How to Set Association Limits in Hubspot

Managing record relationships in Hubspot is much easier when you control how many records can be associated with each other. By setting association limits, you keep your CRM clean, prevent cluttered timelines, and guide users toward the right data structure.

This guide walks you through what association limits are, when to use them, and exactly how to configure them in your portal based on the official documentation.

What Are Association Limits in Hubspot?

Association limits define how many records of one object type can be linked to another object type in Hubspot. These limits apply to both standard objects and custom objects.

For example, you might want to control how many deals can be associated with a single company, or how many contacts can be associated with a custom object.

Key concepts for Hubspot association rules

• Object pair: The two object types you are linking, such as contact–company or deal–ticket.
• Association type: The named relationship between the objects, such as “Primary company” or a custom label.
• Limit: The maximum number of associated records allowed for that object pair and association type.

These limits apply to all ways records can be linked together, including manual associations, imports, and automated processes.

Why Use Association Limits in Hubspot?

Setting thoughtful limits inside Hubspot helps keep your CRM organised and usable at scale, especially when many teams touch the same data.

Benefits of Hubspot association limits

• Cleaner records: Prevent hundreds of deals or tickets from piling up on a single company or contact.
• Better reporting: More reliable data structures improve attribution, lifecycle reporting, and forecasting.
• Safer automation: Stop flawed workflows from creating endless related records.
• Guided user behaviour: Nudge sales, service, and marketing users toward the correct relationship model.

Requirements and Permissions

Before you set limits, confirm you have the right subscription level and user rights for your Hubspot account.

Access you need in Hubspot

• Administrator-level settings access (or equivalent custom permission set).
• Access to Object settings for the objects where you want to configure limits.

If you cannot see association limit options, contact your Hubspot admin to adjust permissions.

How to Configure Association Limits in Hubspot

Follow these steps to create or edit association limits between objects in your CRM.

Step 1: Open object settings in Hubspot

1. Log in to your Hubspot account.
2. Click the settings icon in the main navigation.
3. In the left sidebar menu, go to Objects and select the object you want to configure, such as Contacts, Companies, Deals, or a custom object.

Step 2: Go to association settings

1. Within that object’s settings, locate the Associations or Record associations section.
2. Look for a tab or subsection that manages association configuration and limits.

At this stage, you will see association types and existing configuration between your chosen object and other objects inside Hubspot.

Step 3: Choose the object pair

1. Select the object pair for which you want to set a limit. For example, you might configure:

• Contacts ↔ Companies
• Companies ↔ Deals
• Deals ↔ Tickets
• Standard object ↔ Custom object

The chosen pair determines which direction your association limit will apply to.

Step 4: Define the association limit

1. Find the association type you wish to control. This may be a default association label or a custom label you previously created.
2. Enter the maximum number of allowed associated records for this pair and association type.
3. Save or apply your changes.

Once saved, Hubspot will enforce this limit whenever users or automation try to create new associations of that type for the selected object pair.

How Limits Behave in Everyday Hubspot Use

After you set limits, they affect several touchpoints in the CRM.

Manual and automated associations

• Manual association: When a user attempts to add another associated record from the record sidebar or association panel, Hubspot will block the action once the limit is reached.
• Imports: Files that try to create too many related records via association columns will only create associations up to the defined limit.
• Workflows and automation: Automated steps that add associations will respect the same limit and stop additional links beyond the cap.

Editing or removing existing limits in Hubspot

You can return to the same association settings screen at any time to adjust or remove a limit:

1. Open the object’s settings and go to Associations.
2. Select the same object pair and association type.
3. Edit the number or clear the limit, then save.

Changing the limit affects new associations going forward; it does not retroactively remove existing links in Hubspot.

Best Practices for Association Design in Hubspot

Careful planning will help you avoid conflicts and confusing relationships for your teams.

Recommended patterns for Hubspot associations

• Company-centric model: Limit how many primary companies a contact can have, while allowing more freedom for related activities and deals.
• Deal hygiene: Cap how many open deals can be tied to a single company or contact to maintain pipeline clarity.
• Custom objects: Use limits to keep custom objects focused, such as restricting how many subscriptions or assets can attach to a contact.

Review limits periodically as your Hubspot implementation scales and more teams build automations around your objects.

Where to Learn More

For additional technical detail and the most up-to-date interface changes, refer to the official article on setting association limits directly from the provider: Set limits for record associations.

If you need broader CRM strategy support, implementation help, or advanced optimisation around your Hubspot setup, you can explore consulting resources at Consultevo.

Summary

Association limits in Hubspot give you precise control over how records relate to each other, improving data quality, user experience, and automation reliability. By choosing the right object pairs, defining sensible caps, and periodically reviewing your configuration, you can keep your CRM structured and scalable for every team that depends on it.