Although HubSpot is an awesome tool for getting things done, automations, workflow management, and everything there is to the ‘all in a day’s work’ analogy, there’s one huge problem.
It’s the complexity of the program itself. And that’s more of a ‘necessary evil,’ - no harm or pun intended.
Why did we interpret it like that?
Owing to its overall popularity and the platform’s ability to address tons and tons of customer pain points, HubSpot devs have been busy adding new features to meet the demand.
Even though at this point, the initial interface is very simple and foretelling, there is a multitude of sub-level features that many people aren’t aware of, or they haven’t explored/ implemented properly.
That’s where HubSpot implementation experts like Pixcell come in. We don’t want to sound salesly or toot our own horn, but customer do reportedly fall into the learning curve loophole, where they end up spending more time and resources that could’ve been invested on other project-related activities.
Anyhow, back to the drawing board.
Speaking of HubSpot’s complexity factor, there’s a lot of stuff that you need to understand in terms of Hubspot Custom Properties and Hubspot Default Properties.
When you first start using HubSpot’s CRM, you’ll notice it comes packed with default properties—pre-built fields like First Name, Email, Phone Number, and Company Name that help you organize basic contact and deal information.
But what happens when your business needs to track something more specific?
That’s where, as mentioned a bit earlier, HubSpot custom properties come into play.
Custom properties allow you to tailor your CRM to fit your unique business processes, ensuring you capture the right data without being limited by generic fields.
However, before you rush into creating dozens of new fields, it’s important to understand the balance between HubSpot default properties and custom ones—what to use, when to create new fields, and how to structure them for maximum efficiency.
Don’t worry, we’ll break down everything you need to know about HubSpot properties, from the basics of default fields to the strategic creation of custom ones.
By the end, you’ll have a clear roadmap for setting up your CRM in a way that aligns with your business goals while keeping data clean and actionable.
Understanding HubSpot Properties: Default vs. Custom
What Are Default Properties in HubSpot?
HubSpot’s default properties are the built-in fields that come preloaded in the CRM across different objects like Contacts, Companies, Deals, Tickets, and Products. These properties cover the most common data points businesses need, such as:
- Contact Properties: First Name, Last Name, Email, Phone Number, Lifecycle Stage
- Company Properties: Company Name, Industry, Annual Revenue, Number of Employees
- Deal Properties: Deal Stage, Amount, Close Date, Pipeline
- Ticket Properties: Ticket Status, Priority, Subject, Description
These fields are designed to work out of the box, meaning you don’t have to configure them—they’re ready to use immediately. For many businesses, especially those just getting started with CRM, these default properties are enough to track essential interactions.
However, as your business grows and your processes become more specialized, you might find that these default fields don’t capture everything you need. That’s when HubSpot custom properties become essential.
What Are HubSpot Custom Properties?
HubSpot custom properties are fields you create yourself to store data that isn’t covered by the default options. These can be anything from industry-specific details (like Preferred Workout Time for a fitness studio) to internal tracking metrics (like Customer Onboarding Status for a SaaS company).
The key advantage of custom properties is that they let you adapt HubSpot to your exact business needs rather than forcing you to adjust your processes to fit the CRM. But because HubSpot limits the number of custom properties based on your subscription tier, you need to be strategic about which ones you create.
When to Use Default Properties vs. Custom Properties
Before you start adding new fields, it’s important to assess whether you really need a custom property or if a default one can do the job. Here’s how to decide:
Stick with Default Properties When…
- The data you’re tracking is general (name, email, company size, deal amount).
- You’re using standard sales or marketing processes that align with HubSpot’s default setup.
- You want to ensure compatibility with HubSpot’s native reports, workflows, and integrations.
Create Custom Properties When…
- You need to track data that’s unique to your business (e.g., Membership Tier for a subscription service).
- Your sales or support processes require additional qualifying information (e.g., Preferred Contact Method or Contract Renewal Date).
- You’re integrating external tools and want to sync specialized data into HubSpot.
A good rule of thumb is to use default properties whenever possible and only create custom ones when absolutely necessary. This keeps your CRM clean and prevents unnecessary clutter.
How to Determine Which HubSpot Custom Properties to Create
Since HubSpot limits the number of custom properties you can have, you need to prioritize which ones will bring the most value. Here’s a step-by-step approach to deciding:
1. Identify Critical Data Gaps
Start by reviewing your current workflows. What information do you frequently need that isn’t captured by default fields? For example:
- A real estate agency might need Property Type and Preferred Neighborhood.
- A marketing agency might track Client’s Monthly Ad Spend or Campaign KPIs.
- An eCommerce store might want Customer’s Favorite Product Category for personalized promotions.
2. Align Custom Properties with Business Goals
Every custom property should serve a clear purpose. Ask yourself:
- Will this data improve sales targeting? (e.g., Budget Range for high-ticket deals)
- Will it enhance customer support? (e.g., Preferred Support Channel)
- Will it help with segmentation in marketing campaigns? (e.g., Product Interest)
If a custom property doesn’t directly support a key business function, it’s probably not worth adding.
3. Consider Reporting and Automation Needs
Think about how you’ll use the data. If you need to:
- Filter contacts in reports (e.g., Customer Tier for retention analysis)
- Trigger workflows (e.g., Trial End Date for automated follow-ups)
- Sync with other tools (e.g., ERP Customer ID for integrations)
…then a custom property makes sense.
4. Group Related Properties for Better Organization
HubSpot lets you organize custom properties into groups (e.g., Marketing Preferences, Sales Qualifiers, Support History). This keeps your CRM tidy and makes it easier for teams to find the fields they need.
Also Read:
How to Create HubSpot Custom Properties (Step-by-Step)
Once you’ve decided which custom properties to add, here’s how to set them up:
- Go to Settings → Properties in your HubSpot dashboard.
- Select the Object (Contact, Company, Deal, etc.) where you want to add the property.
- Click “Create Property” and fill in the details:
- Label: The name users will see (e.g., “Membership Level”).
- Internal Name: Used for APIs and integrations (automatically generated).
- Field Type: Choose from options like Text, Number, Dropdown, Date, etc.
- Configure Additional Settings:
- For dropdown fields, add all possible options.
- Set validation rules (e.g., required field, unique values).
- Decide if the property should appear in forms or bots.
- Save and Start Using the Property across records, workflows, and reports.
Pro Tip: If you’re not sure which field type to use, single-line text and dropdowns are the most versatile. Avoid creating too many free-text fields, as they can lead to inconsistent data.
HubSpot Custom Vs Default Fields - Best Practices From Industry Experts
Keeping your HubSpot properties well-organized isn't just about tidiness - it's about maintaining data integrity, ensuring team adoption, and getting the most value from your CRM investment.
1. Avoiding Duplicate or Unused Fields: The Foundation of Clean Data
Duplicate properties are one of the most common - and most damaging - issues in CRM management. Here's why they're problematic and how to prevent them:
The Problem with Duplicates
- Data fragmentation: When the same information gets stored in multiple places (like "Customer Tier" and "Membership Level"), you lose the ability to run accurate reports or segment your database effectively.
- Workflow breakdowns: Automation that depends on one property won't recognize data entered in its duplicate counterpart.
- User confusion: Team members waste time deciding which field to use or accidentally spread data across multiple fields.
How to Prevent Property Duplication
- Always search first: Before creating any new property, use HubSpot's search function in the Properties settings to check for existing fields that might serve the same purpose.
- Establish naming conventions: Create a company-wide standard for how properties should be named (e.g., always using "Client" instead of "Customer" for consistency).
- Document your properties: Maintain a living document that lists all active properties with their exact names and purposes.
- Implement a review process: Require team members to get approval before creating new properties to prevent redundant fields.
Handling Unused Properties
Unused properties clutter your interface and make it harder for users to find the fields they actually need. To manage them:
- Run quarterly audits: Export a list of all properties and check usage statistics (if available) or poll your teams about which fields they actually use.
- Tag obsolete properties: Use HubSpot's description field to mark properties as "Deprecated - Do Not Use" before fully archiving them.
- Consider the data: Before deleting, export any potentially valuable information from unused properties to another system if needed.
2. Clear and Consistent Naming: The Key to User Adoption
Your property names directly impact how easily your team can use the CRM. Poor naming leads to:
- Data entry errors: Users guessing what a field means and entering incorrect information
- Low adoption: Frustration from not being able to find needed fields quickly
- Reporting issues: Misinterpretation of what data actually represents
Best Practices for Naming Properties
- Be specific but concise:
- ❌ "Date" → ✅ "Contract Renewal Date"
- ❌ "Status" → ✅ "Project Implementation Status"
- Use consistent terminology:
- Stick to either "Client" or "Customer" throughout your properties, not both
- Decide whether to use "Date" or "Deadline" and be consistent
- Include context when needed:
- For properties that might be ambiguous, add clarifying prefixes:
- "Marketing: Lead Source" vs "Sales: Lead Source"
- "Internal: Project Priority" vs "Client: Priority Level"
- Avoid special characters and spaces:
- While HubSpot allows them, they can cause issues in integrations and APIs
- Use camelCase or underscores if needed: "contractRenewalDate" or "contract_renewal_date"
Implementing a Naming Framework
Consider creating a property naming matrix for your team:
| |
Prefix
|
Example
|
|
Contact Info
|
(none)
|
"Mobile Phone"
|
|
Sales Dat
|
"Sales_"
|
"Sales_OpportunitySize"
|
|
Marketing
|
"MKT_"
|
"MKT_CampaignSource"
|
|
Custom Objects
|
"CO_"
|
"CO_EquipmentSerial
|
3. Restricting Editing Permissions: Protecting Your CRM Integrity
Property management should be treated with the same care as database administration. Here's why permissions matter:
The Risks of Open Editing
- Broken workflows: Changing a property type (e.g., from dropdown to text) can break automations that depend on it
- Reporting inconsistencies: Modified properties can make historical data unreadable
- System bloat: Uncontrolled property creation leads to duplicate and unnecessary fields
Implementing Proper Permission Controls
- HubSpot's Built-in Settings:
- Navigate to Settings > Users & Teams > Teams
- Under each team's permissions, set "Edit property settings" to "None" for most users
- Create a "CRM Administrators" team with full property editing rights
- Supplemental Controls:
- Establish a formal request process for new properties
- Maintain a change log documenting all property modifications
- Schedule regular training for admin teams on proper property management
- Change Management for Existing Properties:
- Implement a sandbox environment for testing property changes
- Develop rollback plans before modifying critical properties
- Communicate changes to all users when properties are modified
4. Cleaning Up Obsolete Properties: CRM Maintenance Essentials
Just like pruning a tree helps it grow better, regularly cleaning up your properties keeps your CRM healthy. Here's how to do it systematically:
Identifying Candidates for Cleanup
- Usage Analysis:
- Look for properties with low or no data (empty fields)
- Identify properties not used in any active workflows or reports
- Find deprecated fields marked with outdated naming conventions
- Stakeholder Consultation:
- Survey department heads about which properties they actually use
- Identify redundant fields created during transitions or acquisitions
- Find legacy fields from old processes that no longer exist
The Property Cleanup Process
- Documentation Phase:
- Create a spreadsheet listing all properties with usage data
- Note which integrations, workflows, or reports use each property
- Identify dependencies between properties
- Communication Phase:
- Announce the cleanup initiative to all users
- Provide a timeline for when changes will occur
- Offer training on any property consolidations
- Execution Phase:
- For unused properties: Archive immediately
- For redundant properties:
- Migrate data to the preferred field
- Update any dependencies
- Then archive the old field
- For questionable properties:
- Mark as deprecated first
- Monitor for 30-90 days
- Then archive if unused
- Post-Cleanup:
- Document the changes made
- Update training materials and onboarding docs
- Schedule the next cleanup cycle (recommended quarterly)
Special Considerations
- Historical Reporting: If archived properties contain data needed for historical reports, consider:
- Exporting the data before archiving
- Creating a custom report that preserves the historical view
- Using HubSpot's data warehousing options if available
- Integration Impacts: Some properties may be tied to external systems. Always:
- Check integration mappings before archiving
- Coordinate with IT/development teams
- Test changes in a sandbox environment first
Implementing a Sustainable Property Management System
To make these best practices stick, consider implementing:
- A Property Governance Committee:
- Cross-functional team that meets monthly
- Reviews new property requests
- Oversees cleanup initiatives
- A Property Request Process:
- Standardized form for new property requests
- Required business justification
- Approval workflow
- Training and Documentation:
- New employee onboarding covering property usage
- Video tutorials on proper data entry
- Living document of all active properties
- Monitoring and Metrics:
- Track number of active vs. archived properties
- Measure property utilization rates
- Survey user satisfaction with CRM data organization
It’s All About Finding The Right Balance & Sticking To It
HubSpot’s default properties provide a strong foundation, but HubSpot custom properties are what truly make the CRM powerful for your specific needs. The key is to:
- Start with default fields whenever possible.
- Only create custom properties for data that directly impacts sales, marketing, or service efficiency.
- Organize and maintain properties to ensure long-term usability.
If you’re just getting started, focus on the most critical custom properties first. You can always add more later as your needs evolve.
Happy CRM building!