# Duplicate Leads

> For the complete documentation index, see [llms.txt](https://ghost.supermanservices.ca/llms.txt).

How Ghost deduplicates, and what to do when it gets it wrong.

Section: Troubleshooting. Web version: https://ghost.supermanservices.ca/help/duplicate-leads

Ghost counts a lead once per person per enquiry, no matter how many times they got in touch.

## How contacts are joined
By the person: the phone number and email across calls, forms, messages and CRM records. A call and a form from the same person about the same job are one lead with two pieces of evidence.

A platform lead form and a later call from the same person are also one lead — and one cost. Counting the call as a second lead would both inflate volume and double-count what the platform charged.

## When a second lead is correct
A new enquiry about different work, or after a long enough gap, is genuinely a second lead. Ghost uses the content and timing of the contact to decide, and falls back to a plain rule when it cannot tell.

## If you see a real duplicate
It usually means two records share no identifier — a call from a withheld number, or a form filled in with a different phone number. Attribution Health reports these as linking gaps, which are Ghost's problem to explain rather than yours to clean up.