"Primary" Associations in the Data Model Builder

[SGross27]

There's a new public Beta for scoring High-Impact pages, with an accompanying Loom explainer. In the video, to ensure Lead Scoring works as expecteced, Melody goes into the Data Model Builer, to ensure that, portal-wide, Deals' primary associations are to Companies, rather than a Contacts. While we're familiar with the idea of individual records being treated as the "primary" association for another record, this object-level primacy is not something we've encountered before.

Does anyone have any additional information on how this "primary association" is used, outside of attributing Lead Scores? Company is the default, but what are the use cases (or ramifcations) of using Contact instead? Is there any concrete benefit to modifying this for, say, a portal that deals exclusively B2C?

Thanks

[MaggieB · Accepted solution]

Hi all! That screenshot is showing a HubSpot provided association label. The first company associated to a contact, deal or ticket is labeled the "primary" company. You can remove this label after the fact or transfer it to another company as feels appropriate. The intention in doing so is being able to specifically call out the core company that the contact, deal or ticket is associated with. This label can be used across various tools. The screenshot is from the data model builder where we show you information at the definition level which can the be applied to individual records. I wouldn't say that deals' primary association is to contacts or companies, it's more that when on a deal record e.g. HubSpot's 2026 deal, you can associate and label a company as "primary". 

[SGross27]

Ahh, I see - so this interface is just surfacing the association labels that are available (for anyone checking out this thread after the fact, see screenshot attached where additional labels have been added)

The video implies something quite different - we had three members of the technical team trying to find out why you'd need to go into the Model Builder to make sure "Deals are primarily associated with Companies" 😅

[STierney]

Hey @SGross27 - thanks so much for posting in the Community!

I can't seem to find documentation that specifically answers this inquiry, so I'd like to tag @MelodyCooke directly to see if she can help us out!

Shane, Senior Community Moderator