Data Cleanse your Dynamics 365 CRM with AutoMerge

AutoMerge is a Microsoft Dynamics 365 deduplication software. AutoMerge can help you analyze, tag, validate, and remove duplicate Leads/Contacts/Accounts in your CRM.

Topics Post Covers:

  1. Viewing post-analyzed/tagged duplicates from the dashboard and list view.
  2. Modify the list view to your needs
  3. AutoMerge a few duplicate sets at once
  4. Viewing AutoMerged (deactivated) records in a subgrid from the remaining active Winner record.
  5. AutoMerge a whole list of duplicate sets at once!

"AutoMerge Contacts" Dashboard View

Once you have signed up for an AutoMerge plan and AutoMerge has run an analysis of the duplicates in your CRM, there are a couple ways your analysis results can be viewed.

 The “AutoMerge Contacts” view in your CRM dashboard shows the following high level stats:

  1. How many duplicates you have and how they were found (MatchType)
  2. How large your duplicate sets are (# records per set)
  3. Who has been creating the duplicate records
  4. What precision numbers your duplicate sets fall into from 0 (loosely matched) to 100 (closely matched), according to your customizable precision rules
Image showcasing Contacts Dashboard view
AutoMerge – Microsoft Dynamics 365 CRM Duplicate Detector and Merger – Dashboard

"AM Contact Dupes" List Views

The “AM Contacts Dupes” views groups your duplicate records and ranks each grouping/set. Each set will have 2 or more records, all of which can be AutoMerged with a single mouse click.  

The AM Contact Dupes(^) view sorts your data where the high precision sets are shown at the top. The AM Contact Dupes(v) view sorts your data where the low precision sets are shown at the top.

To see either of these views, go to your Contacts and open the “AM Contacts Dupes (^)” or the “AM Contacts Dupes (v)” view.

Image showcasing the rank, precision percentage, and how duplicate sets are matched in the AM Contact Dupes view
AutoMerge – Microsoft Dynamics 365 CRM Duplicate Detector and Merger – Dupes View

The 1st column is the Rank. The record with a Rank of 1 is the winner-designate and will remain active, but will disappear from this list view of duplicates after you AutoMerge the set.

The 2nd column is the PrecisionAfter the analysis finds the duplicate sets, it compares a configurable set of fields across all records of the set to determine a Precision %. The Precision % can range from 0 (loosely matched) to 100 (closely matched.)

The 3rd column is Match Type. This column tells you how we first found the match.  Note that the records of a duplicate set may match in several ways, but this field only tells you one of them (the first match rule that applied.)



These views may not have all the fields you wish to compare, so feel free to make a copy of our default view either as a System View (requires System Administrator privileges) or an Advanced Find. 

Modifying "AM Contact Dupes" Views to Your Needs

First, make a copy of one of the “AM Contact Dupes” views and add your own columns to help you validate the duplicate sets and if the sets are sorted properly. 

While on the “AM Contact Dupes” view:

  1. Click the Advanced Find button (Filter Icon) at the upper right.
  2. In the new window, switch the “Use Saved View:” to “AM Contact Dupes.”
  3. Click “Edit Columns” button and add columns as necessary. Click “OK” to close the “Add Columns” dialog.
  4. Click “OK” to close the “Edit Columns” dialog.
  5. Finally, click the “Save As” button and give your new personal view a name.
  6. Go back to your main window and click refresh (F5) to see your new personal view in the list.


Warning: Be careful not to change the Filters or the Sorting of any Duplicates ViewChanging the filters and/or sorting behavior will cause duplicate sets to not be grouped together. You don’t want to AutoMerge a set of duplicates when one or more of the records aren’t shown with the others.

Adding Columns in Advanced Find field
AutoMerge – Microsoft Dynamics 365 CRM Duplicate Detector and Merger – Modifying to Your Needs

Viewing Potential Duplicates Before AutoMerging

Using the “AM Contact Dupes” list views above are a great way to quickly validate and AutoMerge a lot of duplicate sets at once, but doing that is a usually performed as a one-off activity by users who don’t necessarily own those records. Instead, you may want to flag potential duplicates to your end users in the course of their daily work flow. This is where the “Potential Duplicates” web resource can help.

Image showing the duplicate notification and Potential Duplicates Subgrid when viewing a Contact
AutoMerge – Microsoft Dynamics 365 CRM Duplicate Detector and Merger – Potential Duplicates

AutoMerging Duplicates

Now you can select records from multiple sets and AutoMerge them all at once.

Even though the animation shows selecting the Rank #1 records from the three duplicate sets, you may select any (or all) records from any (or all) sets on the page and AutoMerge all sets with a single click. The behavior is the same no matter what records you’ve selected from each duplicate set. The record with a Rank of 1 is the winner-designate and will remain active, but will disappear from this list view of duplicates after you AutoMerge the set.

GIF showing how duplicate sets are AutoMerged
AutoMerge – Microsoft Dynamics 365 CRM Duplicate Detector and Merger – AutoMerging GIF

AutoMerge Set Primary

If you want to change the winner of a particular duplicate set, simply select that record (Rank>=2) and click the AutoMerge Set Primary button. That record will move to the #1 position and the other records will shift down in order.

AutoMerge Ignore

If you want to remove record(s) from their set(s), select the record(s) and click the AutoMerge Ignore button. The selected records will be removed from the view and be ignored from future analyses. If you ignore all but one record from a duplicate set, the remaining record will indeed be included in future analyses, but it nonetheless disappear from the view because it no longer has other matched records associated with it.

NOTE: Ignored records can be UN-Ignored at any time with a Bulk Edit or by submitting an “Unignore All” request in the AutoMerge Managment App.


Now that you understand how matching and ranking are being performed via your requirements, you can start to AutoMerge large numbers of duplicates quickly. Once ready, select the whole page of duplicate sets and click the AutoMerge button. Be prepared to wait several seconds for the synchronous process to complete. 

Viewing AutoMerged History

In Contacts View

To view the deactivated AutoMerged records, switch over to the “AM Contact History (Losers)” View. In the highlighted column, you have links to the remaining active winner records.

Image showcasing AutoMerged Winner in the AM Contact History (Losers) view
AutoMerge – Microsoft Dynamics 365 CRM Duplicate Detector and Merger – Winner vs Loser

In Active Winner Record

In the winner record, you can see the AutoMerged Contacts subgrid and the loser record for historical reference (until you decide to recover the space by bulk deleting the inactive Contacts in your CRM.) By default, all fields not populated on the winner will be pulled from the first loser, according to increasing rank. 

Showcasing the AutoMerged Contacts Subgrid
AutoMerge – Microsoft Dynamics 365 CRM Duplicate Detector and Merger – AutoMerged History

We added the AutoMerged Contacts subgrid to the OOB form for our demo. You won’t see it on your OOB Contact form after importing our managed solution. Someone with customization privileges will have to add it to the form you are using. 

AutoMerging the Whole Page of Duplicates at Once

Now you understand how to validate the matching and ranking rules to perform are being performed to your standards. You can start to AutoMerge large numbers of duplicates quickly.

To do this, go back to the “AM Contact Dupes (^)” view, select the whole record set, and click the AutoMerge button. Depending on how many duplicates you selected, it could take a few seconds. The process works synchronously by default to help you keep track of which records you’ve done already, but it can be configured to run asynchronously, too.

Happy Merging!