sales reports and forecasts. By maintaining clean data, you get more reliable insights for decision-making.

Pre-Merge Considerations: What You Need to Know

Merging accounts in Salesforce is a permanent action, meaning that once accounts are merged, the deleted records cannot be restored. That’s why it’s important to take the right steps before starting the process. Here are some key factors to consider before merging accounts.

Check User Permissions

Not every Salesforce user has permission to merge accounts. To perform this action, you must have the “Delete” permission on Accounts. If you’re using Salesforce Classic, you also need the “Merge Accounts” permission. In Salesforce Lightning, access to the “Account Merge Tool” is required. If you don’t have these permissions, you’ll need to ask your Salesforce administrator for the necessary access.

Identify Duplicate Accounts

To successfully merge accounts, you first need to identify duplicates. Salesforce provides built-in tools like Duplicate Rules and Matching Rules to help detect similar records. These tools automatically flag potential duplicates, reducing the need for manual checks.

If you’re working in Salesforce Lightning, the Standard Account Merge Tool allows you to easily find and combine duplicate accounts. For organisations handling large amounts of data, third-party tools like Cloudingo, DemandTools, and RingLead offer advanced duplicate detection and data cleaning capabilities.

Review Account Ownership and Related Records

Each account in Salesforce is linked to various records, including contacts, opportunities, cases, and custom fields. When merging accounts, the system keeps all related records attached to the primary account while the duplicate accounts are deleted.

Some custom fields may not merge automatically, so it’s important to manually review and update key data before merging. This ensures that no important information is lost in the process.

Backup Your Data

Since merging accounts is irreversible, backing up your data is highly recommended. You can use Salesforce Data Export, Data Loader, or a third-party backup tool to create a copy of your records before proceeding. This ensures that if anything goes wrong, you have a safety net to restore critical data.

Step-by-Step Guide to Merging Accounts in Salesforce

Step-by-Step Guide to Merging Accounts in Salesforce

Once you’ve reviewed all pre-merge considerations, you’re ready to merge duplicate accounts. The process differs slightly depending on whether you’re using Salesforce Classic or Lightning. Below is a detailed step-by-step guide for both interfaces.

Merging Accounts in Salesforce Lightning

1. Navigate to the Accounts Tab Log in to Salesforce and go to the Accounts tab. In the search bar, type the name of the account you suspect has duplicates. 
2. Find Duplicate Accounts Once you locate the account, scroll down to the “Potential Duplicates” section. Salesforce automatically detects similar accounts based on predefined matching rules. 
3. Select Accounts to Merge Click the “View Duplicates” button. Salesforce will display a list of potential duplicate accounts. Select up to three accounts you want to merge and click “Next.” 
4. Choose the Master Record Salesforce will display all account details side by side. The first account you selected will be the default master record, but you can change this by selecting another account as the primary record. 
5. Select the Data to Keep You’ll see different fields from each account. Choose the most accurate or updated information for each field. Salesforce will retain these values in the merged record. 
6. Complete the Merge After reviewing the selections, click “Merge” to finalize the process. Salesforce will combine the data into the primary account and remove the duplicates permanently. 

Merging Accounts in Salesforce Classic

1. Go to the Accounts Tab Navigate to Accounts and use the search bar to find potential duplicate accounts. 
2. Click on “Merge Accounts” On the left sidebar, you’ll see an option called “Merge Accounts.” Click on it to proceed. 
3. Search for Duplicate Accounts Enter the name of the account and click “Find Accounts.” A list of matching records will appear. 
4. Select Up to Three Accounts Choose the duplicate accounts you want to merge and click “Next.” 
5. Compare and Select Data Similar to the Lightning interface, you will be asked to select which details to keep in the final merged record. Review all fields carefully. 
6. Merge the Accounts Once you’ve made your selections, click “Merge” to complete the process. Salesforce will combine the records and delete the duplicates.

What Happens After Merging Accounts in Salesforce?

Once you’ve successfully merged accounts, several changes take place in your Salesforce environment. Understanding these changes ensures a smooth transition and helps you manage data more effectively.

1. The Master Record Becomes the Primary Account

After merging, the account you selected as the master record becomes the primary account in Salesforce. The other duplicate accounts are permanently removed, and all their associated data is consolidated under the master record. This means that account-related information, including custom fields, will now be stored in one central location. Ensuring you choose the correct master account is crucial, as this will be the account that remains in your system moving forward.

2. Data Consolidation and Updates

During the merging process, Salesforce provides you with the option to manually select which data fields to keep from each duplicate account. If different records contain varying details, such as multiple phone numbers or addresses, you must decide which values to retain. The selected fields overwrite any conflicting information in the master record. This ensures that you maintain accurate and up-to-date data while eliminating inconsistencies across accounts.

3. Related Records and Activities Are Moved

All associated records, including contacts, leads, cases, and opportunities, are automatically reassigned to the master account. Salesforce ensures that no important data is lost during the merge. This allows sales and customer service teams to continue working seamlessly without needing to manually update relationships or search for missing information. Any scheduled tasks, emails, or interactions linked to the duplicate accounts are also carried over, maintaining a complete history of customer interactions.

4. Merged Accounts Are Removed from the System

Once an account is merged, the duplicate records no longer exist separately in Salesforce. They are permanently deleted, meaning you won’t be able to retrieve them later. However, Salesforce maintains a history of changes made during the merge, which can be reviewed in the account history. This helps track any modifications and ensures transparency in data management. If you anticipate needing backup records, consider exporting data before performing a merge.

5. Reporting and Dashboards Reflect Updated Data

Since duplicate records are removed, Salesforce reports and dashboards automatically reflect the updated, consolidated data. This eliminates redundancy and provides a more accurate representation of customer interactions, revenue forecasts, and sales performance. With a cleaner dataset, businesses can generate more precise insights, improving decision-making and operational efficiency. If you previously struggled with duplicate accounts affecting analytics, merging them will help streamline reporting and ensure better data quality.

Best Practices for Merging Accounts in Salesforce

Merging accounts in Salesforce is a powerful way to maintain data accuracy, but it requires careful execution to prevent data loss or inconsistencies. Following best practices ensures a smooth process and helps maintain the integrity of your Salesforce database.

1. Verify and Clean Data Before Merging

Before initiating an account merge, review the data in each duplicate account to identify discrepancies. Ensure that all critical fields, such as account names, contact details, and related records, are accurate. Standardising naming conventions and removing outdated or incorrect information before merging reduces errors and maintains data consistency. If necessary, consult team members who interact with these accounts to confirm details before proceeding.

2. Choose the Master Record Carefully

The master record will be the surviving account after the merge, so selecting the right one is crucial. Consider factors such as the completeness of data, the most recent interactions, and historical transactions when making this choice. If the duplicate accounts belong to different departments, align with stakeholders to ensure the correct account is retained. Since the master record’s Account ID remains unchanged, any integrations or third-party applications relying on it will continue functioning as expected.

3. Backup Your Data

Merging accounts is irreversible, so creating a backup before proceeding is highly recommended. Export relevant account data using Salesforce’s Data Export feature or a third-party backup tool. This precaution ensures that if anything goes wrong, you have a reference point to restore lost information. Additionally, maintaining historical records helps with compliance and auditing.

4. Inform Your Team Before Merging

Since merging accounts affects multiple departments, notify relevant teams, such as sales, marketing, and customer support, before proceeding. This allows users to review and update any necessary details. Miscommunication can lead to confusion, such as teams trying to access deleted accounts, so keeping everyone informed ensures a smoother transition.

5. Review Related Records and Custom Fields

Before merging, check how related records, such as opportunities, contacts, and cases, will be handled. If your Salesforce instance has custom fields or automation rules, ensure that they will function correctly after the merge. Sometimes, triggers or validation rules may prevent a successful merge, so testing the process in a sandbox environment first is a good practice.

6. Test Merging in a Sandbox Environment

If you’re merging accounts for the first time or handling a high number of duplicates, it’s wise to test the process in a Salesforce sandbox. A sandbox allows you to identify potential issues, such as workflow interruptions or unexpected data overwrites, without affecting live data. Once you confirm that the merge process works correctly, you can confidently perform it in your production environment.

7. Use Salesforce Duplicate Rules and Matching Rules

Salesforce provides built-in Duplicate Rules and Matching Rules that help identify and manage duplicate accounts. Configure these settings to proactively prevent duplicate entries from being created in the future. By setting up automated duplicate detection, you can reduce the need for manual merges and maintain cleaner data in your system.

8. Monitor and Maintain Data Quality Post-Merge

Merging accounts is not a one-time task—it requires ongoing data maintenance. Regularly audit your Salesforce database to identify new duplicates, incomplete records, or inconsistencies. Running scheduled duplicate reports helps keep your CRM organised and ensures continued data accuracy. Additionally, encourage best practices for data entry among your team to prevent duplicates from occurring in the first place.

Common Challenges When Merging Accounts in Salesforce

Merging accounts in Salesforce is a useful feature, but it comes with certain challenges that can impact data integrity if not managed properly. Understanding these common issues helps you anticipate problems and take preventive measures to ensure a smooth merging process.

1. Loss of Important Data

One of the biggest risks during a merge is losing critical information. Salesforce automatically retains data from the master record while discarding duplicate records, but if key details exist in the duplicates, they may be lost. To prevent this, manually review all duplicate accounts and copy over any important details before finalizing the merge.

2. Conflicts Between Fields and Records

When merging, fields such as account name, contact details, and addresses might contain conflicting information across duplicate records. Salesforce allows you to choose which values to keep, but selecting the wrong data can lead to inconsistencies. If there are automation rules or custom validation processes in place, they may prevent certain fields from being merged correctly. A thorough review of field values and testing in a sandbox environment can help resolve these issues.

3. Impact on Related Records and Opportunities

Accounts in Salesforce are linked to other objects like contacts, opportunities, and cases. When merging accounts, these related records should be reassigned correctly to avoid losing track of important customer interactions. In some cases, duplicate contacts might exist across accounts, leading to confusion if not properly consolidated. Ensure that all related records are correctly associated with the master record to maintain continuity in customer history.

4. Integration Issues with Third-Party Tools

If your Salesforce instance is integrated with third-party applications, merging accounts can disrupt workflows or cause data inconsistencies. For example, external reporting tools or marketing automation platforms may continue referencing a deleted account instead of the merged master record. To mitigate this, verify integration settings and ensure that external systems can correctly map to the updated records after a merge.

5. Limited User Permissions for Merging

Not all Salesforce users have the necessary permissions to merge accounts. If a team member lacks the appropriate access, they may not be able to execute a merge or even detect duplicate accounts. Admins should review and assign appropriate permissions to users who need to manage account merges regularly. Setting up duplicate detection rules also helps prevent users from unknowingly creating duplicate accounts in the first place.

6. Challenges with Large Data Volumes

For organisations dealing with thousands of accounts, manually merging records can be time-consuming and prone to human error. While Salesforce allows batch merging using third-party tools like DemandTools or Cloudingo, ensuring accuracy at scale remains a challenge. Implementing automated duplicate detection rules and running scheduled duplicate reports can help manage large datasets more effectively.

7. Undoing a Merge is Not Possible

Once accounts are merged in Salesforce, the process is irreversible. If an error occurs, the only way to restore lost data is through backups or historical audit logs. This makes it crucial to back up your data before proceeding with a merge. Creating a test environment for complex merges can also help prevent costly mistakes.

By understanding these common challenges, businesses can take proactive steps to ensure a smooth and error-free merging process in Salesforce.

Final Thoughts

Merging accounts in Salesforce is a crucial process for maintaining a well-organized database and improving business efficiency. By following best practices such as backing up data, carefully selecting the master record, standardizing fields, and using automation tools, businesses can ensure a seamless merging experience. 

Regular data audits and proactive duplicate management strategies will help prevent future issues and maintain a high-quality Salesforce environment.

If you need expert guidance on managing and optimizing your Salesforce data, RT Labs UK is here to help. Our team of certified Salesforce consultants can assist with account merging, data cleanup, and custom CRM solutions tailored to your business needs. 

Get in touch with us today to streamline your Salesforce operations and enhance data accuracy.