Data Mapping Reference Guide: CRM Field & Tag Mapping

Data Mapping Reference Guide

Overview

This reference guide helps you map data between CRMs and platforms when migrating. Use it to:

• Understand how fields differ between systems
• Plan your data export/import strategy
• Create mapping spreadsheets before migration
• Troubleshoot data transfer issues

This guide grows over time. As we encounter new mapping scenarios in support tickets, we add them here.

Last updated: January 15, 2026

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Contact Fields – Standard Mappings

Standard fields that exist in most CRMs:

Field Name	Ontraport	ActiveCampaign	Keap	Drip	Kit	AA Managed
Email	email	email	Email	email	email	email
First Name	firstname	first_name	FirstName	first_name	first_name	first_name
Last Name	lastname	last_name	LastName	last_name	last_name	last_name
Phone	office_phone	phone	Phone1	phone	phone	phone
Address	address	address	StreetAddress1	address1	address	billing_address_1
City	city	city	City	city	city	billing_city
State	state	state	State	state	state	billing_state
Zip	zip	zip	PostalCode	zip	zip_code	billing_postcode
Country	country	country	Country	country	country	billing_country

Important notes:

• Field names are case-sensitive in most CRMs
• Phone number formats vary (some require specific format, others are flexible)
• Address fields may map to billing vs. shipping addresses in AccessAlly Managed

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Custom Fields

How custom fields work in each CRM:

Ontraport Custom Fields

• Format: Can be any name you create
• Types: Text, Numeric, Date, Dropdown, Checkbox
• Export: Custom fields export with their field name as column header
• Import: Must create custom field in Ontraport before importing data
• API: Custom fields have numeric IDs (f1234, f1235, etc.)

ActiveCampaign Custom Fields

• Format: Any name, but shown as “name” in exports
• Types: Text, Textarea, Date, Dropdown, Radio, Hidden
• Export: Custom fields appear as separate columns
• Import: Auto-creates custom field if doesn’t exist
• Personalization tags: Use %FIELDNAME% in emails

Keap Custom Fields

• Format: Prefixed with underscore: _CustomFieldName
• Types: Text, Text Area, Dropdown, Date, Currency, etc.
• Export: Custom fields have underscore prefix in CSV
• Import: Must match exact name including underscore
• API: Custom fields use numeric IDs internally

Drip Custom Fields

• Format: Simple field names (no special prefixes)
• Types: All stored as text (no field type enforcement)
• Export: Custom fields in separate columns
• Import: Auto-creates if doesn’t exist
• Liquid tags: Use {{ subscriber.field_name }} in emails

Kit (ConvertKit) Custom Fields

• Format: Simple field names
• Types: All text-based
• Export: Custom fields as columns
• Import: Auto-creates fields
• Note: Limited custom field support compared to other CRMs

AccessAlly Managed Custom Fields

• Format: WordPress user meta fields
• Types: Stored as text, numeric validation optional
• Access: Managed through WordPress user meta
• Note: No built-in custom field interface – uses WordPress meta fields

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Tags – Structure and Differences

Tag Structures by CRM

CRM	Tag Structure	Categories?	Notes
Ontraport	Flat list	No	Simple tag names
ActiveCampaign	Flat list with optional categories	Yes (optional)	Categories for organization only
Keap	Hierarchical with categories	Yes (required)	⚠️ Tags belong to categories
Drip	Flat list	No	Simple tag names
Kit	Flat list	No	Simple tag names + segments
AA Managed	Flat list	No	Tags managed in AccessAlly

Tag Migration Issues

Keap → ActiveCampaign Tag Problem:

• Keap has tag categories (e.g., “Access” in category “Membership”)
• ActiveCampaign doesn’t support tag categories
• During import, AC prepends the category: “Membership – Access”
• AccessAlly looks for “Access” → no match → members lose access
• Solution: Plan tag remapping BEFORE migration
• → Keap to AC Tag Remapping Guide

Tag Naming Best Practices

To make migrations easier:

• Use consistent naming: “Product – Level” or “Product_Level”
• Avoid special characters: stick to letters, numbers, spaces, dashes
• Use descriptive names: “Gold Membership” not “GM”
• Document tag purposes: keep a tag reference spreadsheet
• Avoid category-like names if you might migrate to/from Keap

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Subscription & Product Mappings

Subscription Status Mappings

Status Type	Ontraport	ActiveCampaign	Keap	Stripe	AccessAlly Local
Active/Current	active	active	Active	active	active
Canceled	cancelled	canceled	Inactive	canceled	cancelled
Past Due	past_due	past_due	PastDue	past_due	past_due
Paused	paused	paused	Inactive	paused	paused
Expired	expired	expired	Inactive	incomplete_expired	expired

Important notes:

• Keap doesn’t distinguish between canceled, paused, and expired (all “Inactive”)
• Stripe has additional statuses (incomplete, unpaid, trialing)
• When migrating, “Active” is most critical to preserve

Product ID Mapping Strategy

Products are identified differently in each system:

• Ontraport: Product ID (numeric)
• ActiveCampaign: Deal value or custom field
• Keap: Product ID (numeric)
• Stripe: Product ID + Price ID
• AccessAlly: Offer name (text)

Create a product mapping spreadsheet:

Current Product Name	Current Product ID	Destination Product Name	Destination Product ID	Price	Tags Applied
Gold Membership	1234	Gold Membership	5678	$97/mo	Gold, Member
[Your products…]

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Automation Trigger Mappings

How automation triggers differ between CRMs:

Common Trigger Types

Trigger Event	How it Works in Each CRM
Tag Applied	Ontraport: Contact applies tag → automation triggers ActiveCampaign: Tag added → automation starts Keap: Tag applied → campaign goal triggers Drip: Tag added → workflow triggers
Form Submission	Ontraport: Form submitted → automation triggers ActiveCampaign: Form submitted → automation starts Keap: Webform submitted → campaign sequence starts Drip: Form submitted → workflow triggers
Email Opened	Ontraport: Email opened → automation triggers ActiveCampaign: Email opened → goal condition met Keap: Email opened → sequence continues Drip: Email opened → workflow action
Link Clicked	Ontraport: Link clicked → automation triggers ActiveCampaign: Link clicked → goal condition met Keap: Link clicked → campaign goal triggers Drip: Link clicked → workflow action
Purchase Made	Ontraport: Transaction created → automation triggers ActiveCampaign: Deal created → automation starts Keap: Order placed → campaign starts Stripe: Webhook payment_intent.succeeded

Automation Migration Notes

When migrating automations:

• Triggers don’t auto-migrate – must be recreated manually
• Test each automation in destination CRM before going live
• Some trigger types may not have direct equivalents
• Webhook-based triggers need new webhook URLs
• Time delays transfer as concepts but need reconfiguration

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Migration-Specific Mapping Guides

Detailed mapping guides for specific migration paths:

Top 3 Priority Paths (Complete Guides)

• Drip → AccessAlly Managed Data Mapping
  • Email sequence to tag-based email mapping
  • Contact ID migration issues
  • Custom field transfer
• ActiveCampaign → Ontraport Data Mapping
  • Tag structure preservation
  • Custom field mapping
  • Deal/transaction mapping
• Keap → ActiveCampaign Data Mapping
  • 🚨 Tag category prepending (CRITICAL)
  • Custom field underscore handling
  • Campaign to automation conversion

Additional CRM Combinations

• Ontraport → ActiveCampaign
• Keap → AccessAlly Managed
• Ontraport → AccessAlly Managed
• [More combinations added as we document them]

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Data Mapping Templates

Download these spreadsheet templates to plan your migration:

Contact Field Mapping Template

Use this template to map contact fields between systems:

Current Field Name	Current Field Type	Destination Field Name	Destination Field Type	Required?	Notes
firstname	Text	first_name	Text	Yes	Standard field
_MemberLevel	Dropdown	Member_Level	Text	No	Keap underscore → AC no prefix
[Your fields…]

Tag Mapping Template

Use this template to map tags:

Current Tag	Current Category (if Keap)	Destination Tag	Used for Access?	Used in Automations?	Notes
Access	Membership	Membership – Access	Yes	Yes	⚠️ AC prepends category
[Your tags…]

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Common Data Mapping Issues

Issue: Field Name Case Sensitivity

Problem: Some CRMs are case-sensitive (Keap “FirstName” vs. AC “first_name”)

Solution: Match exact case when creating mapping spreadsheet

Issue: Date Format Differences

Problem: Different CRMs expect different date formats (YYYY-MM-DD vs. MM/DD/YYYY)

Solution: Use ISO format (YYYY-MM-DD) in CSV exports when possible

Issue: Phone Number Formats

Problem: Some CRMs require specific phone formats ((123) 456-7890 vs. 1234567890)

Solution: Document required format in destination CRM, clean data before import

Issue: Custom Field Type Mismatches

Problem: Source CRM has dropdown, destination expects text

Solution: Convert dropdown values to text strings during export

Issue: Missing Destination Fields

Problem: Destination CRM doesn’t have equivalent field

Solution: Create custom field in destination before importing, or map to notes field

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Data Validation Checklist

Before importing data, validate:

☐ All required destination fields are mapped from source

☐ Field types match (text to text, date to date, etc.)

☐ Email addresses are valid format

☐ Phone numbers match expected format

☐ Dates are in correct format

☐ Custom fields exist in destination system

☐ Tag names are EXACT matches (including case)

☐ Special characters won’t cause issues

☐ CSV encoding is UTF-8 (for special characters)

☐ Test import with 10 contacts before full import

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This Guide is Growing

Help us improve this reference:

• If you encounter a mapping scenario not documented here, let us know
• We add new mappings monthly based on support tickets
• Check back for updates to this guide
• Subscribe to updates (coming soon)

Last updated: January 15, 2026

Next update: February 2026 (monthly batch process)

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💡 Pro Tip: Spend time on data mapping BEFORE migration day. A complete mapping spreadsheet catches issues early and makes the actual migration much smoother. The 2-4 hours spent mapping saves days of troubleshooting later.