What qualifies as a custom object?

A data model you define—like subscriptions or licenses—when standard objects don’t fit; behaves like contacts, deals, but is user-defined.

When should I create one?

When you need to track repeatable data tied across multiple objects—e.g., certificates per contact—that standard CRM models can't accommodate.

How do I trigger workflows on custom objects?

Add a pipeline to your custom object and use workflow actions triggered by stage or property changes.

Can I relate custom objects to standard CRM records?

Yes—you can define associations with contacts, companies, deals, tickets, or other custom objects for richer relationships.

No—HubSpot supports creation, automation, and reporting on custom objects via UI. APIs are optional for advanced use.

31 Aug 2025 1 min read Custom Objects & Automation

Unlock Workflow Power with Custom Objects & Automation

Standard CRM objects might not cover your business needs—especially for many-to-many relationships. Custom objects let you model your unique data flows and automate actions based on those relationships.

TL;DR

Custom objects let you model data outside standard CRM objects-no dev needed.
You can trigger workflows when custom object records move stages in a custom object pipeline.
Use automation on custom objects to boost efficiency, enforce consistency, and tie into deeper reporting.

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Why This Matters

Standard CRM objects might not cover your business needs-especially for many-to-many relationships. Custom objects let you model your unique data flows and automate actions based on those relationships.

1. What Are Custom Objects?

Use them to capture data that don’t neatly fit into Contacts, Companies, Deals, or Tickets. They behave just like standard objects-supporting creation, linking, workflows, and reporting—all via HubSpot’s interface.

2. When Custom Objects Make Sense

Only build them when standard objects won’t do-for example, tracking multiple certificates per contact, or managing products linked to multiple deals. Avoid over‑using custom objects to keep your CRM lean and maintain native HubSpot feature compatibility.

3. How to Set Up Custom Objects

As super admin, go to Settings → Objects → Custom Objects → Create custom object.
Define labels, primary/secondary display properties, property type, and descriptions.
Once defined, you can create records manually, via import, form submissions, workflows, or API.

4. Associate Custom Objects with Other Records

Set associations with standard objects (Contact, Company, Deal, Ticket) or other custom objects. Essential for modeling complex relationships and enabling meaningful automation and reporting.

5. Automate via Custom Object Pipelines

You can assign pipelines to custom objects-just like deals-and automate actions when records reach pipeline stages.
Custom object pipelines and automation allow:

Triggered workflows (e.g., send an email when stage changes)
Notifications
Property updates
External system updates

Pro Tips

Keep your designs clean-review custom objects regularly to retire unused ones.
Think through associations wisel-plan your schema before modeling.
Use pipeline automation to scale repeatable actions-like onboarding, task reminders, or cross-team handoffs.

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