Custom Objects in HubSpot: When to Use Them and When to Skip Them
Overview: When to Use Custom Objects in HubSpot (and When to Skip Them)
Outcome: You’ll gain clarity on whether a custom object is strengthening your CRM or quietly slowing revenue down.
Custom Objects in HubSpot: When to Use Them and When to Skip Them
If your revenue engine feels cluttered, inconsistent, or overly complex, there’s a good chance the real problem isn’t your CRM, it’s how your data is structured. And few decisions impact that structure more than choosing whether to create a custom object in HubSpot.
This is where many teams take a wrong turn.
Too often, leaders assume custom objects are the “advanced” or “scalable” choice. In reality, a custom object can either be the backbone of efficient operations or the reason reporting, automation, and cross-team visibility start to break down.
So how do you know when a custom object is truly necessary?
Why Revenue Teams Trust Set2Close With HubSpot Data Architecture
Custom objects are powerful, but only when used intentionally. Set2Close helps revenue teams design HubSpot data models that support automation, reporting, and scale without unnecessary complexity.
- RevOps-led CRM audits focused on long-term scalability
- Expert guidance on when to use standard objects vs. custom objects
- Data models designed for clean reporting and reliable automation
The Core Issue: Misaligned Data Models Slow Revenue Down
Revenue teams depend on clean, connected data. But as organizations grow, so do the number of processes, handoffs, and data points everyone wants the CRM to capture.
The pattern we see in most CRM builds
This leads to a familiar pattern
In one line: A team needs a new data point → RevOps creates a custom property → another team needs more detail → someone suggests a custom object.
Leaders say yes, thinking it will solve the problem. Instead, it often creates a new one: a CRM where information lives in too many places, automation becomes harder to maintain, and reporting loses clarity.
A Simple Framework: When a Custom Object Is the Right Move
There is one major signal that a custom object is appropriate:
You have an array of repeating data, multiple values, each with its own set of properties that cannot be represented as a single field.
HubSpot properties can’t store nested arrays. So if you need to track many instances of the same thing, each with individualized details (e.g., multiple subscriptions, equipment units, locations, contracts, or licenses), a custom object is not only helpful—it’s required.
Custom objects shine when:
- You need a one-to-many or many-to-many relationship
- Each item must have its own lifecycle, automation steps, or reporting
- Data needs to be associated with standard objects like Contacts, Companies, or Deals
But custom objects should not be your default solution.
Why You Should Pause Before Creating One
Custom objects come with real tradeoffs. They have:
- Limited reporting options
- Reduced workflow functionality
- More complex maintenance
- Higher risk of user confusion
For many RevOps teams, a better path is to repurpose an existing object from HubSpot’s object library and rename it. It’s a pro-level strategy that gives you all the flexibility of a custom object without losing automation, reporting, or native functionality.
This is often the smarter move when the data isn’t truly an array but simply a deeper layer of context you can capture in properties, calculated fields, or associations.
Why This Matters for Revenue Leaders
Your CRM’s object model is the foundation of every forecast, handoff, and customer experience. Over-complexity compounds fast. And if your data model isn’t built intentionally, no amount of dashboards or workflows will fix it.
This is where Set2Close comes in.
We help teams evaluate whether custom objects are elevating or undermining their revenue operations. Through CRM audits, migrations, and data architecture consulting, we make sure your system is built for clarity, flexibility, and scale.
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Book a Sales System ReviewFrequently Asked Questions
1. What is a custom object in HubSpot?
A custom object is a user-defined data structure in HubSpot used to track repeating or complex data that cannot be represented with standard objects like Contacts, Companies, or Deals.
2. When should you use a custom object in HubSpot?
Custom objects are appropriate when you need to track repeating records, each with its own properties, lifecycle, and automation—such as subscriptions, locations, licenses, or assets.
3. What are the risks of using too many custom objects?
Overusing custom objects can lead to fragmented reporting, limited workflow functionality, higher maintenance overhead, and reduced CRM adoption across teams.
4. Can standard HubSpot objects replace custom objects?
Often, yes. Many teams can repurpose existing HubSpot objects by renaming them and using properties, associations, and calculated fields—without losing native automation and reporting features.
5. How do custom objects affect reporting in HubSpot?
Custom objects have more limited reporting options compared to standard objects, which can make forecasting and cross-object visibility more difficult if not designed carefully.
6. Who should decide whether a custom object is needed?
This decision should be led by RevOps or CRM architects who understand automation, reporting, and long-term scalability—not just immediate data capture needs.
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