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Workflow Action – Merge Contact

Learn how to use Workflow Action – Merge Contact in GHL Customer Care to automatically merge duplicate contacts, reduce CRM clutter, and track results in logs.

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  1. Key Benefits of Merge Contact Workflow Action
  2. Action Details
  3. How to Use Merge Contact Workflow Action
  4. Merge Behavior
  5. Contact Merge Limitations
  6. Frequently Asked Questions
  7. Related Articles

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Workflow Action – Merge Contact gives you an automated way to deduplicate contacts directly inside GHL Customer Care workflows. It helps reduce CRM clutter, protect contact history, and keep follow-up actions running on the correct surviving record. This article explains what the feature does, when to use it, how to configure it, and how to verify merge activity in Execution Logs.

TABLE OF CONTENTS

What is Merge Contact Workflow Action?

Workflow Action – Merge Contact helps you automatically merge duplicate contacts while a workflow is running in GHL Customer Care. Instead of manually cleaning up duplicate records from the Contacts area, this action checks the enrolled contact against existing records using your selected match criteria and merges the newer record into the older one when a duplicate is found. This keeps your CRM cleaner, reduces duplicate communication, and supports more accurate automation and reporting.

Key Benefits of Merge Contact Workflow Action

  • Automated deduplication: Detects and merges duplicate contacts as they move through a workflow, reducing manual cleanup from the Contacts page.

  • Flexible matching options: Lets you identify duplicates by Email, Phone Number, or Email and Phone Number, depending on how strict you want the match to be.

  • Cleaner CRM data: Helps reduce duplicate records that can affect reporting, communication history, and workflow accuracy.

  • Protected workflow continuity: Allows the workflow to continue on the surviving contact record after a merge.

  • Better operational visibility: Makes it easier to review merge behavior using Workflow Execution Logs.

Action Details

FieldDescription
Action NameA custom name for the action. Defaults to “Merge Contact.”
Match By *Select how duplicate contacts should be identified. Options:
  • Email – Matches contacts that share the same email address.
  • Phone Number – Matches contacts that share the same phone number.
  • Email and Phone Number – Matches only if both email and phone number are identical.

How to Use Merge Contact Workflow Action

Follow these steps to add the action to a workflow and configure it for consistent, predictable outcomes.

  1. Log in to your sub-account.

  2. Go to Automations > Workflows.

    Step 2 of 8: Go to Automations > Workflows What this shows Step 2 of 8: Go to Automations > Workflows. What this shows Shows where to go for step 2 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". This screenshot accompanies step 2 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". At this point in the walkthrough you go to Automations > Workflows. For context, this section explains: Follow these steps to add the action to a workflow and configure it for consistent, predictable outcomes. The navigation path used here is Automations > Workflows. This part of the guide covers 4 fields, listed below. The next step is to create a new workflow or open an existing one. Step 2 of 8Path: Automations > WorkflowsImage 1 of 5 Where to goGo to Automations > Workflows.
    Fields in this part of the guide In Match Criteria, choose one of the available options:EmailPhone NumberEmail and Phone Number
    Buttons and menus referenced Automations > Workflowsnewworkflowopenexisting+ Add New TriggerMerge Contact ActionContact MergedMatch CriteriaEmailPhone NumberEmail and Phone Number
    Next stepCreate a new workflow or open an existing one.
    Example values
    Email
    priya.raman@northgatedental.com
    Phone Number
    +1 312 847 1928
    Email and Phone Number
    priya.raman@northgatedental.com

    Illustrative values showing the expected format. They are not read from the screenshot.

    All 8 steps in this procedure
    1. Log in to your sub-account.
    2. Go to Automations > Workflows. this image
    3. Create a new workflow or open an existing one.
    4. Click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.)
    5. Add the Contact Merged Action.
    6. In Match Criteria, choose one of the available options:
    7. Save the action.
    8. Publish and Save the workflow.
     

  3. Create a new workflow or open an existing one.

    Step 3 of 8: Create a new workflow or open an existing one What this shows Step 3 of 8: Create a new workflow or open an existing one. What this shows Shows what this covers for step 3 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". This screenshot accompanies step 3 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". At this point in the walkthrough you create a new workflow or open an existing one. The navigation path used here is Automations > Workflows. This part of the guide covers 4 fields, listed below. The next step is to click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.). Step 3 of 8Path: Automations > WorkflowsImage 2 of 5 What this coversCreate a new workflow or open an existing one.
    Fields in this part of the guide In Match Criteria, choose one of the available options:EmailPhone NumberEmail and Phone Number
    Buttons and menus referenced newworkflowopenexistingAutomations > Workflows+ Add New TriggerMerge Contact ActionContact MergedMatch CriteriaEmailPhone NumberEmail and Phone Number
    Next stepClick on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.)
    Example values
    Email
    priya.raman@northgatedental.com
    Phone Number
    +1 312 847 1928
    Email and Phone Number
    priya.raman@northgatedental.com

    Illustrative values showing the expected format. They are not read from the screenshot.

    All 8 steps in this procedure
    1. Log in to your sub-account.
    2. Go to Automations > Workflows.
    3. Create a new workflow or open an existing one. this image
    4. Click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.)
    5. Add the Contact Merged Action.
    6. In Match Criteria, choose one of the available options:
    7. Save the action.
    8. Publish and Save the workflow.
  4. Click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.)
    Step 4 of 8: Click on the + Add New Trigger button to add a trigger that correlates… What this shows Step 4 of 8: Click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted… What this shows Shows what to click for step 4 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". This animation accompanies step 4 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". At this point in the walkthrough you click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.). The navigation path used here is Automations > Workflows. This part of the guide covers 4 fields, listed below. The next step is to add the Contact Merged Action. Step 4 of 8Path: Automations > WorkflowsImage 3 of 5 What to clickClick on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.)
    Fields in this part of the guide In Match Criteria, choose one of the available options:EmailPhone NumberEmail and Phone Number
    Buttons and menus referenced + Add New TriggerMerge Contact ActionAutomations > WorkflowsnewworkflowopenexistingContact MergedMatch CriteriaEmailPhone NumberEmail and Phone Number
    Next stepAdd the Contact Merged Action.
    Example values
    Email
    priya.raman@northgatedental.com
    Phone Number
    +1 312 847 1928
    Email and Phone Number
    priya.raman@northgatedental.com

    Illustrative values showing the expected format. They are not read from the screenshot.

    All 8 steps in this procedure
    1. Log in to your sub-account.
    2. Go to Automations > Workflows.
    3. Create a new workflow or open an existing one.
    4. Click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.) this image
    5. Add the Contact Merged Action.
    6. In Match Criteria, choose one of the available options:
    7. Save the action.
    8. Publish and Save the workflow.

  5. Add the Contact Merged Action.

  6. In Match Criteria, choose one of the available options:

    • Email

    • Phone Number

    • Email and Phone Number

  7. Save the action.

    Step 7 of 8: Save the action What this shows Step 7 of 8: Save the action. What this shows Shows how to confirm for step 7 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". This animation accompanies step 7 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". At this point in the walkthrough you save the action. For context, this section explains: Follow these steps to add the action to a workflow and configure it for consistent, predictable outcomes. The navigation path used here is Automations > Workflows. This part of the guide covers 4 fields, listed below. The next step is to publish and Save the workflow. Step 7 of 8Path: Automations > WorkflowsImage 4 of 5 How to confirmSave the action.
    Fields in this part of the guide In Match Criteria, choose one of the available options:EmailPhone NumberEmail and Phone Number
    Buttons and menus referenced SaveAutomations > Workflowsnewworkflowopenexisting+ Add New TriggerMerge Contact ActionContact MergedMatch CriteriaEmailPhone Number
    Next stepPublish and Save the workflow.
    Example values
    Email
    priya.raman@northgatedental.com
    Phone Number
    +1 312 847 1928
    Email and Phone Number
    priya.raman@northgatedental.com

    Illustrative values showing the expected format. They are not read from the screenshot.

    All 8 steps in this procedure
    1. Log in to your sub-account.
    2. Go to Automations > Workflows.
    3. Create a new workflow or open an existing one.
    4. Click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.)
    5. Add the Contact Merged Action.
    6. In Match Criteria, choose one of the available options:
    7. Save the action. this image
    8. Publish and Save the workflow.

  8. Publish and Save the workflow.

    Step 8 of 8: Publish and Save the workflow What this shows Step 8 of 8: Publish and Save the workflow. What this shows Shows how to confirm for step 8 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". This screenshot accompanies step 8 of 8 in the "How to Use Merge Contact Workflow Action" section of "Workflow Action – Merge Contact". At this point in the walkthrough you publish and Save the workflow. For context, this section explains: Follow these steps to add the action to a workflow and configure it for consistent, predictable outcomes. The navigation path used here is Automations > Workflows. This part of the guide covers 4 fields, listed below. Step 8 of 8Path: Automations > WorkflowsImage 5 of 5 How to confirmPublish and Save the workflow.
    Fields in this part of the guide In Match Criteria, choose one of the available options:EmailPhone NumberEmail and Phone Number
    Buttons and menus referenced PublishSaveAutomations > Workflowsnewworkflowopenexisting+ Add New TriggerMerge Contact ActionContact MergedMatch CriteriaEmail
    Example values
    Email
    priya.raman@northgatedental.com
    Phone Number
    +1 312 847 1928
    Email and Phone Number
    priya.raman@northgatedental.com

    Illustrative values showing the expected format. They are not read from the screenshot.

    All 8 steps in this procedure
    1. Log in to your sub-account.
    2. Go to Automations > Workflows.
    3. Create a new workflow or open an existing one.
    4. Click on the + Add New Trigger button to add a trigger that correlates to the Merge Contact Action (e.g., Contact Created, Form Submitted, Contact Changed.)
    5. Add the Contact Merged Action.
    6. In Match Criteria, choose one of the available options:
    7. Save the action.
    8. Publish and Save the workflow. this image

Merge Behavior

When the action executes, it follows this logic:

  1. The system searches for an existing contact that matches the enrolled contact based on the selected Match By criteria.
  2. If a duplicate is found, the newer contact is always merged into the older contact. The older record is preserved as the primary, ensuring no historical data is lost.
  3. If the enrolled contact is the older record, the duplicate is merged into it. If the enrolled contact is the newer record, it is merged into the older duplicate.
  4. If no duplicate is found, the action completes with no changes – the contact moves to the next step in the workflow as-is.

Contact Merge Limitations

  1. Goals may not work as expected if they were tied to the old contact ID before the merge.
  2. Wait for reply steps can be affected if the email/SMS was sent before the merge, since the workflow may still be waiting on the original contact/message context.
  3. Wait for email events may not resume as expected: the awaited event may still be associated with the old contact/message context.
  4. Trigger link waits may fail as tracking links are generated with the original contact ID and message ID before the message is sent.
  5. If the surviving contact is already in the same workflow, the execution being merged will end.
  6. If the surviving contact was previously in the workflow and Allow Re-entry is turned off, the execution being merged will end.

Frequently Asked Questions

Q: Does Workflow Action – Merge Contact replace Contact Deduplication Preferences?
No. Deduplication preferences help reduce duplicate creation at the source, while Merge Contact handles duplicates automatically during workflow execution.

Q: When should I use this action instead of the Duplicate Management & Merge Tool?
Use Merge Contact when you want automation to handle duplicates during a workflow. Use the Duplicate Management & Merge Tool when you want to manually review and merge records from the Contacts area.

Q: What happens if no duplicate is found?
The action is skipped and the workflow continues normally.

Q: Which contact record is kept after a merge?
The older contact record is preserved as the surviving record.

Q: Can the workflow continue after a contact is merged?

Yes. The workflow continues on the surviving contact record after the merge is completed.

Q: What is the safest match option to use?
Email and Phone Number is typically the strictest option and may be safer when you want to reduce unintended merges, but the best option depends on the quality and consistency of your contact data.

Q: Should I test this before using it in a live workflow?
Yes. Testing with sample contacts helps confirm your selected match criteria behave as expected before you apply the action to larger workflows.

Q: Can I still use the Contacts duplicate-management tools after enabling this action?
Yes. Workflow-based merging and manual duplicate management can be used together as part of a broader contact-cleanup strategy.

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