Using Merge Fields in GoHighLevel

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How to Use Merge Fields and Custom Values in GoHighLevel

If you have used ClickUp or other automation tools, you already know the power of dynamic data. In GoHighLevel, merge fields and custom values let you automatically pull contact, location, and system details into emails, SMS, funnels, and more, so every message feels personal without manual typing.

This step-by-step guide explains what merge fields are, how GoHighLevel custom values work, and exactly how to insert and manage them across your account.

What Are Merge Fields in GoHighLevel?

Merge fields in GoHighLevel are dynamic placeholders that automatically pull data from your account, such as a contact’s name, phone number, or your business details. When the message is sent or the page is rendered, the merge field is replaced by real data.

Typical uses include:

  • Personalizing emails and SMS with the contact’s first name
  • Displaying business information across all funnels and websites
  • Adding appointment or calendar details to reminders
  • Showing user or agency information in notifications

These merge fields are often displayed as variables like {{contact.first_name}} or {{location.name}}, depending on what kind of data you want to insert.

Understanding Custom Values in GoHighLevel

Custom values in GoHighLevel (also called custom variables) are reusable placeholders that you define. Instead of updating the same piece of information in many places, you store it once as a custom value and reuse it everywhere.

Examples of information suitable for custom values include:

  • Business address and phone number
  • Support email or helpdesk links
  • Social media URLs
  • Legal text like disclaimers or terms links

When you update the custom value, every email, SMS, funnel page, or website section using that value automatically updates too.

Types of Merge Fields Available in GoHighLevel

GoHighLevel groups merge fields into several categories so you can easily find the data you need.

Contact Merge Fields in GoHighLevel

Contact merge fields pull data from individual records in your contacts list. You can use them in:

  • Emails and email templates
  • SMS and call templates
  • Funnels and websites
  • Workflows and automations

Common contact merge fields include:

  • First name, last name, full name
  • Email address
  • Phone number
  • Company name
  • Custom contact fields defined in your account

Location Merge Fields in GoHighLevel

Location merge fields insert information from your sub-account (location). This is useful when you run multiple locations or brands inside one agency account.

Typical location data you can insert:

  • Business name
  • Main phone number
  • Address and city
  • Website URL
  • Time zone and other location-specific settings

Appointment and Calendar Merge Fields

Appointment-related merge fields are used in reminders and follow-ups. They can be inserted into:

  • Appointment confirmation emails
  • SMS reminders and rescheduling messages
  • Workflow actions triggered by bookings

These merge fields can display:

  • Appointment date and time
  • Calendar name
  • Meeting location or link
  • Assigned user or staff member

User and Agency Merge Fields

Some merge fields reference users (team members) or the overarching agency account. These are helpful for internal notifications or multi-location setups.

For example, you can insert:

  • User name and email in notification templates
  • Agency name in internal system messages

Where You Can Use Merge Fields in GoHighLevel

GoHighLevel lets you use merge fields and custom values in many parts of the platform. The exact list can change as features are updated, but typical areas include:

  • Email builder and email templates
  • SMS and call templates
  • Funnels and websites (text elements, buttons, and some form fields)
  • Workflow messages and internal notifications
  • Forms and surveys (for displaying data after submission)

Each of these builders usually includes a custom values or merge fields dropdown so you can insert variables without typing them manually.

How to Insert Merge Fields in GoHighLevel

Follow these general steps to insert a merge field or custom value in most builders inside GoHighLevel.

Step 1: Open the Relevant Builder

Depending on what you are creating, open the right section:

  • For emails: Go to Marketing > Emails or the email builder in a workflow.
  • For SMS: Open the SMS template or workflow message.
  • For funnels or websites: Open Sites > Funnels or Websites, then edit the page.

Step 2: Place Your Cursor Where You Want the Data

Click into the text editor or content block where you want the dynamic information to appear. This can be a paragraph, button text, or heading, depending on the builder.

Step 3: Choose the Merge Field or Custom Value

Look for a button or dropdown labeled:

  • Custom Values
  • Merge Fields
  • Or similar wording in the editor toolbar

From the menu that appears, select the desired category, such as:

  • Contact
  • Location
  • Appointment
  • User or agency
  • Custom values you have created

Click the specific variable you want, and the system will insert something like {{contact.first_name}} directly into your content.

Step 4: Save and Test

After inserting your merge fields:

  1. Save the email, SMS, funnel page, or website.
  2. Send yourself a test email or SMS, or use a test contact in a workflow.
  3. Verify that the placeholders are replaced by the correct real data.

If you see the raw variable instead of the real value, check that the test contact or record has data in the corresponding field.

How to Create and Manage Custom Values in GoHighLevel

Beyond the built-in merge fields, you can set up your own reusable custom values in GoHighLevel for maximum consistency.

Step 1: Navigate to Custom Values

In your sub-account (location), open the settings area where custom values are managed. Look for a section labeled Custom Values or similar terminology. This is where you can create, edit, or remove variables.

Step 2: Add a New Custom Value

To create a new custom value:

  1. Click the button to add or create a new custom value.
  2. Give it a clear, descriptive name so you can recognize it later.
  3. Enter the value, such as your business address, legal disclaimer, or support link.
  4. Save the new custom value.

Once saved, this custom value becomes available in the Custom Values dropdown across supported areas of your GoHighLevel account.

Step 3: Insert Custom Values into Assets

To use your custom values:

  1. Open the email, SMS, funnel, website, or workflow message.
  2. Click into the text area where you want the value.
  3. Open the Custom Values or merge field menu.
  4. Choose your newly created custom value from the list.

The system will insert a placeholder variable. When the asset is live, every instance of that placeholder will show the actual stored value.

Step 4: Edit Existing Custom Values

When any detail changes (like address, phone number, or disclaimer text):

  1. Return to the Custom Values settings page.
  2. Select the custom value you want to update.
  3. Change the stored text or data and save.

Every email, funnel, website, or message using that custom value updates automatically, eliminating the need to edit each asset one by one.

Best Practices for Using GoHighLevel Merge Fields

To avoid mistakes and keep your automations reliable, follow these best practices:

  • Always test with real or sample data before going live.
  • Ensure required fields are filled for contacts, locations, and appointments.
  • Use descriptive names for custom values to keep your lists organized.
  • Avoid hard-coding details like addresses or links when a custom value could be used.
  • Use location-level custom values when managing multiple brands or branches.

More Resources for GoHighLevel Users

For deeper reference on every available merge field and custom value type, review the official documentation here: GoHighLevel merge fields and custom variables overview.

If you need expert help implementing automation, funnels, or SEO-friendly content strategies around your GoHighLevel setup, you can learn more at Consultevo.

By combining well-structured merge fields with carefully planned custom values, you can scale personalized communication across email, SMS, and web assets while keeping management simple and consistent inside your GoHighLevel account.

Need Help With ClickUp?

If you want expert help building, automating, or scaling your GHL , work with ConsultEvo — trusted GoHighLevel Partners.

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