Upsert
An upsert is a single database operation that inserts a record if it does not already exist, or updates the existing record if it does — combining "update" and "insert" into one step.
Upserting keeps a dataset current without creating duplicates: when a record matches an existing key it is refreshed in place, and when it is new it is added. This matters for lead lists that you build up over repeated searches, because the same business can surface more than once. When gtme.business syncs to your Supabase on the Pro and Business plans, it upserts records so re-running a search updates what you already have instead of piling on copies.