HubSpot custom properties allow businesses to store specific, non-standard data on contact, company, deal, and ticket records. By creating bespoke fields, such as dropdowns or calculated values, administrators can capture unique operational data, enabling precise marketing segmentation, accurate reporting, and targeted workflow automation.
Understanding Standard vs Custom Properties
Property fields are the building blocks of your HubSpot database. They store all the relevant data about your contacts, companies, deals, and tickets.
By default, HubSpot provides an extensive list of standard properties such as name, email address, phone number, and industry. When you integrate HubSpot with your website or use HubSpot Company Insights, these standard properties populate automatically.
However, as your business expands, standard fields may not cover all your operational requirements. If you manufacture custom pet accessories, you might need to know the specific breed of a customer's dog. Because HubSpot does not have a default property for "Dog Breed", you must create a custom property to store this specific data point.
Best Practices for Property Management
While custom properties offer tremendous flexibility, adding too many can lead to database clutter and disorganisation. Administrators should only create custom properties that genuinely add value to marketing segmentation, sales routing, or customer service workflows.
Organisations that implement strict data governance and build a clean, structured property architecture typically reach measurable time to value in an average of 32 days.*
[Results and timelines are based on historical programme data and defined scope. Your outcomes depend on data readiness, resourcing and agreed assumptions. See terms.]
How to Create a Custom Property in HubSpot
Creating custom properties requires administrative access. Follow these steps to build a new property accurately:
Step 1: Navigate to Data Management
In your HubSpot account, click the settings icon. In the left sidebar menu, navigate to Data Management and select Properties.
Step 2: Select the Object Type and Group
Click the 'Create property' button. Select the Object type (Contact, Company, Deal, or Ticket) that this data applies to. Next, assign the property to a Group to keep your settings organised. Add a descriptive label and an optional description to help other users understand its purpose.
Step 3: Choose the Field Type
The field type dictates how data is entered and stored. This is the most critical step for maintaining data hygiene. Choosing a dropdown menu instead of a single-line text field prevents users from entering misspelled variations of the same answer.
HubSpot offers several field types to suit different data requirements:
- Text Input: Single-line or multi-line text for custom notes.
- Choosing Options: Dropdown selects, radio buttons, or checkboxes for standardised segmentation.
- Number Values: Formatted numbers, unformatted numbers, currency, or advanced calculated properties.
- Other Values: File uploads, HubSpot user assignments, or date pickers.
Step 4: Set Property Rules
Once you select your field type and add your specific options, click next to establish property rules. You can mandate whether a property is required to create a record or restrict who can edit the field. Once configured, click 'Create' to finalise the property.
People Also Ask
What is the difference between a custom property and a custom object in HubSpot?
A custom property stores a single piece of information (one-to-one data) on an existing record, such as a contact's dietary preference. A custom object stores complex, independent records (one-to-many data) that can be associated with multiple contacts or companies, such as a fleet of vehicles or property listings.
How many custom properties can I create in HubSpot?
The number of custom properties you can create depends on your HubSpot subscription tier. Generally, HubSpot allows up to 1,000 custom properties per object, but businesses should regularly audit and delete unused properties to maintain CRM performance.
Can I use custom properties in HubSpot workflows?
Yes. Custom properties can be used as enrollment triggers or action criteria in HubSpot workflows. For example, you can trigger an automated email campaign when a specific custom property, such as "Contract Renewal Date", is updated.
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