What Custom Objects Are
Objects beyond the default Contact/Company/Deal/Ticket. Pro+ tier. Examples: subscription, shipment, project. Each gets its own table, associations, and UI.
When to Use
Your business entity doesn’t fit existing objects and you need CRM-grade access (forms, reports, workflows) to it. Don’t custom-object everything — three or four is often the right count.
Associations
Custom objects associate to standard objects (Contact, Deal) and to each other. Model the real-world relationships; avoid deep N-level chains.
Pipelines and Stages
Custom objects support pipelines. Useful for process-driven entities (subscriptions, projects).
Limits
Record limits by subscription tier. Association limits. API limits. Review limits before committing — exceeded limits block workflow and reporting.