If you aren’t a developer and don’t know what “serialization” is, this article will probably be over your head.
Developers, read on…
In very rare cases, some themes store multiple data points in a single field. Themes shouldn’t do this. It’s not nice, and the practice is generally frowned upon. But, some do. These fields are often called “serialized” fields.
You can either use the serialization feature in WP All Import to import the key and value pairs, or you can use a custom PHP function to return the value in the proper format needed by your theme or plugin.
The Serialize feature generates an array with the key => value pairs you specify, and then returns the serialize()’d value of the array.