What is a Custom Object?
Custom Objects let you define brand-new record types—each with its own fields, associations, and automations—so your CRM mirrors your real-world processes. They’re ideal when standard objects aren’t enough (e.g., tracking a “Property” with MLS, Bedrooms, Status; or a “Pet” with Breed, Vaccinations). After you create an object, you can use it across views, filters, and automations.
Key Benefits of Custom Objects
Understanding the practical upside helps you design data models that stay flexible and future-proof.
- Flexibility: define any entity with custom fields, labels, and associations.
- Automation: trigger workflows on create/update and run object-specific actions.
- Insights: analyze object data via SmartLists and List View, then filter precisely with Advanced Filters.
- Governance: maintain integrity with clear ownership—admins manage object definitions.
- Plan access & limits: available on all plans; up to 10 Custom Objects per location.
Field Types & Unique Fields
Choosing the right field types and uniqueness rules keeps your data clean and merge-friendly.
- Supported unique field types today: Single Line Text, Multi Line Text, Number, Phone.
- Limit: up to 10 unique fields per object.
- Scope: uniqueness is enforced across the sub-account and across all entry points (UI, Workflows, Forms, API).
- Irreversible change: if you downgrade a unique field to non-unique, you cannot make it unique again.
Associations & Labels
Associations connect records (e.g., Opportunity ↔ Property) to reflect real-world relationships and power cross-object views.
- Define many-to-many or one-to-many links between objects.
- Use associations in SmartLists, filters, and automations.
- Label limits: up to 10 unique labels between any two objects (for clarity like “Buyer Of,” “Listed On”).
- Opportunities now support flexible associations to Custom Objects for a unified pipeline context.
Where You Can Use Custom Objects
Choosing the right surfaces for Custom Objects ensures your build is both powerful and compatible. Use this matrix to see current availability and plan implementations confidently.
| Availability | Features |
| Supported | Contacts & Opportunities (associations), Workflows (triggers & actions), Forms, Surveys & Quizzes, SmartLists, List View, Advanced Filters, Reporting/Dashboards, APIs, Webhooks, Tasks |
| Not supported | Email Campaigns, Bulk Email, Bulk SMS, Conversations UI, Funnels & Websites (dynamic CO data), Calendars & Scheduling, Reputation/Reviews, Payments & Invoicing, Company object internals |
| Coming soon | Notes, Funnels & Websites (dynamic binding), AI Knowledgebase, Emails via Workflow to associated contacts |
How To Set Up Custom Objects
A clean initial setup ensures stable automation and reporting as your model grows. The steps below are sourced from Creating and Editing Custom Objects and lightly clarified for readability.
Step 1 — Create the Object
- Go to Sub-account → Settings → Objects.
- Click Add Custom Object.
Step 2 — Add Details about the Object
- Enter the Singular name (e.g., Pet).
- Enter the Plural name (e.g., Pets).
- Review the Internal Name and Primary field (created by default). You can adjust the internal name during creation by clicking </>.
- Provide a label for the Primary display field (e.g., Pet Name, Pet Identification Number).
- Choose an Icon and add a Description to help your team understand the object’s purpose.
- Click Create Custom Object.
Step 3 — Edit Object Details
- After creation, the object appears on the Objects page.
- Click the object to open and adjust its details.
Optional — Delete a Custom Object (Irreversible)
- Click the ⋯ (three dots) next to the object’s name.
- Choose Delete.
- Type DELETE to confirm.
Imp: Deletion removes the object and all records, associations, workflows, and custom fields linked to it; this cannot be recovered.