Custom Objects in HubSpot let you capture data that is unique to your business. You can create segments, reports, campaigns, and workflows that combine CRM data with business-specific information like product usage or inventory.
Standard vs. Custom Objects
HubSpot includes four standard objects out of the box:
- Contacts — People in your database
- Companies — Organizations you work with
- Deals — Revenue opportunities
- Tickets — Customer support requests
There are also pre-built custom objects available through integrations:
- Payments — via HubSpot Payments
- Invoices — via accounting integrations
- Marketing Events — via Zoom, GoToWebinar, etc.
How to Create a Custom Object
- Navigate to Settings in your HubSpot account
- Go to Objects → Custom Objects
- Enter your object name and primary property
- Configure associations with other objects
Important: You cannot rename a custom object after it is created, so choose your name carefully.
What You Can Do with Custom Objects
Once created, custom objects support the full range of HubSpot features:
- Pipelines and stages — Track progress through custom workflows
- Workflows — Automate actions based on custom object properties
- Reports — Build custom reports via the Report Builder
- Associations — Connect custom objects to contacts, companies, deals, and other custom objects
- Website database — Use custom objects as a website database for dynamic content
- Programmatic emails — Include custom object data in automated emails
Industry Examples
Sales
Payments, Subscriptions, Invoices, Leads, Partners
Marketing
Webinar Registrations, Conversions, Campaign Assets
Customer Service
Projects, Issues, SLA Agreements
HR
Candidates, Open Positions, Interviews
Insurance
Policies, Beneficiaries, Claims
FinTech
Balances, Transactions, Accounts
Logistics
Lanes, Transport Lines, Shipments
Need help setting up Custom Objects in your HubSpot portal? Get in touch with our team.