Groundhogg to HubSpot
WordPress-plugin CRM and marketing automation. It stores contacts, tags, funnels (flows), broadcasts and notes in the site's own WordPress database.
Groundhogg data can move into HubSpot, landing mainly in Sales Hub. 1 of 6 mapped objects move directly (Contacts (data, custom meta, tags, optin_status, owner_id)); 4 items need manual work and 2 do not move. Plan roughly 1-3 weeks for a small move and 8-16 weeks for a large one.
Migration checklist for Groundhogg
Three phases, specific to this system. Tick steps off as you go.
Before
0 of 5 doneDuring
0 of 5 doneAfter
0 of 5 doneWhat will it take?
No price list: cost follows volume, custom objects and how much logic must be rebuilt. Answer four quick questions for a planning range.
The three scenarios
Small migration
<10k contacts
Contacts, tags and a few funnels.
Mid migration
10k-100k contacts
Many funnels, custom fields and some deal data.
Large migration
>100k contacts
API extraction, activity history and multi-site setups.
What moves the number
Timeline ranges are planning estimates, not a quote. A partner confirms scope after discovery.
Access, mapping and limits
Start with how data leaves Groundhogg: what you need to get in, what lands in HubSpot, and what will not.
REST (WordPress wp-json, gh/v3 and gh/v4)
An API key pair or application password for a WordPress user. Keys carry that user's privileges.
An admin-level user is advised. Endpoints need an authenticated user with the right capabilities, and a 403 means the user lacks permission.
Choose your route
How will you move the data?
No native connector was found.
- You need: An API key pair or application password for a WordPress user. Keys carry that user's privileges.
- Permission: An admin-level user is advised. Endpoints need an authenticated user with the right capabilities, and a 403 means the user lacks permission.
Native imports often bring over only some data, so check coverage per object in the mapping below.
Export each object, clean it, then import it into HubSpot.
- Contacts CSV export via Contacts > Export, or Bulk Actions > Export on selected contacts
- REST API contact listing (default 100 records per call, with limit and offset)
- Funnel (.funnel) and email (.email) file exports; these only re-import into Groundhogg
Limits: To confirm
Migration and sync tools can move more than a plain import. Confirm which objects each one supports before you choose.
Best when volume is high, custom objects are many or automation is heavy. That is the Large scenario: 8-16 weeks, usually phased.
Talk to a partnerWhere each object lands
In Groundhogg
In HubSpot
Hover or tap anything on the left to see where it lands.
| Source object | In HubSpot | Moves | Notes |
|---|---|---|---|
| Contacts (data, custom meta, tags, optin_status, owner_id) | Contacts | yes | Export to CSV or pull via the API. Email is the HubSpot key. Tags, meta and opt-in status need mapping to HubSpot properties. |
| Company fields (company_name and address stored as contact meta) | Companies | partial | Company details sit in contact meta, so Companies must be derived from company name or domain. Whether Groundhogg has a separate company object was not verified. |
| Deals / pipelines | Deals | manual | I found no Groundhogg docs on a native deals or pipeline object. Rebuild deals from tags or custom fields, or from add-ons if any are used. HubSpot deals need Deal name, Pipeline and Deal stage. |
| Notes | Notes | partial | The API returns notes on a contact. HubSpot can import notes through the multi-object import, but no bulk notes export was verified. |
| Activity and email history, page visits | Emails | manual | The export path for activity was not verified. Page visits appear on the contact record. |
| Contact owners (owner_id) | Contacts | partial | owner_id is a WordPress user ID. Map it to a HubSpot owner by email. |
What to expect
The .funnel export format is Groundhogg-specific and has no HubSpot import, so rebuild these as HubSpot workflows.
The .email format is Groundhogg-specific, so rebuild templates in HubSpot.
Funnels do not convert.
WordPress roles and capabilities govern access in Groundhogg, so recreate them as HubSpot users, teams and permissions.
Tags have no direct HubSpot equivalent.
No docs confirm coverage, so test the API against sample records.
Inventory the database tables and API endpoints before committing to scope.
Map optin_status to HubSpot marketing contact status and import unsubscribes explicitly.
Dedupe on email before import.
Page with limit and offset, or use direct database export.
Data governance and compliance
Decide what is allowed to move before anything is exported. Tick each gate once it is agreed.
How we researched this page
How much to trust each section, and where it comes from.
Contact export, REST API and auth are backed by Groundhogg docs, and HubSpot import rules are backed by HubSpot docs. I found no docs on Groundhogg deals, companies or pipeline export, or on activity and association export coverage. I also found no sourced native HubSpot connector, so those object rows rest on category-level knowledge.
Sources
Related migrations
Frequently asked questions
How do I migrate Groundhogg to HubSpot?
1. Create a WordPress admin user and generate Groundhogg API keys or an application password. 2. Inventory tags, custom meta fields, funnels and owners. 3. Create matching HubSpot custom properties and owners. 4. Confirm whether any deals or company data live in add-ons or custom fields.
What data can move from Groundhogg to HubSpot?
These objects move directly: Contacts (data, custom meta, tags, optin_status, owner_id). Check the mapping table for partial and manual items.
What does not move from Groundhogg to HubSpot?
Funnels/flows (automation) and Email templates. Plan to rebuild or retire these.
How long does a Groundhogg to HubSpot migration take?
Small (<10k contacts): 1-3 weeks. Mid (10k-100k contacts): 3-8 weeks. Large (>100k contacts): 8-16 weeks. These are planning estimates, not a quote.
What access do I need to export from Groundhogg?
An API key pair or application password for a WordPress user. Keys carry that user's privileges. An admin-level user is advised. Endpoints need an authenticated user with the right capabilities, and a 403 means the user lacks permission.
What compliance issues apply when moving Groundhogg data?
Check: Consent and GDPR data and Possible health or financial data in custom fields or notes. Agree consent, retention and access rules before exporting.
Moving Groundhogg into HubSpot?
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