Agency Migration Guide
Keap (formerly Infusionsoft) to HubSpot Migration
What actually transfers, what quietly does not, and what has to be rebuilt by hand.
We mapped Keap (formerly Infusionsoft) against HubSpot feature by feature: 34 features, 7 synced objects, 7 documented traps and 39 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 Keap (formerly Infusionsoft) 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 34 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.
Keap (formerly Infusionsoft) to HubSpot is a high migration, typically 6-12 weeks. Of 34 features we mapped, 24 carry across as they are and 9 land with something lost. The work is not moving records: it is the 39 items nothing moves for you.
Migration Scorecard
- Migration complexity
- High
- Typical timeline
- 6-12 weeks
- Recommended method
- HubSpot Smart Transfer for contacts, companies, opportunities, notes, products, calls and tasks, with contact tags landing in a custom contact property. CSV export/import remains necessary for e-commerce records and anything Smart Transfer does not carry. Campaign Builder automation is a full manual rebuild regardless.
- Native sync
- Data sync, two way
- Smart transfer
- Supported
- HubSpot subscription
- Free HubSpot CRM or higher
Feature parity across 34 capabilities
- Maps directly: 24 (71%)
- Maps partially: 9 (26%)
- No equivalent: 1 (3%)
7
Objects synced natively
7
Limitations and traps
39
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
Two-way contact sync with default field mappings. Tags can be synced as multi-checkbox properties in HubSpot. Historical sync included.
Companies/Accounts
Two wayBecomes Companies
Two-way company sync. Required when setting up deal sync.
Opportunities
Two wayBecomes Deals
Two-way deal sync. Accompanying contact and/or company sync is required. Stage mapping between Keap pipeline and HubSpot pipeline must be configured.
Notes
Two wayBecomes Notes
Note sync is documented by HubSpot but was missing from the corpus. Documented in HubSpot's Smart Transfer data sync object mappings (knowledge.hubspot.com/integrations/supported-apps-for-hubspot-smart-transfer, read 2026-07-31).
Products
Two wayBecomes Products
Product catalog transfers rather than needing manual recreation. Documented in HubSpot's Smart Transfer data sync object mappings (knowledge.hubspot.com/integrations/supported-apps-for-hubspot-smart-transfer, read 2026-07-31).
Calls
Into HubSpotBecomes Calls
Call activity transfer is supported. Documented in HubSpot's Smart Transfer data sync object mappings (knowledge.hubspot.com/integrations/supported-apps-for-hubspot-smart-transfer, read 2026-07-31).
Tasks
Two wayBecomes Tasks
Task transfer is supported. 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.
Tag-to-property Mapping Complexity
Keap uses tags as a catch-all for segmentation, automation triggers, purchase history and lifecycle tracking. HubSpot has no tag object, though properties and lists reproduce the segmentation. HubSpot Smart Transfer does perform a one-time transfer of contact tags into a custom contact property, so the raw tag values arrive automatically and do not need re-keying. What remains manual is the decision work: which tags become lifecycle stages, which become list membership, which become workflow enrolment criteria, and which are discarded. Mishandling that mapping decision is still a leading cause of failed Keap migrations.
Workaround: Let Smart Transfer land the tags in a custom contact property, then audit them and categorize by function. Map behavioral tags to lifecycle stages or custom properties, segmentation tags to list membership, and automation trigger tags to workflow enrolment criteria. Discard tags that carry no forward value.
Campaign Builder Automations Do Not Sync
Keap/Infusionsoft Campaign Builder sequences, decision diamonds, and automation logic cannot be transferred to HubSpot. These must be manually rebuilt as HubSpot workflows.
Workaround: Document all campaign sequences with screenshots. Map each Campaign Builder sequence to equivalent HubSpot workflow logic. Note: HubSpot workflows are more flexible but use different paradigms.
E-commerce Data (orders, Invoices, Products) Has Limited Sync
Keap's built-in e-commerce features (order forms, shopping cart, product catalog, invoices, payment plans, subscription management) do not have direct equivalents in HubSpot. Order history, invoices, and payment records are not synced through the native data sync.
Workaround: Export e-commerce data for records. Move payment processing to Stripe or another processor integrated with HubSpot Revenue Hub. Use HubSpot Products for catalog management. Order history can be imported as custom object records or noted in contact timeline.
API Rate Limits During Bulk Migration
Initial migrations and bulk re-syncs involving tens of thousands of records can hit Keap's API rate limits, leaving systems partially synced.
Workaround: Throttle sync operations. Use CSV export/import for initial bulk data transfer, then enable data sync for ongoing changes.
Bidirectional Sync Loop Risk
Changes in one platform can trigger updates in the other, creating infinite loops that flood both systems with API calls and can corrupt data.
Workaround: Configure sync direction carefully. Use 'prefer HubSpot' or 'prefer Keap' conflict resolution. Avoid bidirectional sync on fields that automations modify in both systems.
Complex Custom Field Types May Not Sync
Multi-value fields, certain date formats, and proprietary Keap field types may not have direct HubSpot property equivalents.
Workaround: Create custom HubSpot properties before migration. Use data transformation during import.
Referral Partner/affiliate Data Does Not Sync
Keap's referral partner (affiliate) tracking system has no HubSpot equivalent. Partner commissions, referral links, and affiliate data are not migrated.
Workaround: Export referral partner data for records. Implement a third-party affiliate tool (PartnerStack, Impact, etc.) if needed.
One Keap (formerly Infusionsoft) Features HubSpot Cannot Replace
Not a workaround away. If a client depends on one of these, it belongs in the conversation before the contract.
Referral Partner Management
HubSpot has no native referral/affiliate management. Use third-party tools (PartnerStack, Impact, Rewardful).
The 39 Items That Get Rebuilt by Hand
This is the list that separates a quote that holds from one that does not.
Data And Objects
Tags
Keap uses tags as a catch-all for segmentation, automation triggers, purchase history and lifecycle tracking, so a single tag list encodes several different concepts.
Contact Lists and Saved Searches
Saved searches are filter definitions rather than stored membership, so only the definition needs to move.
E-commerce Records (orders, Invoices, Subscriptions)
Keap stores commerce records as first-class objects tied to the contact.
Product Catalog
Keap products carry price, description and subscription terms.
Referral Partner and Affiliate Data
Keap tracks partners, commission rates, referral links and payouts.
Suppression and Opt-out Lists
Opt-out state is the one dataset where an import error has legal consequences.
Note and Task History
Notes and tasks are per-contact activity records rather than properties.
File Attachments on Contact Records
Attachments live on the contact rather than in a shared library.
Automation
Campaign Builder Sequences
Keap campaigns are a visual canvas of sequences, goals and decision logic that has no export format.
Decision Diamond Logic
Keap decision diamonds branch on tag, field value or goal completion.
Email Sequences Inside Campaigns
Campaign emails are steps in a sequence rather than standalone assets.
Action Sets and Automation Triggers
Action sets are reusable blocks of actions invoked from several campaigns.
Tag-based Automation Triggers
Tag-applied and tag-removed are Keap's most common trigger.
Appointment Scheduling Automation
Keap appointments trigger follow-up sequences.
Payment and Subscription Automation
Keap fires automation on payment success, failure and subscription lifecycle events.
Lead Scoring Models
Keap scoring is rule-based over tags and engagement.
Reporting
Campaign Performance Reports
Keap reports on campaign-level sends, opens and conversions.
Sales Pipeline Reports
Pipeline reporting over Keap opportunities.
Revenue and E-commerce Reports
Revenue reporting over Keap orders and subscriptions.
Contact Engagement Scoring History
The time series behind the current score.
Custom Saved Reports
User-defined report definitions.
Sales And Marketing Config
Email Templates
Keap templates use a proprietary builder format.
Landing Pages
Keap landing pages are stored in a proprietary format with no HTML export.
Web Forms
Keap forms post directly into Keap and are embedded across the site.
Order Forms and Checkout Pages
Keap order forms take payment inline.
Sales Pipeline Stages
Keap pipeline stage definitions.
Appointment Types
Keap appointment type definitions with duration and availability.
Proposals and Quotes
Keap quotes with line items and acceptance.
Lead Scoring Rules
The rule definitions behind the score.
Users And Permissions
User Accounts
Keap users with their access levels.
Role-based Permissions
Keap roles bundle permissions per user type.
Sales Rep Assignment Rules
Automatic owner assignment on new records.
Commission Tracking
Keap tracks commission per rep against closed sales.
Integrations
Third-party Integrations
Apps connected to Keap rather than to the CRM record itself.
Custom API Integrations
Code written against the Keap API.
Zapier Automations Referencing Keap
Zaps triggered by or writing to Keap.
Payment Gateway Connections
Stripe, PayPal and similar connected to Keap.
Website and WordPress Plugins
Keap plugins embedding forms and tracking on the site.
Accounting Integrations
QuickBooks or Xero connected to Keap for invoice and payment sync.
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
COMPREHENSIVE AUDIT
Map all tags (categorize by purpose), campaigns, automations, e-commerce, integrations, custom fields
- 2
Tag Strategy
Decide how each tag maps to HubSpot (property, list, lifecycle stage, or discard)
- 3
Create Custom Properties in HubSpot to Receive Keap Data That Doesn't Map to Defaults
Create custom properties in HubSpot to receive Keap data that doesn't map to defaults
- 4
Export Contacts, Companies, and Opportunities as CSV
Export contacts, companies, and opportunities as CSV
- 5
Export Tags and Tag Applications Per Contact
Export tags and tag applications per contact
- 6
Export Opt-out/unsubscribed Contacts as Suppression List
Export opt-out/unsubscribed contacts as suppression list
- 7
Export E-commerce Data (orders, Products, Invoices) for Records
Export e-commerce data (orders, products, invoices) for records
- 8
Clean Data
deduplicate, validate emails, standardize fields, resolve tag conflicts
- 9
Set up HubSpot Deal Pipeline to Match Keap Opportunity Stages
Set up HubSpot deal pipeline to match Keap opportunity stages
- 10
Import Suppression List Into HubSpot BEFORE Any Sends
Import suppression list into HubSpot BEFORE any sends
- 11
Import Contacts With Tag-to-property Mapping
Import contacts with tag-to-property mapping
- 12
Import Companies and Link to Contacts
Import companies and link to contacts
- 13
Import Deals/opportunities With Proper Associations
Import deals/opportunities with proper associations
- 14
Create Products in HubSpot Products
Create products in HubSpot Products
- 15
Recreate Lists and Segments Based on Tag Mapping Strategy
Recreate lists and segments based on tag mapping strategy
- 16
Rebuild Email Templates in HubSpot
Rebuild email templates in HubSpot
- 17
Rebuild Campaign Builder Sequences as HubSpot Workflows (highest Effort)
Rebuild Campaign Builder sequences as HubSpot workflows (highest effort)
- 18
Rebuild Forms and Landing Pages
Rebuild forms and landing pages
- 19
Set up Lead Scoring in HubSpot
Set up lead scoring in HubSpot
- 20
Configure Payment Processing Alternative (Stripe + HubSpot Revenue Hub)
Configure payment processing alternative (Stripe + HubSpot Revenue Hub)
- 21
Configure Email Authentication (SPF, DKIM, DMARC)
Configure email authentication (SPF, DKIM, DMARC)
- 22
Warm Sending Domain Over 4-8 Weeks
Warm sending domain over 4-8 weeks
- 23
Train Team on HubSpot
Train team on HubSpot
- 24
Run Parallel Operation and Validate Before Decommissioning Keap
Run parallel operation and validate before decommissioning Keap
Typically 6-12 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 34 Keap (formerly Infusionsoft) 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.
Smart Transfer Moves the Tag VALUES but Not the Tag STRATEGY
the lifecycle, list and workflow mapping decisions are still manual
Tag Mishandling Is the #1 Migration Failure Point - Audit Tags Thoroughly Before Starting
Tag mishandling is the #1 migration failure point - audit tags thoroughly before starting
Underestimating Campaign Builder Complexity (visual Sequences Look Simple but Contain Deep Logic)
Underestimating Campaign Builder complexity (visual sequences look simple but contain deep logic)
E-commerce and Payment Automation Partly Lands in Revenue Hub (payment Links, Quotes, Invoices, Subscriptions, Discount Codes) but Order Fulfilment, One-click Upsells and Affiliate Payouts Do Not
E-commerce and payment automation partly lands in Revenue Hub (payment links, quotes, invoices, subscriptions, discount codes) but order fulfilment, one-click upsells and affiliate payouts do not
API Rate Limits Causing Partial Syncs During Bulk Operations
API rate limits causing partial syncs during bulk operations
Bidirectional Sync Loops Corrupting Data If Not Configured Carefully
Bidirectional sync loops corrupting data if not configured carefully
Tag-based Automation Triggers Not Translating Cleanly to HubSpot Enrollment Criteria
Tag-based automation triggers not translating cleanly to HubSpot enrollment criteria
Loss of Referral Partner/affiliate Tracking Data
Loss of referral partner/affiliate tracking data
Forgetting to Migrate File Attachments From Contact Records
Forgetting to migrate file attachments from contact records
Team Resistance Due to Significant Workflow Differences Between Platforms
Team resistance due to significant workflow differences between platforms
Timeline
Most teams underestimate by 2-3x
Not Importing Suppression Lists Before First Send From HubSpot
Not importing suppression lists before first send from HubSpot
Questions
Keap (formerly Infusionsoft) 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 39 items below.
Typically 6-12 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 34 features we mapped, 24 (71%) carry across directly and 9 (26%) map partially, meaning something is lost or reshaped. 1 have no HubSpot equivalent at any tier.
39 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 HubSpot CRM or higher
1: Referral Partner Management. 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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