Merging Records Automatically Upon Import from a Web Form

Merging Records Automatically Upon Import from a Web Form

There are two ways that leads get imported into our Zoho CRM as a Lead:
  1. Landing page software (Unbounce with Zapier to handle the import)
  2. Gravity forms on our Wordpress website (We use GravityForms to Zoho CRM add)
A new lead will often fill out a form on Unbounce, then after browsing our website, they will fill out another form via Gravity Forms. We have two records that we manually merge.

Is there a way to merge records automatically upon import?

I remember reading about this years ago, but can't find anything useful now.

Thank you.