An Ultimate Guide To Custom Objects in HubSpot For 2025

In today’s fast-paced business environment, managing customer data efficiently in HubSpot can be challenging without the right solution in place.

While HubSpot provides standard objects such as contacts, companies, and deals, these may not always meet advanced data tracking requirements. As a result, businesses may face workflow inefficiencies and reduced productivity. This is where custom objects come into play.

Custom objects empower businesses to create unique data structures tailored to their needs. Whether managing legal cases for law firms, associating service providers in community marketplaces, or tracking event attendees, custom objects offer the flexibility to define schemas, properties, and associations that align with business goals.

Businesses can segment audiences more precisely by leveraging custom objects, personalizing marketing efforts with deeper insights, and optimizing customer engagement. This, in turn, enhances sales opportunities and drives overall business growth.

Why Use Custom Objects in HubSpot?

Custom objects enhance data management by enabling businesses to segment audiences, personalize marketing efforts, and optimize sales strategies. They offer:

• Tailored Data Management: Businesses can define custom schemas, properties, and associations to fit their unique needs.

• Enhanced Organization: CRM databases become easier to navigate with structured data categories.

• Improved Automation: Triggers and workflows can be customized based on specific properties.

• Better Personalization: Marketing efforts become more effective with precise customer segmentation.

• Scalability: As businesses grow, their CRM can evolve, adapting to new data requirements.

Key Features of HubSpot Custom Objects

1. Flexibility & Ease of Use
   • Custom objects function like any other object in HubSpot, making them easy to implement and use.

• You can define properties and decide how custom objects associate with other HubSpot objects.

2. Structured Data Management

• Custom objects allow businesses to organize and track data in a structured format, improving CRM efficiency.

3. Automation Capabilities
   • HubSpot enables automation based on custom object data.

• Users can create workflows that trigger alerts, send emails, or update properties based on custom object attributes.

4. Advanced Reporting & Dashboards
   • Quickly generate reports using custom object data.

• Dashboards help summarize critical insights for informed decision-making.

Prerequisites for Setting Up Custom Objects

Before creating custom objects in HubSpot, ensure you have the following:

• Enterprise Tier Access: Custom objects are available only in HubSpot’s Enterprise plans.

• Admin Permissions: You must be a super admin to create and manage custom objects.

• Custom Objects Feature Enabled: Ensure the feature is enabled in your HubSpot portal.

Steps to Create a Custom Object in HubSpot

Step 1: Select Create a new schema and Create under the Object Schema tab.

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Step 2: If you still need to get there, scroll down to create a new schema section and fill out the Parameters.

Note: When you create a schema, it will automatically generate code you can see on the right-hand side of the screen.

Step 3: Create a private app with only read-write permission to object and schema to make a secure API call to your HubSpot account. It will ensure that the access token of that private app will only be used under the defined criteria, and no one else can misuse it for any other purpose.

Step 4: Go to the Test call drop-down and select Private app access token. Then paste the access token for your private app here.

Step 5: Now hit the Send Request button; it will successfully create a custom object based on the parameters you have filled in. To see all the custom objects, navigate to Settings>Objects>Custom objects in HubSpot.

Create Custom Objects Using Postman and HubSpot API Keys 

It is also possible to create custom objects with the help of an API key, but that comes with security issues. The HubSpot community has also decided to remove the API key use. Instead, they are promoting private app access tokens since API keys will soon be obsolete, so it will be an excellent choice to use private apps for custom object creation and other purposes.

To make the same API call through Postman, copy the API endpoint and then hit it on Postman. You must consider that the access token or API key is to be set in the bearer token. Then, inside the request’s body, paste the JSON script generated after filling in all the schema parameters.

Advantages of Using Custom Objects in HubSpot

1. Improved Customer Segmentation: Custom Objects allow businesses to segment their audience more precisely, leading to more personalized marketing and sales strategies.

2. Enhanced Sales & Marketing Automation: Businesses can automate custom object-based workflows, ensuring streamlined processes and better lead nurturing.

3. Data-Driven Decision Making: Custom Objects enable better reporting and insights, helping teams make informed decisions based on data trends.

4. Greater Personalization: Businesses can tailor personalized experiences with detailed customer records, boosting customer engagement and retention.

5. Streamlined Operations: Integrating custom objects into HubSpot workflows ensures smoother sales and support processes, reducing manual efforts and improving productivity

Conclusion 

HubSpot’s custom objects provide businesses with a powerful way to manage unique data, automate processes, and improve customer engagement. Whether tracking legal cases, managing subscriptions, or organizing real estate listings, custom objects empower businesses with automation, reporting, and personalization capabilities. By leveraging this feature, companies can enhance their CRM functionality, streamline operations, and drive better business outcomes.

Creating custom objects using HubSpot’s API or user interface ensures businesses can structure data according to their specific needs. With automation, segmentation, and detailed reporting, custom objects are crucial in making HubSpot a highly flexible and scalable CRM solution.

 If you’re looking to harness the full power of HubSpot Custom Objects, our HubSpot consulting services can help you get set up, ensuring seamless integration and optimal usage tailored to your business needs.

With the right approach, HubSpot Custom Objects will enable you to unlock the full potential of your CRM, delivering exceptional customer experiences and driving business growth. Hire the top-notch CRM services from the leading CRM consulting partner today!