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Available on the Teams and Enterprise plans.
Every contact comes with built-in attributes such as name, email, company, and tags. Custom attributes let your organization track anything else that matters to your sales process: product interest, budget, lead priority, follow-up date, and more. Custom attributes are shared across the organization: every contact has the same fields, so your team captures consistent data.

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Managing attributes

Only organization Admins and Owners can add, edit, and delete attributes. Everyone in the organization can fill them in on the contacts they manage. Go to Settings → Attributes. The Contact attributes table lists every attribute, split into three groups: Drag rows to reorder them or to move them from one group to another. Built-in attributes are marked Default. They can be moved between groups but not edited or deleted.

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Creating an attribute

1

Click Add Attribute

In Settings → Attributes, click Add Attribute and pick a type. You can also click + on a group to add the attribute straight to it.
2

Name it

Enter a Name, for example “Product interest”.
3

Add options (select and multi-select)

Click Add options, then Add option for each choice. Pick a color for each option and drag them to set the order.
4

Choose the visibility

Under Visibility, choose Contact details, Qualifier, or Hidden.
5

Save

Click Create. The attribute is added to every contact in the organization.
An attribute’s type can’t be changed after it’s created. Deleting an attribute removes its values from all your contacts, and can’t be undone.

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Attribute types

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Filling in attributes

Custom attributes in the Contact details group appear on each contact, on the web and in the mobile app. Edit a contact to fill them in. Options are shown as colored pills, and email and phone values can be tapped to send an email or call. Attributes in the Qualifiers group are answered in the contact’s Qualifiers section instead.

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Collecting attributes on your lead form

You can ask visitors to fill in custom attributes when they share their details with you through your lead capture form. Their answers are saved on the new contact.
1

Open your profile's sharing settings

Make sure Show Form is on for the lead capture form.
2

Add a custom field

In the Custom fields card, click Add custom field and pick an attribute.
3

Set it up

Turn on Required to make the field mandatory, and optionally write a Custom label, such as “I agree to be contacted about your products”.
Lead forms support Checkbox, Select, Multi-select, Text, Number, and Date attributes.

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Syncing to your CRM

Custom attributes can be sent to HubSpot and Salesforce. In the integration’s Attributes mapping, click Add field, pick the attribute under Custom fields, and choose the CRM field it syncs to. For Select and Multi-select attributes, use Map options to match each option to a value in your CRM. Already have a dropdown field in your CRM? Choose Create field from HubSpot property or Create field from Salesforce property to create a matching Wave Connect attribute, with the same options, already mapped. See HubSpot and Salesforce for details.

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Exporting

When you export contacts to CSV, each custom attribute gets its own column.