Detailed information about HubSpot’s CRM objects is stored in properties, which can then be organized into groups. In addition to each object’s default properties, you can store specialized data by creating custom properties. The CRM properties endpoints allow you to manage these custom properties as well as view default property details for any object.

It’s important to consider how to architect your data. In many cases created custom properties on HubSpot native objects is the right course of action. However there may be times when you will need to create a separate custom object with its own set of properties.

Default properties

CRM objects are defined by a primary type and a set of properties. Each type has a unique set of standard properties, represented by a map of name-value pairs. 

Learn more about default properties for different objects:

Custom properties

Create custom properties to store specialized information for an object. Custom properties can be managed through the CRM object properties endpoints.

Property groups

Property groups are used to group related properties. Any grouped properties will appear next to each other on HubSpot records. If your integration creates any custom object properties, a custom property group will make it easy to identify that data.