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Custom objects let you model any type of data your business needs. Beyond the standard CRM objects (Companies, People, Opportunities), create objects for projects, products, contracts, or anything else.

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What Are Objects?

Objects are the building blocks of your data model. Each object represents a type of record:
  • Companies - Organizations you work with
  • People - Individual contacts
  • Opportunities - Sales deals in your pipeline
  • Custom objects - Anything you create
Each object has:
  • Fields - The data points you track
  • Records - Individual entries (e.g., a specific company)
  • Views - Different ways to display the data
  • Relations - Connections to other objects

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Creating a Custom Object

1

Navigate to data model settings

Go to Settings → Data Model → Objects to access object management.
2

Click New Object

Select + New Object in the top right.
3

Configure object details

Fill in the object configuration:Name (Singular) - The name for a single record
Project
Name (Plural) - The name for multiple records
Projects
Description - What this object represents
Client projects with timelines and deliverables
The system automatically generates a plural name and API identifier, but you can customize both.
4

Choose an icon

Select an icon to represent your object in the navigation. This helps users quickly identify the object.
5

Save the object

Click Save to create your object. You’ll be taken to the object detail page to add fields.

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Object Configuration

After creating an object, configure its settings from Settings → Data Model → Objects → [Your Object].

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About Tab

Update basic object information:

Label

The display name users see throughout the interface

Description

Helps team members understand the object’s purpose

Icon

Visual identifier in navigation and views

Color

Accent color for the object (appears in some UI elements)

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Label Identifier Field

The label identifier is the primary field displayed for records:
  • Appears as the record title
  • Used in search results
  • Shows in relation fields
  • Typically a “Name” or “Title” field
Choose a field that uniquely identifies each record at a glance.

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Visibility Settings

  • Show in navigation - Display in the left sidebar
  • Allow creation - Enable users to create new records
  • Allow deletion - Permit record deletion

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Standard Fields

Every object includes automatic system fields:
FieldTypeDescription
IDUUIDUnique identifier for each record
Created atDate/TimeWhen the record was created
Updated atDate/TimeLast modification time
Created byRelationUser who created the record
System fields are read-only and managed automatically.

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Example: Creating a Project Object

Let’s create a comprehensive project management object:

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Step 1: Create the Object

Name (Singular): Project
Name (Plural): Projects
Description: Client projects with deliverables and timelines
Icon: briefcase

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Step 2: Add Fields

Add fields to capture project information:
  1. Project Name (Text) - Label identifier field
  2. Status (Select) - Not Started, In Progress, Completed
  3. Start Date (Date)
  4. End Date (Date)
  5. Budget (Number)
  6. Client (Relation to Companies)
  7. Project Manager (Relation to People)
  8. Description (Text)
  9. Priority (Select) - Low, Medium, High

Adding Fields

Learn how to add and configure fields →

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Step 3: Create Relations

Connect projects to other objects:
  • Project → Company - Which client owns the project
  • Project → People - Team members assigned
  • Project → Opportunities - Related sales deals

Defining Relations

Learn how to create relationships →

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Object Best Practices

Sketch out your objects and their relationships before building. Consider:
  • What entities do you need to track?
  • How do they relate to each other?
  • What information is essential vs. nice-to-have?
Object names should be immediately understandable:
  • ✅ Project, Contract, Product
  • ❌ Thing, Item, Data
Use singular form for the singular name and proper plural for the plural name.
Begin with core fields and add more as you understand your needs:
  1. Create the object with essential fields
  2. Use it for a few days
  3. Add fields based on what you find yourself needing
Think about how objects connect:
  • Which objects should link to each other?
  • Should connections be one-way or two-way?
  • What information flows through the relationships?
Icons help users navigate quickly. Pick icons that represent the object’s purpose:
  • 📋 Project → briefcase
  • 📄 Contract → file-contract
  • 📦 Product → box
Good descriptions prevent confusion:
✅ "Client projects with timelines, budgets, and deliverables"
❌ "Projects"

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Common Custom Objects

Here are examples of objects teams commonly create:

Projects

Track client work, internal initiatives, or development projects

Products

Manage your product catalog with pricing and inventory

Contracts

Monitor agreements, renewals, and terms

Support Tickets

Handle customer support requests and issues

Invoices

Track billing, payments, and financial records

Events

Organize conferences, webinars, or meetings

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Managing Objects

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Editing Objects

  1. Go to Settings → Data Model → Objects
  2. Click the object you want to edit
  3. Modify settings in the About tab
  4. Changes save automatically

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Deactivating Objects

Deactivating an object hides it from navigation but preserves all data. You can reactivate it later.
To deactivate:
  1. Navigate to Settings → Data Model → Objects
  2. Click the object
  3. Click Deactivate in the top-right menu
  4. Confirm the action

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Deleting Objects

Deleting an object permanently removes all records and cannot be undone. Consider deactivating instead.
Standard objects (Companies, People, Opportunities) cannot be deleted.

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API Access

Custom objects are automatically available in the API: 
query {
  projects {
    edges {
      node {
        id
        projectName
        status
        startDate
        client {
          name
        }
      }
    }
  }
}
The API identifier is based on your plural name (converted to camelCase).

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Next Steps

Adding Custom Fields

Add fields to capture the data you need

Defining Relations

Connect objects with relationships

Table Views

Create views to work with your data

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