Agency Migration Guide
ActiveCampaign to HubSpot Migration
What actually transfers, what quietly does not, and what has to be rebuilt by hand.
We mapped ActiveCampaign against HubSpot feature by feature: 43 features, 7 synced objects, 7 documented traps and 37 items that have to be rebuilt. The whole map is on this page, ungated.
The PDF is the same reference, formatted to send to a client.
Get The Guide And The Calculator
The full ActiveCampaign to HubSpot reference as a branded PDF you can send straight to a client, plus the Excel calculator we scope these migrations with: every one of the 43 features as a row, enter your counts, get hours.
Three files: the guide as a PDF, the same guide unbranded in Markdown for your AI tool, and the full Excel effort calculator.
ActiveCampaign to HubSpot is a moderate migration, typically 3-6 weeks. Of 43 features we mapped, 31 carry across as they are and 11 land with something lost. The work is not moving records: it is the 37 items nothing moves for you.
Migration Scorecard
- Migration complexity
- Moderate
- Typical timeline
- 3-6 weeks
- Recommended method
- HubSpot Smart Transfer for initial contact, list, and tag data migration. Data Sync for ongoing bidirectional sync of contacts, accounts, and deals during transition period. Manual rebuild for all automations, templates, and marketing assets.
- Native sync
- Data sync, two way
- Smart transfer
- Supported
- HubSpot subscription
- Free Data Sync available for default fields. Data Hub Starter ($45/mo) for custom field mappings. Data Hub Professional for advanced data quality tools.
Feature parity across 43 capabilities
- Maps directly: 31 (72%)
- Maps partially: 11 (26%)
- No equivalent: 1 (2%)
7
Objects synced natively
7
Limitations and traps
37
Manual rebuild items
4
Source editions covered
Where this comes from: Our own research corpus, verified 2026-08-01, behind every number on this page.
The Seven Objects That Sync Natively
What the connector moves for you, and which way each one flows.
Contacts
Two wayBecomes Contacts
Bidirectional contact sync with real-time field change propagation. Supports default and custom field mappings. Email address is the primary matching identifier. Contact property changes sync immediately; new/deleted contacts check every ~2 hours.
Accounts
Two wayBecomes Companies
ActiveCampaign Accounts map to HubSpot Companies. Association mapping ensures contacts are linked to their respective companies. Supports custom field mappings with paid tier.
Deals
Two wayBecomes Deals
Real-time bidirectional deal sync. Changes to deal stage, value, or owner in one platform are immediately reflected in the other. Pipeline stage mapping must be configured during setup.
Tags
Into HubSpotBecomes Contact Properties (multi-checkbox)
ActiveCampaign tags can be mapped one-way to a HubSpot custom multi-checkbox property for filtering and segmentation. HubSpot does not have a native 'tags' concept; properties and list membership are used instead. Bidirectional tag sync is not natively supported.
Email Activity
Into HubSpotBecomes Contact Timeline Events
One-way event sync from ActiveCampaign to HubSpot. Displays ActiveCampaign email opens, clicks, and automation entries directly on the HubSpot contact record timeline. Requires event sync to be enabled in integration settings.
Lists
Into HubSpotBecomes Lists
Available through Smart Transfer as a one-time post-sync transfer. Lists and their membership data can be brought into HubSpot but are not part of ongoing data sync.
Email templates
Into HubSpotBecomes Email templates
Email templates transfer, so they do not all need manual rebuilding. Documented in HubSpot's Smart Transfer data sync object mappings (knowledge.hubspot.com/integrations/supported-apps-for-hubspot-smart-transfer, read 2026-07-31).
Seven Things the Sync Does Not Tell You
Each one is documented, and each one has ended a migration in a bad week.
Tags Require Custom Property Mapping
ActiveCampaign relies heavily on tags for contact organization and segmentation. HubSpot has no tag object, so each tag becomes a contact property value, a multi-checkbox option, or list membership; the segmentation capability survives, the container does not. Tags can only be mapped one-way to HubSpot contact properties, not synced bidirectionally.
Workaround: Create a custom multi-checkbox property in HubSpot and map ActiveCampaign tags to it. Use active lists based on this property to replicate tag-based segmentation.
Historical Activity Data Does Not Migrate Natively
The native integration and CSV export will not bring over historical activity detail (email opens, clicks, page visits, automation history) from ActiveCampaign. Activity history effectively starts over in HubSpot.
Workaround: Use a third-party tool like Skyvia or Outfunnel to pull raw activity data via ActiveCampaign API and map it to the right contacts during import. Alternatively, store summarized engagement data as custom contact properties.
New Contact Sync Delay
While field changes for already-synced contacts propagate in near real-time, new contacts and removed contacts are only checked approximately every 2 hours.
Workaround: Use the manual 'Sync now' button in the integration settings to trigger an immediate sync when needed.
Field Mapping Incompatibilities
Some fields may not sync due to API limitations or read-only fields in ActiveCampaign. Mandatory fields on either side that don't have equivalents can cause sync failures.
Workaround: Review and resolve field mapping conflicts during integration setup. Set default values for mandatory fields that don't have source data.
Automation Architecture Fundamentally Different
ActiveCampaign automations cannot be directly transferred to HubSpot workflows. The two platforms use fundamentally different automation architectures, triggers, and action types.
Workaround: Document all ActiveCampaign automations with their triggers, conditions, and actions. Redesign and rebuild each workflow natively in HubSpot using equivalent triggers and actions.
Lists Only Available via One-time Smart Transfer
ActiveCampaign Lists and Tags are data types that cannot be transferred via ongoing Data Sync. They can only be migrated to HubSpot via a one-time post-sync transfer through Smart Transfer and will not stay in sync.
Workaround: Use Smart Transfer for initial list migration, then recreate equivalent list logic as HubSpot active lists for ongoing segmentation.
Deal Pipeline Stage Mapping Requires Manual Configuration
ActiveCampaign pipeline stages do not automatically map to HubSpot deal stages. Pipeline architectures may differ significantly between the platforms.
Workaround: Map ActiveCampaign pipeline stages to HubSpot deal pipeline stages during integration setup. May need to create new stages or consolidate stages to match.
One ActiveCampaign Feature HubSpot Cannot Replace
Not a workaround away. If a client depends on one of these, it belongs in the conversation before the contract.
Automation Map
HubSpot doesn't have a visual map of workflow interconnections. Custom documentation needed.
The 37 Items That Get Rebuilt by Hand
This is the list that separates a quote that holds from one that does not.
Data And Objects
Contact Segments (ActiveCampaign Segments Must Be Recreated as HubSpot Active Lists With Equivalent Filter Criteria)
Tag-based Organization (map to HubSpot Contact Properties and Active Lists; ActiveCampaign's Tag-centric Model Differs Fundamentally From HubSpot's Property-based Model)
Custom Field Structures (recreate as HubSpot Contact/company/deal Properties With Matching Data Types)
Suppression and Unsubscribe Lists (export From ActiveCampaign and Import to HubSpot With Appropriate Opt-out Status)
Bounced Contact Lists (import as Non-marketable Contacts in HubSpot)
Historical Engagement Data (export via API Using Third-party Tools If Preservation Is Required)
Site Tracking Data and Event Tracking (reconfigure HubSpot Tracking Code on All Web Properties)
Automation
All Automation Workflows (must Be Completely Rebuilt in HubSpot; No Direct Transfer Possible Due to Architectural Differences)
Email Sequences and Drip Campaigns (rebuild as HubSpot Sequences or Workflows)
Conditional/branching Logic in Automations (recreate Using HubSpot Workflow If/then Branches)
Goal-based Automations (redesign Using HubSpot Workflow Goals or List-based Triggers)
Automation Triggers Based on Tags (convert to Property-based Triggers in HubSpot)
Split Testing in Automations (rebuild Using HubSpot Workflow A/B Testing)
SMS Automations (requires HubSpot SMS Add-on or Third-party Integration)
Lead Scoring Models (rebuild Using HubSpot Contact Scoring Properties; Scoring Logic Differs Between Platforms)
Reporting
Campaign Performance Reports (rebuild Using HubSpot Marketing Email Analytics)
Automation Performance Reports (recreate Using HubSpot Workflow Analytics)
Deal Pipeline Reports (rebuild Using HubSpot Deal Reporting)
Contact Engagement Reports (recreate Using HubSpot Engagement Reporting Tools)
Attribution Reporting (rebuild Using HubSpot Attribution Reports If on Marketing Hub Professional+)
Custom Report Dashboards (recreate in HubSpot Reporting Dashboard)
Sales And Marketing Config
Email Templates (export HTML/design and Recreate in HubSpot Email Editor; Expect Differences in Rendering)
Landing Pages (recreate in HubSpot Landing Page Builder; ActiveCampaign Landing Pages Do Not Transfer)
Forms (rebuild in HubSpot and Update All Embed Codes Across Web Properties)
Deal Pipelines and Stages (recreate Pipeline Structure in HubSpot With Appropriate Stage Mapping)
Lead Scoring Rules (redesign Using HubSpot Scoring Properties; Different Scoring Mechanics)
Chat/Conversations Automations (rebuild Using HubSpot Chatflows)
Domain Authentication for Email Sending (configure SPF, DKIM, DMARC for HubSpot)
Sending Domain Warm-up (gradually Ramp Email Volume Over 4-6 Weeks)
Users And Permissions
User Accounts and Permission Groups (recreate Users With Appropriate HubSpot Teams and Permission Sets)
Deal Owner Assignments (map ActiveCampaign Users to HubSpot Users for Deal Ownership Transfer)
Integrations
Webhook-based Integrations (reconfigure Webhooks to Use HubSpot Endpoints)
E-commerce Integrations (Deep Data Connections With Shopify, WooCommerce, Etc. Must Be Reconnected to HubSpot)
CRM Integrations (any CRM Connected Through ActiveCampaign Must Be Reconnected to HubSpot)
Zapier and Third-party Automations (update All Zaps to Use HubSpot Triggers and Actions Instead of ActiveCampaign)
Calendar and Scheduling Integrations (reconnect to HubSpot Meetings Tool)
Custom API Integrations (update to Use HubSpot API Endpoints)
The Sequence
Sync First, Then Migrate
Order is the content here. These are a dependency chain, and running them out of order is a documented way these migrations fail.
- 1
Audit ActiveCampaign
Inventory all contacts, lists, tags, automations, deal pipelines, email templates, forms, landing pages, and integrations
- 2
Document Automations
Map out every automation workflow with triggers, conditions, wait steps, and actions. Identify which are still active and necessary vs. obsolete
- 3
Export Data
Download contacts (all statuses), deals, automation reports, campaign performance data, and engagement history
- 4
Configure HubSpot
Set up email domain authentication (SPF/DKIM/DMARC), create subscription types, configure compliance settings, create deal pipelines
- 5
Create HubSpot Properties
Map ActiveCampaign custom fields and tags to HubSpot contact/company/deal properties
- 6
Use Smart Transfer
Run initial data migration for contacts, lists, and tags via HubSpot Smart Transfer
- 7
Enable Data Sync
Set up ongoing bidirectional sync for contacts, accounts, and deals during transition period
- 8
Import Suppression Data
Import unsubscribed, bounced, and complained contacts with appropriate non-marketable status
- 9
Rebuild Automations
Recreate ActiveCampaign automations as HubSpot workflows, prioritizing revenue-critical workflows first
- 10
Rebuild Templates and Assets
Recreate email templates, landing pages, and forms in HubSpot
- 11
Configure Lead Scoring
Rebuild scoring models using HubSpot contact scoring
- 12
Warm up Sending Domain
Start with small engaged segments, ramp volume 10-20% per week over 4-6 weeks
- 13
Test Thoroughly
Validate all workflows, forms, deal pipeline logic, and integrations
- 14
Cutover
Disable ActiveCampaign sending and automations, activate all HubSpot equivalents
- 15
Post-migration Monitoring
Monitor deliverability, workflow performance, and data integrity for 30-60 days
Typically 3-6 weeks end to end, depending on how much of the source configuration is actually in use.
Effort Estimator
How Big Is This Migration?
A handful of questions, no email required. The ranges come from the research above: every feature we mapped carries an effort figure, and this adds up the ones that apply to you.
Estimated Effort
Answer a couple of questions and an hours range appears here.
Built from our research on 43 ActiveCampaign features. It is a range, not a quote.
A planning range, not a quote. It is delivery effort only, with no project management line and no agency markup, so add your own. What moves it most in practice is data quality.
What Goes Wrong Most Often
The failures that show up again and again, in roughly the order they bite.
ActiveCampaign's Tag-based Segmentation Model Does Not Directly Map to HubSpot's Property-based Model - Plan Your Tag-to-property Mapping Carefully Before Migration
ActiveCampaign's tag-based segmentation model does not directly map to HubSpot's property-based model - plan your tag-to-property mapping carefully before migration
Historical Activity Data (email Opens, Clicks, Page Visits) Does Not Migrate Natively - Engagement History Starts Fresh Unless Extracted via API
Historical activity data (email opens, clicks, page visits) does not migrate natively - engagement history starts fresh unless extracted via API
Automation Workflows Cannot Be Copied; They Must Be Redesigned for HubSpot's Different Automation Architecture
Automation workflows cannot be copied; they must be redesigned for HubSpot's different automation architecture
ActiveCampaign's CRM (deals, Pipelines) Is Simpler Than HubSpot's - the Migration Is an Opportunity to Build More Sophisticated Pipelines, but Requires Planning
ActiveCampaign's CRM (deals, pipelines) is simpler than HubSpot's - the migration is an opportunity to build more sophisticated pipelines, but requires planning
Failing to Import Suppression Lists (unsubscribed, Bounced Contacts) Results in Compliance Violations When Those Contacts Are Emailed From HubSpot
Failing to import suppression lists (unsubscribed, bounced contacts) results in compliance violations when those contacts are emailed from HubSpot
Embedded ActiveCampaign Forms Across Websites Must All Be Replaced With HubSpot Forms
Embedded ActiveCampaign forms across websites must all be replaced with HubSpot forms
Sending to Full List Without Warming the New Domain Damages Sender Reputation
Sending to full list without warming the new domain damages sender reputation
If ActiveCampaign Was Handling Transactional Emails, a Separate Solution May Be Needed as HubSpot Transactional Email Requires Enterprise Tier
If ActiveCampaign was handling transactional emails, a separate solution may be needed as HubSpot transactional email requires Enterprise tier
Site Tracking Must Be Reconfigured - Remove ActiveCampaign Tracking Code and Install HubSpot Tracking Code on All Web Properties
Site tracking must be reconfigured - remove ActiveCampaign tracking code and install HubSpot tracking code on all web properties
SMS Functionality in ActiveCampaign Does Not Have a Direct HubSpot Equivalent Without Add-ons
SMS functionality in ActiveCampaign does not have a direct HubSpot equivalent without add-ons
Questions
ActiveCampaign To HubSpot, Answered
Yes. Data sync, two way, covering 7 objects. Smart transfer is supported. What it does not do is rebuild configuration: that is the 37 items below.
Typically 3-6 weeks. Complexity is driven by automation and reporting depth, not by record count: the connector moves records, so a large database is not by itself a long project.
Of 43 features we mapped, 31 (72%) carry across directly and 11 (26%) map partially, meaning something is lost or reshaped. 1 has no HubSpot equivalent at any tier.
37 items have to be rebuilt by hand, and 7 documented limitations are not surfaced by the connector at all. The full list of both is on this page.
Free Data Sync available for default fields. Data Hub Starter ($45/mo) for custom field mappings. Data Hub Professional for advanced data quality tools.
1: Automation Map. If a client depends on one, it belongs in the conversation before the contract.
Only in one direction. The sync is not bidirectional here, so a parallel period means picking a system of record and accepting drift in the other.
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