Custom item types for non-product business data
Data hub custom item types model business data such as articles, locations, or hotel properties alongside products, and can publish to Marketing as general catalogs.
Entries on this page are generated by AI from vendor sources. How AI is used
Data model & schemas
Defining schemas, objects, relationships and catalogs.
| Month | Changes |
|---|---|
| 2026-01 | 10 |
| 2026-02 | 1 |
| 2026-03 | 1 |
| 2026-04 | 9 |
| 2026-05 | 6 |
| 2026-06 | 8 |
| 2026-07 | 8 |
| 2026-08 | 11 |
| 2026-09 | 15 |
| 2026-10 | 16 |
Select a month to view the whole-record timeline. This clears timeline filters.
Platforms with recorded changes
Platforms with at least one feature state classified in this capability (primary or secondary, minor updates included), in the site's fixed order. Select one to filter the timeline. Counts are not shown side by side: they reflect how finely each vendor documents, not how much it offers.
Adobe AJO Bloomreach Braze Iterable Klaviyo SFMC Engagement SFMC Next Adobe AEP Hightouch Treasure AI HubSpot Marketo
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Matches the Release Matrix evidence: latest state reached in the selected period, entries under review excluded, primary and secondary capabilities included.
No recorded changes match these filters.
Within each period: major updates as cards, then notable ones as rows; newest first in each group. Minor updates below.
October 202616 changes
Data hub contexts for store, region, and price-list variants
Data hub contexts tailor product data (prices, availability, assortment) per store, region, or price list in one item type, with context-specific overrides.
Custom metadata fields for campaigns and journeys
In limited availability, lets admins define up to 10 custom business fields per entity for Action campaigns, journeys and orchestrated campaigns, recorded in dedicated datasets.
Teams support for Catalogs
Catalogs can be assigned to a Team, with Team-level permissions to view, edit, export, or delete them, scoping catalog access without granting it workspace-wide.
Custom objects
Custom Objects lets businesses model their own data as real objects for their use case; now available to all Klaviyo accounts.
Expanded relational schema relationship targets
Relational schemas will be able to link to primary identity fields and other supported fields in standard schemas, without segmentation enablement.
Custom metadata fields for campaigns and journeys
Now Preview (29 Oct 2026). Current summary: In limited availability, lets admins define up to 10 custom business fields per entity for Action campaigns, journeys and orchestrated campaigns, recorded in dedicated datasets.
Cross-object filtering on CRM index pages
CRM index pages can now be filtered by properties of associated objects, not just the object's own fields.
Data model overview tab
A new overview tab reviews data health issues and lets admins create properties, objects and pipelines in one place.
Klaviyo 1 minor update Agent building & orchestration
- GA Custom events from Customer Agent skills source A Customer Agent skill can add a Send Event step that writes a custom event with chosen properties to an authenticated customer's profile.
HubSpot 6 minor updates Data model & schemas
- GA New calculated property functions source Calculated properties can now use ifs and another new conditional function in custom equations.
- GA Manual card sort in board view source Cards can now be manually reordered within a lane in board view, with the order saved for everyone.
- GA Cell selection on CRM index pages source Users can now select ranges of cells on CRM index pages.
- GA Associations on custom object create form source The create form for a custom object can now add associations to any object it connects to.
- GA Pipeline object tag limits source Pipeline object tags are now limited to 30 on Starter, 50 on Professional and 100 on Enterprise.
- GA Property audit history source The property editor now shows a history of user-initiated changes made to a property.
September 202615 changes
Redesigned Smart CRM index
The rebuilt Smart CRM index for Contacts, Companies, Deals, Tickets, Tasks and Custom Objects offers flexible board/Gantt/report views, collapsible filters, and AI column insights, live for all portals.
Catalog data in segmentation
Build audiences combining Catalog data with profile fields and event history, without copying catalog details onto every profile.
Loyalty event mapping visual builder
Loyalty event mapping got a visual builder with field search, per-row status, and JSONata preview; renamed from Event Definitions to Event Mappings.
Relational conditional content in orchestrated campaigns
Orchestrated campaign email conditions can now reference related records via relational data, not just standard profile attributes.
Marketing Object Bulk API
New Bulk API endpoints load and query Marketing Object data at scale.
Marketing Object sandbox testing
Marketing Object schema changes can be tested in a sandbox and deployed to production with change sets; schemas replicate from production when a sandbox is refreshed.
Marketing Object schema builder
Build a Marketing Object's schema from scratch instead of only from templates.
Self-updating Smart CRM
Smart CRM is planned to update records automatically rather than relying solely on manual edits.
Adobe AJO Deprecation announced Sep 2026 Ends Oct 2026 · End date passed · removal not confirmed in the record under review
Primary identity requirement for Audience Composition audiences
Journeys/campaigns using Audience Composition audiences without a primary identity descriptor will stop working from the October release.
Data Extension import into a Marketing Object
Copies a data extension's columns, data types, primary keys and records from Marketing Cloud Engagement into a Marketing Object in one step, as a one-time copy with no ongoing sync.
Treasure AI 1 minor update Data model & schemas
- GA Table and column comments in Trino source Trino query engine now supports table and column comments in CREATE TABLE, ALTER TABLE and COMMENT ON statements, for schema documentation.
HubSpot 4 minor updates Agent interoperability · Data model & schemas
- GA Custom object access via the Claude connector source Custom objects, fields and pipeline stages a team has built are now readable and writable through the HubSpot connector for Claude, beyond the default object model.
- GA Calculated enumeration properties source Calculation properties can now output dropdown (enumeration) values, replacing one-workflow-per-condition setups.
- GA Pipeline and property configuration via the Claude connector source The HubSpot connector for Claude can configure pipelines and properties directly through conversation.
- GA Simplified pipeline limits source Pipeline limits are now one shared limit across object types — 15 for Starter, 100 for Professional, 350 for Enterprise — with deal and ticket pipelines on all hubs.
August 202611 changes
Redesigned Smart CRM index
Now GA (4 Sep 2026). Current summary: The rebuilt Smart CRM index for Contacts, Companies, Deals, Tickets, Tasks and Custom Objects offers flexible board/Gantt/report views, collapsible filters, and AI column insights, live for all portals.
Time-series custom objects for B2B segmentation
Real-Time CDP B2B Edition now supports time-series relational schemas in custom objects for segmentation.
Multi-table Behavior Activation
Behavior Activation now supports up to four linked behavior tables per activation via the Audience API, up from a single table; Console support pending.
Composite primary keys for Salesforce Marketing Cloud export
Salesforce Marketing Cloud V2 export connector now supports composite primary keys of up to four fields when creating Data Extensions.
Add fields and records to Marketing Objects
Easier UI to add new fields and individual records to a Marketing Object.
Independent Sales Data Kit management
The Sales Data Kit can now be managed independently of other data configuration.
HubSpot 5 minor updates Data model & schemas
- GA Column-level filtering in CRM tables source Records can be filtered by clicking a column header in any CRM table, without opening a separate filter menu.
- GA Real-time CRM table updates source CRM index and record pages now reflect property changes in real time as they happen, without needing a page refresh.
- GA Property documentation guidance source Properties can have data entry instructions and option descriptions added, surfaced on record pages, at creation and in column headers.
- GA Custom link text for URL properties source URL properties can have custom link text set so records show meaningful labels instead of raw URLs.
- GA User object CRM associations and visibility source The User object now supports associations with other CRM objects and appears in the Data Model Builder, pipelines, and segments like standard CRM objects.
July 20268 changes
Centralized data model management
A centralized Data Model Management page lets admins create, edit, rename and delete custom objects and export properties and the object graph.
Braze 1 minor update Data model & schemas
- GA Increased free Catalogs storage limit source The free tier of Catalogs now supports up to 500 MB of storage across all CSV files.
HubSpot 6 minor updates Data model & schemas
- GA Auto-association for activities on more objects source Automatic activity association now covers Lead, Contract, Order and Marketing Event objects; meeting rules also cover bookings and synced calendars.
- GA Conditional property logic on mobile source Admin-configured conditional property logic now applies when editing CRM records in the mobile app, including follow-up fields and required fields.
- GA Mobile file property uploads source Images and files can be attached to CRM records from the mobile app by taking a photo, choosing from the library or picking a file.
- GA Raised owner property limit source HubSpot raised the limit on owner properties available for CRM records.
- GA Pipeline features for more object types source Appointments, Courses, Listings, Orders, Services, Users and App Objects now support pipeline automation, access-editing control and object tags.
- GA Increased searchable custom properties source Global search now supports up to 5 custom searchable properties per object type, up from 3, configurable under Property Rules settings.
June 20268 changes
Schema inventory browse enhancements
Adds metadata, filtering, user-defined tags/folders and inline actions to the XDM schema browse page.
Schema relationship cardinality validation
The schema page flags misconfigured related models by checking join key cardinality and warning on incorrect relationship settings.
HubSpot 6 minor updates Data model & schemas
- GA Viewing all properties from the activity timeline source All properties, including custom ones, can be viewed directly from a task, call or meeting on the activity timeline without leaving the record.
- GA Archiving enumeration property options source Admins can hide individual options on enumeration properties so they are no longer selectable, while existing records keep their values.
- GA Raised CRM association limits source Association limits are raised significantly, up to 500,000 contacts, deals or tickets per company and 1,000,000 deals per product.
- GA Date properties as controlling fields in conditional logic source Date and datetime properties can serve as the controlling property in conditional property logic, making dependent properties appear or become required.
- GA Inline association table on CRM index pages source Expanding a record on any CRM index page opens an inline table of associated record data, with search, filters, custom columns and bulk actions.
- GA Property definition exports source Exporting a property produces sheets covering its definition, all assets using it with direct links, and property access information.
May 20266 changes
Redesigned Smart CRM index
Now GA (4 Sep 2026). Current summary: The rebuilt Smart CRM index for Contacts, Companies, Deals, Tickets, Tasks and Custom Objects offers flexible board/Gantt/report views, collapsible filters, and AI column insights, live for all portals.
Marketing Objects for high-throughput data storage
Marketing Objects are a high-throughput, low-latency store for marketing data, loaded from external systems by CSV import and readable in emails with Handlebars or AMPscript.
Geolocation fields in catalogs
Catalogs support a geolocation field type and distance-based Catalog Selection operators for proximity targeting like nearest store or items within a radius.
Picklist management for fields
Admins can specify the allowed set of values for fields in Marketo Engage through Picklist Management.
WhatsApp channel context data capture
Additional WhatsApp interaction data, including message type, replies, delivery status, and reactions, is now captured for audiences.
HubSpot 1 minor update Data model & schemas
- GA New operators for CRM conditional property logic source Conditional property logic adds "is known," "any of," "not equal to" and "is none of" operators for more flexible CRM data quality rules.
April 20269 changes
Campaigns as a connected CRM object
Campaigns gain data-model visibility, associations and custom labels with custom objects on Enterprise, segment support using Campaigns as the primary object, and conditional property logic on campaign properties.
Marketing Events as a full CRM object
Marketing Events now behaves like a standard CRM object: a full record layout with activity timeline, custom properties and campaign associations, field-level permissions, export, conditional logic, and support as the primary object for reports and segments.
Automatic schema creation for General catalog imports
General catalog imports through Data hub now auto-create missing schema attributes as string fields from imported file columns.
Composite keys and relationships in orchestrated campaign Data Modeler
Relational schemas now support multi-field composite keys, with DDL/Excel loading auto-creating composite relationships.
Klaviyo 1 minor update Data model & schemas
- GA Auto-complete for custom object properties source Segments, templates and flows now suggest recent custom object property values via auto-complete instead of manual typing.
Adobe AEP 1 minor update Data model & schemas
- GA Field group usage and discovery enhancements source Schema UI now shows which schemas use a field group, with compatibility and governance metadata, plus class and industry tag filters.
HubSpot 3 minor updates Data model & schemas · Events & webinars
- GA Services records in global search source Services records such as onboarding, consulting, and maintenance offerings are now searchable from HubSpot's global search bar alongside contacts, companies, and deals.
- GA Expanded Marketing Events object associations source Marketing events can be associated with companies, deals, leads, payments, orders, custom objects, app objects, and other marketing events.
- GA Meetings index page and custom meeting properties source A dedicated Meetings index lists all scheduled, synced or booked meetings, and custom meeting properties enable richer reporting and automation.
March 20261 change
XDM entity action menus and delete support
XDM entities gain inline action menus and support for deleting schemas, classes, field groups, and data types not used by datasets or enabled for Profile.
February 20261 change
Restricted editing for schemas with datasets
Once a schema has a dataset, breaking edits such as field renames, deletions, type or class changes are blocked; additive changes remain allowed.
January 202610 changes
Default values for properties
Admins can define default property values that auto-populate on record creation across manual entry, workflows, and APIs.
Adobe AJO 1 minor update Privacy & data residency
- GA Data usage label inheritance for orchestrated campaign audiences source Data usage labels from Adobe Experience Platform now carry over automatically when saving orchestrated campaign audiences.
Klaviyo 4 minor updates Data model & schemas
- GA Reservation objects for Cloudbeds source Cloudbeds reservation data now populates Reservation objects to build pre-arrival flows and date-based segments.
- GA Reservation objects for Guesty source Guesty reservation data now populates Reservation objects to build pre-arrival flows and date-based segments.
- GA Reservation objects for Mews source Mews reservation data now populates Reservation objects to build pre-arrival flows and date-based segments.
- GA New Customer Agent conversation events source New Started, Resolved, Escalated and Received Product Recommendation events from Customer Agent can now power segmentation and follow-ups.
SFMC Next 1 minor update Data model & schemas
- GA Content metadata data model objects for Data 360 source New data model objects ingest content metadata from a marketing workspace into Data 360 to support data-driven experiences across campaigns.
HubSpot 3 minor updates Data model & schemas
- Beta Bulk review and cleanup of record associations source Selecting up to 100 records surfaces all of their associations in one view for bulk review and removal of incorrect links.
- GA Streamlined association management in the data model source The data model view lets admins activate, create, and deactivate object associations directly, including custom objects on Enterprise.
- GA Expanded property creation options source Calculation, rollup, and property sync types can now be created from index pages or during imports, with Breeze-assisted creation.