HubSpot Migration QA Checklist: Testing Your Data After Go-Live

Post-migration testing is the process of validating that your data, automations, reports, integrations, and business processes continue functioning correctly after the migration is complete.

A successful migration should preserve:

• Record accuracy
• Object associations
• Historical activities
• Workflow functionality
• Reporting consistency
• Integration behavior

Without a structured QA process, migration issues often go unnoticed until users begin working inside HubSpot.

By validating the CRM immediately after go-live, businesses can identify problems early and resolve them before they impact reporting, customer experience, or operational performance.

Record count validation is the fastest way to identify missing or duplicate data after a migration. Before reviewing individual records, compare object totals between the source CRM and HubSpot.

Contact Count Validation

Verify that the total number of contacts matches the source CRM.

Review:

• Active contacts
• Customers
• Leads
• Archived records (if applicable)

Large discrepancies should be investigated before proceeding with further testing.

Company Count Validation

Validate:

• Total company records
• Parent-child company relationships
• Company ownership assignments
• Company domain values

Deal Count Validation

Compare:

• Open deals
• Closed Won deals
• Closed Lost deals
• Pipeline-specific deal counts

Deal count mismatches often indicate import, mapping, or association issues.

Ticket & Custom Object Validation

If tickets or custom objects were included in the migration, validate that all expected records were transferred successfully and assigned correctly.

Matching record counts does not guarantee a successful migration. The next step is confirming that the data inside those records was migrated accurately and completely.

Required Property Validation

Start by reviewing the fields your business relies on most.

Examples include:

• Lifecycle Stage
• Lead Source
• Contact Owner
• Deal Stage
• Close Date
• Annual Revenue

Rather than checking a handful of records, validate a representative sample across different teams, pipelines, and customer segments.

Custom Property Validation

Custom properties are often where migration issues appear.

Review:

• Dropdown values
• Multi-select fields
• Number properties
• Date properties
• Custom identifiers

Pay particular attention to fields used in reporting, segmentation, workflows, and integrations.

Data Type Validation

Incorrect property types can affect reporting and automation even when the data appears correct.

Examples include:

Validate that values have been stored in the correct property types and that no formatting was lost during migration.

Historical Data Validation

Historical data often contains critical customer context.

If historical activities were included in the migration, verify that records retain:

• Notes
• Calls
• Meetings
• Tasks
• Emails
• Attachments

A migrated contact record may look complete, but missing activity history can significantly reduce its value to sales and service teams.

HubSpot relies heavily on relationships between records. Even if the data itself was migrated correctly, broken associations can impact reporting, workflows, and account visibility.

Contact-to-Company Associations

Review contact records and confirm they remain associated with the correct companies.

Validate:

• Primary company relationships
• Parent-child company structures
• Ownership assignments

This is particularly important for account-based sales and customer management.

Company-to-Deal Associations

Deal records should remain connected to the appropriate company accounts.

Review:

• Open opportunities
• Closed Won deals
• Historical deals
• Multi-company relationships (if applicable)

Missing associations can affect pipeline reporting and revenue visibility.

Contact-to-Deal Associations

Confirm that opportunities remain linked to the contacts involved in the buying process.

This helps preserve:

• Deal history
• Stakeholder visibility
• Attribution reporting

Custom Object Relationships

If custom objects were migrated, validate that relationships remain intact.

Examples include:

• Contracts
• Projects
• Memberships
• Assets
• Subscriptions

Broken custom object associations are often difficult to identify without targeted testing.

Once the data has been validated, test the processes that depend on that data. Workflow failures are one of the most common post-migration issues because automation logic often depends on specific property values and associations.

Lead Routing Workflows

Create test records and confirm that leads continue being assigned correctly.

Review routing logic based on:

• Territory
• Industry
• Company size
• Lead source
• Product interest

Incorrect routing can create immediate operational issues after go-live.

Lifecycle Stage Automation

Validate lifecycle stage progression throughout the customer journey.

Review:

• Automatic stage updates
• Enrollment criteria
• Exit criteria
• Stage-based notifications

Many reporting and automation processes depend on lifecycle stages functioning correctly.

Internal Notifications

Test notifications used by sales, marketing, customer success, and service teams.

Examples include:

• New lead alerts
• Deal stage notifications
• Task creation workflows
• Escalation workflows

Customer Onboarding Automation

If onboarding processes are automated, run end-to-end tests using sample records.

Validate:

• Welcome emails
• Internal handoffs
• Task assignments
• Customer success notifications

The objective is to confirm that migrated data continues to support business processes exactly as intended after go-live.

Reports are often where migration issues become visible for the first time. Even if records and workflows appear correct, reporting discrepancies can indicate problems with field mappings, associations, ownership assignments, or historical data.

Revenue Reports

Start by validating revenue-related reports against the source CRM.

Review:

• Total revenue
• Closed Won revenue
• Revenue by owner
• Revenue by pipeline
• Forecast reports

Any significant differences should be investigated before stakeholders begin relying on the data.

Pipeline Reports

Validate that sales pipeline reports accurately reflect the migrated data.

Review:

• Open opportunities
• Pipeline value
• Stage distribution
• Win rates
• Average deal size

Pipeline reports often reveal stage mapping or association issues that aren't obvious at the record level.

Conversion Reports

Compare key conversion metrics before and after migration.

Examples include:

• Lead-to-MQL conversion
• MQL-to-SQL conversion
• Opportunity-to-Customer conversion

Unexpected changes may indicate lifecycle stage mapping issues or missing records.

Executive Dashboards

Finally, review the dashboards used by leadership and management teams.

Validate:

• KPI calculations
• Report filters
• Dashboard visibility
• Historical trends
• Data refresh behavior

A successful migration should not change how business performance is measured.

Most HubSpot environments connect with other business systems. Even if the CRM data is accurate, integration failures can quickly create data inconsistencies after go-live.

Data Synchronization Testing

Verify that records continue syncing correctly between HubSpot and connected platforms.

Review:

• Contact updates
• Company updates
• Deal updates
• Custom property updates

Test updates in both directions if bidirectional syncing is enabled.

Third-Party Application Testing

Validate integrations that support critical business processes.

Common examples include:

• Salesforce
• Stripe
• QuickBooks
• Zendesk
• ERP systems
• Customer portals

Run real-world scenarios to confirm that data is flowing correctly between systems.

Sync Error Review

Review integration logs for:

• Failed syncs
• Mapping conflicts
• Missing values
• Duplicate record creation
• Permission issues

Many integration-related issues are easier to resolve immediately after migration than after users begin relying on the system.

Technical validation is important, but the final approval should come from the teams that use HubSpot every day.

Sales Team Validation

Sales teams should review:

• Contact records
• Company records
• Deal pipelines
• Ownership assignments
• Activity history

They are often the first users to identify missing information or workflow issues.

Marketing Team Validation

Marketing teams should validate:

• Audience segmentation
• Lifecycle stages
• Lead source data
• Attribution reporting
• Workflow enrollment

This helps ensure campaigns and automation continue functioning as expected.

Customer Service Validation

Customer-facing teams should review:

• Ticket history
• Customer records
• Communication timelines
• Ownership assignments
• Service workflows

Maintaining customer context is critical after migration.

Leadership Sign-Off

Before closing the migration project, leadership teams should validate:

• Executive dashboards
• Revenue reporting
• Pipeline visibility
• Forecasting accuracy

A migration should only be considered complete once technical teams and business stakeholders confirm that HubSpot is operating as expected.

Even well-planned migrations can encounter issues if testing is rushed or incomplete. The following mistakes are among the most common causes of post-migration problems.

Only Checking Record Counts

Matching record totals does not guarantee migration success.

A contact record may exist in HubSpot but still contain:

• Incorrect property values
• Missing activity history
• Broken associations
• Incorrect ownership assignments

Record counts should be the starting point, not the final validation step.

Ignoring Associations

Many migration teams validate records but fail to review relationships between records.

Common examples include:

• Contacts disconnected from Companies
• Deals disconnected from Contacts
• Tickets disconnected from Customers
• Custom Objects missing associations

These issues often impact reporting and automation more than missing records themselves.

Skipping Workflow Testing

Automation should never be assumed to work after migration.

Changes to:

• Property values
• Lifecycle stages
• Deal stages
• Associations

can affect workflow enrollment and execution.

Every critical workflow should be tested using real-world scenarios before sign-off.

Not Comparing Reports

Business stakeholders rely on reports, not individual records.

Revenue reports, forecasting dashboards, and conversion metrics should be compared against the previous CRM to identify discrepancies before go-live is finalized.

Failing to Document Issues

Every testing issue should be tracked and documented.

Include:

• Issue description
• Affected records
• Severity level
• Resolution owner
• Resolution status

A structured QA log helps ensure issues are resolved systematically.

The following data migration testing checklist can be used as a final review before approving a HubSpot migration.

Data Validation Checks

• Contact counts verified
• Company counts verified
• Deal counts verified
• Ticket counts verified
• Custom Object counts verified
• Required properties validated
• Custom properties validated
• Historical activity data reviewed

Association Validation Checks

• Contact-to-Company associations verified
• Company-to-Deal associations verified
• Contact-to-Deal associations verified
• Ticket associations verified
• Custom Object relationships validated

Workflow Validation Checks

• Lead routing workflows tested
• Lifecycle stage automation tested
• Internal notifications tested
• Customer onboarding workflows tested
• Data management workflows tested

Reporting Validation Checks

• Revenue reports validated
• Pipeline reports validated
• Forecast reports reviewed
• Conversion reports reviewed
• Executive dashboards validated

Integration Validation Checks

• Data synchronization tested
• Third-party integrations validated
• Sync errors reviewed
• Data mapping verified

User Acceptance Checks

• Sales team approval received
• Marketing team approval received
• Customer service team approval received
• Leadership sign-off completed

A migration should only be considered complete when every validation area has been reviewed and approved.

Migration QA is a standard part of every HubSpot migration project we deliver. Our goal is to ensure that data, automations, reporting, and business processes continue functioning correctly after go-live.

Our QA process typically includes:

1. Record count reconciliation
2. Property validation
3. Association testing
4. Workflow testing
5. Reporting validation
6. Integration testing
7. User acceptance testing
8. Post-go-live review

This structured approach helps identify issues early and ensures HubSpot becomes a trusted system of record from day one.

A HubSpot migration is not complete when the data is imported. It's complete when the data is validated. By testing records, associations, workflows, reports, integrations, and user experiences after go-live, businesses can identify issues before they affect operations.

A structured migration QA process helps ensure that HubSpot supports the same business processes, reporting requirements, and customer experiences that teams depend on every day.

The more thorough the testing process, the more confidence users will have in the CRM after launch.

How long should post-migration testing take?

The timeline depends on migration complexity. Smaller migrations may require a few days of validation, while larger migrations involving custom objects, integrations, and advanced automation can require several weeks of testing.

Who should participate in migration QA?

Migration QA should involve CRM administrators, sales teams, marketing teams, customer service teams, operations teams, and leadership stakeholders. Each group validates different aspects of the migrated environment.

What is user acceptance testing in a CRM migration?

User acceptance testing (UAT) is the process of having end users validate that HubSpot supports their daily workflows, reporting requirements, and business processes before the migration is formally approved.

What should I do if record counts don't match?

Start by identifying which records are missing or duplicated. Review import logs, migration rules, archived records, and deduplication activities before determining whether additional imports or corrections are required.

How much data should be tested after migration?

Validate a representative sample across different object types, owners, lifecycle stages, pipeline stages, and business scenarios. Testing only a small number of records can leave migration issues undiscovered.

Can migration issues be fixed after go-live?

Yes, but issues are generally easier and less expensive to resolve during the QA phase. The sooner discrepancies are identified, the lower the risk of impacting reporting, automation, and user adoption.