Migrate from RollWorks Account-Based Platform to HighLevel

RollWorks Account Lists are collections of target company domains. We extract the full list membership and split each entry into a GoHighLevel Company record (domain, company name, website) and one or more Contact records (name, email, phone, title). The Account List name and membership date migrate as a custom field on each Company. Account Group membership is preserved as a multi-select custom field on the Company. Website-based matching in RollWorks uses the Salesforce Website field; we replicate this logic in GoHighLevel by normalizing the domain from the Account List against the Company website field.

RollWorks Account Groups are collections of Account Lists used to segment campaigns and reporting. GoHighLevel does not have a native Account Group equivalent. We map each Account Group to a GoHighLevel Folder on the Company record or to a Contact Tag that segments the related contacts. The customer chooses the segmentation strategy during scoping.

RollWorks Journey Stages are derived from Salesforce field values synced through the CRM integration. Each Journey Stage name and its associated field value are extracted and mapped to either a GoHighLevel Pipeline Stage (if the customer wants stage-based pipeline visibility) or a contact-level custom field (if they prefer stage as a contact property). We preserve the original stage name as a custom field value for audit continuity.

RollWorks writes aggregated engagement metrics to a custom Salesforce object linked to the Account record. Fields include keyword intent data, advertising data (spend, impressions, clicks, conversions), and engagement data (page views, unique visitors). We map these to GoHighLevel Company custom fields using the same field names and data types. If the customer uses Opportunities in GoHighLevel, advertising data can also land on Opportunity custom fields tied to the related account. This object is absent in most RollWorks-to-GHL migrations because the object only exists if the customer had a Salesforce sync configured; we audit for it during scoping.

RollWorks writes contact-level advertising and engagement data to a custom Salesforce object linked to Contact and Lead records. Fields include advertising data (spend, impressions, clicks, conversions) and engagement data (page views). We map these to GoHighLevel Contact custom fields with equivalent numeric and currency types. Note that GoHighLevel uses a combined Contact model rather than separating Leads from Contacts; we create a single contact record with a lead-status custom field for any records that originated as Salesforce Leads.

RollWorks Hot Contacts (deanonymized web visitors pushed to CRM as leads or contacts via workflow) are extracted from the connected Salesforce or HubSpot. We map them to GoHighLevel Contacts with the original engagement source (web visitor, advertising click, etc.) stored as a custom field. Note: RollWorks cannot associate Lead object activity to Accounts in Journey Events. Any Lead records without an Account association in Salesforce should be flagged during scoping; we recommend a Lead-to-Contact audit before migration.

RollWorks Sales Insights surfaces accounts spiking with engagement and predicts x2 likelihood of becoming opportunities. The signal scores are written to Salesforce or HubSpot widgets. We map these to GoHighLevel Contact custom fields of numeric type, preserving the score and signal date. Because GoHighLevel has no native ABM scoring model, these fields give the customer's team a basis for prioritization without a dedicated ABM tool.

RollWorks Workflows (Triggers and Actions) are defined in the AdRoll ABM orchestration layer, not in the connected CRM. We do not migrate workflows as code. We perform a dedicated Workflow extraction pass via the NextRoll API, capturing every active workflow's trigger conditions, filter logic, and action sequence. We deliver a written inventory of each workflow with its recommended GoHighLevel Automation equivalent (trigger type, conditions, actions). The customer's admin rebuilds the automations in GoHighLevel's workflow builder using the inventory as a specification.

RollWorks Audience Segments are built from RollWorks' own data and CRM field combinations with limited filter capabilities. We extract the segmentation rules (filter criteria, inclusion/exclusion logic) and document them as a written specification. In GoHighLevel, equivalent segmentation is rebuilt using Smart Lists (filter-based contact groups) or Tags applied to contact records. The segmentation rules do not auto-migrate because filter operators differ between platforms.