View a model of your CRM object and activity relationships

In your HubSpot CRM, objects represent business relationships and processes (e.g., contacts, deals). Each object has individual records which can be associated with records of other objects (e.g., Lorelai Gilmore is a contact associated with the company The Dragonfly Inn). On each record, information is stored in properties and interactions are tracked through activities. Every HubSpot account includes certain objects, properties, and activities by default, but depending on your subscription, you can also create custom properties and custom objects.

The data model overview displays the relationships between your account's unique objects, properties, and activities, which can help you better set up imports, reports, and automation moving forward. You can also view information about how your objects, activities, and properties are used.

The following objects and activities are included in the overview:

• CRM objects: contacts, companies, and tickets.
• Sales objects: deals, leads, line items, and quotes.
• Custom objects: any custom objects you've created (Enterprise only).
• Activities: calls, emails, LinkedIn messages, meetings, notes, postal mail, SMS, tasks, and WhatsApp messages.

Please note: the objects displayed may vary based on your subscription. Learn more about what's included in your subscription in HubSpot's Product & Services catalog.

Use the data model overview

To access and navigate the data model overview:

• In your HubSpot account, navigate to Reporting & Data > Data Model.
• By default, the first time you view the data model overview, all objects and activities are displayed.
• To manage which objects and activities are included, click the Filter by dropdown menu:
  • To show or hide an individual object/activity, select or clear its checkbox.
  • To show or hide an entire group of objects or activities, select or clear the checkbox next to the group heading (e.g., CRM objects, Custom objects, Sales objects, Activities).

• Hover over or click an object or activity card to view its relationships. When you click a card, the following will occur based on the object's associations:
  • If the selected object/activity does have existing associations with another object or activity, the associated card is highlighted and lines appear to show the connection.
  • If the selected object/activity doesn't have existing associations with an object or activity, the associated card is blurred and there is no connecting line.

• To view more information about an object's association labels, click an object card. 
  • To view association labels within the same object, hover over the labels displayed on the card.
  • To view the object's association labels with another object, click the connecting icon. You'll be brought the the Association details page where you can view labels between your objects. On the page, click the object dropdown menus to update the objects you're viewing, and click Reverse to view labels in the opposite direction (e.g., Contacts to Companies vs. Companies to Contacts).

• For objects, calls, quotes, and tasks, click [x] records on the card to navigate to an index page view of all the object's records. 

• To view more information about an object or activity's usage, properties and associations, click View details. In the right panel, the following details are included depending on the object/activity:

• • For CRM objects and deals:
    • On the Usage tab, view the total number of records, the percentage of properties with values on at least one record, the number of properties that have no data, are unused, or are potential duplicates, and the last import completed for that object. If your account has an Operations Hub Professional or Enterprise subscription, learn how to view property insights in the data quality command center.
    • On the Properties tab, view all of the object's properties. Click the number in the Used in column to view where the property is currently being used. To manage the properties, click View [object] property settings.
    • On the Associations tab to view the object's defined associations and association labels. Click the Select object associations dropdown menu to update the specific object relationship you're viewing. To manage associations, click View association settings.
    • On the Used In tab, view the reports, workflows, and lists the object and its records are currently used in.

• • For activities and other sales objects, view how many activities of that type have been created and review the activity's properties.

Once you're familiar with your data model, learn how to manage your CRM database. If your account has an Operations Hub Professional or Enterprise subscription, you can also use the data quality command center to monitor your data quality.

Analyze data trends

On the Analysis tab, you can view graphs and tables to better understand how your records were created, updated, deleted, or merged over time. The reports use values from the Record source properties.

• In your HubSpot account, navigate to Reporting & Data > Data Model.
• Navigate to the Analysis tab.
• By default, contact data is shown. To view a different object, click Contacts, then select the object.
• To edit the date range shown in the reports, click the date pickers, then select a start date and end date, or a relative amount of time to automatically set the dates (e.g., This month).
• To filter by the type of action, click the Action types dropdown menu, then select an option:
  • All actions: show all record action data, including how and when records were created, deleted, updated, or merged.
  • Create: only show data for how and when records were created.
  • Delete: only show data for how and when records were deleted.
  • Update: only show data for how and when records were merged.
  • Merge: only show data for how and when records were merged.
• To filter by the source of the action, click the Source types dropdown menu, then select the checkboxes of sources for which you want to view data.
  • By default, the most common sources are selected. If you change the default selections, to revert back to including only the top sources, click Select the default top source types.
  • To remove all selected sources, click Clear all selections. 

• In the graph, each source is represented by a unique color and line showing the number of records impacted via that source. Hover over a data point to view the total number of records impacted on that date, broken down by source.
• In the table, each row represents a day and each column represents a source. You can view the total number of records impacted by each source in the columns. To change the sort order, click the column headers (e.g., sort by most recent or oldest date, sort by the highest or lowest number of records impacted via a given source).