How to Convert Salesforce JSON Exports to CSV for Excel Analysis

Salesforce, HubSpot, Pipedrive, and most CRMs can export data as JSON — either through direct API calls, Apex queries, or built-in export features. The problem is that JSON is hard to work with in Excel or Google Sheets. You need CSV.

This guide shows how to convert CRM JSON exports to clean, analysis-ready CSV without writing a script or setting up an integration.

Where Salesforce and CRM JSON Data Comes From

JSON shows up in CRM work in several common scenarios:

• Salesforce REST API responses: Querying the Salesforce API (SOQL via /query endpoint) returns JSON. Developers and admins often need to share this data with non-technical teammates.
• Data Export / Data Loader: Salesforce Data Loader can export in CSV, but some third-party connectors and middleware (Zapier, Make, Workato) deliver records as JSON.
• HubSpot export: HubSpot's API returns contact, deal, and company data as JSON. The native export is CSV, but API integrations often produce JSON files.
• Pipedrive webhook payloads: Pipedrive sends deal and contact updates as JSON via webhooks, which sometimes need to be captured and analyzed.
• Custom report tools: Embedded analytics and BI connectors often pass CRM data through as JSON before it reaches a spreadsheet.

Converting a Salesforce API Response to CSV

A typical Salesforce REST API response looks like this:

{
  "totalSize": 3,
  "done": true,
  "records": [
    { "Id": "0011a000...", "Name": "Acme Corp", "AnnualRevenue": 500000, "Type": "Customer" },
    { "Id": "0011a001...", "Name": "Beta LLC", "AnnualRevenue": 120000, "Type": "Prospect" }
  ]
}

To convert this to CSV:

1. Copy the full JSON response
2. Paste it into the converter on this page
3. The tool will detect the nested records array automatically and use it as the data source
4. Download the CSV — each record becomes a row, each field a column

If the tool returns a single row (because it treated the outer object as one record), manually extract just the records array: copy everything between the outer brackets [...] and paste that instead.

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Handling Nested Fields Like Account Objects and Related Records

CRM JSON often has nested objects. For example, a Salesforce Opportunity might include:

{
  "Name": "Q2 Deal",
  "Amount": 45000,
  "Account": { "Id": "001...", "Name": "Acme Corp" },
  "CloseDate": "2026-06-30"
}

The converter uses dot notation to flatten nested objects. The Account.Name field becomes a column header Account.Name in the CSV output. This makes nested CRM data readable in Excel without any preprocessing.

For deeply nested structures (Salesforce relationship queries with multiple joins), you may want to flatten one level at a time — convert the top-level array, then handle sub-arrays separately if needed.

Fields to watch for in Salesforce exports:

• attributes — a metadata object Salesforce adds to every record. It will appear as attributes.type and attributes.url columns in your CSV. Delete these columns in Excel after exporting if you do not need them.
• Null values — the converter outputs empty cells for null fields, which is the correct behavior for Excel.

Converting HubSpot and Pipedrive JSON to CSV

HubSpot: HubSpot API responses wrap records in a results array:

{ "results": [ { "id": "1", "properties": { "email": "[email protected]", "firstname": "Jane" } } ] }

Paste the full response — the converter will detect the results array. Note that HubSpot nests contact properties inside a properties object, so your CSV columns will be named properties.email, properties.firstname, etc. These are easy to rename in Excel or Sheets.

Pipedrive: Pipedrive API responses use a data key for the records array. Same approach — paste the full response, let the converter flatten it.

For bulk exports (thousands of records), the browser tool handles large JSON files comfortably. Paste the entire payload and convert.

When to Use a Proper ETL Integration Instead

The browser converter is the right tool when:

• You are doing a one-time or occasional export
• You have a JSON file or API response and need CSV in the next 30 seconds
• You do not want to write a script or set up an integration

A proper ETL (Zapier, Make, Fivetran, or a custom script) makes more sense when:

• You need to sync CRM data to a spreadsheet on a recurring schedule
• You are pulling more than a few hundred records regularly
• You need transformation logic beyond simple flattening (field mapping, calculated columns, deduplication)

For ad hoc analysis — a sales report, a deal pipeline snapshot, a contact list for a campaign — the browser converter is faster than anything else.

Frequently Asked Questions

Does this work with Salesforce Data Loader exports?

Salesforce Data Loader exports CSV directly, so you would not normally need to convert. This tool is most useful for Salesforce REST API responses or JSON files produced by middleware tools like Zapier or Make.

My Salesforce JSON has an "attributes" field on every record. How do I remove it?

The converter will include attributes.type and attributes.url as columns. Just delete those columns in Excel or Google Sheets after downloading the CSV.

Can this handle 10,000 CRM records at once?

Yes — the conversion runs in your browser and handles large JSON files. For very large exports (50,000+ records), paste time may be slow, but the conversion itself will complete.

Is my CRM data safe to paste into this tool?

The tool runs entirely in your browser — nothing is sent to any server. CRM data including contact details and deal amounts stays on your device only.