Overview
Keeping a CRM clean is an ongoing job, and Data quality is where Tribe is building the tools to help. This is a growing area we’ll keep adding to. Its first feature, Duplicate detection, finds records that describe the same organisation or person, shows you exactly where they conflict, and lets you merge them into one clean record. Records that may exist twice are now also flagged on the record itself, so you can spot them as you work. You stay in control of every decision, and every action is logged.
Data quality is currently in Beta, and we’ll keep expanding it over time.
Prerequisites
Two things need to be in place before you can find and merge duplicates:
Duplicate detection must be switched on. It’s one of the AI Insider Program features that make up Data quality. Turn it on under Configuration → Insider program.
You need admin rights. Data quality is only available to admin users. If you’re not an admin, ask whoever manages your environment to run the clean-up.
If you don’t see it, it’s almost certainly one of these two: Duplicate detection isn’t switched on, or your account isn’t an admin.
To get the best results
Start with the high-confidence groups. The overview flags groups matched with 90%+ confidence.
Check why the records were matched. Every group tells you which fields it matched on, so you can see in seconds whether the match makes sense before you open it.
Work by type. You can focus on Organisations or Contacts separately, so a clean-up session stays predictable.
Check related data before you merge. The review screen shows how many contacts, notes and other records hang off each version to decide which one to keep.
Reject what isn’t a true duplicate. Two records with the same name aren’t always the same entity. If they’re genuinely different, reject the group rather than merging.
How it works
1. Open Data quality
Go to Configuration → Administration → Data quality. The Duplicates view shows how much there is to review at a glance: total duplicate groups, how many are Organisations versus People, and how many are high-confidence (90%+) matches.
2. Find a group to review
Below the cards is the list of duplicate groups. Each row shows the record name, its Type (e.g. Contact or Prospect), the match strength, what the records were matched on (such as name), and how many records are in the group. Use the search box or Filter to narrow the list, then click Review on a group.
New: hover the matched on information and a tooltip explains exactly why the records were grouped. For example, that they share the same first and last name. It’s a quick way to judge whether a group is a true duplicate before you open it, so reviews go faster and fewer wrong merges slip through.
3. Choose the record to keep
The Manage duplicates screen lays the records side by side. Pick the one to keep as the Source (primary) — it’s tagged Keep, and the rest are tagged Delete. By default you only see fields with differences, so there’s less to scan; you can switch this to show all fields.
If a record doesn’t belong in this group, use the ✕ on its column to remove it from the merge without deleting it.
4. Choose which values survive
For every field where the records disagree, select the value you want to keep on the merged record. The chosen value is marked so you can see your decisions at a glance. Anything you don’t pick is discarded; everything else — related data, notes and attachments — moves onto the record you keep.
If the system deems that the records are actually unique and shouldn't be merged (for example, identical records, but belonging to different organisations), it shows you a warning.
This ensures that you don't merge or delete the wrong record since merging or deleting are non-reversible.
5. Merge — or reject
When you’re happy with your choices, click Merge records. The records collapse into your chosen primary, and you’ll get a confirmation of what moved and what was removed. If any differences remain, they’re shown again so you can do a final pass.
If the group was flagged in error, click Reject group.
Possible duplicate markers on records
You don’t have to be in Data quality to notice a duplicate. Contacts and organisations that look like they already exist in your CRM now carry a possible duplicate marker on the record itself, so anyone opening that record can see at a glance that there may be a second version of it.
That keeps duplicates visible where the work actually happens — on the record someone is about to email, quote or add to a campaign — and means an admin can clean it up in Data quality before it spreads into reports, campaigns and follow-ups.
Behind the scenes
Tribe continuously scans your records and groups ones that look like the same organisation or person.
Each group gets a match strength and a note of which fields it matched on, so you can judge how safe it is before acting.
Records that fall into a group are marked as a possible duplicate, so the flag follows the record as well as appearing in the Duplicates list.
Every review, merge and rejection is logged — open View history to see what’s been done.
Why this matters
Clean data is the foundation everything else sits on — reporting, segmentation, scoring, and anything the AI features do on your behalf. Merging duplicates by hand, one record at a time, is slow and error-prone; Duplicate detection surfaces them for you and keeps a clear audit trail, so a clean-up that used to take days is an afternoon’s focused work.
FAQ
Is this everything Data quality does?
Not for long. Duplicate detection is the first Data quality feature; more are on the way, and they’ll appear in the same place as we build them out.
What happens to the records I don’t keep?
They’re deleted. Before that, their related data, notes and attachments move onto the record you keep, and you choose which field values survive — so you’re consolidating, not losing information.
What does the match strength mean?
It’s how confident Tribe is that the records are the same entity, based on the fields they have in common (such as name). Higher-confidence groups are the safest to merge.
How do I know why two records were matched?
Hover the matched on information in the duplicates list. The tooltip spells out which fields the records have in common — for example, the same first and last name — so you can decide whether the group is worth merging.
Someone flagged a record as a possible duplicate — what do I do?
The marker only tells you a second version may exist; nothing is merged automatically. Open Configuration → Administration → Data quality, find the group and review it there. Merging still needs admin rights.
What if two records aren’t really duplicates?
Use Reject group. The records are left untouched and the group won’t be offered again.
Can I see what was merged later?
Yes — every action is logged, and View history shows past merges and rejections.