What Data Health does
Imported lists and years of manual entry leave a CRM full of small problems: “N/A” in the company field, names typed in capitals, phone numbers in five different formats, and blank countries. These break filters, reports, mail merge and campaign audiences. Data Health scans your records, shows you exactly what it would change, and applies only the fixes you pick.
Three promises apply to every free rule:
- •It only fills blanks or fixes formatting. A real value is never replaced with a guess.
- •You preview before anything changes. A scan is read-only.
- •Every update can be undone. See Undoing Data Health changes and reviewing job history.
The free rules are included on every plan, with no record limit.
What the Data health score means
Once you have scanned at least one module, your dashboard shows a Data health score card, for example “Data health score 82%” with “1,240 of 6,900 records can be cleaned up — free”. The score is the share of scanned records that have nothing left to fix. If 18% of your records could be improved, the score is 82%.
The score comes from your latest scans of leads, contacts and accounts. It does not update on its own, so run a fresh scan after a big import to see the current picture. Scores of 85% and above show in green, 60–84% in amber, and below 60% in red.
You may also see a banner above the Leads or Contacts list, such as “240 leads have placeholders, messy names, phones or missing countries.” Click Fix them → to open Data Health on that module, or dismiss the banner with the X. It stays hidden for 14 days in that browser.
Run your first scan
- Click Data Health in the sidebar.
- Pick the module to check with the tabs at the top: Leads, Contacts or Accounts.
- Optional: choose a country under Phone numbers without a country code are from. See the phone section below.
- Click Scan records. A progress bar shows how many records have been checked. The scan runs in the background, so you can leave the page.
- When it finishes you see how many records were scanned, how many can be improved, and one card per clean-up rule.
Scans are fast: in our tests, 100,000 records were scanned in under 20 seconds. To check again later, click Scan again.
The free clean-up rules
Each card shows the rule name, what it does, how many records it would change, and which fields are affected (for example “Phone: 312 · Mobile: 88”).
| Rule | What it changes | Modules |
|---|---|---|
| Clear placeholder values | Removes “NA”, “N/A”, “null”, “-”, “<test …>” and similar placeholders so filters and reports see a real blank. | Leads, Contacts, Accounts |
| Fix name capitalisation | “ABHISHEK SHARMA” → “Abhishek Sharma”, “sara” → “Sara”. Mixed-case names are left alone. | Leads, Contacts |
| Standardise phone numbers | Numbers that include a country code are rewritten in international format (+919876543210). Local numbers are not guessed. | Leads, Contacts, Accounts |
| Fill country from phone number | When Country is blank, sets it from the phone number’s country code (+91 → India, +1 → United States / Canada). | Leads, Contacts, Accounts |
| Standardise countries and states | USA / US / U.S.A. → United States, “CA” → California, metro areas like “San Francisco Bay Area” → City + State + Country. | Leads, Contacts, Accounts |
| Fill website from work email | When Website is blank, uses the domain of a work email. Gmail, Yahoo and similar addresses, and info@ or hr@ addresses, are ignored. | Leads, Contacts |
| Classify email addresses | Tags each email as work, personal, role or invalid. You can use the tag in filters and campaign audiences. | Leads, Contacts |
The optional rule: Fill company from work email (estimate)
One rule is switched off by default and carries an amber Estimate — review label. When Company is blank, it turns the work-email domain into a company name, so acme-labs.com becomes “Acme Labs”. Domain names don’t always match the real trading name, so open the examples before you tick it. The AI company profile reads the real name from the company’s website instead. See AI enrichment and Inbox intelligence.
Set a default country for local phone numbers
Many CRMs hold numbers like “98765 43210” with no country code. Data Health won’t guess which country these belong to, because a wrong guess would give you an unusable number. If you know most of your numbers are from one country, tell it:
- Open Phone numbers without a country code are from next to the scan button.
- Pick the country, for example India, United Arab Emirates or United States. The default is Don’t assume.
- Click Scan again. If you change the country after a scan, the page warns “country choice changed — scan again to preview it”. The preview has to match what will be applied.
Once you pick a country, local numbers are formatted with that country’s code, and blank countries can be filled from those numbers. The summary line shows the setting, for example “local phone numbers read as India”.
Preview the changes
Each rule card carries a before → after chip so you can see the result at a glance, and a Show N examples link opens a table of sample rows — each showing Record, Field, Before (struck through) and After. Check a few before you apply, especially for the estimate rule and for phone formatting if you picked a default country.
Rules that found nothing are greyed out and show 0 records.
Apply the fixes
- Tick the rules you want. Every free rule except the amber estimate rule is ticked for you when it has something to fix, and a Select all link toggles them in one go.
- The summary panel on the right keeps a running total — a stat tile for each kind of change and a Records updated count — and carries the Apply N fixes button.
- Click Apply N fixes, read the confirmation (for example “Apply 5 fixes to up to 1,240+ leads?”), then click Yes, apply. To go back, click Cancel.
- The update runs in the background. When it ends, a message says how many records were updated, and Data Health scans again to show what’s left.
Fixes are worked out again from each record’s current values when you apply them. If someone edits a field while the update is running, that edit is kept. Each changed field is tagged with the rule that changed it and logged, so you can undo the update later from History on the same tab.
Repeat for the other modules. Leads, Contacts and Accounts are scanned and cleaned separately.
When a module has nothing left to fix, the rule cards are replaced by a short all-clean panel confirming the records are in good shape, with the time of the last scan and a Scan again button for after your next import.
Who can use Data Health
- •Admins have access by default. Other roles need the Data Health module, which you turn on under Settings in Roles & permissions.
- •You only see the module tabs you can view. For example, a role without Accounts access won’t see the Accounts tab.
- •Anyone with view access can scan and preview. Applying fixes, and undoing them, needs edit access to both Data Health and that module. Without it, the page shows “You can preview fixes. Applying them needs edit access to Data Health and Leads.”
Next steps
- •Fill company details and job seniority with AI enrichment.
- •Check which email addresses will bounce with Email Verification. It is a separate product with its own sidebar item.
- •See plans and add-ons on the pricing page.