How to create custom objects on HubSpot
Quick Answer
Custom objects in HubSpot allow you to store unique business data beyond the standard contacts, companies, deals, and tickets. You can create them through Settings > Data Management > Objects to organize custom data like products, events, or locations.
Prerequisites
- HubSpot Enterprise or Professional subscription
- Admin or Super Admin permissions
- Basic understanding of HubSpot CRM structure
- Knowledge of your business data requirements
Step-by-Step Instructions
1
Navigate to Object Settings
In your HubSpot account, click the Settings gear icon in the top navigation bar. In the left sidebar, go to Data Management and select Objects. You'll see a list of existing objects including standard and any existing custom objects.
Bookmark this page if you plan to create multiple custom objects, as you'll return here frequently.
2
Create New Custom Object
Click the Create custom object button in the top right corner. Enter a Singular name (e.g., 'Product') and Plural name (e.g., 'Products') for your object. The system will automatically generate an Object ID, but you can customize it if needed. Add a clear Description explaining the object's purpose.
Choose names carefully as they cannot be changed later without recreating the object.
3
Configure Object Properties
After creating the object, click Add property to define the data fields you need. For each property, specify the Property type (text, number, date, dropdown, etc.), Field type (single-line text, multi-line, etc.), and Label. Mark properties as Required if they're essential for your workflow.
Start with essential properties only - you can always add more later as your needs evolve.
4
Set Up Object Associations
Navigate to the Associations tab to define how your custom object relates to other HubSpot objects. Click Set up associations and select which standard objects (Contacts, Companies, Deals, Tickets) or other custom objects should connect to your new object. Choose the Association type and Association labels that describe the relationship.
Think about your reporting needs when setting up associations - they determine how you can filter and analyze data later.
5
Configure Record Creation Settings
In the Record creation section, decide who can create records for this object. Options include All users, Specific teams, or Admin only. Set up Required properties that must be filled when creating new records and configure any Default values for properties.
Restrict record creation initially to maintain data quality, then expand access as users become familiar with the object.
6
Set Up Pipeline and Stages (if applicable)
If your custom object represents a process with stages (like a project lifecycle), go to the Pipeline tab and click Create pipeline. Add Pipeline name, then create Stages by clicking Add stage. Define each stage name and any stage-specific properties or requirements.
Not all custom objects need pipelines - only use them for objects that represent a process or workflow.
7
Configure Views and Filters
Navigate to your custom object's main page by clicking Objects in the main navigation, then selecting your custom object. Create Custom views by clicking Save view after applying filters. Set up common filters for Property values, Associated objects, or Date ranges that your team will use regularly.
Create shared team views for common use cases to improve user adoption and consistency.
8
Test and Import Data
Create a few test records manually by clicking Create [object name] to verify all properties and associations work correctly. If you have existing data, use the Import function to bulk upload records. Go to Settings > Data Management > Import and select your custom object as the import type.
Always test with a small data sample before doing large imports to catch any configuration issues early.
Common Issues & Troubleshooting
Cannot see the option to create custom objects
Verify you have a Professional or Enterprise HubSpot subscription and Admin or Super Admin permissions. Custom objects are not available on Starter or Free plans.
Association between objects not working properly
Check that you've set up the association from both directions if needed. Go to Settings > Data Management > Objects, select each object, and verify the Associations tab shows the correct relationships.
Import failing with property errors
Ensure your import file column headers exactly match the property names in HubSpot. Check that Required properties are included and data formats match the property types (dates, numbers, etc.).
Users cannot see or access the custom object
Review the Record creation permissions in your object settings. Also check individual user permissions in Settings > Users & Teams to ensure they have access to custom objects.
Prices mentioned in this guide are pulled from current plan data and may change. Always verify on the official HubSpot website before purchasing.