How to Set Up a Custom Object in HubSpot

HubSpot’s default objects (Contacts, Companies, Deals, and Tickets) cover a wide range of business needs, but sometimes they aren’t enough. If your organization needs to track data or processes unique to your business, Custom Objects are the perfect solution. Custom objects allow you to create tailored data structures that integrate seamlessly into your HubSpot workflows.

In this blog, we’ll walk you through the steps to set up a custom object in HubSpot, from defining its purpose to making it functional.

What Are Custom Objects?

Custom objects in HubSpot are user-defined objects that extend the CRM’s functionality. They allow you to store and manage data that doesn’t fit into the standard objects. Examples include:

• Subscriptions

• Events

• Products

• Real estate properties

• Projects

Custom objects can be linked to standard objects and other custom objects, enabling robust data management and reporting.

Step 1: Define Your Custom Object

Before creating a custom object, it’s essential to understand:

• What data you need to track: Identify the fields and data types required.

• How it connects to existing objects: Determine if relationships with Contacts, Companies, Deals, or other objects are necessary.

• What your workflows will look like: Plan how this object will fit into your HubSpot processes.

Step 2: Access the Custom Object Tool

To create a custom object, you’ll need Super Admin permissions and access to an account with Enterprise HubSpot features.

1. Log in to your HubSpot account.

2. Navigate to Settings by clicking the gear icon in the top-right corner.

3. In the left sidebar, go to Data Management > Objects > Custom Objects.

Step 3: Create the Custom Object

1. Click the “Create a Custom Object” Button: This will open the setup wizard.

2. Define Basic Settings:

• Plural and Singular Names: For example, if you’re creating a “Subscription” object, the plural name would be “Subscriptions.”

• Primary Display Property: Choose the property that will serve as the main identifier (e.g., Subscription Name or Project Title).

• Object Icon: Select an icon to visually represent your object in the CRM.

Step 4: Add Properties

Just like default objects, custom objects need properties to store data.

1. Create Properties: Define fields for your object (e.g., text fields, dropdowns, dates).

2. Group Properties: Organize them into relevant categories for easier management.

3. Customize Field Types: Choose appropriate data types for each property (e.g., Single-line text, Number, or Checkbox).

Step 5: Configure Associations

Custom objects can be associated with standard objects or other custom objects. Define these relationships to link your custom object data to:

• Contacts

• Companies

• Deals

• Tickets

For example, a “Project” custom object might need to associate with “Contacts” to track the stakeholders involved.

Step 6: Import Data (Optional)

If you already have data for your custom object, import it into HubSpot:

1. Go to Import under the Data Management menu.

2. Upload your data file (CSV format).

3. Map the columns in your file to the custom object’s properties.

Step 7: Use Custom Objects in Workflows, Reports, and More

Once your custom object is set up, you can:

• Automate Workflows: Create workflows that trigger based on your custom object’s data.

• Build Dashboards: Generate reports that include data from your custom object.

• Create Custom Views: Filter and segment custom object records based on their properties.

• Embed in Forms: Use custom object properties in forms to collect data.

Examples of Custom Objects in Action

• Event Management: Track event details, attendees, and associated deals.

• Subscription Tracking: Manage subscription plans, renewal dates, and associated customers.

• Inventory Management: Monitor stock levels, product details, and supplier information.

Pro Tips for Setting Up Custom Objects

• Plan Before You Build: Outline your object’s structure and purpose to avoid rework.

• Limit Unnecessary Properties: Keep it streamlined for usability and data clarity.

• Train Your Team: Ensure all users understand the custom object and how to use it effectively.

• Test Thoroughly: Create sample records and test workflows and reports before full implementation.

Custom objects unlock powerful opportunities to tailor HubSpot to your specific business needs. By leveraging this feature, you can streamline your operations, improve data management, and enhance reporting capabilities.