Duplicate records / records being updated

Estimated reading: 3 minutes

Several receivers automatically merge or update an existing record when AFI sends a matching identifier (typically email or phone). What looks like “duplicates” or “records not being created” is often the receiver’s intentional dedup behaviour — not an AFI bug.

Klaviyo

Same email re-subscribing only updates, doesn’t create a new profile. By design — Klaviyo merges by email. There’s no way to force two profiles with the same email.
“duplicate_profile” 409 error — Klaviyo treats both email and phone as unique identifiers. If a submitted phone matches one profile and the submitted email matches a different one, the API returns 409. Either dedupe upstream or align identifiers.
Form submits twice / I see two entries — confirm whether it’s actually two profiles or just one profile updated twice. The second “event” in Klaviyo is the profile-update.

Brevo (Sendinblue)

“duplicate_identifiers”: [“SMS”] — Brevo uses both email AND phone as identifiers. Same Klaviyo-style conflict — align identifiers.
Existing contact can’t be re-added — enable the Update existing contact toggle on the AFI integration page.
Update fields with false / empty values being ignored — AFI used to skip empty values to avoid wiping data. Fixed in v1.109.x.

Pipedrive

Allow Duplicate Person / Organization checkbox — controls whether AFI creates a new record or updates the existing one. Duplicates are matched by email.
Quform / WPForms creating Lead vs Deal — pick Create New Lead in the task dropdown; the default is sometimes Deal/Person depending on AFI version.
Same lead created twice — Elementor occasionally reuses internal form IDs across forms. Use form name to disambiguate; create separate integrations per form.

Mailchimp

Existing-contact update wiping fields — older behaviour overwrote populated fields with empty values from new submissions. Update plugin.
Same email submitting twice — Mailchimp updates the existing subscriber; no second subscriber is created.

FollowUpBoss

Matches on email or phone and merges — sending the same email twice doesn’t create two records. By design.

Diagnosing real duplicates

If you genuinely have duplicates after all that:

Two AFI integrations on the same form. Visit AFI > Integrations and check.
Two different sender plugin hooks firing for one user action. E.g. Formidable Pro payment add-on can fire submission events twice. Look at AFI > Log for two separate log entries timed within a second.
Job Queue + custom hook combination — known case where a single submission triggers six sends due to queue interaction. Disable Job Queue temporarily to test.