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Conversion maintains a mapping layer that connects Salesforce fields to Conversion fields. This page explains how these mappings work, what’s configured by default, and how custom fields are handled.

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How Field Mappings Work

Field mappings define the relationship between two concepts:

Salesforce Fields

Fields on Salesforce objects (Leads, Contacts, Accounts) that Conversion reads from and writes to.

Conversion Fields

The fields stored on Conversion Contacts and Companies.
A mapping connects one or more Salesforce fields to a single Conversion field. For example, the first_name field in Conversion is mapped to both FirstName on Salesforce Leads and FirstName on Salesforce Contacts.
Field mappings control which fields sync. Sync modes control how they sync (direction and conflict resolution).

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Object-Level Mapping

Conversion tracks which Salesforce objects each field is connected to. This determines where data can flow.

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Contact Field Mappings

The job_title field in Conversion is mapped to:
  • Title on Salesforce Leads
  • Title on Salesforce Contacts
When a Lead syncs in, the Title value populates job_title. When that Lead converts to a Contact in Salesforce, the Contact’s Title continues syncing to the same job_title field.When Conversion writes back changes to job_title, it updates the appropriate Salesforce object based on whether the contact is currently linked to a Lead or Contact.

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Company Field Mappings

The industry field in Conversion is mapped to:
  • Industry on Salesforce Leads
  • Industry on Salesforce Accounts
When a Lead syncs in, the Industry value populates the company’s industry field. When a Contact syncs in with an associated Account, the Account’s Industry syncs to the same field.This unified mapping means company data stays consistent regardless of whether it originated from a Lead or an Account. When Conversion writes back changes, it updates the appropriate Salesforce object based on the company’s current associations.

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Default Mappings

Conversion ships with a set of default mappings that connect standard Salesforce fields to Conversion fields. These mappings are pre-configured and cannot be removed.
While you cannot remove default mappings, you can still configure the sync mode for most fields to control how data flows.

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Default Contact Field Mappings

These mappings connect Salesforce Lead and Contact fields to Conversion contact fields.

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Lead → Contact Field Mappings

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Contact → Contact Field Mappings

Notice that Salesforce Leads use City, State, etc., while Contacts use MailingCity, MailingState, etc. Conversion handles this automatically – both map to the same fields.

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Default Company Field Mappings

These mappings connect Salesforce Lead (company fields) and Account fields to Conversion Company fields.

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Lead → Company Field Mappings

When syncing Leads, certain fields represent company-level data rather than person-level data. These map to Company fields.

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Account → Company Field Mappings

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Custom Fields

Beyond the default mappings above, you can sync custom Salesforce fields to Conversion. Custom fields aren’t imported automatically — each field must be created in Salesforce, created in Conversion, and then mapped explicitly. This gives you full control over which Salesforce fields enter your Conversion instance.

Custom Fields Guide

Learn how to add custom fields to your sync, step by step.