Data Import Wizard
The Data Import Wizard is a browser-based Salesforce tool for importing records into Accounts, Contacts, Leads, Solutions, Campaign Members, and most custom objects.
Definition
The Data Import Wizard is a browser-based Salesforce tool for importing records into Accounts, Contacts, Leads, Solutions, Campaign Members, and most custom objects. It runs inside Setup, walks the user through a five-step wizard, and handles CSV files up to 50,000 records per import. It is the lightweight alternative to Data Loader: no installation required, simpler UI, and tightly integrated with the Salesforce platform UX.
The wizard handles insert, update, and upsert operations for the supported object types. It auto-detects duplicates using configurable matching criteria (Salesforce ID, name and account, email, or external ID). Field mapping happens through a drag-and-drop interface that suggests matches based on header similarity. After import, the wizard sends an email with a summary report and a downloadable CSV of any error records. The Data Import Wizard is the right tool for most admin-driven, one-off imports under the 50,000-record cap; Data Loader and Bulk API 2.0 take over for larger or more complex jobs.
How the Data Import Wizard handles in-browser data imports
Supported objects and the 50,000-record cap
Data Import Wizard supports Accounts, Contacts, Leads, Solutions, Campaign Members, Person Accounts, and most custom objects. It does not support every standard object: Opportunities, Cases, Products, and many others must use Data Loader or Bulk API. Each import session is capped at 50,000 records; loads larger than that need to be split into multiple wizard runs or moved to Data Loader. The cap exists to keep the in-browser experience responsive; larger jobs simply do not fit the wizard's interactive model.
Five-step wizard flow
The wizard walks through five steps: choose the object and operation, configure record matching, map fields, review settings, and start the import. Each step has clear defaults that fit common cases. The match step lets you pick which field uniquely identifies records for update or upsert operations; without a match, every row becomes a new record. The mapping step provides drag-and-drop column mapping with header-based suggestions. Review summarizes choices before commit.
Duplicate matching and merge behavior
For Accounts and Contacts, the wizard offers built-in duplicate matching: Salesforce ID exact match, Name and Account name match, External ID match. When duplicates are detected, the wizard can update the existing record, skip the row, or create a new record despite the match. Plan the duplicate matching strategy before launching the wizard because the choice changes whether 1,000 contacts merge into 1,000 updates or create 1,000 new records.
Field mapping and the type handling
The mapping step shows CSV columns on the left and target object fields on the right. The wizard auto-suggests matches when column headers match field labels or API names. Manual mapping with drag-and-drop handles the remaining columns. Date fields support multiple input formats; the wizard parses common patterns (MM/DD/YYYY, YYYY-MM-DD, ISO 8601). Picklist values must exactly match the values defined on the field; mismatches produce per-record errors in the result file.
Trigger and workflow firing during import
All triggers, validation rules, workflow rules, and assignment rules fire during Data Import Wizard runs. This is the same as Data Loader and Bulk API. For Lead imports, the active assignment rule fires by default (configurable via the Trigger Workflow checkbox). For Account and Contact imports, no assignment rule exists but other automation runs. Plan for the time impact: imports on objects with heavy automation can take several minutes for a few thousand records.
Result file and email notification
Every import sends an email to the running user when the job completes. The email summarizes the results (records processed, records inserted, updated, skipped, failed) and includes a link to download a CSV of error records. The error file format matches Data Loader's: original CSV columns plus error description. Triage errors, fix the data, and re-run only the failed records through the wizard or Data Loader. The wizard does not retain the full result history; download the email artifacts for audit purposes.
When to use Data Import Wizard versus alternatives
Use Data Import Wizard for under 50,000 records on supported objects, when no installation is acceptable, when the user prefers a browser UI, and when the import is ad-hoc. Use Data Loader for larger volumes, unsupported objects (Opportunities, Cases), scripted automation, or operations the wizard does not support (hard delete). Use Bulk API 2.0 directly for very high volumes (over 1 million records) or for integration-driven loads. Use Salesforce CLI (sf data import) for SFDX-style workflows that integrate with version-controlled scripts.
How to run a Data Import Wizard import
Running the Data Import Wizard is a five-step process that takes minutes once the CSV is prepared. The hard work happens before the wizard launches: clean the input data, map column headers to Salesforce fields, decide the duplicate matching strategy, and confirm the operation type. Run a test with 10 to 50 records first to catch mapping and validation issues before processing the full data set.
- Prepare the CSV input
Format the CSV with one row per record, headers naming the Salesforce fields (label or API name). Include the Id column for updates. Include a unique external ID column for upsert matching. Validate the CSV opens cleanly in Excel without encoding issues.
- Launch the Data Import Wizard
Setup > Data Import Wizard. Click Launch Wizard. The wizard opens in a new browser tab.
- Choose the object and operation
Pick the target object (Accounts and Contacts, Leads, Solutions, Custom Object). Pick the operation (Add new records, Update existing records, Add new and update existing records). The choice constrains the next steps.
- Configure record matching
For updates and upserts, pick the field that identifies matching records: Salesforce ID, Name and Account, Email, or External ID. The wizard uses this to determine which CSV rows update existing records and which become new inserts.
- Upload the CSV and map the fields
Drag the CSV onto the upload area or browse to it. The wizard reads the headers and shows the mapping screen. Drag each unmapped column to its target field, or click Map to use the wizard''s suggestion. Confirm every required field has a mapping.
- Review and start the import
The review screen summarizes object, operation, match strategy, mapping count, and record count. Click Start Import to commit. The wizard queues the job and returns a confirmation.
- Monitor the import in the queue
Setup > Bulk Data Load Jobs (or Data Import Wizard status) shows recent imports. Monitor the job until it completes. Most imports under 5,000 records finish within a few minutes.
- Review the result email and error file
The completion email summarizes successes and failures. Download the error CSV. Fix data issues, re-run the failed records, and store the artifacts for audit.
Add new, Update existing, or Add and update. Drives whether the wizard inserts, modifies, or upserts records.
Salesforce ID, Name and Account, Email, or External ID. Determines how the wizard matches CSV rows against existing records.
Drag-and-drop assignment of CSV columns to Salesforce fields. Auto-suggestions based on header similarity speed the process.
- Data Import Wizard caps at 50,000 records per import. Larger jobs need to be split into multiple runs or moved to Data Loader.
- Not all objects are supported. Opportunities, Cases, Products, Quotes, and others are excluded. Use Data Loader for unsupported objects.
- Triggers, validation rules, and workflow rules all fire during the import. Heavy automation slows imports significantly; consider disabling triggers temporarily for large migrations.
- Picklist value mismatches produce per-record errors. The CSV value must exactly match a defined picklist value, including case and trailing whitespace.
- The wizard runs as the launching user. Record ownership defaults to that user unless the CSV specifies a different OwnerId; permission to assign different owners depends on the user''s profile.
Trust & references
Cross-checked against the following references.
- Data Import Wizard OverviewSalesforce Help
- Use the Data Import WizardSalesforce Help
- Supported ObjectsSalesforce Help
Straight from the source - Salesforce's reference material on Data Import Wizard.
- Data Import WizardSalesforce Help
- Field Mapping in the Data Import WizardSalesforce Help
- Match Records During ImportSalesforce Help
Hands-on resources to go deeper on Data Import Wizard.
About the Author
Dipojjal Chakrabarti is a B2C Solution Architect with 29 Salesforce certifications and over 13 years in the Salesforce ecosystem. He runs salesforcedictionary.com to help admins, developers, architects, and cert/interview candidates sharpen their fundamentals. More about Dipojjal.
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