What the documentation says
HubSpot states that it is not possible to unmerge records. A merge is also blocked once the two records have been in 250 or more merges combined. Unless your account is in HubSpot's Primary ID Preservation beta, both records are unenrolled from their active workflows. Treat every merge as permanent and plan around it.
A safer order
Export the records before you start, with the old values. Group candidates into bands: certain, likely and uncertain, each with the fields that matched. Sample the certain band with someone who did not build the list, and merge it only if the sample shows no wrong pair.
Leave the likely and uncertain bands for a person to review.
- Export first, so old values can be restored by hand.
- Write down which record to keep before you merge.
- Re-run the match after merging to see what remains.
Stop new duplicates too
A merge clears the past. If a form or an integration keeps creating duplicates, they return, so fix the source as well as the stock. This guide is authored advice built on the vendor documentation above; it is not a HubSpot procedure.
Sources and limits
- HubSpot: merge records Checked 2026-10-12.
- HubSpot says it is not possible to unmerge records, a merge is blocked when the two records have been in 250 or more merges combined, and for accounts outside its Primary ID Preservation beta both records are unenrolled from their active workflows.