Migrate from Ometria to HubSpot

Direct map for all standard contact properties including firstname, lastname, email, phone, and address fields. Ometria contact IDs are stored as Source_System_ID__c on HubSpot contacts to maintain traceability and enable delta-run de-duplication. Owner resolution matches owner email addresses against HubSpot user accounts to assign the correct OwnerId on each migrated contact record.

HubSpot provides a native lifecycle_stage contact property with standard values including subscriber, lead, MQL, SQL, opportunity, customer, and evangelist. Ometria lifecycle stage values map value-by-value to HubSpot's equivalent labels. Stage-transition timestamps from Ometria are preserved as lifecycle_stage_changed custom datetime fields on each contact record for audit continuity.

Standard company fields including name, domain, industry, number_of_employees, and annual_revenue map directly to HubSpot company properties. Ometria company IDs are stored as Source_Company_ID__c for traceability and cross-reference. Ometria parent-child company relationships map to HubSpot's parent_company_id property on the Company object to preserve organizational hierarchy.

Ometria segments are rule-based dynamic groups. We preserve segment membership by creating a HubSpot custom property (Segment_Membership__c) as a multi-select with each Ometria segment name as an option. Contacts are tagged with their current segment memberships at migration time. Ongoing segment re-evaluation requires rebuilding dynamic lists in HubSpot.

Ometria broadcast sends (email sends to segments) do not have a direct equivalent in HubSpot CRM. We create a HubSpot Campaign record for each Ometria broadcast and associate the contact list members as Campaign Members with send, open, and click statistics preserved as custom properties on the campaign association. Individual email sends must be rebuilt in HubSpot's email tool or a connected ESP.

Ometria lifecycle programs (multi-step triggered journeys based on events or timing) have no direct HubSpot equivalent. We export the lifecycle program definitions, step logic, and enrollment criteria as a rebuild reference document. HubSpot workflows must be rebuilt in HubSpot's workflow builder — they cannot be migrated programmatically.

Ometria stores unlimited event types per contact as a chronological event log. We map the most recent values of key event types (last_order_date, last_email_opened, last_page_viewed) as HubSpot custom contact properties. Full event history is summarized and stored as a JSON-encoded Events_History__c custom field for reference. Ongoing event tracking requires HubSpot's tracking code or integration with your ecommerce platform.

Ometria coupons and promotions are stored as fields on contact profiles or order events. HubSpot has no native coupon object. We migrate coupon usage data as custom properties on the contact record (coupons_used, last_coupon_code) and as custom fields on deal records if coupons relate to specific transactions.

Ometria custom contact properties (beyond standard fields) are mapped to HubSpot custom contact properties. Property types are evaluated: text → text, number → number, date → datetime, multi-select → HubSpot multi-select, boolean → boolean checkbox. HubSpot property names follow snake_case conventions. Properties must be pre-created in HubSpot before the migration loads data.

Ometria contact-level email suppression flags map directly to HubSpot's hs_email_optout contact property. We also create a HubSpot suppression list (static list) containing all contacts who are unsubscribed in Ometria at migration time. Ongoing suppression management must be configured in HubSpot's email settings.

Ometria's Architect AI generates predictive scores and RFM (Recency, Frequency, Monetary) values per contact. These are stored as custom numeric properties on contacts in HubSpot. HubSpot does not natively calculate RFM — the values are preserved for reference, but ongoing scoring requires HubSpot's predictive scoring feature (available in Enterprise tiers) or a separate BI tool.

Ometria stores order data from ecommerce integrations as events against contacts. HubSpot's Deal (Opportunity) object represents sales opportunities. We map Ometria order records to HubSpot Deals with amount, close date, and stage. Line-item detail from Ometria orders is stored as custom properties on the deal record. Full order history is preserved as a JSON-encoded Order_History__c field on the associated contact.