Manage your data model

In your HubSpot CRM, objects represent your customers and business process information (e.g., contacts, deals). Each object has individual records that 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.

In your HubSpot account, you can configure your data model, including custom property and object settings, association settings, and object activation.

Before you get started

• All users can view the Manage tab.
• To make edits in the Manage tab, you must have Super Admin permissions.

Create a custom property

To create custom properties:

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Manage tab.
3. In the graph view, go to a CRM object and click to expand the properties. Click the dropdown menu to view the Top 10 most used properties or Recently created custom properties. To view all properties for an object, click View all.

4. To create a property for the CRM object, click + Create property.
5. In the right side panel, fill out the fields to create your property (e.g., Company location), then click Create property.

The property will now appear in the CRM object.

You can also use Breeze Assistant to create a custom property. For example, navigate to Breeze Assistant and enter "Create the contact property Secondary email."

Create a custom object and display properties

To create custom objects and display properties:

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Manage tab.
3. In the left sidebar, click the plus icon next to All objects. If the left sidebar is condensed, click the right arrow icon to expand it.
4. In the right side panel, fill out the fields to create your object and display properties, then click Create.

The object will now appear in the data model.

You can also use Breeze Assistant to create a custom object. For example, navigate to Breeze Assistant and enter "Create a jobs object." You can also use Breeze Assistant to rename an object. For example, enter "Rename deal to opportunity."

Turn objects on or off in the display

To turn objects on or off in the display:

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Manage tab.
3. Click the Viewing all objects dropdown menu.
   • To show or hide an individual object or 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).

The object will either appear or no longer appear in the data model.

Activate or deactivate an object

Please note: some objects are activated by default and cannot be deactivated.

To activate an appointment, course, listing, or service object:

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Manage tab.
3. To activate the object:
   • In the graph view, click Activate object.

1. • In the table view, click the three horizontal dots icon next to the object, then click Activate object.
2. Click Confirm.

The object is now activated. Once activated, you can associate it with other objects, view it on a CRM index page, and use it in tools like workflows or segments.

To deactivate the object:

1. On the object you want to deactivate, click the three horizontal dots icon in the graph or table view.
2. Click Deactivate object, then click Confirm.

The object is now deactivated.

Create associations and limits

To create association labels and limits:

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Manage tab.
3. In the graph view, to view an object's associations, click View all next to the associated objects count (e.g., 14 associated objects), or click the three horizontal dots icon and select View all associated objects.

To create a custom object association:

1. Click the + button next to the CRM object.

2. In the dialog box, click the dropdown menu to select a custom association, then click Create.

To activate an association:

1. Click the three vertical dots icon on an association, then click Activate association.

2. In the dialog box, click Confirm.

Once activated, you can view the association on a CRM index page and use it in tools like workflows or segments.

To deactivate an association:

1. Click the three vertical dots icon on an association, then click Deactivate association.
2. Click Confirm.

To create an association label:

1. Click on an association, then click + Create association label.

2. In the right side panel, fill out the fields, then click Create.

To create an association limit:

1. Click many-to-many next to an association.
2. In the right side panel, fill out the fields to allow the association of many companies or a custom amount, then click Save.

You can also use Breeze Assistant to create an association label. For example, navigate to Breeze Assistant and enter "Set up association labels between tickets and contacts. One for 'customer' and one for 'plumber'."

Export an image of the canvas

To export an image of the canvas:

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Manage tab.
3. In the upper right, click the More dropdown menu, then select Export data model as image.

The image will download to your desktop.

Use the table view

To navigate the table view:

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Manage tab.
3. By default, all objects and activities are displayed in table view. To view objects in a graph, click the graph icon in the upper left. Click the table icon to return to table view.

4. To manage which objects and activities are included, click the View all objects dropdown menu:
   • To show or hide an individual object or activity, select or clear its checkbox.

• • To show or hide an entire group, select or clear the checkbox next to the group heading (e.g., CRM objects, Custom objects, Sales objects, Activities).

To view an object or activity's relationships:

1. In the graph view, click View all next to the associated object count, or click the three horizontal dots icon and select View all associated objects.
2. In the table view, click an object or activity, then click the Associated objects and labels tab.

To view more information about an object in table view, click an object name:

• On the Properties tab, view all properties for that object type. To edit a property, click the pencil icon. Learn more about managing properties.
• On the Property groups tab, view the property groups for that object. To edit a group name, click Edit, enter the new name, then click Save.
• On the Associated objects and labels tab, view the object's defined associations and labels. To create a new association, click + Create association, select an object from the dropdown menu, then click Create.
• On the Conditional logic tab, control when additional properties display or require a value based on a user's previous input. Learn more about setting up conditional logic for enumeration properties.

To go to an object or activity's index page in table view, click [x] records next to your desired object.

Once you're familiar with your data model, learn how to manage your CRM database. If your account has a Data Hub Professional or Enterprise subscription, you can also use data quality tools to monitor your data quality.

Analyze data trends

On the Analysis tab, you can view graphs and tables to understand how your records were created, updated, deleted, or merged over time. Learn more about the source values used in the reports.

1. In your HubSpot account, click More, then navigate to Data Management > Data Model. If More doesn't appear in your account, navigate to Data Management > Data Model directly.
2. Click the Analysis tab.
3. By default, contact data is shown. To view a different object, click Contacts, then select the object.
4. To edit the date range, click the date pickers, then select a start and end date, or a relative time range (e.g., This month).
5. To filter by action type, 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: show data for how and when records were created.
   • Delete: show data for how and when records were deleted.
   • Update: show data for how and when records were updated.
   • Merge: show data for how and when records were merged.
6. To filter by source, click the Source types dropdown menu, then select the checkboxes of the sources you want to view. To revert to the default selections, click Select the default top source types. To remove all selections, click Clear all selections.

In the graph, each source is represented by a unique color and line showing the number of records impacted. 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.

Track your data limits and usage

On the Limits tab, you can view your usage limits for records, associations, pipelines, custom and calculated properties, association labels, and custom objects. Learn how to track your CRM limits and usage.