What is the Import Wizard?

Import Wizard is the built-in tool for CSV-based data imports, accessible to admins through the UI.

What's the record limit per Import Wizard run?

Import Wizard supports up to 50,000 records per import operation.

When should you use Data Loader instead?

Data Loader is the right choice for larger volumes (up to 5 million records), bulk operations, and automation.

Import Wizard

Administration🟡 Intermediate

Definition

A built-in Salesforce tool for importing data from CSV files into standard objects (accounts, contacts, leads, solutions, custom objects), supporting up to 50,000 records at a time with duplicate checking.

Real-World Example

At their company, the system admin at BrightEdge Solutions leverages Import Wizard to control how users interact with Salesforce data and features. After configuring Import Wizard in the sandbox and validating it with key stakeholders, they roll it out to production. User adoption improves because the interface now matches how teams actually work.

Why Import Wizard Matters

The Import Wizard is a built-in Salesforce tool for importing data from CSV files into standard objects (Accounts, Contacts, Leads, Solutions) and custom objects. It supports up to 50,000 records per import and includes duplicate checking based on matching rules. The wizard walks users through field mapping, duplicate handling, and import execution through a step-by-step interface, making it accessible to admins without specialized data tools.

Import Wizard is the right choice for routine data imports where the volume is moderate and the source format is straightforward. For larger imports (over 50,000 records), bulk operations, or imports requiring more sophisticated transformations, Data Loader is the better tool. Data Loader supports up to 5 million records per file and works with the Bulk API for high-throughput operations. Mature orgs use Import Wizard for ad hoc smaller imports and Data Loader (or programmatic alternatives) for larger or repeating imports.

How Organizations Use Import Wizard

•BrightEdge Solutions — Uses Import Wizard for routine list imports of leads from event registrations, where volumes are typically a few thousand records.
•NovaScale — Trains admins on Import Wizard for ad hoc imports and Data Loader for larger or repeating data operations.
•Cobalt Ventures — Built an automated data sync using Data Loader CLI for their nightly customer data import, since Import Wizard isn't suited for automation.