Understanding Hubspot CRM Objects and Records
Hubspot organizes all of your CRM data into structured objects so you can track every interaction across the customer lifecycle. By learning how objects, records, and associations work, you can manage contacts, companies, deals, tickets, and custom data with confidence.
This guide explains how standard and custom objects behave, what a record is, and how different objects relate to each other in your Hubspot account.
What are CRM objects in Hubspot?
In Hubspot, an object is a container for a specific kind of business data. Each object represents a type of relationship you want to track, such as people, organizations, transactions, or support requests.
Every object has:
- Records, which are the individual entries stored in the object
- Properties, which are the fields that store information about each record
- Associations, which connect records from different objects
Hubspot CRM comes with several standard objects and also supports custom objects in eligible subscriptions.
Standard Hubspot objects
The core CRM is built around a set of standard objects. These are created for you and cover most everyday sales, marketing, and service needs.
Contacts object in Hubspot
The contacts object stores information about individual people you interact with. A contact record might represent a lead, customer, partner, or any other person related to your business.
Typical properties stored on a contact record include:
- Email address
- First and last name
- Phone number
- Lifecycle stage
- Opt-in status and subscription preferences
Companies object
The companies object represents organizations you work with. This may include clients, vendors, or partner companies.
Example company properties are:
- Company name
- Domain name
- Industry
- Number of employees
- Annual revenue
Hubspot can automatically associate contacts with companies based on email domain, helping you keep account-based data organized.
Deals object
The deals object tracks revenue opportunities moving through your pipeline. A deal record represents a potential sale that your team is working to close.
Typical deal properties include:
- Deal name
- Deal stage
- Pipeline
- Amount
- Close date
Deals are usually associated with contacts and companies so you can see the full context of each opportunity.
Tickets object
The tickets object is used for customer service and support. Each ticket record represents an issue, request, or inquiry that your team needs to resolve.
Standard ticket properties include:
- Ticket name
- Pipeline and ticket status
- Priority
- Source channel
- Owner
By linking tickets to contacts and companies, Hubspot lets you see service history alongside sales and marketing interactions.
Custom objects in Hubspot
For advanced setups, Hubspot supports custom objects on compatible plans. Custom objects let you model data that does not fit into the standard structure.
Examples of custom objects might include:
- Subscriptions or memberships
- Projects or engagements
- Locations or assets
- Events or registrations
Each custom object has its own records, properties, and associations, just like the standard objects.
What is a record in Hubspot?
A record is a single entry inside an object. When you add a new contact, company, deal, ticket, or custom item, you are creating a record in the relevant object.
Every record includes:
- Core property values, such as email or deal stage
- A timeline of activities, such as emails, calls, meetings, and form submissions
- Associations to records in other objects
- Tools and actions specific to that object, such as creating tasks or logging notes
Because each record in Hubspot has its own activity history, you can see a complete storyline of interactions for that contact, company, or transaction.
Properties: the fields in each Hubspot object
Properties are the individual fields that store data in a record. Every object comes with default properties, and you can add custom properties to capture additional details.
Examples of property types include:
- Single-line text
- Dropdown select
- Number
- Date picker
- Checkbox
Configuring properties carefully ensures your Hubspot CRM remains clean, searchable, and easy for reporting.
Associations between Hubspot objects
Associations define how records from different objects relate to each other. They let you see connected data in one place and create more powerful segments and reports.
Common examples of associations include:
- Contacts associated with companies
- Deals associated with contacts and companies
- Tickets associated with contacts and companies
- Custom objects associated with any standard object
Within a record, the Associations section shows linked records and lets you add or remove relationships. Hubspot also supports association labels, so you can describe the role each record plays, such as decision-maker or billing contact.
How activity timelines work in Hubspot records
Each record contains a timeline that logs interactions and CRM activities. This gives your team a single view of everything that has happened with that contact, company, deal, or ticket.
Activities that can appear on a record timeline include:
- Marketing emails and email engagement
- Sales emails and replies
- Calls and call outcomes
- Meetings and notes
- Form submissions and page views
- Workflow enrollments and automation events
You can filter the timeline to focus on specific activity types or users, helping you quickly review relevant history in Hubspot.
Using Hubspot objects across your tools
Objects and records are shared across sales, marketing, and service tools. When you work with any tool, you are really manipulating underlying CRM data.
Here are some ways different teams use the same objects:
- Marketing segments contacts by property values and associations to send targeted campaigns.
- Sales teams work deals and reference associated contacts, companies, and activities.
- Service teams use tickets while viewing the complete contact and company history.
- Operations teams design custom objects and properties to match internal processes.
Because of this unified structure, updates from one team are instantly available to everyone else using Hubspot.
Best practices for managing Hubspot objects
To keep your CRM accurate and scalable, follow a few simple guidelines.
Standardize properties and naming
Before adding many new custom properties, review the existing library in Hubspot and align on naming conventions. This reduces duplicates and makes reporting easier.
Use associations consistently
Review association rules, such as auto-associating contacts to companies, and adjust your settings to match your sales and account structure.
Regularly clean records
Schedule periodic reviews to merge duplicates, fill in missing data, and archive outdated records. Healthy records make every Hubspot tool more effective.
Where to learn more about Hubspot objects
For a deeper technical reference on objects, records, and associations, you can review the official documentation at this Hubspot knowledge base article.
If you need strategic help designing a CRM architecture, you can also work with specialists such as Consultevo to optimize your setup and integrations.
By understanding how objects, records, properties, and associations function together, you can configure Hubspot to reflect your real-world processes and equip every team with reliable, actionable data.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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