This article explains merge fields and custom variables in HighLevel. You’ll learn about different types of merge fields, such as custom fields, custom values, custom objects, and custom links (trigger links and payment links), and how to use them to personalize communication and automate workflows.

TABLE OF CONTENTS

What are Merge Fields and Custom Variables?


Merge fields and custom variables are placeholders you can use in HighLevel to dynamically insert personalized information. These fields help automate and personalize communication by pulling data from your CRM or other HighLevel modules.


The types of merge fields and custom variables include:


  • Standard Fields: Built-in, non-customizable fields like contact names, appointment times, and user details.

  • Custom Fields: User-defined fields for contacts and opportunities.

  • Custom Values: Reusable values that can be used in templates and workflows.

  • Custom Objects: User-created data structures for advanced data management.

  • Trigger Links: Special links that, when clicked, can trigger automated actions in workflows and campaigns.

  • Payment Links: Links that allow customers to make payments for products or services directly.


Key Benefits of Using Merge Fields and Custom Variables


  • Personalize Communication: Automatically insert contact names, dates, and other details in emails and SMS messages.

  • Automate Processes: Use merge fields in workflows to save time and reduce manual work.

  • Improve Data Consistency: Ensure accurate and up-to-date information across communications.

  • Simplify Repetitive Tasks: Reuse custom values and trigger links for efficiency.

Standard Fields


Standard Fields are predefined merge fields that are available by default in every HighLevel account. These fields cover essential data points such as contact names, email addresses, phone numbers, appointment details (e.g., time and date), and more. Unlike Custom Fields, these fields are built-in and cannot be modified or deleted. Below are some use cases for standard fields:


  • Contact First Name: The first name of the contact.

  • Contact Email: The contact's email address.

  • Appointment Date and Time: The scheduled date and time of an appointment.

  • User Full Name: The full name of the assigned user.

  • Company Name: The name of your business or organization.




Click here if you'd like to see a list of the Standard Merge Fields that are offered in HighLevel.

⚠️ Please be aware that some fields may be missing from the list ⚠️

Custom Fields


User-defined data points unique to each contact or opportunity, used to store personalized information like birthdays or preferences for detailed segmentation and communication. Below are some use cases for custom fields:


  • Customer Preferences: Track specific customer interests, such as preferred communication method (email, SMS, phone call).

  • Membership Details: Store membership levels (e.g., Gold, Silver, Platinum) to offer tier-specific promotions.

  • Product Interest: Add fields to track which products or services a customer is interested in for targeted follow-ups.

  • Event Attendance: Log event registration or attendance details to personalize invitations or follow-up messages.

  • Account Manager Assignment: Store the name of the account manager handling a specific contact.

  • Contract Renewal Dates: Track contract expiration or renewal dates for timely reminders.

  • Lead Source: Record where a lead came from (e.g., Facebook, Google Ads, Referral) for tracking marketing performance.


Custom Values


Reusable placeholders for static information (e.g., company details) that ensure consistency and simplify updates across multiple areas of HighLevel including email templates, websites, funnels, workflows, and more! Below are some use cases for custom values:


  • Company Contact Information: Use a custom value to insert your company’s phone number, email, and address in email footers.

  • Standard Closings: Add a custom value for a standard sign-off phrase, like "Best Regards, [Company Name]."

  • Website Links: Use a custom value for frequently used URLs, such as your website or customer support page.

  • Compliance Statements: Insert legal disclaimers or compliance statements consistently across all templates.

  • Brand Taglines: Add a company slogan or tagline to marketing materials and campaigns.

  • Holiday Greetings: Create reusable seasonal greetings to insert in newsletters or promotional messages.


Custom Objects


Custom objects allow you to create unique data structures beyond the standard fields offered by HighLevel. Below are some use cases for custom objects:


  • Subscription Plans: Track subscription details like plan type, renewal date, and billing frequency.

  • Inventory Management: Create objects to manage product inventory, including SKU numbers, quantities, and supplier details.

  • Property Listings: For real estate businesses, store details of property listings, including location, price, and features.

  • Vendor Details: Manage vendor information, including contracts, contact persons, and payment terms.

  • Appointment Details: Log advanced appointment details like service type, location, and assigned staff.



Trigger links are special links that, when clicked, can trigger specific actions in workflows and campaigns. Below are some use cases for trigger links:


  • Webinar Registration: Send a link to register for a webinar and trigger a confirmation email when clicked.

  • Survey Follow-Ups: Track who clicks a survey link and send a thank-you message automatically.

  • Content Downloads: Provide links to download resources like eBooks or whitepapers and track engagement.

  • Upsell Opportunities: Offer a link to an upgraded service and trigger follow-up emails for those who click.

  • Event Invitations: Track RSVPs for events by sending an invitation link and automating follow-up based on clicks.

  • Special Offers: Send a link to a limited-time offer and trigger a reminder email if the link isn’t clicked.



Payment links allow you to sell products or services by generating a link for customers to make payments. Below are some use cases for payment links:

  • Event Tickets: Collect payments for event tickets, like workshops or conferences.

  • Subscription Plans: Generate links for recurring subscriptions or memberships.

  • Product Sales: Create payment links for physical or digital products (e.g., books, courses).

  • Deposit Collection: Collect deposits for bookings or reservations.

  • Donations: Generate a payment link for charitable donations or fundraising campaigns.


Frequently Asked Questions


Q: What is the difference between Custom Fields and Custom Values in HighLevel?
Custom Fields are specific to individual contacts or opportunities, storing unique data like birthdays or preferences. Custom Values are reusable placeholders for consistent information across communications, such as company details or standard messages.



Q: Why is my merge field not working or displaying correctly?
This could be due to a missing or incorrect merge field format. Ensure you’re using the correct syntax (e.g., {{contact.email}}). Also, verify that the data for that field exists in the contact or user record.



Q: Are merge fields case-sensitive?
Yes, merge fields are case-sensitive. For example, {{contact.name}} will work, but {{Contact.Name}} will not.



Q: How can I test if my merge fields are working correctly?
To test merge fields, send a test email or SMS to yourself or preview the communication within the template editor. This helps ensure the merge fields are pulling the correct data.



Q: What happens if a merge field doesn’t have any data available?
If a merge field doesn’t have corresponding data, it may display as blank or use a fallback value if one is configured. Always ensure your contact or user data is complete for the best results.



Q: Can I update a Custom Value, and will it reflect across all templates?
Yes, updating a Custom Value in the settings will automatically update all templates and workflows where that value is used, ensuring consistency.



Q: How are Standard Fields different from Custom Fields?
Standard Fields are predefined and built into HighLevel, while Custom Fields are user-defined and can be created to store unique data for contacts and opportunities.



Q: How do Custom Objects differ from Custom Fields and Custom Values?
Custom Objects are advanced data structures that allow for more complex relationships and data management beyond the capabilities of Custom Fields and Values.



Q: Are there limitations to the number of Custom Fields or Custom Values I can create?
No, there is no strict limit to the amount you can create, but it's advisable to manage them effectively to maintain clarity and organization within your account.



Q: Can I use Custom Values within websites and funnels?
Yes, Custom Values can be utilized to dynamically display consistent information across your websites and funnels, enhancing personalization.



Q: How do I organize Custom Values for better management?
You can organize Custom Values into folders, making it easier to manage and locate them as your list grows.



Q: Is it possible to bulk create or upload Custom Fields/Values?
Currently, we do not support bulk creation or uploading of Custom Fields/Values, so they need to be added individually.



Q: Can I edit or delete Standard Fields?
No, Standard Fields are built-in and cannot be modified or deleted, but you can choose whether or not to use them in your templates and workflows.

Next Steps

  • Explore different areas of HighLevel where you can add merge fields in order to optimize your processes and communication with prospects and customers.

  • Use merge fields in your email and SMS templates to boost personalization.