Up to 26% of company data is considered inaccurate, and duplicate records are often to blame. For Salesforce users, merging duplicate accounts is a key step toward clean, reliable CRM data. In this article we will walk you through how to merge accounts in Salesforce Lightning and Classic, give you a step-by-step instruction and explain how to troubleshoot issues.
Reasons to merge accounts in Salesforce
Merging duplicates directly affects how well your sales, marketing, and support teams work. Here’s why it matters:
Improve data quality
Duplicate accounts cause inconsistent and outdated information. Merging helps keep your database clean and reliable, which is essential for accurate reporting and better decision-making.
Help sales teams work faster
When sales reps have to deal with multiple versions of the same account, they waste time. Merging duplicates gives them a single, complete view so they can focus on selling, not sorting through clutter.
Get a full view of the customer
Consolidated data gives your team a complete picture of each customer’s history, interactions, and needs. You can make your follow-ups smarter and support will feel more personal.
Fix your reports
Duplicates skew metrics and dashboards. Accounts merge ensures your reporting reflects the real state of your pipeline, revenue, and performance.
Make marketing more effective
Accurate data helps target the right people with the right message. Merging accounts in Salesforce removes noise from your lists, making your campaigns more focused and measurable.
Cut storage costs
Each duplicate takes up unnecessary space. Merging helps reduce data storage and keeps your org more efficient, especially as your Salesforce org grows.
Stay compliant
Clean data is often required for your organization to stay compliant with regulations. Merging duplicates helps you stay in line with data protection rules and improves overall governance.
Preparing for account merge in Salesforce
Before you begin to merge accounts in Salesforce, you should make some preparations that can simplify the task and protect you from making mistakes.
Data review
First, review the accounts you plan to merge. Ensure they are duplicates or genuinely need merging due to similarity or overlap.
Backup
Always back up your data before you merge accounts in Salesforce. Ensure you have a copy in case something goes wrong or if you need to refer back to it.
Check dependencies
Look for any related records or objects linked to the accounts, such as contacts, opportunities, or custom objects. Understand how merging will affect these dependencies.
Consolidate account information
Determine which account will be the primary record and merge the necessary data from the duplicate accounts into this primary account.
Communicate changes
If applicable, communicate with relevant teams or users about the merging process. Ensure everyone understands the implications of what happens when you merge accounts in Salesforce and any changes they might need to make.
Limitations to keep in mind before you merge accounts in Salesforce
Before you start the accounts merge process, keep these platform-specific limitations in mind. They may affect how you plan your cleanup process.
Limitations in Salesforce Classic account merge
- Only 3 accounts can be merged at a time;
- Accounts must have similar names to appear in search results;
- You must have the “Delete” permission on Accounts to see and use the Salesforce Merge Accounts tool;
- You can’t use automation (like Flow or Apex) to control how merge decisions are made;
- You need to manually search for duplicates using the Merge tool.
Limitations in Salesforce Lightning Experience account merge
- You can only start merging from an Account record with identified duplicates. There’s no standalone Salesforce Merge Accounts tool in Lightning like there is in Classic.
- Lightning duplicate detection is strict. Similar but slightly different names (like “Acme Inc.” and “Acme Incorporated”) won’t trigger the “View Duplicates” option unless you’ve configured a custom matching rule.
- Similar to Classic, you can only merge up to three accounts at a time.
- Merges must be done between the same account type (e.g. business-to-business or person accounts). Mixed types are not supported.
- Like in Classic, Lightning does not allow for programmable or conditional merges out of the box;
- Merging duplicate accounts in Salesforce Lightning still requires the Delete permission on Accounts.
How to merge two accounts in Salesforce step-by-step
Lightning and Classic have different methods of how to merge duplicate accounts in Salesforce. Let’s walk through each of them:
How to merge accounts in Salesforce Classic:
- Go to the Accounts tab in Salesforce Classic.
- In the Tools section, click Merge Accounts. If you don’t see this option, ask your Salesforce admin to check your permissions.
- Enter a search term, such as the account name or part of it, then click Find Accounts.
- Select up to three accounts that you want to merge, then click Next.
- Choose one account to keep as the master record.
- For each field, pick the value you want to retain. Conflicting values will be highlighted.
- Click Merge to combine the accounts.
Salesforce will merge the records and keep related data, such as contacts, opportunities, and activities, linked to the new master account.
How to merge accounts in Salesforce Lightning
- Open the Account record you suspect has duplicates.
- If duplicates exist, you’ll see a message with a View Duplicates button. Click it to view matching records.
Note: Duplicate detection in Lightning uses Matching Rules. By default, these look for exact matches on account names, but your admin can customize them.
- Select up to three accounts to merge and click Next.
- Choose the master account and select which field values to keep.
You can only merge business accounts or person accounts, not both.
- Review your selections on the confirmation screen.
- Click Merge to complete the process.
All related data, such as contacts, opportunities, and activities, will be transferred to the master account.
Tip: Always test merges in a Salesforce Sandbox before working with live data.
Salesforce merge accounts best practices
Follow these tips to avoid issues and keep your data clean during and after account merges:
Back up your data
Always create a backup before you merge duplicate accounts in Salesforce. While some changes are reversible for a limited time, a backup ensures you can recover anything if needed.
Inform your team
Let users and stakeholders know which accounts are being merged and why. Provide training if needed, especially for sales and support teams affected by the change.
Check automations and validation rules
Temporarily disable any Flows, validation rules, or Apex triggers that might block or interfere with merging. Re-enable them after verifying the merge worked as expected.
Control user access
Only give merge permissions to users who understand how it works. Users need the Delete permission on Accounts to access the merge tool.
Prevent future duplicates
Use Duplicate Rules and Matching Rules in Salesforce to reduce the need for manual merging later. Regular data audits also help catch issues early.
Document the process
Keep internal notes or a checklist of each merge: what was merged, who did it, and why. This data helps in audits or when answering questions later.
Troubleshooting common issues when merging accounts in Salesforce
Merging accounts in Salesforce isn’t always straightforward. Here are the most common problems and how to fix them.
- Field-level conflicts
Problem: Some fields have conflicting values, and it’s unclear which one to keep.
How to fix:
- Review key fields like account name, phone number, address, and custom identifiers.
- Use the master account as the source of truth.
- Make sure you're selecting field values on the merge screen manually where needed.
Tip: Custom field mappings may not merge cleanly. Double-check that your most important custom fields are filled after merging.
- Automation blocking the merge
Problem: Flows, validation rules, or Apex triggers prevent the merge from completing.
How to fix:
- Temporarily deactivate automation tied to the Account object (e.g., validation rules requiring certain fields, before-save flows).
- Try the merge again.
- Once it succeeds, re-enable the automation and test that it works with the updated record.
Note: Always test complex account merges in a Salesforce Sandbox first if you're unsure how automation will behave.
- Permission errors
Problem: You can't access the merge tool or get errors when trying to merge.
How to fix:
- Make sure the user has the Delete permission on Accounts.
- In Lightning, the merge option only appears if matching rules detect duplicates.
- In Classic, users need the Salesforce Merge Accounts tool to be enabled under their profile permissions.
- Merge fails or data disappears
Problem: Merge completes, but data is missing or associations are broken.
How to fix:
- Check that related records (contacts, opportunities, activities) were reassigned to the master account.
- Use Reports or SOQL queries to locate missing data (e.g., child records still tied to old IDs).
- If data was lost, restore from backup or use the Recycle Bin (for recently deleted records like brands or contacts).
- Need more help?
If issues persist:
- Check error messages in the UI or debug logs.
- Search Salesforce Help Docs and Trailblazer Community for similar cases.
- Reach out to your internal Salesforce admin, consulting partner, or certified experts who understand your org’s setup. They can help identify the root cause, run safe test merges in a sandbox, and recommend the best approach to avoid data loss.
Tip: If your team doesn’t have in-house expertise, our consultants at Noltic can help you fix merge issues, review your data model, and set up automated data cleaning rules for the future.
Mass merge accounts in Salesforce: tools and considerations
As we mentioned before, Salesforce only lets you merge up to three accounts at a time, which isn’t practical if you’re dealing with hundreds or thousands of duplicates. For larger clean-up efforts, using a data management tool is the only efficient option. Below are popular solutions trusted by Salesforce users.
- Built for data cleaning, including mass merge accounts in Salesforce, delete, update, and convert.
- Lets you define flexible matching rules to identify duplicates based on multiple fields.
- Handles merges in bulk and keeps related records intact.
- Offers automation features like scheduled jobs.
Best for: Admins and data teams who need a powerful, Salesforce-native tool for ongoing data maintenance.
- Supports mass merging, lead conversion, deduplication, and data cloning.
- Offers scheduled merges and batch operations for large datasets.
- Designed with a user-friendly interface that requires minimal technical knowledge.
- Allows to merge accounts in Salesforce based on prebuilt or custom criteria.
Best for: Teams that want to automate data maintenance tasks without complex setup.
- Excel-based tool that connects directly to Salesforce.
- Allows admins and analysts to manage large datasets using Excel.
- Supports mass merge operations with full control over what data stays or gets replaced.
- Includes support for backups and undo options for safety.
Best for: Users who prefer working in Excel and need flexibility in offline editing before committing changes.
- AI-powered deduplication and account merge tool for Salesforce.
- Supports custom deduplication rules and bulk merge operations.
- Visual interface helps compare records side-by-side before merging.
- Offers options for automatic merging contacts in Salesforce or manual review.
Best for: Teams looking for AI assistance to clean data faster and reduce manual review time.
Ensuring data integrity after account merge in Salesforce
Merging Salesforce accounts is only part of the job. After the merge, take time to verify that all data was correctly combined and no important information was lost or misaligned.
Verify account details
- Review the merged Salesforce account record to confirm key fields (e.g., name, phone, address, account owner) are accurate.
- Double-check that any important custom field values from the merged records were preserved.
Review related records
- Make sure all contacts, opportunities, cases, activities, and custom objects previously linked to the merged accounts are now correctly tied to the master account.
- If any records appear to be missing, use Reports or SOQL queries to track them down.
Run validation reports
- Use standard Salesforce reports to check for missing data or inconsistencies.
- Look for blank critical fields, broken lookups, or duplicates that weren’t caught during the first merge.
- If you use tools like Cloudingo or Astreca, run a post-merge scan to catch any remaining cleanup work.
Monitor automated processes
- Confirm that workflows, flows, triggers, and assignment rules still behave as expected after the merge.
- Watch for automation that may have fired during the merge and unintentionally updated or reassigned records.
Log and document the merge
- Note which accounts were merged, by whom, and when.
- Store before-and-after snapshots if available, especially for high-value or regulated data.
Case studies: How clean data after merge duplicates in Salesforce powers better business
Below are some real-world examples from our experience:
How a Salesforce health check improved performance for a leading surrogacy agency
ConceiveAbilities, a U.S.-based surrogacy and egg donation agency, relied on outdated Salesforce tools (Visualforce, Process Builder) and struggled with duplicate records, security issues, and performance bottlenecks. Their data setup lacked clarity and stability.
What we did:
- Conducted a full Salesforce health check covering data quality, system performance, automation, and security.
- Identified duplicate accounts, leads, and contacts, and proposed strategies to reduce them.
- Pinpointed Apex code risks and inefficient automation, then recommended improvements.
- Mapped the roadmap to migrate from Visualforce and Process Builder to Lightning and Flow.
Clean data impact:
- A defined modernization path for Lightning migration and future improvements.
- Less risk and improved responsiveness thanks to optimized code and reduced technical debt.
- Fewer duplicates led to more dependable reporting.
- Better visibility into system health, enabling more effective planning.
How clean data and Einstein AI helps to support 29,000+ annual orders for industrial automation market
Elmark needed to organize a high volume of manufacturing and sales activity and lacked efficient scoring and priority tracking to guide its sales team.
What we did:
- Implemented Salesforce AI tools including Einstein Lead Scoring, Einstein Opportunity Scoring, and Einstein Activity Capture.
- Set up intelligent scoring models to prioritize leads and opportunities automatically.
- Set up sales routing and forecast accuracy with smarter data.
Clean data impact:
- Improved qualification of leads, so reps can focus on high-potential opportunities.
- Better forecasting and sales planning thanks to predictive scoring.
- Smooth sales process for handling tens of thousands of orders per year.
Wrapping up
Merging accounts is a key part of keeping Salesforce efficient, usable, and aligned with your business goals. Done right, it improves reporting, reduces manual errors, supports smarter automation, and clears the path for optimizing marketing, sales and support.
At Noltic, we’ve helped clients across industries clean up messy data, merge accounts in Salesforce, fix outdated configurations, and get more value out of Salesforce. Whether it’s a one-time merge project or a full-scale data health check, we bring:
- Certified Salesforce expertise
Our team holds 400+ Salesforce certifications, including Data Architecture, Admin, and Platform development.
- Proven experience
We’ve delivered over 140 projects, including large-scale implementations, developing AppExchange apps, and complex integrations.
- Clear processes
We don’t just fix your data. We show you what was wrong, how we fixed it, and what to do next. That includes backups, validation steps, and training if needed.
If your Salesforce org is cluttered with duplicates or unreliable records, we can help clean it up and make sure it stays that way.
FAQs
How can I identify duplicate accounts?
You can identify duplicate accounts using Salesforce's Duplicate Management features, such as Matching Rules and Duplicate Rules.
- Matching Rules define what criteria to use when identifying duplicates, such as matching on account name or email.
- Duplicate rules alert you to potential duplicates when you're creating or editing records, and they can also block duplicates from being created.
- Additionally, you can use the "Find Duplicates" button on an account record to manually check for duplicates.
What happens when duplicate accounts are found?
In this scenario, Salesforce can alert you through notifications or reports, depending on your duplicate rules settings. If your duplicate rules are configured to block duplicates, users won't be able to save a new account that matches existing ones.
How do I handle conflicting data during an account merge in Salesforce?
- Carefully review and compare the information in each record;
- Choose the most up-to-date and accurate data;
- If necessary, verify information manually with the account owner or other stakeholders;
- If you need to reference it later, keep a record of what changes were made and why;
What if I encounter errors while merging Salesforce accounts?
- Salesforce will typically provide an error message with details. Review this message to understand the issue;
- Ensure you have the necessary permissions in Salesforce to merge records;
- Conflicts with related records (e.g., opportunities, contacts) can cause errors. Ensure these records are correctly linked;
- If you cannot resolve the issue, contact Salesforce Support for assistance;
- Make sure you have a records backup before merging to restore data if necessary.
How to merge contacts in Salesforce?
To merge contacts in Salesforce, go to the Contacts related list on an Account record. Click Salesforce Merge Contacts, then select up to three duplicate contacts linked to that account. Choose the master record, review the data, and click Merge to complete the process.
The main difference in how do you merge contacts in Salesforce and accounts is where the process starts and what kind of relationships are preserved:
- Merging contacts in Salesforce only works within the same account. You can’t merge contacts from different accounts.
- Merging accounts allows you to combine two or three account records. Salesforce moves related contacts, opportunities, and activities under the master account.
Both processes are meant to reduce duplicate records, but account merges handle more data and relationships than contact merges.
Can you merge opportunities in Salesforce?
Salesforce doesn’t offer a built-in tool to merge Opportunity records like it does for Accounts and Contacts. To handle duplicates, you’ll need to use a third-party AppExchange app, build a custom solution with Flow or Apex, or apply workarounds such as marking duplicates as "lost" and reassigning related records. Most companies choose third-party tools or custom setups to manage and merge Opportunities in Salesforce.
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