Settings: Fields, Tags & Data

Custom Fields let you capture information that’s specific to your business — not just what every CRM ships with by default, but the data that actually drives your process.

Your CRM comes with standard contact fields — name, email, phone, address — but no two businesses track the same information. A home services company needs to know a contact’s property type and square footage. A coaching practice wants to track a client’s goal and program tier. A B2B team needs company size and decision-making timeline.

The settings in this section let you define exactly what data your CRM collects, how it’s stored, and how it flows through your messages, automations, and reports. Get these right and personalization stops being a marketing buzzword and starts being how you actually communicate.

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Custom Fields

Go to Settings → Custom Fields to add fields beyond the CRM’s built-in defaults.

What custom fields are for

Custom fields capture contact-specific or opportunity-specific data that your business needs to track. Once created, a field:

• Appears on contact and opportunity records so your team can fill it in
• Can be included in forms so contacts fill it in themselves
• Becomes available as a merge tag inside emails, SMS messages, and automations (e.g., {{contact.program_tier}})
• Can be used as a filter in your contact lists to build targeted segments

Field types

When you create a field, you choose a type:

Type	Use when
Text	Single-line responses (job title, referral source, preferred name)
Text Area	Multi-line responses (notes, a brief bio, specific instructions)
Number	Numeric values you might want to sort or compare (square footage, budget)
Date	Dates beyond birthday — contract renewal, last service, sign-up anniversary
Dropdown	A fixed list of options (lead source, status, plan tier)
Checkbox	True/false or opted-in/opted-out flags
Radio	Single-select from a short list
File Upload	Let contacts upload documents through a form
Monetary	Dollar amounts — useful for deal size, quoted price

Creating a custom field

1. Click Add Field.
2. Give the field a clear Label (this is what shows on the contact record).
3. Select the Field Type.
4. If you chose Dropdown or Radio, add your list options.
5. Set whether the field applies to Contacts, Opportunities, or both.
6. Click Save.

Tip

Name fields with a clear prefix if you have a lot of them — for example, Intake: Property Type and Intake: Budget Range instead of just Property Type and Budget Range. It makes the merge tag menu much easier to navigate.

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Custom Values

Custom Values are reusable placeholders that hold a piece of text — your business address, a discount code, a booking link — so you update it in one place and it changes everywhere it’s used.

Go to Settings → Custom Values to create and manage reusable text variables.

The difference between custom fields and custom values

• Custom fields are per-contact — each contact has their own value for that field.
• Custom values are account-level — one value that’s the same across every message, every contact, every automation.

Think of a custom value like a variable in a document template. You define {{custom_value.booking_link}} once and drop it into 40 different email templates. When your booking link changes, you update the custom value and all 40 templates are updated automatically.

What to use them for

• Your business website URL
• A recurring discount code or offer
• Your physical address (for email footers)
• Your scheduling or booking page link
• A phone number you reference in multiple templates
• Seasonal promotions — create one value, update it when the campaign changes

Creating a custom value

1. Click Add Custom Value.
2. Enter a descriptive Name (this becomes part of the merge tag — keep it lowercase with underscores, e.g., booking_link).
3. Enter the Value — the actual text that will be inserted wherever the tag is used.
4. Click Save.

The merge tag format is {{custom_values.your_name}}. Copy it directly from the Custom Values list and paste it into any template or message.

Note

Custom values are visible to all admins on the account. Don’t store sensitive information like API keys or passwords here — they’re meant for text content used in outgoing communications.

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Tags

Tags are flexible labels you attach to contacts to mark status, behavior, or segment membership — the foundation of list-based targeting and workflow logic.

Go to Settings → Tags to view and manage every tag used across your account.

What tags are for

A tag is a simple label you attach to a contact record. One contact can have dozens of tags simultaneously. Tags power:

• Workflow triggers — “When tag X is added, start this sequence”
• Workflow conditions — “If contact has tag X, go down this path”
• Contact list filters — “Show me all contacts tagged attended-webinar-june”
• Campaign audiences — Target a campaign to everyone with a specific tag

Managing your tag taxonomy

The Tags settings page shows every tag that exists in your account (created manually, by automations, or by imports) alongside a count of how many contacts currently carry each one.

From here you can:

• Rename a tag — the rename applies everywhere the tag is used, including all contact records
• Delete a tag — this removes it from all contact records; use with care
• Search to find tags that may be duplicates or typos (e.g., webinar-june vs. webinar_june vs. june-webinar)

Tip

Audit your tags periodically. Uncontrolled tag lists become messy fast — especially when multiple team members are adding them manually. Establish a naming convention (lowercase, hyphens, date suffixes for time-limited campaigns) and stick to it.

Best practices

• Keep tag names short and descriptive
• Use consistent separators — pick hyphens OR underscores, not both
• Prefix by category for large accounts: lead-, client-, event-, campaign-
• Delete tags from finished campaigns when you’re done — they clutter the filter interface

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Custom Objects

Custom Objects let you model data that doesn’t fit the Contact or Opportunity structure — things like properties, vehicles, subscriptions, or any entity that has its own records and attributes.

Go to Settings → Custom Objects to create data models beyond the standard contact and opportunity types.

When you need a custom object

The default CRM data model assumes most data connects directly to a contact. That covers a lot of ground. But some businesses need to track a separate entity type with its own attributes and its own relationship to contacts.

Examples:

• A real estate team tracking Properties (address, bed/bath count, listing price) where one contact can be linked to multiple properties
• An auto dealer tracking Vehicles (make, model, VIN, sale date) tied to customer records
• A membership business tracking Subscriptions (plan, start date, renewal date, billing amount) as distinct records that relate to members

Without custom objects, you’d be cramming all that data into contact fields or notes — which quickly becomes unmanageable.

How custom objects work

A custom object has:

• A name (e.g., “Property”, “Vehicle”, “Subscription”)
• Fields you define (just like contact custom fields — text, number, date, dropdown, etc.)
• Relationships to contacts or other records

Once created, records of that object type show up on the relevant contact’s profile, and you can search, filter, and report on them.

Creating a custom object

1. Click Create Object.
2. Give the object a Name (singular, e.g., “Property”).
3. Add Fields — use the same process as custom contact fields.
4. Define the Relationship — which existing object type (Contact, Opportunity) this relates to, and whether it’s one-to-one or one-to-many.
5. Click Save.

Note

Custom objects are an advanced feature. If you’re just getting started, build out contacts, custom fields, and pipelines first. Reach for custom objects when you find yourself working around the contact model’s limitations.

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Manage Scoring

Manage Scoring lets you assign point values to contact behaviors and attributes so your team always knows which leads are most engaged and worth the most attention.

Go to Settings → Manage Scoring to build a lead scoring model for your account.

What lead scoring does

Lead scoring automatically assigns a numeric score to each contact based on rules you define. The score reflects how engaged or sales-ready a contact is, so your team can prioritize outreach rather than treating every contact the same.

A contact’s score goes up when they do things that signal interest:

• Opens an email
• Clicks a link
• Fills out a form
• Books an appointment
• Visits a specific page

And can go down when they show disengagement:

• Doesn’t open emails over a period of time
• Unsubscribes from a list
• Cancels an appointment

Building a scoring rule

1. Click Add Rule (or Create Score).
2. Choose the Event or Attribute to score on — from the list of available triggers (email opened, form submitted, tag added, etc.).
3. Set the Point Value — positive or negative.
4. (Optional) Set a Cap so a single behavior doesn’t inflate the score indefinitely (e.g., email opens: +1 point per open, max +5 total).
5. Click Save.

Repeat for each scoring criterion that matters to your process.

Using scores in practice

Once scoring is active, each contact record shows a Score field. You can:

• Sort your contact list by score to surface the most engaged leads
• Create a smart list filtered to contacts above a score threshold (e.g., “Score > 50”)
• Use score thresholds as workflow conditions — “If score reaches 75, notify the sales team”
• Use score drops as re-engagement triggers — “If score drops below 20, add to a win-back sequence”

Tip

Start simple. Pick three to five high-signal behaviors (form submission, appointment booked, email clicked) and assign meaningful points. You can add complexity once you see how the scores distribute across your contacts. A scoring model you actually use beats a sophisticated one you ignore.