How to measure the quality of your Salesforce Data with Maven Tools

In today's data-driven business landscape, accurate and high-quality data is essential for making informed decisions, optimizing processes, and delivering superior customer experiences.

Salesforce, a leading customer relationship management (CRM) platform, serves as a repository for valuable customer and business information. However, the value of Salesforce data hinges on its quality. In this article, we''ll explore methods and best practices for measuring the quality of your Salesforce data (and yes, how you can use Maven Tools to help you make sure your data quality stays high).

Why Data Quality Matters

Before diving into the specifics of measuring data quality, let's understand why it's crucial. Poor data quality can lead to a cascade of issues:

  1. Inaccurate Insights: Low-quality data can result in incorrect analytics and reports, leading to misguided business decisions.

  2. Wasted Resources: Cleaning and correcting data errors can be time-consuming and costly.

  3. Reduced Customer Satisfaction: Incorrect contact information or outdated records can lead to customer frustration and lost opportunities.

  4. Compliance Risks: Data quality is critical for compliance with data protection regulations like GDPR and CCPA.

Key Metrics for Measuring Data Quality

To assess the quality of your Salesforce data, you can use a combination of key metrics and techniques:


Completeness measures how much of your data is present compared to the expected or required data. In Salesforce, this might involve ensuring that all necessary fields are filled out for each record.

Maven Tools Pro Tip 💡

Look for Usage of Fileds on Object Details and see the Usage right away!

Using Query Editor you can easily find records with missing information 


Accuracy assesses the correctness of your data. It involves validating that the information in Salesforce matches the real-world data it represents. 

Maven Tools Pro Tip 💡

Using Maven Tools Record Data you can get a glance at all the information on the record as well as Edit it if you have necessary access.

Other helpful features: Query Editor, Export Records


Consistency checks the uniformity and standardization of your data. Are date formats consistent? Do you have duplicate or conflicting data entries? Consistency can be measured by identifying and addressing data discrepancies and redundancies.

Maven Tools Pro Tip 💡

Have a saved Query you can run every month to have regular audits of your data.


Timeliness gauges how up-to-date your data is. Outdated information can lead to missed opportunities and poor decision-making. Track data entry and modification dates to ensure data freshness.

Maven Tools Pro Tip 💡

Use Query Editor to find records that have not been updated for quite a while.


Validity examines whether data conforms to defined rules and constraints. For Salesforce data, this means checking if the data adheres to your organization's data validation rules and policies.

Make sure to utilize Salesforce out-of-the-box validation rules to define specific requirements for fields on your records.

Duplication Rate

Duplication Rate measures the prevalence of duplicate records in your Salesforce database. High duplication rates can distort analytics and waste storage space. Regularly scan and merge duplicate records to keep this metric in check.

In addition to Salesforce Duplicate and Matching rules, we encourage you to do regular data audits to identify potential duplicates, this way you can optimize Matching Rules in Salesforce. Data audit also allows spotting duplicates for the objects that are not currently checked by Salesforce Matching Rules.

Maven Tools Pro Tip 💡

Use Query Editor to get the records of the object of interest and sort by the field that can help you spot the duplicates (e.g. email, identification number, etc.)


Measuring and maintaining the quality of your Salesforce data is essential for achieving optimal CRM performance and making informed decisions. By regularly monitoring key metrics like completeness, accuracy, consistency, timeliness, validity, and duplication rate, and by implementing the right tools and techniques, you can ensure that your Salesforce data remains a valuable asset for your organization.

If you are not yet a user of Maven Tools, we would love to invite you to the community of thousands of active users – Salesforce professionals who ensure the accuracy of the data for their organization with little effort possible. Give it a try and let us know what you think in the review section!