Getting Started With Custom Objects

If your business needs to manage relationships or processes that go beyond the standard CRM objects (Contacts, Companies, Opportunities), you can create custom objects.

After defining a custom object, you can create custom fields and configure associations between the custom object and other CRM objects. Additionally, custom objects can be utilized in various tools, including workflows.

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What Is An Object?

Objects store your data in your CRM. The standard objects that come with your FG Funnels® account are Contacts, Companies, and Opportunities.

Each of these objects comes with some standard fields you can use with them, and then you can also create your own custom fields. Most of your data needs will be best served by creating custom fields for the standard objects.

For example, the Contacts object comes with standard fields like Name, Email, Phone Number, Address, City, Country, Zip Code, etc.

Then you can also create custom fields for the Contacts object. These can be anything not covered by the standard fields. Custom fields can be created within the Form and Survey builders or under Settings > Custom Fields. When creating a custom field, there is a dropdown to select which object you want it to be connected to.

Visual demonstration of the contact object as a box, with more boxes inside of it - half labeled as contact standard fields, half labeled as contact custom fields.
A visual demonstration of the standard Contact Object, showing how it "contains" both standard (ex. Name, Email, Phone, etc) and custom fields.

When Should You Consider Using Custom Objects?

Here are a few scenarios where custom objects might be the perfect fit:

  • Your business has unique relationships or processes: If your data doesn’t fit neatly into existing objects like Contacts, Companies, or Opportunities, custom objects allow you to define your own object to suit your specific needs.
  • You need to track data beyond the standard CRM objects: For example, you might want to manage course enrollments, project deliverables, student progress, or connect contacts that belong to the same organization, family, or couple.
  • You want to extend CRM functionality: Custom objects can be linked with standard CRM objects, giving you the flexibility to build more complex relationships and workflows within your CRM system.

When To Stick With Standard CRM Objects

While custom objects are powerful, they are not always necessary. We always advise keeping your set up simple and only adding layers of complexity when truly needed.

Consider the following before you dive into setting up custom objects:

  • Can standard CRM objects meet your needs? Many businesses can fully utilize Contacts, Companies, and Opportunities to manage their data effectively. Custom objects should only be used if existing structures don’t fulfill your requirements.
    • Don't forget: You can create Custom Fields for the standard objects to serve the vast majority of data needs in your CRM.
  • Will you lose access to specific CRM features? Some features, such as sending bulk marketing emails, are only available with Contacts. Make sure your use case for the data you will be storing within your custom objects will work with these limitations.
  • Is there a risk of data duplication? Be mindful of potential data overlap with standard objects, which can create inconsistencies and confusion.

Examples Of When To Use Or Not Use Custom Objects

  • YES: Use Case 1 – Group or Relationship Tracking: If you need to link multiple contacts together, like members of a household, or couples working with a coach or wedding planner, a custom object can act as the “connector.” For example, you could create an object for “Families” or "Couples" that associates related contacts, making it easier to view and manage them as a group.
    • Example:
      • Custom Object: Families
      • Custom Primary Field: Family Name
      • Custom Additional Field 1:  
  • YES: Use Case 2 – Pets & Grooming: An animal groomer could use a custom object for "Pets" to record each animal’s needs and likes, history of visits, and link to the owner’s contact information. This works well in place of custom contact fields in case an owner has multiple pets to be associated with, and because the pet's don't need to be set up as contacts themselves since all marketing, scheduling, and payment communication is only with the owner.
  • NO: When Not to Use – General Contact Info: If the information applies only to a single person (like preferred language, interests, dietary preferences, etc), custom fields on the standard Contact object are simpler and more efficient. Custom objects are best reserved for data that can have multiple entries per person or involve relationships between contact records.
  • NO: When Not To Use Case 2 – Simple Lists or One-Time Events: If you’re just sending reminders, RSVPs, or follow-ups for an event or campaign, use regular contact records with workflows, tags, smart lists, or opportunities. Creating an entire custom object for those situations adds extra steps without real benefit.

Who Can Create/Edit Custom Objects

  • Only account admins have the ability to create and edit custom objects through the Object settings page (Settings > Objects > Custom Objects).
  • Account users can interact with custom objects in the account according to their individual permission settings (ex. updating custom object fields manually or through workflows, adding custom object fields to forms, etc), but cannot directly define custom objects.

Event Attendees

If your primary goal is emailing, reminders, and follow-ups, Contacts already do this better.

Internal Notes or Activities

Custom Objects shouldn’t replace notes, tasks, or activities—this adds unnecessary complexity.


What's Next?

Once you create a Custom Object, you can:

  • Add custom fields
  • Define associations and labels
  • Build workflows and automation
  • Build forms to collect data in custom objects
  • Visualize the data on dashboards