Mastering Custom Objects in Hubspot CRM

Custom objects in Hubspot allow you to model complex, business-specific data in your CRM and connect it to standard records like contacts, companies, deals, and tickets. This guide walks you through how to use custom objects effectively so your team can access, manage, and report on the data that matters most.

What Are Custom Objects in Hubspot?

A custom object is a flexible record type in your CRM that you define based on your business needs. Instead of trying to fit unique data into contacts or deals, you can create a separate object with its own properties, records, and associations.

Common examples include:

• Subscriptions, memberships, or contracts
• Projects, events, or locations
• Assets such as hardware, licenses, or equipment

Each custom object in Hubspot behaves similarly to standard objects: it has properties, records, pipelines (optionally), associations, and permissions.

Accessing Custom Object Records in Hubspot

Once a custom object is created in your account, you can view its records from the main navigation.

Steps to Open a Custom Object in Hubspot

1. In your Hubspot account, go to CRM in the main navigation.
2. Hover over or select Objects.
3. Click the name of your custom object (for example, Subscriptions or Projects).

You will be taken to the index page for that object, which looks similar to the contact or company index pages.

Working With Custom Object Index Views in Hubspot

The index view shows a table of your custom object records, along with their key properties and controls to manage how you see your data.

Available Actions on the Index Page

• Search: Use the search bar to find records by name or other key properties.
• Filters: Apply filter criteria to narrow the list to only the records you need.
• Columns: Choose which properties appear as columns in the table.
• Views: Save and reuse filtered views for different teams or use cases.
• Bulk actions: Select multiple records to edit, assign, or delete them in bulk.

These tools work for custom objects just as they do for standard objects in your Hubspot CRM, helping teams quickly access the right segment of data.

Viewing an Individual Custom Object Record in Hubspot

Clicking a record name opens its detailed view, where you can see properties and associated data.

Record Layout and Key Sections

On the left side of the record page, you will typically find:

• About section: Core properties such as name, ID, owner, and status.
• Custom properties: Any additional fields you have configured for this custom object.
• Actions menu: Options to clone, delete, or manage associations.

In the center panel, you will see the timeline of activities related to the record, such as logged notes, tasks, emails (if applicable), and other interactions.

The right panel focuses on associated CRM records and tools.

Managing Associations With Other Hubspot Records

Custom objects can be associated with standard objects and other custom objects, depending on how they were defined.

In the right panel, you can:

• View associated contacts, companies, deals, or tickets
• Add new associations manually
• Remove or edit existing associations

This structure allows you to represent complex relationships in Hubspot, such as a project tied to several companies and multiple deals.

Filtering Custom Object Records in Hubspot

Filtering helps you segment your custom object data for analysis, outreach, or operational workflows.

How to Filter Custom Objects

1. Open the custom object index page in Hubspot.
2. Click Add filter or use an existing filter bar.
3. Select a property, such as Status, Owner, or a custom field.
4. Choose your filter operator (for example, is, is not, contains).
5. Set the value and apply the filter.

You can stack multiple filters together to create precise segments, then save the combination as a reusable view.

Reporting on Custom Objects in Hubspot

Once your custom object data is in place, you can include it in custom reports and dashboards.

Using Custom Objects in Reports

• Build single-object reports focused solely on your custom object.
• Create cross-object reports combining data from your custom object and other Hubspot objects, such as deals or tickets.
• Use filters and breakdowns based on custom properties to analyze performance or usage patterns.

For detailed configuration steps, refer directly to Hubspot’s official documentation on custom objects at this support article.

Automation and Workflows With Custom Objects

Depending on your subscription, you can leverage workflows to automate processes involving custom objects.

Example Automation Use Cases

• Automatically create a custom object record based on a form submission.
• Update a custom object status when an associated deal moves to a specific stage.
• Send internal notifications when a key property on a custom object changes.

Automation helps ensure that critical custom object data in Hubspot stays current and that your team is alerted when important changes occur.

Best Practices for Structuring Custom Objects in Hubspot

Before creating or heavily using custom objects, take time to design how data should be modeled across your CRM.

Design Tips for Sustainable Data Models

• Start with your processes: Map your real-world workflow and identify entities that do not fit neatly into contacts, companies, or deals.
• Define ownership: Decide who owns each custom object record to keep accountability clear.
• Limit complexity: Avoid creating too many overlapping custom objects; keep your structure understandable for end users.
• Standardize naming: Use consistent names for objects, properties, and associations to make reports and views easy to interpret.

A thoughtful design will make it easier to maintain data quality in Hubspot and gain accurate insights from your reports.

Training Your Team to Use Custom Objects in Hubspot

Successful adoption depends on user understanding and consistent usage.

Key Training Topics

• Why the custom object was created and what business need it solves.
• How to find and filter custom object records.
• How and when to create or update records.
• How associations with other records work and why they matter.
• Which reports and dashboards rely on accurate custom object data.

Provide simple written playbooks or short training sessions so users understand where custom objects fit in their daily work inside Hubspot.

Where to Learn More About Hubspot Custom Objects

To go deeper into configuration steps, permissions, API setup, and technical limits, review the official product documentation directly from Hubspot at this link: How to use custom objects.

If you need strategic guidance on when and how to introduce custom objects alongside other CRM architecture work, consider working with a specialized Hubspot consulting partner like Consultevo, which focuses on CRM strategy, implementation, and optimization.

Conclusion: Making the Most of Custom Objects in Hubspot

Custom objects give you the flexibility to tailor your CRM around your real business processes, rather than forcing your processes to match default record types. By understanding how to access, view, filter, associate, and report on custom object records, you enable every team to see the context they need in one connected system.

Define your object structure carefully, train your users, and use reporting and automation to keep your data actionable. When used thoughtfully, custom objects can transform Hubspot from a standard CRM into a precise reflection of your unique business model.

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