Merging accounts in Salesforce means combining two separate account records into one, keeping the data you need and discarding duplicates
Salesforce does not have a built-in "merge" button for accounts the way it does for contacts and leads. Instead, you manually move the important information from one account record to another, then delete the empty record. This process takes about 10 to 15 minutes per account pair, depending on how much data is attached.
The reason Salesforce works this way is that accounts often have related records — opportunities, contracts, cases — that point to them. Moving an account means deciding what happens to all those connections. A true merge function would have to handle hundreds of possible scenarios, so Salesforce leaves the decision to you.
Before you start, check whether your Salesforce setup includes a third-party app from the AppExchange that automates account merging. Some organizations install these to handle the process faster. If you do not have one, the manual method below works reliably.
Key Takeaways
- Salesforce requires you to manually move data from one account to another and then delete the duplicate, because accounts have related records that need to stay connected.
- Before merging, decide which account will be the keeper — usually the one with the most complete or recent information — and which will be deleted.
- Copy custom fields, contacts, opportunities, and contracts from the duplicate account to the keeper account, checking each one to avoid overwriting good data.
- After all data is moved, delete the duplicate account, which removes it from reports and prevents future confusion.
- Test the merge on a sandbox environment first if you are new to the process, so mistakes do not affect live customer records.
Decide which account to keep and which to delete
Open both account records side by side. The account you keep should be the one with the most complete information, the most recent activity, or the one your team uses most often. This becomes your master record.
The account you delete is the duplicate. All its related records — opportunities, contacts, cases — will need to be reassigned to the keeper account. If one account has a long history of closed deals and the other is brand new, keep the one with the history.
Write down the account ID of the duplicate (you will need it later to delete). You can find the ID in the URL when you open the account, or in the account details panel on the right side of the screen.
Move contacts from the duplicate account to the keeper
Open the duplicate account and scroll to the Contacts section. You will see a list of all people associated with that account. Click on each contact record and change the "Account Name" field to the keeper account. Save each one.
If the keeper account already has a contact with the same name or role, decide whether you need both. If they are truly the same person, delete the duplicate contact instead of moving it. If they are different people at the same company, keep both.
After moving all contacts, go back to the duplicate account and refresh the page. The Contacts section should now be empty.
Reassign opportunities to the keeper account
Opportunities are deals or potential sales. Open the duplicate account and find the Opportunities section. For each opportunity, open the record and change the "Account Name" field to the keeper account. Save it.
If the keeper account already has an opportunity with the same name and stage, check whether they are duplicates. If they are the same deal tracked twice, delete one. If they are separate deals, keep both.
This step matters because opportunities drive your sales pipeline and forecasts. Moving them ensures your pipeline reports stay accurate after the merge.
Move contracts and other related records
Scroll through the duplicate account for any other sections that show related records: Contracts, Cases, Orders, or custom objects your organization uses. For each one, open the record and change the account reference to the keeper account.
Some related records may not have an account field you can edit directly. If that happens, note the record ID and ask your Salesforce administrator to update it, or check the object's documentation to see whether the connection is made through a different field.
After moving everything, the duplicate account should have no related records left. If it still shows contacts, opportunities, or cases, you missed some — go back and move them before deleting.
Copy custom fields and notes from the duplicate account
Open the duplicate account and look at any custom fields your organization created — these often appear in a section labeled "Custom Fields" or mixed in with standard fields. If the duplicate account has information in these fields that the keeper account does not have, copy that information to the keeper account.
Open the keeper account, find the same custom field, and paste the information. If both accounts have data in the same custom field, decide which one is more accurate or recent, and keep that one.
Also check the Notes and Attachments section on the duplicate account. If there are important notes or files, copy them to the keeper account or read them before deleting the duplicate.
Delete the duplicate account
Once all data is moved and you have verified that the duplicate account has no related records, open the duplicate account and click the Delete button. This is usually in the dropdown menu at the top right of the page, next to Edit.
Salesforce will ask you to confirm the deletion. Read the warning carefully — it will tell you if there are still related records attached. If there are, cancel the deletion and go back to move those records first.
After deletion, the duplicate account is gone from your system. It will no longer appear in reports, searches, or account lists. Your team will now work from the keeper account only.
Test the merge on a sandbox first
If you are merging accounts for the first time or merging accounts with many related records, create a copy of your Salesforce environment called a sandbox and practice there first. A sandbox is a test version that does not affect real customer data.
Your Salesforce administrator can create a sandbox for you. Once you have one, repeat the merge steps above on the sandbox copy. This lets you see what happens without risk, and you can ask for help if something goes wrong.
After you are confident, perform the same merge on your live Salesforce environment.
Frequently Asked Questions
What happens to the duplicate account's history and activity timeline?
The activity timeline stays with the duplicate account record until you delete it. Once deleted, that timeline is gone. If you need to keep a record of what happened on the duplicate account, take screenshots or export the data before deleting. The keeper account's timeline remains unchanged.
Can I merge accounts if they have conflicting information in the same field?
Yes. When you move data to the keeper account, you decide which information to keep. If both accounts have a phone number in the same field, you choose which one is correct and overwrite the other. There is no automatic conflict resolution — you make the call based on what you know about the customer.
What if I accidentally delete the wrong account?
Contact your Salesforce administrator when ready. They can restore deleted records from the Recycle Bin for up to 15 days. After 15 days, the record is permanently gone. This is why testing on a sandbox first is a good idea.
Do I need administrator permission to merge accounts?
It depends on your Salesforce setup. Most users can edit and delete their own accounts, but some organizations restrict these actions to administrators only. If you cannot find the Delete button, ask your administrator to check your user permissions.
Will merging accounts affect my reports and dashboards?
Reports and dashboards that reference the duplicate account will stop showing data from it once it is deleted. Reports that reference the keeper account will continue to work. If you have reports that track the duplicate account specifically, update them to reference the keeper account instead before deleting.