HubSpot Custom Objects Explained: A Step-by-Step Guide

What are custom objects in Hubspot?

Hubspot’s standard objects, such as contacts, companies, and deals, cover the basics of what you’d expect from a CRM. However, many sales teams need more advanced data to track and manage their sales processes. That’s where custom objects come in.

Think of custom objects like empty boxes you can fill with any type of data that’s important to your business. If standard objects are like pre-fabricated pieces of furniture, custom objects are like raw materials you can shape to fit your exact needs.

To create a custom object in HubSpot, you can manage legal cases for law firms, associate service providers in community marketplaces, and track event attendees. This flexibility allows you to define schema, properties, and associations tailored to your business needs.

Defining a clear object schema is key to making custom objects work for you. A schema includes the object name, properties, and associations. Custom objects are perfect for complex sales processes or tracking industry-specific data.

When are HubSpot custom objects necessary?

Before setting up custom objects, it's important to determine if they're really necessary. Here are a couple examples:

A software company sells to large enterprises and implements their product in different divisions of each customer. Should you track implementation details on the deal record? If so, your deal record is going to get cluttered with notes and data that isn't relevant to the sales process. You might also be maintaining separate spreadsheets to track implementation progress.

Or, do you track product-specific information across multiple deals? Do you have a bunch of custom properties on the deal record to capture info like target customer segments, sales campaigns, and content? Custom objects can help you organize this info in a structured and reportable way.

Prerequisites to setting up custom objects

Setting up custom objects requires specific permissions in HubSpot. You'll need to have Enterprise tier access and the custom objects feature enabled, as well as be a super admin in your HubSpot portal.

How to set up custom objects

You can set up a new custom object in your HubSpot settings. To get started, go to Settings, then click on Data Management, and select Objects. This is where you’ll create and manage your new custom objects to meet specific business needs.

The name you give your object is permanent, so choose it carefully! Make it descriptive enough to be obvious, but not so long that it becomes cumbersome.

You can also add an optional description when creating your object. This isn’t required, but a good description will help your teammates and other admins understand what the object is for and how it should be used. It’s like documentation that will help others down the road.

How to set up custom object properties

When setting up properties for your custom object, it's important to plan ahead! Your primary property is the most important one, as it's what will be used to identify records in the object across HubSpot's interface. When choosing your primary display property, think about what information would help your users quickly find specific records.

HubSpot has a range of property types to fit your specific needs. A single-line text property is perfect for short identifiers or reference numbers, while multi-line text properties give you lots of room for notes. Date properties help you track timelines and milestones, dropdown select properties ensure consistency by limiting users to a set of options you define, and number properties are great for quantitative data.

How to associate custom objects with other data in HubSpot

Custom objects are powerful because of their relationships to other data in HubSpot. You can associate your custom object with standard objects like contacts, companies, and deals. These associations let you tie your custom object data to the rest of your HubSpot data, and reflect how your business really works.

When setting up associations, think about how information flows through your business. Are your training sessions tied to companies or specific contacts? Associating your training sessions with both company and contact records would let you track training completion rates at the company and individual levels.

How to manage custom object records

Once you have your custom object set up, creating and managing custom object records becomes part of your regular workflow. You can create custom objects records a few different ways in HubSpot. The simplest way is through the HubSpot interface. Just head to your custom object page and click the Create button, just like you would for a contact or deal record. To create a new custom object record, you need to define an object schema, including required properties and associations, which differs from standard object records.

If you have a large number of records to add, you can also import a CSV file into HubSpot. The import tool will help you map your columns to custom object properties, so your data ends up in the right places.

How to report on custom objects

Custom object data really comes alive when you report on it. You can add custom objects as a data source in your reports, and merge them with data from standard objects to get insights you just can't glean from standard objects alone.

To create a report from your custom object, head to the Reports section and click on one of your custom objects under Objects in the reporting sources panel. From there, you can add charts, tables, and other elements to slice and dice your data however you need.

How to maintain performance

As you use custom objects more and more, maintaining performance becomes even more important. Each custom object adds complexity to your HubSpot instance, so regular maintenance is key to keeping things running smoothly. You'll want to archive old records and review property usage to optimize your custom objects for performance.

At Forecastio, we help HubSpot users manage sales performance. We know that well-structured data is key to sales operations, and custom objects can help you organize even the most complex sales data in HubSpot.

How to use custom objects to automate workflows

Using custom object-based workflows is one of the most powerful ways to automate your sales processes in HubSpot. HubSpot’s workflow engine treats custom objects just like standard objects, so you can trigger actions on changes to custom object properties, new creations, or association updates. Creating custom objects within HubSpot can streamline workflows and improve data organization for enhanced business efficiency.

For example, let’s say you’re tracking product training sessions. When a new training record is created, a workflow could fire and update the company’s training status, notify the sales team, and schedule follow-up tasks. Automation ensures your process is executed consistently, without relying on human memory.

How to leverage advanced reporting

Your basic reports might not be interesting, but custom objects let you do some serious analysis. By merging data from multiple objects, you can build reports that tell the whole story of your sales process. This is especially helpful if you're tracking complex sales cycles or multiple products.

You can use HubSpot's custom report builder to add your custom object properties as filters or columns. For example, you might start with a report showing all your training sessions for the quarter, then add filters for completion status and attendee count. These reports can live alongside your standard sales metrics in your dashboard, giving you a complete view of your business.

If you're looking for sales insights that drive action, book a demo with Forecastio. We'll show you how our platform can help your sales ops.

How to maintain data quality

As you use your custom objects more and more, data quality becomes critical. HubSpot has a few tools to help you keep your data clean: property validation rules, required fields, and more.

You should also consider setting up a regular data review process. Monthly audits of your custom object records can help you catch issues before they impact reporting or automation. It's worth the extra effort for clean reporting and performance!

We at Forecastio have a Data Integrity Report that shows all your deals with problematic data.

How custom objects integrate with other HubSpot features

Custom objects work seamlessly with the rest of your HubSpot ecosystem. To get the most out of them, understand how custom objects relate to other HubSpot features. You can reference custom object data in email templates, use it in workflow conditions, and add it to custom reports. Custom object tokens can also be added to automated emails and sequences, so you can personalize your messaging with specific custom object properties.

The HubSpot API lets you access custom objects programmatically, so you can integrate custom objects with external systems. This is especially helpful if you're connecting HubSpot to other business apps or building custom apps on top of your CRM data.

How to get buy-in from your team

Even the best-planned custom object implementation won't succeed without your team on board. Your training materials should focus on why using custom objects correctly matters. Show your teammates how accurate reporting and automation can make their lives easier.

Consistent usage is key to making your custom objects stick. In addition to documenting how to create records, you should also explain why specific properties exist and how they fit into your business process. That way, your teammates will understand why accurate data is important.

What's next

Hubspot is constantly improving its custom object features. To get the most out of your implementation, stay in the know about new features and improvements. You should also regularly review your custom object structure to ensure it's still meeting your business needs.

How to optimize and scale custom objects

Custom objects really pay for themselves when they scale successfully. Regular optimization ensures your HubSpot instance performs well, even as data volumes grow. This isn't just about system performance, though that's important too! You want to ensure your teammates can work with custom object data effectively.

To optimize your custom objects, start by reviewing property usage. Which properties are you updating most often? Which hardly ever? This will help you decide how to organize your properties and whether you can consolidate similar ones. You might be able to remove unused properties or combine similar ones to boost performance.

How to make custom object data work for you

Custom object data is most powerful when it helps you make decisions. Building views that surface actionable insights lets you focus on what's important. For example, if you're tracking product implementations, a view showing at-risk projects based on multiple criteria is a huge win for project managers.

You can use HubSpot's filtering to create these focused views without any fancy setup. Save your favorite views for your teammates, so everyone sees the same information. Standardizing on a set of views helps you maintain data quality and keeps your team aligned.

How to manage advanced associations

As you implement custom objects, managing associations between objects becomes more critical. Take a step back and think about how different objects relate to each other. Does each relationship serve a purpose? Are there gaps in your association structure that could reveal important insights? Do you need to associate two custom objects to manage programs and events, which could help you tie custom object data to standard objects?

Creating a custom object as a solution for specific business needs, particularly in the manufacturing sector, is crucial. Companies can benefit from having their own object within HubSpot for managing contracts, payments, suppliers, order management, and warranties.

Associations impact system performance, so keep them focused on relationships that matter. It’s easy to get carried away and associate everything to everything else, but that’s not sustainable. Regularly auditing your association structure can help you optimize for performance.

How to monitor custom object performance

HubSpot gives you a few ways to monitor custom object performance. Keep an eye on load times when viewing custom object records or running reports. If you notice performance issues, dig into your property and association setup to see if specific properties or associations are causing problems.

Database performance is also important to monitor. Schedule large imports or bulk updates during off-peak hours to avoid disrupting your teammates. HubSpot's bulk operation tools can help you manage the process.

How to future-proof your custom object implementation

Your custom object structure should adapt to your business needs. Plan for growth by documenting your setup and being mindful of flexibility as you implement. Here are a few ways to future-proof your custom objects:

• Keep property names descriptive and logical

• Keep documentation up-to-date

• Regularly review your implementation against business goals

You should also consider setting up a change management process for custom objects. When teammates request new properties or associations, a standardized evaluation process helps you maintain system integrity while still addressing business needs.

How to maximize ROI by integrating custom objects

Custom objects really pay for themselves when you integrate them into your business process. Look for ways to automate workflows. Could a custom object trigger helpful notifications? Are certain updates automatable, eliminating busywork? These integrations can save you hours each week.

At Forecastio, we know that a well-implemented custom object structure is key to sales ops. The right setup helps you make better decisions and operate more efficiently.

Complete implementation guide and best practices

While it's important to understand the technical side of custom objects, implementing them effectively requires a thoughtful process and attention to detail. Here's a comprehensive approach to optimizing custom objects in your Hubspot portal.

Designing your data architecture

Your custom object architecture is critical to your long-term success. Before you start implementing custom objects, take a step back and look at your overall data architecture. How does data flow through your organization? Start by mapping out your current processes. This will help you identify areas where custom objects can add the most value. You can use this process map to identify where you need custom objects.

A great example is a customer success metric. Many companies track success metrics for different products. You could try to fit this into company properties or deal records, but it's much more effective to have a custom object for success metrics. You could track adoption rates, usage stats, and satisfaction scores, and still relate it back to companies and deals.

Don't forget to choose a primary display property wisely. This property displays throughout HubSpot and is how users will identify their records. Choose something that makes sense and that users will be able to recognize their records by. Often a combination of key info works best--for example, combining a customer name with a product code or date.

Qualifying Your Data & Validation

The quality of your data impacts everything from reporting to system performance. HubSpot offers validation options for your custom object properties. Apply them thoughtfully to prevent bad data from being entered and to keep users happy.

Required properties are important for capturing the data you need, but too many required fields can be a major turn-off. Only mark properties as required if it's necessary for your business process. If you have additional properties that you'd like users to fill in, but aren't necessary, use labels and helpful text to guide them instead.

Regular data audits are crucial to data quality over time. Schedule time each month to review your data for: incomplete records that will break reports, outdated data that should be archived, unusual data entry patterns that may indicate training is needed, and property organization opportunities.

Integrating Workflows

Custom objects are at their most powerful when integrated into automated workflows. You can set up workflows to trigger based on custom object creation, property changes, or changes in associations. Don't stop at a simple notification workflow--custom objects offer a great opportunity to improve business processes.

A workflow that tracks multiple custom object properties could alert you to high-priority situations. You could set up the workflow to watch for specific combinations of properties--for example, usage metrics, stakeholder engagement, and timeline progress. When certain conditions are met, the workflow could alert you to opportunities to celebrate or intervene.

Leveraging Reporting

Custom object record reporting extends far beyond simple lists and record counts. By combining data from multiple objects, you can build powerful analytics that drive business decisions. Start by focusing on metrics that impact your business goals.

Reporting across objects is where you'll find the most valuable information. For example, combining deal data with custom object metrics could show you what deals are successful and why. You could track how different customer segments engage with your product, and identify patterns in adoption that impact your sales strategy.

Educating Users

Even the smoothest technical implementation will fail without proper user adoption. Develop a training plan that focuses on the benefits, not the tech. Show users how custom objects are making their jobs easier and more efficient.

Develop quick reference guides that cover:

• When to create new records

• How to maintain good data quality

• Where to find key info

• What automated workflows trigger

Update documentation regularly and keep it easily accessible. As your implementation evolves, you'll want to keep users up-to-date on current processes and capabilities.

Managing Performance

As you add more and more records to your custom objects, performance becomes a top concern. Keep an eye on record and report load times, and be aware of patterns that could indicate performance issues. For example, if load times slow down during peak hours or after a large data import, you may have a performance problem on your hands.

Consider setting up an archival process for historical records. HubSpot is built to handle large data sets, but focusing your active dataset on current needs will keep your system fast and your users happy.

At Forecastio, we've seen custom objects transform sales operations. The key is to balance capturing the data you need with preserving system performance and user adoption.

Advanced techniques for future-proofing your implementation

Implementing custom objects in HubSpot effectively involves more than just a technical setup. Let's dive into advanced techniques and forward-thinking approaches that will keep your system valuable as your business grows.

Strategies for long-term success

Your custom object implementation should evolve with your business. This growth requires a delicate balance between flexibility and stability. While you'll need to adapt to changing requirements, consistent data structures are key to trustworthy reporting and smooth operations.

Treat your custom object framework as a dynamic system. Regular check-ins will help you identify areas to enhance or expand. Schedule quarterly check-ins to assess how your current setup is meeting business needs, and gather feedback from key stakeholders across sales, operations, and leadership.

Migrating data & updating structures

As your business grows, you may need to migrate data or update your custom object structures. HubSpot's import tools can handle most scenarios, but it's important to plan carefully. Before attempting any large-scale data operation, create a detailed backup of your current setup and data. Test your migration process on a small data sample before running it on your full dataset.

Consider developing a staging process for big changes. For example, you could test new properties or workflows on a small group before rolling them out company-wide. This will help you identify and address issues before they impact your entire business.

Leveraging advanced reporting

Custom objects offer powerful reporting capabilities that extend far beyond traditional CRM metrics. Build reports that combine data from multiple objects to give you a complete view of your business. These reports are most valuable when they drive specific actions or decisions.

For example, a report combining deal data with custom object metrics could show you what's happening in your sales cycles or how different customer segments engage with your product. This is critical information for tuning your sales strategy and improving forecast accuracy. Regular analysis of these reports often identifies opportunities to improve or automate business processes.

Integrating & automating

As HubSpot grows, new integration options become available. Stay up to date on platform enhancements that could help you leverage your custom object data and associations with other objects. The HubSpot ecosystem is constantly expanding, and you may find new tools or capabilities that complement your custom object implementation.

Consider how you could integrate your custom object data with other business systems. While maintaining data integrity is crucial, sharing relevant info across platforms can enhance business operations. Document your integration points carefully to ensure system stability during updates and changes.

Planning for the future

Looking to the future, consider how trends could impact your custom object implementation. AI and machine learning tools could offer new ways to analyze and act on your custom object data. Stay in the know about HubSpot's development roadmap to anticipate future capabilities.

At Forecastio, we know that successful sales operations rely on adaptable, structured data systems. Custom objects give you the flexibility you need while preserving data integrity and system performance.

Health checks

Regular maintenance is crucial to keeping your custom object implementation running smoothly. Schedule health checks that cover:

• Performance monitoring to spot potential issues

• Data quality assessments to maintain accuracy

• Usage pattern analysis to optimize your setup

• Gathering feedback from users to inform improvements

Final thoughts

Custom objects are a powerful tool, but success requires balancing short-term needs with long-term sustainability. Keep your implementation focused on business goals while remaining flexible enough to adapt as your business grows. Regular check-ins and thoughtful updates will keep your system valuable as your organization evolves.

Remember, custom objects are tools designed to enhance your business processes. Their true value lies in simplifying complex operations and providing actionable insights. Keep your focus on these core benefits as you develop and refine your implementation.

That wraps up our comprehensive guide to HubSpot custom objects. The secret to success is thoughtful implementation, regular maintenance, and ongoing adaptation to changing business needs.