Import Wizard
The Import Wizard is the Salesforce browser-based tool for loading data into the platform without writing code or installing Data Loader.
Definition
The Import Wizard is the Salesforce browser-based tool for loading data into the platform without writing code or installing Data Loader. It handles up to 50,000 records per import and supports a curated subset of standard and custom objects: Accounts and Contacts, Leads, Solutions, Campaign Members, Person Accounts, and most custom objects. The wizard is the standard onboarding tool for administrators who need to load data occasionally but do not want to learn Data Loader or build an integration.
The wizard guides users through a fixed sequence: choose object, choose data source (CSV file), map source columns to Salesforce fields, decide on duplicate matching behavior, preview, and import. It runs in the user's browser, so the file is uploaded directly to Salesforce without intermediate storage. The wizard cannot do everything Data Loader can (no upserts on Tasks, no scheduled imports, no API-level error handling), but for one-time loads under 50,000 records on a supported object, it is faster to use and harder to misuse than Data Loader.
How the Import Wizard works
Supported objects and operations
The Import Wizard supports a fixed list: Accounts and Contacts together, Leads, Solutions, Campaign Members, Person Accounts, and any custom object. The supported operations are Add (insert), Update (existing records), and Add or Update (upsert by an external ID or name). Not every operation is available for every object; Leads, for instance, support all three while Solutions support fewer. Check the wizard prompts for what your specific object allows.
50,000 record cap and chunking
The wizard caps at 50,000 records per import. Larger imports must be split into multiple files or use Data Loader. The cap is per-run, not per-day, so you can run multiple imports back-to-back. For production data loads exceeding 50,000 records, Data Loader is the standard tool because it supports CSV chunking and async batch processing through the Bulk API.
Duplicate matching during import
The wizard supports duplicate matching for some objects, particularly Accounts/Contacts and Leads. You can match by Email, Salesforce ID, or external ID. Matched records can be updated, skipped, or have specific fields preserved. This duplicate handling is separate from the Duplicate Management feature (Matching Rules and Duplicate Rules); the wizard has its own simpler matching logic, but Duplicate Rules also fire during the import.
Field mapping
The wizard maps source CSV columns to Salesforce fields. It guesses based on column header similarity, then lets you override. Required fields must be mapped or the import errors. The mapping is not saved between runs in most contexts; for recurring imports, Data Loader or a custom tool with saved mappings is more efficient.
Error handling
After import, the wizard reports total records processed, succeeded, and failed. Failed records produce an error CSV showing the row data plus the error reason. The most common errors are validation rule failures, required field missing, and lookup field referencing a non-existent record. Fix the CSV and re-run the import; the platform does not auto-retry failures.
Wizard versus Data Loader
Pick the wizard for one-time loads under 50,000 records on a supported object. Pick Data Loader for larger volumes, unsupported objects, scheduled or recurring imports, or any case needing the Bulk API. Data Loader also supports upsert by any external ID field, complex CSV processing through command-line scripts, and detailed log files. The trade-off is complexity: Data Loader requires installation and more learning.
Permission requirements
Using the wizard requires the Import Custom Objects or Import Solutions permission (depending on the target object). Some objects have specific import permissions. Standard system administrators have these permissions by default; custom permission sets can grant them to non-admin users for specific use cases (sales operations team loading Leads, support team loading Cases).
Run an import through the Import Wizard
Running an Import Wizard load is a guided sequence; the steps below cover the standard path plus the preparation that prevents the most common failures.
- Prepare the CSV
Export current data if updating, or build the CSV from your source system. Confirm column headers align with Salesforce field labels for easier mapping.
- Test on a sandbox
Run the import in a sandbox first with a small subset of records. Confirm the field mapping works and the validation rules pass.
- Launch the wizard
Setup > Data > Data Import Wizard > Launch Wizard. Choose the object type (Accounts and Contacts, Leads, custom object).
- Configure the import
Pick the operation (Add, Update, Add or Update), upload the CSV, choose the duplicate handling rule. The wizard guides through this step-by-step.
- Map fields
Confirm or override the field mapping. Required fields must be mapped; unmapped non-required fields default to blank or existing value.
- Review and start the import
The wizard shows a preview and record count. Confirm and start. Imports usually complete within minutes for sub-50K runs.
- Review results and handle errors
After completion, check the success count and download the error CSV if any. Fix the errored records, re-import as a second run.
Insert new records only. The simplest operation for first-time loads.
Update existing records identified by Salesforce ID or external ID. Source records must already exist.
Update if matching, insert if not. Requires a matching key (external ID or email).
Wizard-specific matching for Accounts/Contacts and Leads. Distinct from org-level Duplicate Rules.
Map source columns to Salesforce fields. Guesses based on header similarity; override as needed.
- 50,000 record cap per run. Larger imports need to be split or moved to Data Loader.
- Duplicate Rules fire during wizard imports. If a Block rule applies, the wizard records the failure; plan rule activation around the load.
- Mappings are not saved between runs in most contexts. Recurring imports benefit from Data Loader with saved mappings.
- The wizard runs synchronously. Browser closing or session timeout during a long import can cancel the load; for safety, run on a stable network.
- Not all objects are supported. Cases, Opportunities, and many advanced objects need Data Loader or API. Check the supported list before starting.
Trust & references
Straight from the source - Salesforce's reference material on Import Wizard.
- Data Import WizardSalesforce Help
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.
Test your knowledge
Q1. What is the Import Wizard?
Q2. What's the record limit per Import Wizard run?
Q3. When should you use Data Loader instead?
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