HubSpot Associations
HubSpot associations are the links between records across objects — connecting a contact to a company, a deal to its contacts, or a ticket to a deal. Associations let HubSpot reflect real relationships, and association labels add meaning to each link for reporting and automation.
Key takeaways
- Associations connect records across objects (contact↔company, deal↔contact).
- Association labels describe the role of each link.
- They power reporting that follows relationships, not just single records.
What associations connect
- Contacts to the companies they work for
- Deals to the contacts and companies involved
- Tickets to contacts, companies and deals
- Custom objects to any of the above
Association labels
A plain association says two records are linked; an association label says how — “decision maker,” “billing contact,” “primary company.” Labels turn generic links into relationships you can filter, report and automate on, and they underpin features like Buying Groups.
Frequently asked questions
What are HubSpot associations?
The links between records across objects — connecting contacts, companies, deals, tickets and custom objects so the CRM reflects real relationships.
What is an association label?
A label that describes the role of an association — such as “decision maker” or “billing contact” — adding meaning you can report and automate on.
How many associations can a record have?
A record can be associated with many others across objects; HubSpot supports multiple associations and labels per record, with limits depending on tier.
Related service: Model associations in HubSpot