Who This Is For / When to Use
This article is for:
Admins setting up CRM data structures.
Businesses with processes that cannot be represented using standard objects.
Teams planning to extend CRM functionality with custom relationships and workflows.
Custom Objects should be considered during initial CRM setup or when existing objects no longer meet business requirements.
What Are Custom Objects
Custom Objects are user-defined CRM objects that store and manage structured data outside of standard objects.
Key characteristics:
Created and managed by admins only.
Support custom fields.
Can be associated with Contacts and other custom objects.
Can be used in workflows, reporting, and automation where supported.
Who Can Create Custom Objects
Only users with admin permissions can:
Create custom objects.
Define object settings.
Configure fields and associations.
Non-admin users can only view and interact with records once objects are created.
What You Can Do After Creating a Custom Object
Once a custom object is defined, you can:
Create custom fields to capture object-specific data.
Configure associations between:
Custom objects and Contacts.
Custom objects and other custom objects.
Use custom objects in:
Workflows
Filters
Record views
Each configuration step is independent and can be updated later.
When You Should Use Custom Objects
Unique Business Relationships or Processes
Use custom objects if your data does not fit into Contacts, Opportunities, or other standard objects.
Examples include:
Properties
Inventory items
Registrations
Assets
Tracking Specialized Data
Custom objects are ideal when you need:
Structured data with multiple fields.
Long-term record tracking.
Relationships to multiple other objects.
Extending CRM Functionality
Custom objects can be associated with standard objects to:
Build complex workflows.
Represent real-world relationships.
Centralize operational data.
When You Should Not Use Custom Objects
Standard Objects Already Meet Your Needs
If Contacts, Opportunities, or other standard objects can represent your process, creating custom objects may add unnecessary complexity.
Feature Limitations Apply
Some CRM features are available only on standard objects.
Examples:
Bulk marketing emails are available only for Contacts.
Always confirm feature compatibility before creating a custom object.
Risk of Data Duplication
Avoid creating custom objects that:
Duplicate data already stored in standard objects.
Require manual syncing between objects.
This can lead to reporting issues and inconsistent data.
Practical Examples
Example: Real Estate Properties
A property management business can create a Homes custom object to:
Store property-specific fields like size, location, and availability.
Associate homes with Contacts (buyers or tenants).
Link homes to Opportunities for sales or rentals.
Example: Pets and Veterinary Records
A veterinary clinic can create a Pets custom object to:
Track medical history per animal.
Associate pets with owner Contacts.
Manage treatments, appointments, and vaccinations.
When Not to Use: Event Attendees
For event management that requires:
Invitations
Email communication
Surveys
Using the Contacts object is more effective than creating a custom object.
When Not to Use: Legal Client Communications
If Opportunities already track:
Cases
Client interactions
Creating a separate custom object for communications may create overlap and confusion.
FAQ
Can non-admin users create custom objects?
No. Only admins can create and configure custom objects.
Can custom objects be used in workflows?
Yes. Custom objects can be used in workflows once created and associated.
Can I send marketing emails from a custom object?
No. Bulk marketing emails are available only for Contacts.
Can custom objects be associated with each other?
Yes. Custom objects can be associated with other custom objects and with Contacts.