Custom fields

Add your own fields to every lead, choose a type, and use them in table views, exports and merge tags.

Available on Starter2 min readLast updated Sep 28, 2026

Custom fields let you store what matters to your process, such as "Check size", "Deal stage owner", "Thesis" or "Survey completed", on every lead in your workspace.

Custom fields are included in Starter, Growth and Agency.

Add a custom field

Open custom field settings
Go to Settings → Custom fields. You need to be a workspace owner or admin.
Click Create field
Give it a clear name, such as "Typical check size". The name becomes the column header and the merge tag.
Pick a type
Choose the type that matches the data. The type can't change after the field is created; create a new field instead.
Set options
For Select fields, add the options, one per line.
Save
Click Create field. It appears on every lead right away, empty until you fill it. The confirmation shows its merge tag.

Field types

Type	Good for	Example
Text	Short free text	Thesis summary
Number	Counts and amounts	Typical check size
Date	Deadlines and events	Next board meeting
Select	One option from a list	Priority: High, Medium, Low
URL	Links	Deck link
Checkbox	Yes or no	Survey completed

Fill in custom fields

On a lead: open the lead and fill the field under Custom fields.
On import: map a CSV column to the custom field. See Import a CSV.
Through the API: set custom_fields when you create or update a lead. See the API reference.

Use custom fields

Show as a column in lead tables with the column menu, and save the view.
Merge into emails with {{custom.key}}, for example {{custom.check_size}}. The Merge tag column in Settings → Custom fields shows each field's tag. See Merge tags reference.
Export: custom fields are included in CSV and JSON exports.

Edit or delete a field

In Settings → Custom fields, open a field's menu and choose Edit field to rename it or edit select options. Renaming doesn't change the merge-tag key, so existing templates keep working.

Delete field removes the field and its values from every lead. OmniLead shows how many leads have a value before you confirm, because this can't be undone. Merge tags that used it render their fallback.

If you move to Free

On the Free plan, existing custom fields and their values stay readable and are still exported, but you can't create new fields or edit values until you upgrade.