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Custom Objects

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Conversa Labs

Conversa Labs

Last updated on Jun 27, 2026

Overview

ConversaLabs models a standard world: contacts, conversations, companies and deals. But every business also tracks its own entities: a school tracks Courses and Enrollments; a clinic tracks Procedures and Insurance plans; a SaaS tracks Licenses and Projects; a real-estate agency tracks Properties and Visits.

Custom Objects let you create those entities no-code. You define an object type (with a free name, your own fields and a primary display property), register records (the instances) and associate them with contacts and deals. It's the same Custom Objects concept from HubSpot/Mautic, now native to the platform — one account, one governance model, with no re-keying into external tools.

Prerequisites

  • The Custom Objects module is optional and off by default. Ask an administrator to enable it for the account.
  • Custom object management permission to create types, fields and records.
  • Existing contacts and/or deals to associate the records with.

Step by step

Create an object type

  1. Confirm with an administrator that the module is enabled.
  2. Create an object type with a name (e.g., "Course") and an icon.
  3. Add the type's fields, choosing each one's format (text, number, currency, date, yes/no, list or link).
  4. Set the primary property — the field used to display the record's name.

Register and associate records

  1. Create a record of the type (e.g., "English Course", value 100), filling in the fields.
  2. Open a contact or a deal and use the option to associate the record with it.
  3. Optionally, set an association label (e.g., "student", "guardian").
  4. To remove the link, use the disassociate option.

Settings & options

  • Field types: text, number, currency, date, yes/no (boolean), list and link — the same formats as custom attributes, with the same input widgets.
  • Primary property: defines how the record appears in lists and panels.
  • Associations: a record can be associated with contacts and deals, with an optional label and association date. Each link is unique per associable.
  • View by type: opening a contact (or deal) shows associated records grouped by type.
  • Segmentation and automation: you can filter contacts by "associated with type X" and use automation conditions/actions and webhooks based on associations.
  • API: types, records and associations can be managed via the public API, with deduplication by an external identifier.

Use cases

  • A school records Courses and Enrollments and associates them with student contacts.
  • A clinic tracks Procedures and Insurance plans per patient.
  • A SaaS tracks Licenses and Projects per customer, linked to deals.
  • A real-estate agency registers Properties and Visits and associates them with contacts and opportunities.

Tips, limits & best practices

  • Start with few types and essential fields; expand as needed.
  • Choose the primary property carefully — it's the record's "name" everywhere in the interface.
  • Use association labels to differentiate roles (e.g., student vs. guardian).
  • In the current version, associations target contacts and deals (not conversations or companies), and there is no record-to-record association nor calculated fields.

Troubleshooting

  • I don't see the module: it may be disabled for the account — talk to an administrator.
  • I can't create types or fields: confirm your custom object management permission.
  • I can't find a record to associate: check that it was created under the right type.
  • Duplicate record via the API: send a stable external identifier so deduplication works.

See also