> ## Documentation Index
> Fetch the complete documentation index at: https://support.affinity.co/llms.txt
> Use this file to discover all available pages before exploring further.

# Tutorial 11: Data Quality — Clean, Merge, and Maintain

> Merge duplicate profiles and save search results to lists for cleaner CRM data.

***

<Info>
  **This tutorial covers the standard Lists experience.** If you've opted into "Try improved Lists" (Sheets 3 Beta), some buttons may be in different locations — but all concepts and outcomes are the same.
</Info>

## Immediate Value

After this tutorial, you'll merge duplicate profiles and save search results directly to lists for efficient sourcing workflows.

## Prerequisites

* Tutorial 1: Your First List
* Tutorial 3: Search and Discovery

## Quick-Start Roadmap

1. Merge duplicate profiles
2. Save search results to a list

***

## Why Data Quality Matters

A CRM is only as useful as its data. Duplicate profiles, missing fields, and inconsistent values make filtering unreliable and pipeline reports inaccurate. Regular cleanup keeps your data trustworthy.

***

## Task 1: Merge Duplicate Profiles

### Context

Duplicates happen — someone creates "TechCorp" manually when "TechCorp Inc." already exists from email sync. Merging combines all data into a single profile.

### Action

1. Navigate to **Settings** → **Duplicate Management**
2. Affinity shows suggested duplicates based on name and email matching
3. Review each suggestion:
   * **Confirm match:** Click **"Merge"** → Choose which profile to keep as primary
   * **Not a match:** Click **"Dismiss"**
4. Merged profiles combine all notes, interactions, list memberships, and files

<Warning>
  **Admin-only feature.** If you don't see Duplicate Management in Settings, ask your Affinity admin to run the merge. Non-admin users cannot merge profiles.
</Warning>

<Warning>
  **Reversibility differs by entity type:**

  * 👤 **People merges** can be undone if you catch a mistake.
  * 🏢 **Organization merges are PERMANENT and cannot be undone.**

  Always review the suggested match carefully before confirming an organization merge. If you're not sure, dismiss the suggestion and investigate further.
</Warning>

### Expected Outcome

Duplicate profiles are merged into a single record with all data preserved.

***

## Task 2: Save Search Results to a List

### Context

When sourcing, you often search for companies matching certain criteria. Rather than noting them separately, add them directly to a list from search.

### Action

1. Use **Cmd+K** (Mac) / **Alt+K** (Windows) to search for target entities

2. Open a promising result

3. On the profile, click **"Add to List"**

4. Select the destination list (e.g., "Sourcing Pipeline")

5. Confirm
   **Sourcing workflow:**

6. Search by industry, location, or keyword

7. Review profiles from search results

8. Add promising ones to your sourcing list

9. Set Status and Owner on the new entries

### Expected Outcome

Entities discovered through search appear in your target list, ready for pipeline tracking.

***

## For Admins: Apps and API Keys

### Context

Admins can manage integrations and API access through **Manage Apps** in Settings. This is where you'd revoke a third-party app's access or rotate an API key for a custom integration.

### Action

1. Go to **Settings** → **Manage Apps** (admin access required)
2. Review connected apps and their permissions
3. Manage API keys for custom integrations

<Warning>
  **Admin-only.** Revoking app access or deleting an API key may break active integrations. Coordinate with the integration owner before making changes.
</Warning>

***

## Common Questions

<Accordion title="Can I undo a merge?">
  Merges are permanent. Always review the suggested match carefully before confirming. If unsure, dismiss the suggestion and investigate further.
</Accordion>

<Accordion title="What data is kept during a merge?">
  All notes, interactions, list memberships, files, and field values from both profiles are combined into the surviving record. No data is lost.
</Accordion>

<Accordion title="Can AI help with data quality?">
  If your workspace has **AI Chat (Beta)** enabled, you can ask it to summarize lists, surface entries with missing fields, or help identify patterns in your data. AI Chat is a Beta feature — verify outputs before acting on them.
</Accordion>

***

## Where to Go Next

* **Next tutorial:** Tutorial 12: Advanced Pipeline Management
* **🗺️ Learning Paths:** New Admin Setup (Step 4), Deal Management (Step 4)