Mastering Custom Objects in Hubspot CRM

Custom objects in Hubspot let you model data that goes beyond standard contacts, companies, deals, and tickets. By defining your own records, properties, and relationships, you can align the CRM with your exact business processes and reporting needs.

This guide explains how to create, configure, and use custom objects based strictly on the official Hubspot documentation, so you can extend your CRM safely and effectively.

What Are Custom Objects in Hubspot?

A custom object is a fully featured record type you design yourself. Each custom object can have:

• Its own set of properties
• Unique views and filters
• Associations with other records
• Automation, workflows, and reports

Typical examples include subscriptions, warranties, projects, shipments, or any data you track that does not fit the standard CRM objects.

Requirements Before Creating a Hubspot Custom Object

Before you add a custom object in Hubspot, confirm that:

• Your subscription supports custom objects.
• You have super admin or equivalent permissions.
• You have a clear use case and naming convention.

Plan the object structure first so that properties, pipelines, and associations are easy for teams to understand and adopt.

How to Create a Custom Object in Hubspot

Follow these steps to define a new custom object using the CRM interface.

Step 1: Navigate to Object Settings in Hubspot

1. Sign in to your portal.
2. In the main navigation bar, go to Settings.
3. In the left sidebar, open the Objects section.
4. Select Custom Objects to access configuration tools.

This area is where you manage all existing custom objects, properties, and object-level options inside Hubspot.

Step 2: Start the Custom Object Creation Wizard

1. Click Create custom object.
2. Choose whether to start from a template (if available) or build a new object from scratch.
3. Review the on-screen description to confirm it matches your use case.

The creation wizard guides you through the basic parameters your new record type needs.

Step 3: Define the Custom Object Basics

In this step, specify core details for your new object in Hubspot:

• Singular label: how a single record is named (for example, “Subscription”).
• Plural label: how lists of records are named (for example, “Subscriptions”).
• Primary display property: the main field used as the record title in the CRM.
• Primary key property: a unique identifier that prevents duplicate records.

Be precise with labels because they appear across tools, filters, and reports.

Step 4: Configure Custom Object Properties

Properties define the specific data fields stored on each record. When setting up properties in Hubspot, you will typically:

1. Create mandatory fields such as IDs, names, or status.
2. Add descriptive fields like notes, type, or category.
3. Determine property field types (text, number, date, dropdown, etc.).
4. Set visibility rules and whether properties are required on creation forms.

Thoughtful property design ensures the custom object remains consistent and useful for reporting.

Managing Custom Object Associations in Hubspot

Associations connect your custom object to other CRM records so that data is searchable and reportable in context.

Supported Association Types

From the custom object settings, you can define associations to standard and other custom objects, such as:

• Contacts
• Companies
• Deals
• Tickets
• Additional custom objects

Each association can have its own label and rules inside Hubspot, making it easy for teams to understand how records relate.

Configuring Association Options

When configuring associations, consider:

• Direction of the relationship (one-to-many or many-to-many).
• Labels that describe the link (for example, “Has subscription” or “Belongs to project”).
• How you want associations to appear on record sidebars.

Well-structured associations help sales, service, and operations teams see the full history of a relationship at a glance.

Editing and Deleting Hubspot Custom Objects

After you create a custom object, you may need to adjust it over time.

How to Edit Custom Object Settings

1. Go to Settings > Objects > Custom Objects.
2. Select the custom object you want to update.
3. Modify labels, display options, or properties as needed.
4. Save your changes to apply them across Hubspot tools.

Some fundamental attributes, such as the primary key, may be locked after creation, so review them carefully before finalizing the object.

Deleting a Custom Object Safely

Removing a custom object has a permanent impact, because all associated records and their data are deleted from Hubspot.

1. Open the custom object settings page.
2. Confirm there are no critical automations or reports still relying on the object.
3. Follow the prompts to delete the object.
4. Type the object name if prompted to confirm deletion.

Always export your records and confirm dependencies before proceeding with deletion.

Using Custom Objects Across Hubspot Tools

Once configured, your custom object becomes available across many CRM features.

Listing and Filtering Custom Object Records

You can view records for a custom object from its index page, similar to contacts or deals:

• Use filters based on custom properties.
• Save views for specific teams or workflows.
• Sort records by important fields such as dates or statuses.

This makes it easy to manage even large volumes of custom data in Hubspot.

Automation and Workflows with Custom Objects

Depending on your subscription, custom objects can be used in workflows and automation:

• Trigger workflows when a custom object record is created or updated.
• Enroll associated contacts or companies based on conditions.
• Update properties or send notifications when key fields change.

Automating around your custom data helps you create tailored processes that match your business.

Reporting on Custom Objects in Hubspot

Custom objects can often be included in:

• Single-object reports focused on your new record type.
• Cross-object reports that combine standard and custom data.
• Dashboards that track performance and volume metrics.

By surfacing insights from your unique data model, you can make better decisions and refine your CRM strategy.

Best Practices for Scaling Custom Objects in Hubspot

To keep your setup sustainable over time, follow these recommendations:

• Document your model: Record labels, properties, and relationships in a shared document.
• Limit complexity: Only create custom objects that deliver clear, measurable value.
• Name consistently: Use recognizable, user-friendly language in all fields.
• Review regularly: Audit usage, reports, and workflows to retire unused elements.

Teams can also partner with experienced consultants to design scalable data structures that align with revenue operations and lifecycle stages.

Helpful Resources for Hubspot Custom Objects

For the full official reference, see the platform documentation here: Hubspot custom objects documentation. If you need strategic guidance on data architecture, automation, or integrations, you can also work with a specialist agency such as Consultevo to optimize your CRM implementation.

By designing clear structures, using thoughtful properties, and integrating custom records across tools, you can unlock the full power of custom objects and create a tailored system that grows with your organization.

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