/handbook/hubspot-to-wordpress-migration/backend-migration/
What We Do
Digital Platform MigrationsKey SolutionsManaged ServicesStaffing SolutionsIndustriesProducts
Discovery
Strategic consultancy & project roadmap
Growth Services
On demand development & consultation
Site Maintenance
Annual maintenance. Done for you
QE Services
Testing across SDLC for assured quality
Hosting Migration
Move to a performant hosting with zero downtime
WooCommerce
Enterprise commerce delivered without lock-in
AI
Unlock real use cases and integrations
All Services
A suite of services for any need
Technology STACK
eCommerce
Scale your e-commerce with WooCommerce, integrations, and custom extensions for growth.
EasyEngine
Server management tool that makes using WordPress on Nginx easy.
Web Auditor
Performance Audit & Insights for your Website.
rtMedia
A complete media management plugin for WordPress.
Resources
About Us
CLEAR
Resources HubSpot to WordPress migration guide Backend migration
Topics
On this page
- HubSpot to WordPress migration guide
- Planning the migration
- Pre-migration & discovery
- Frontend migration
- Content migration
- Backend migration
- Quality assurance
- Launch & post-migration
- How can rtCamp help
1: Migrating third-party integrations
Step #1: Audit your existing integrations
Step #2: Map data flows
Step #3: Define replacement plans
2: Migrating features & functionalities
Step 1: Document the features you’re using
Step 2: Map HubSpot features/functionalities to WordPress equivalents
Step 3: Build smart: Plugins vs custom code
3: Migrating workflows
Step 1: Audit your existing workflows
Step 2: Understand the mechanics
Step 3: Document how to rebuild it in WordPress
Backend parity is how you buy freedom
Last updated on Apr 1, 2026
Migrating the Backend
When migrating off HubSpot to a platform like WordPress, the biggest lift often hides behind the scenes. Because the backend is where your integrations, functionalities, and workflows live.
And while WordPress excels at frontend flexibility, its real enterprise superpower is this: almost anything you ran on HubSpot’s backend can be rebuilt (often better, lighter, and more maintainable) inside WordPress.
Here we’re breaking the backend down in the open: integrations, functional features, and workflows. Piece by piece, we map where each part lives today, how it connects to the rest of your DXP, and how it will live going forward inside your new WordPress build.
At its core, migrating your HubSpot instance’s backend to WordPress includes three key areas:Third-party integrations: How HubSpot talks to the rest of your digital experience platform (DXP) stackFeatures and functional layers: These are any features/functionalities that you must be using either shipping by default with the HubSpot CMS or through any addons (HubSpot’s or otherwise)Workflows: How day-to-day business processes run in the CMS and how they integrate with your wider martech stack, third-party solutions, and other tools across your digital experience platform.
Technically, your structured content model (fields, modules, content types) is also part of your backend, but we cover that in detail under Content Migration. In practice, you’ll tackle structured content and backend rebuild in parallel (because the two are so deeply connected).
1: Migrating third-party integrations
Your third-party integrations are your mission-critical infrastructure. And that’s why at rtCamp we spend a lot of time understanding how you’re currently using them. Here’s how we approach rebuilding your backend integrations when migrating from HubSpot to WordPress.
Step #1: Audit your existing integrations
First, run a structured audit. Don’t just list tools here… map each one to who owns it, what it does, where it connects into your site or workflows, and any constraints that need special handling (like API rate limits or GDPR compliance).
This step does two things.
- First, it gives everyone (IT, marketing, sales, compliance, and other stakeholders a shared source of truth).
- Second, it reveals what must be recreated as-is, what can be improved, and what should be retired or replaced entirely.
Here’s how your audit can look like:
Integration/ToolOwner/StakeholderPurposeWhere It ConnectsNotesSalesforce CRMSales OpsLead storage & routingForms, CTAsAPI limits, GDPR handlingGoogle AdsMarketingConversion trackingLanding pagesCustom tracking parametersHubSpot ChatbotSupportLead captureAll pagesWill you keep or replace?Webinar toolEvents teamRegistrationsResource hub pagesAPI or embed?
Step #2: Map data flows
Once you’ve documented all your third-party integrations, document how data actually moves between your integrations.
For each integration, note:
- Data Payload: Pin down exactly what data is moving. Is it just basic form fields like name and email, or richer payloads like campaign metadata, UTM tags, scoring, or behavioral events?
- Direction: Check if the flow is push, pull, or bi-directional. For example, do you push new leads to Salesforce? Pull updated lead status back into your CMS? Or do both sides sync each other in real time?
- Triggers: Understand when the sync happens. Is it instant — triggered by a form submission or CTA click? Or does it run on a scheduled batch job every few hours or overnight?
- Connection Method: Document how the data moves technically. Is it a direct API request from your site to a third-party? A webhook that pushes data to you? A client-side script that runs on page load?
- Authentication: Record how your system authenticates. Does it use an API key, OAuth token, or basic auth? Are there rate limits you’ll need to plan for in your new build?
- Error Handling: Note what happens when something fails. Does the integration retry automatically? Is there logging? Or does it silently fail? This tells you what logic your WordPress build needs to replicate (or improve).This step clarifies what needs to be rebuilt as direct API calls, server-side events, or plugin connections.
Step #3: Define replacement plans
With your flows mapped, the final step is to decide how to replicate or replace each integration in WordPress. We break this into three buckets:
- Use existing, proven plugins: For popular connections (CRMs, ESPs, payment gateways), well-maintained plugins usually exist in the WordPress ecosystem. Evaluate support, frequency of updates, and whether it supports your exact use case (fields, triggers, API endpoints, etc.).
- Build custom connectors: For niche systems, high-volume data, or complex workflows, a custom-built WordPress plugin is often the right call. In such cases, you should write your integration plugin yourself to handle everything you want exactly the way your business needs. A direct build keeps you in full control in these cases.
- Use middleware when it makes sense: Zapier, Make, or similar tools can be fine for low-volume or simple connections. But for mission-critical data flows, we nearly always recommend a direct build instead.
2: Migrating features & functionalities
When you’re using HubSpot CMS (especially if it’s tightly integrated with the rest of your HubSpot ecosystem) you’re probably relying on more features than you realize. That’s part of HubSpot’s appeal: it hides a lot of operational complexity behind its all-in-one UI.
But when you migrate to WordPress, none of those capabilities come bundled by default. You’ll be rebuilding each piece. And that’s not a drawback… it’s actually an upgrade. Because it means you decide how each function works, how it connects to your other stack, and how your team manages and evolves it over time.
The first step? Document exactly what features you’re using now so everything can move over.
Step 1: Document the features you’re using
One of the easiest traps in a HubSpot to WordPress migration is underestimating how many small, “invisible” features HubSpot handles for you behind the scenes. It’s an all-in-one system by design, and that means you rarely see where one feature ends and another begins.
But in WordPress, every piece needs to be accounted for. Some things come out of the box: pages, posts, blocks, menus, taxonomies, user roles. Others you’ll need to rebuild, using plugins, custom code, or third-party services.
So your first task is simple: Write it all down. Note how it works as of now and how it should work in your new WordPress stack.
Here’s a practical example table to guide your feature “inventory:”
What you have in HubSpotHow it works todayWhat WordPress gives you****What you’ll need to rebuildWebsite Pages & BlogPages and blog posts with tags, categories✅ Native! WordPress does this brilliantlyMaybe nothing extra, unless you need custom layoutsLanding Pages & Thank-You PagesEasy drag-and-drop creation with forms & smart content✅ Native pages + Gutenberg blocksCustom blocks or page templates; smart rules need extra logicFormsLead forms feed HubSpot CRM, trigger workflows❌ Not nativePlugin (Gravity Forms, Ninja Forms) + direct CRM/API integrationCTAs & Pop-upsBuilt-in pop-up manager, smart rules, A/B tests❌ Not native. Easily doable with custom blocks. Pop-ups could use a plugin.PersonalizationSmart content modules swap based on visitor behavior (depending on the HubSpot plan you’re using)❌ Not nativeConditional blocks with ACF, custom logic, or personalization pluginsSite SearchHubSpot built-in search✅ Basic search is nativeEnhanced search needs ElasticSearch, Algolia, or similarLead ScoringHubSpot scoring, tied to forms & workflows❌ Not nativeUsually handled in your CRM — may need custom hooksEditorial WorkflowsDraft → Review → Approve + custom roles✅ Basic roles (Admin, Editor, Author, etc.)Workflow plugins for advanced approvals or notificationsAnalytics & ReportsBuilt-in dashboards for campaigns, conversions❌ Not nativeUsually GA4, GTM — test tracking, replicate dashboards if needed
Step 2: Map HubSpot features/functionalities to WordPress equivalents
Next, map each feature to how you’ll recreate it on WordPress. Some replacements are straightforward while others may need custom development or careful integration.
Here’s a simple mapping table to get you started:
HubSpot features/fucntionalitiesHow it works todayWordPress ReplacementHubSpot FormsNative forms, feed leads to HubSpot CRMGravity Forms, Ninja Forms, or custom forms feeding your new CRMSmart Content BlocksPersonalize by visitor behavior or segmentConditional blocks with ACF, custom theme logic, or personalization pluginsSite SearchHubSpot’s built-in searchElasticSearch, Algolia, or a custom WP search pluginCTAs/Pop-upsHubSpot’s CTA builderConvert Pro, OptinMonster, or custom modal/popup blocksGated ContentHubSpot’s built-in content access controlMembership plugins like MemberPress, or custom roles + redirects
Add a features/functionalities tab to your master spreadsheet as you do this for every feature, note what replaces it, who owns its rebuild, and what integrations it depends on (CRM, email, analytics).
Step 3: Build smart: Plugins vs custom code
Not every feature needs a custom build, but not every plugin is right, either.
- Use plugins when the feature is mature and fits your workflow cleanly.
- Write custom code when you need precision, speed, or unique workflows.
- Blend both: For example, using Gravity Forms but writing custom handlers to sync data exactly where your CRM expects it.
When you get this right, you don’t just replicate what HubSpot did behind the scenes, you replace it with something better: clearer, more flexible, easier to maintain, and fully integrated with the rest of your digital stack. That’s why we always tell clients: this isn’t just a rebuild… it’s an investment in future control. Take the time now to document deeply, map thoughtfully, and build intentionally.
3: Migrating workflows
Another part of migrating your HubSpot backend to WordPress is rebuilding your underlying workflows (the daily processes that connect marketing, sales, content, legal, and IT).
Often, in an enterprise-scale HubSpot instance, these workflows can be deeply embedded: automated lead routing, layered content approvals, data hand-offs to CRM and marketing automation tools, and internal notifications that keep teams aligned. Much of this also feels “packaged,”and is easy to miss when planning a migration.
In WordPress, preserving this orchestration means deliberately combining plugins, custom development, and external integrations, but the payoff is real ownership, more flexibility, and no lock-in when your stack evolves. Here’s how to get it right.
Step 1: Audit your existing workflows
Start with a clear-eyed inventory. Many teams underestimate how many workflows HubSpot automates behind the scenes.
Map out:
- Who is involved: Which teams and roles touch each process, from content creators to legal reviewers to marketing ops.
- What triggers the workflow: A new draft? A form submission? A campaign kickoff?
- How it runs: What are the sequential steps? Where are the approvals? What notifications are fired off? Is data pushed to your CRM or ad platforms? What exactly happens as part of the workflow?
- What tools it connects to: CRM, email automation, social scheduling, analytics. Note every system that plugs into the flow.
- Why is the workflow designed the way it is? A good audit doesn’t just list what happens… it captures the why. Why does legal need final sign-off? Why does a lead need to hit Salesforce before a sales rep calls? This context will shape better solutions in WordPress.
Step 2: Understand the mechanics
Now dig deeper: how does HubSpot actually execute each workflow?
For example:
- An editorial workflow in HubSpot might rely on built-in user permissions, a content calendar, and simple status transitions (all managed within one UI).
- A lead capture workflow might automatically create a new contact record, apply a tag, assign a lifecycle stage, and enroll that contact in an email sequence.
- A multi-channel campaign workflow might link a landing page to a form, push data to the CRM, and fire off retargeting ads.
This step is about pinpointing dependencies:
- What is truly handled inside HubSpot versus by integrated tools?
- What logic is “set and forget” automation, and what requires human review?
- Where are the pain points today (steps that break, create bottlenecks, or frustrate users)?
Not every workflow should be rebuilt exactly as is. Sometimes a migration is your chance to refine and simplify.
Step 3: Document how to rebuild it in WordPress
Once you know what each workflow does and how it works, it’s time to design the WordPress version.
Here are a few examples on how to go about this:
- Content workflows: Can be recreated on WordPress using editorial workflow plugins like PublishPress, custom post statuses, and role-based permissions. For example, instead of a single “Draft → Publish” flow, you might define Draft → Pending Review → Pending Legal → Approved. Automated notifications keep everyone in sync.
- Lead workflows: WordPress form plugins (like Gravity Forms) capture leads, while connectors push that data to your CRM in real-time. Custom API calls handle complex field mapping or round-robin lead assignments.
Campaign workflows: Landing pages are built with Gutenberg blocks or your theme’s page builder. Forms feed contacts into your marketing automation platform (Salesforce Marketing Cloud) to run drips and retargeting. Analytics and UTM tracking ensure you don’t lose campaign insights when you move away from HubSpot’s native reporting.
Migrating workflows…
When you migrate from HubSpot, your workflows won’t magically move over. But if you audit what you have, understand how it really works, and document how to rebuild it with the right plugins, integrations, and governance, you gain something bigger: control.
Your approval chains, lead hand-offs, and campaign automations stay yours… flexible, extensible, and never trapped inside a single vendor’s walled garden. When you rebuild workflows on WordPress, you’re creating your own orchestration layer. You decide:
- Which plugins do the heavy lifting.
- How integrations connect data between tools.
- How human approvals stay visible and auditable.
It’s more work up front, but the result is a setup that matches your processes, not a vendor’s constraints.
Backend parity is how you buy freedom
It’s true: it takes discipline to trace every integration, every feature, every hidden workflow. But do it right, and you don’t just replicate HubSpot’s backend in WordPress. You build an open, modular system you actually own. One you can adapt when your tech stack changes. One that doesn’t lock you to a single vendor when your strategy shifts next year.
Too many rushed backend migrations cause six months of patchwork fixes that cost more than doing it right the first time. So take the time you need at this stage.
The backend is your “control room.” So rebuild it deliberately.
Credits
Disha Sharma
Author
Disha Sharma
Author
Disha Sharma is a Content Writer at rtCamp with over a decade of experience at the intersection of technology, digital marketing, and enterprise content strategy. Her WordPress roots run deep, her …
Shreya Agarwal
Editor
Shreya Agarwal
Editor
Shreya Agarwal is a Growth Engineer at rtCamp, she brings active, hands-on WordPress development credentials to everything she writes and reviews. A WordPress Core Contributor with merged pull requ…
Good Work. Good People.
Industry partnerships
Compliance certifications
United States India
© rtCamp Inc. since 2009. All rights reserved.
Terms of Service · Privacy Policy · Trust Center
Company
Solutions
Subscribe to our newsletter and get a few email updates every month.
United States India
© rtCamp Inc. since 2009. All rights reserved.
Terms of Service · Privacy Policy · Trust Center
Cookie Consent
We value your privacy
We use cookies to give you the best possible experience. By clicking “Accept,” you consent to our use of cookies to improve site functionality, analyze usage, and personalize content and communications. Your privacy matters to us, and we are committed to handling your data responsibly and transparently. Please check our Privacy Policy for more details.
Manage PreferencesDon’t AllowAllow All
Why do we use cookies?
×
By clicking "Accept" or "Decline All" at the bottom, you consent to the use of cookies and other tools as described in our Cookie Policy in accordance with your settings and accept our Terms of Service.
Toggle EssentialEssential
Essential cookies enable basic functions and are necessary for the proper function of the website.
Name
Description
Duration
Geolocation Config
This cookie is used to store the consent settings based on the visitor's location.
30 days
Cookie Preferences
This cookie is used to store the user's cookie consent preferences.
30 days
Toggle CloudFlareCloudFlare
CloudFlare provides web performance and security solutions, enhancing site speed and protecting against threats.
Service URL: developers.cloudflare.com (opens in a new window)
Name
Description
Duration
cf_clearance
Whether a CAPTCHA or Javascript challenge has been solved.
session
Toggle CommentsComments
These cookies are needed for adding comments on this website.
Name
Description
Duration
comment_author
Used to track the user across multiple sessions.
Session
comment_author_email
Used to track the user across multiple sessions.
Session
comment_author_url
Used to track the user across multiple sessions.
Session
Toggle GodamGodam
GoDAM" is primarily a specialized WordPress plugin and media management service designed to enhance video hosting, marketing, and asset management directly within the WordPress dashboard.
Service URL: godam.io (opens in a new window)
Name
Description
Duration
user_image
Temporarily stores the path to the user's avatar or profile picture for quick rendering in the website header.
session
user_id
Stores the numerical ID of the logged-in user to maintain session continuity and basic site operations.
session
full_name
Stores the logged-in user's display name to personalize the site interface without needing database queries.
session
system_user
First-party cookie used to store basic application state identifying the current system user role.
session
sid
A generic session ID cookie used to maintain user state and functionality as the visitor navigates through the site.
session
Toggle Google reCAPTCHAGoogle reCAPTCHA
Google reCAPTCHA helps protect websites from spam and abuse by verifying user interactions through challenges.
Name
Description
Duration
_GRECAPTCHA
Google reCAPTCHA sets a necessary cookie (_GRECAPTCHA) when executed for the purpose of providing its risk analysis.
179 days
Toggle Google Tag ManagerGoogle Tag Manager
Google Tag Manager simplifies the management of marketing tags on your website without code changes.
Name
Description
Duration
cookiePreferences
Registers cookie preferences of a user
2 years
td
Registers statistical data on users' behaviour on the website. Used for internal analytics by the website operator.
session
Toggle StatisticsStatistics
Statistics cookies collect information anonymously. This information helps us understand how visitors use our website.
Toggle Factors AIFactors AI
Factors.ai is a B2B account intelligence and marketing analytics platform that helps Go-To-Market (GTM) teams identify anonymous website visitors, track buyer journeys, and measure the ROI of marketing campaigns.
Service URL: www.factors.ai (opens in a new window)
Name
Description
Duration
_fuid
It is sent to capture session details and track user behavior across your website to provide behavioral data and intent signals.
1 Year
Toggle Google AnalyticsGoogle Analytics
Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
Service URL: policies.google.com (opens in a new window)
Name
Description
Duration
FPGSID
Stores a session or user identifier to track how visitors interact with a website. This helps Google Analytics measure website performance, user engagement, and usage patterns.
Session
FPLC
Used by Google Analytics to link visitor interactions and sessions across multiple related domains.
20 hours
FPID
A server-side Google Analytics cookie used as an alternative user identifier when third-party cookies are restricted.
2 years
_ga
ID used to identify users
2 years
_ga_
ID used to identify users
2 years
Toggle Jetpack StatsJetpack Stats
Jetpack's built-in visitor analytics. It records page views, referring sites, search terms, and outbound link clicks, and also carries the shared visitor-tracking library used by Jetpack Instant Search and WooCommerce Analytics.
Service URL: automattic.com (opens in a new window)
Name
Description
Duration
tk_aip
Stores a list of anonymous visitor IDs so they can be merged into one identity once a visitor is recognized.
Up to 5 years
tk_tc
Used once per page load to work out which cookie domain the Tracks library should use, then removed as soon as it's read back.
Session (deleted immediately after use)
tk_qs
Queues analytics events for Jetpack's Tracks library so none are lost if the page closes before they can be sent.
30 minutes
tk_ai
Stores a randomly-generated anonymous visitor ID so Jetpack's Tracks analytics library can link tracking events to the same visitor.
Session in wp-admin; up to 5 years on the frontend
Toggle Microsoft ClarityMicrosoft Clarity
Clarity is a web analytics service that tracks and reports website traffic.
Service URL: clarity.microsoft.com (opens in a new window)
Name
Description
Duration
CLID
Identifies the first-time Clarity saw this user on any site using Clarity.
12 months
ANONCHK
Indicates whether MUID is transferred to ANID, a cookie used for advertising. Clarity doesn't use ANID and so this is always set to 0.
Session
_clck
Persists the Clarity User ID and preferences, unique to that site is attributed to the same user ID.
12 months
_clsk
Connects multiple page views by a user into a single Clarity session recording.
12 months
Toggle Parse.lyParse.ly
Parse.ly is a content analytics platform that helps publishers optimize audience engagement and content performance.
Name
Description
Duration
cookies.js_dtest
This cookie determines whether the browser accepts cookies.
session
_parsely_session
JSON document storing information identifying a browsing session according to Parsely’s proprietary definition
30 minutes
_parsely_visitor
JSON document uniquely identifying a browser and counting its sessions
13 months
Toggle SalespanelSalespanel
Salespanel is a B2B marketing and sales software that identifies, tracks, and qualifies website visitors and leads in real-time using first-party data. It helps businesses monitor customer journeys, score leads based on behavior, and syncs this data with CRMs (like Pipedrive or HubSpot) to improve conversion rates.
Service URL: salespanel.io (opens in a new window)
Name
Description
Duration
track_uid
Identify and tracking a lead
12 moths
Toggle MarketingMarketing
Marketing cookies are used to follow visitors to websites. The intention is to show ads that are relevant and engaging to the individual user.
Toggle Bing / MicrosoftBing / Microsoft
Bing, powered by Microsoft, is a search engine providing web, image, video, and map search capabilities.
Name
Description
Duration
MR
Used to collect information for analytics purposes.
6 months
ANONCHK
Used to store session ID for a users session to ensure that clicks from adverts on the Bing search engine are verified for reporting purposes and for personalisation
10 minutes
SM
Used by Microsoft in synchronizing the MUID across multiple Microsoft domains to track users for advertising.
session
MUID
Identifies unique web browsers visiting Microsoft sites. These cookies are used for advertising, site analytics, and other operational purposes.
1 year
Toggle DoubleClick/Google MarketingDoubleClick/Google Marketing
A comprehensive digital advertising platform for managing campaigns, optimizing performance, and analyzing audience data.
Name
Description
Duration
IDE
This cookie is used for targeting, analyzing and optimisation of ad campaigns in DoubleClick/Google Marketing Suite
2 years
ar_debug
Store and track conversions
Persistent
Toggle LinkedInLinkedIn
LinkedIn is a professional networking platform for job seekers, employers, and industry connections.
Name
Description
Duration
bscookie
Used by LinkedIn to track the use of embedded services.
1 year
AnalyticsSyncHistory
Used to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries
30 days
bcookie
Used by LinkedIn to track the use of embedded services.
1 year
li_sugr
Used to make a probabilistic match of a user's identity outside the Designated Countries
90 days
lidc
Used by the social networking service, LinkedIn, for tracking the use of embedded services.
1 day
UserMatchHistory
Used by LinkedIn Ads to synchronize and match user IDs across different ad networks and data providers.
30 days
Toggle LinkedIn InsightLinkedIn Insight
LinkedIn Insight is a web analytics service that tracks and reports website traffic.
Service URL: www.linkedin.com (opens in a new window)
Name
Description
Duration
li_sugr
Used to make a probabilistic match of a user's identity.
90 days
lidc
Used for routing and session management.
24 hours
Toggle LiveIntentLiveIntent
LiveIntent provides a platform for email advertising and identity-driven marketing solutions.
Name
Description
Duration
_lc2_fpi_js
Companion cookie to _lc2_fpi used by JavaScript to facilitate cross-domain ad tracking and user identification.
1 year
_lc2_fpi
First-party tracking cookie usually associated with LiveRamp to identify users across devices for targeted advertising.
1 Year
_li_ss
Sets a unique ID for the visitor, that allows third party advertisers to target the visitor with relevant advertisement. This pairing service is provided by third party advertisement hubs, which facilitates real-time bidding for advertisers.
1 month
lidid
Collects data on visitors' behaviour and interaction - This is used to make advertisement on the website more relevant. The cookie also allows the website to detect any referrals from other websites.
2 years
Toggle Cookie PolicyCookie Policy
You can find more information in our Privacy Policy.
Allow AllDecline All
Accept