Duplicate detection

Duplicate detection in Dataverse is the mechanism that identifies potential duplicate records to keep CRM data clean. Duplicate detection rules define what counts as a duplicate per table — combinations of fields with matching operators (exact, fuzzy, phonetic, prefix). When records are created or updated, active rules evaluate against existing records; matches trigger warnings on the UI form or block API writes (configurable). Bulk duplicate detection jobs scan tables retrospectively to find existing duplicates. Once identified, the merge function combines two records, preserving one as the master and transferring related records (activities, opportunities, cases) from the duplicate before deletion. For enterprise-scale deduplication across multiple systems, Customer Insights – Data does ML-assisted identity resolution.