Account Dedupe

The Account Dedupe policy removes duplicate accounts in your system to clean up your data. Enable this policy to avoid having multiple salespeople reaching out to the same prospect or customer.

Configuring Salesforce

Before enabling the policy, it's important to understand that the Account Dedupe Policy relies on Salesforce Duplicate Rules technology. So you must first configure your Salesforce instance to ensure the correct execution of the Account Dedupe Policy. To do so, follow the steps below:

Setting up Duplicate Rules to Identify Duplicate Accounts

  1. Login to your Salesforce instance.
  2. From Setup, use the Quick Find box to search Duplicate Rules.
  3. Click the New Rule button, and select the Account object from the drop-down list.
  4. Enter a Name for the rule, we suggest using "Account Dupe".
  5. Under Actions, next to Action on Create, deselect the checkbox labeled Alert, and check the box for Report. Next to Action on Edit, select the checkbox for Report. Leave everything else at the default setting.
  6. Click Save at the bottom of the page.
  7. You are now rerouted to the page for the rule you just created. Next to Matching rule, click on the Standard Account Matching Rule, and click Activate on the next page.
  8. Go back to the previous page, and click the Activate button at the top of the page to enable the duplicate rule engine. Once finished, your duplicate rule should appear as follows:


By following the steps above, you are configuring how Salesforce is identifying duplicate accounts in your data. This can be customized further according to your needs. If you'd like to learn more or are having trouble with any of the above steps, check out this link for more help.


Duplicate Record Sets

As a result of configuring duplicate rules for the account object in Salesforce, the system will create a Duplicate Record Set for any duplicates it finds in the account data. In the next section, we will learn how to configure the Account Dedupe policy to deal with this information.

Setting Up Best Matched Account Criteria

If we are using the Dedupe Policy then we need to have criteria that identifies the duplicate Accounts. For this purpose, we use ‘Fullcast Policy SetUp’ in the Custom Metadata Settings in Salesforce.

    1. Log into your Salesforce instance.
  1. Go to Setup, and search for Custom Metadata Types in the search bar.
  2. Look for the Fullcast Policy Setting in the list.
  3. Click Manage Records for Fullcast Policy Setup.
  1. Click New.
  2. Fill out a record with the following attributes:
  • Label: Choose an appropriate name for this record, like Dedupe Criteria.
  • Field 1 Object: Account
  • Field 1: Field on the Account used to compare duplicate records (E.g. Domain, Company Name)
  • Field 2 Object: Account
  • Field 2: Field on the Account used to compare duplicate records (E.g. Domain, Company Name)
  • Operator: Select an operator from the drop-down menu.
  • Order: This determines the order of precedence for matching criteria, enter 1 here if this is the only record created for the dedupe policy.
Sample template: Field 1 and Field 2 subject to change as per customer requirements.Sample template: Field 1 and Field 2 subject to change as per customer requirements.

Sample template: Field 1 and Field 2 subject to change as per customer requirements.

  1. Click Save. Note: To enable the Dedupe policy, there must be at least one criteria set up according to the instructions above, or else the execution will not yield proper results.

Setting up Dedupe Approval Processes

Note - This is required only if the Dedupe Policy is being used for execution.

  1. Go to Setup -->Approval Processes.
  2. Select Fullcast Dupe Action from the drop-down menu next to Manage Approval Processes For.
  3. Click on Create New Approval Process
  4. Select Standard Setup Wizard.
  5. Complete the Setup exactly as the picture below.
  1. Click Next, and fill out Step 2 according to the picture below.
  1. Click Next, and fill out Step 3 according to the picture below.
  1. Click Next, and fill out Step 4 according to the picture below.
  1. Click Next, and fill out Step 5 according to the picture below.
  1. Click Next, and fill out Step 6 according to the picture below.
  1. Click Save.

Configuring the Account Dedupe Policy

After setting up duplicate rules in Salesforce, we now have to ensure that the duplicates found are dealt with. With the Account Dedupe policy, you can decide whether to directly merge duplicate accounts into a master account or define criteria for when you need to send these accounts for approval before merging. You can also simply tag accounts as "Duplicate" or "Master" if that is your preferred action. This can be helpful if multiple accounts have open opportunities or contacts, and you'd like to avoid losing important data. To set this up in, follow the steps below.

Adding the Account Dedupe Policy

To add the Account Dedupe Policy in

  1. Click on the Motion tab in
  2. Select the designer you'd like to work in - Territories, Teams, or Products.
  3. Click the blue Add New Policy button in the top-right corner.
  4. From the Policy Catalog, select Account Dedupe.

Stage 1 - Approval

To set up criteria for the approval process before taking action on duplicates found by Salesforce:

  1. Use the space provided to add or remove fields to decide what gets chosen for approval. Click on the default fields to select other options from the drop-down menu. (E.g., Opportunity Count, Opportunity Amount, Opportunity Stage, Account Type)
  2. Choose an operator from the green drop-down menu and type in a value for each field. This is important to filter further the accounts that get picked up for approval. (E.g. Opportunity Count [greater than] [0], Account Type [equals] [Prospect])
  1. Next, click the grey [+] button to add Review Fields to compare accounts by in the approval screen. Type in the specific field names in the space provided. (E.g., Billing Address, Account Owner, City)
  2. Under Send to the following people for approval, choose a user from the drop-down list to review duplicate accounts shown in the Duplicate Record Set created by Salesforce.



In step 4, the user(s) you chose typically decide which record, among the duplicates found by Salesforce, becomes the "Master Record."

Stage 2 - Duplicate Action

  1. From the drop-down list, select what you'd like to do with the duplicate accounts found. Choose between Tag or Merge.


Tagging and Merging Accounts

If you select to Tag the duplicate accounts in stage 2, the records will either be labeled as Duplicate or Master records. If you select to Merge the duplicate accounts in stage 2, then the approver selected in Stage 1 will assign a Master Record, to which the other accounts will be merged.

  1. When finished with all stages, click Save Changes. You'll see the policy created in the Motion Module home page.
  1. To activate the policy, click the [...] Policy Settings Menu on the Account Dedupe policy. Select Enable from the drop-down menu.

Fullcast Dupe Actions

After setting up and activating the Account Dedupe policy, if approval criteria were not met, then the accounts were automatically merged with the Master Account or tagged according to how Stage 2 was set up.

However, if the approval criteria set up in Stage 1 were met, you would receive an email from Salesforce asking to review the accounts. Click on the link provided and follow the steps below:

  1. Click on the link provided in the automated email sent by Salesforce. It should take you to the Fullcast Dupe Action object, where you will see the Master record identified by the system, and any approval actions to be taken on the duplicate accounts that met the approval criteria.
  2. Click Merge Approval. On the next page, select the checkbox next to any records you'd like to exclude from the merge process.
  3. Once finished, type "APPROVED" into the space provided at the bottom of the page, and click Merge. You are now done with deduplicating your accounts!