Automate CRM associations in GHL Customer Care with the Associate Records workflow action. Find and link Contacts, Companies, Opportunities, and Custom Objects using rules.
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Automatically create associations between the object and records from a different object using flexible filters and matching strategies.
What You'll Learn
The Associate Records workflow action eliminates manual effort by automatically finding and linking CRM records based on field values, merge fields, and custom matching rules.
This article explains how to configure the action, choose matching strategies, apply association labels, and use real-world workflows to model complex business relationships.
Beta Feature
The Associate Records workflow action is currently available in Beta through Labs. Enable it from Settings → Labs → Associate Records - Workflow Action before use. Beta features are in active development and may receive updates based on user feedback.
The Associate Records workflow action automatically creates associations between CRM records based on field-level matching rules. It works across Contacts, Companies, Opportunities, and Custom Objects, allowing you to model complex business relationships without manual data entry.
When a workflow enrolls a record, the action searches for matching records using filters you configure—such as matching city, property type, or status—and creates associations using the strategy you define (earliest, latest, or all matches).
This action removes the need for external tools or custom code to maintain CRM relationships, and it keeps associations accurate as records are created or updated.
2Key Benefits
The Associate Records action delivers automation, accuracy, and flexibility for managing CRM relationships at scale.
Reduces Manual Record Association — Eliminate repetitive association tasks by automating record linking based on field values and business logic.
Maintains Accurate Associations — Automatically create associations as records are created or modified, ensuring relationships reflect current data.
Builds Workflows Across Associated Records — Create complex automation across standard and Custom Objects, modeling real-world processes directly in the CRM.
Automates Processes Across Objects — Replace third-party automation or custom code with native workflow actions that work seamlessly across your CRM.
Supports Flexible Matching — Use fixed values or merge fields from the enrolled record to dynamically identify matching records.
3Feature Capabilities
The Associate Records action provides flexible configuration options to handle a wide range of CRM workflows and business scenarios.
Feature 1
Multi-Object Support
Associate records across Contacts, Companies, Opportunities, and Custom Objects, based on the workflow type and configured object associations in your sub-account.
Feature 2
Field-Based Filters
Find records using one or more field-based filters with support for all applicable field types and their corresponding operators (equals, is, is not empty, contains, greater than, etc.).
Feature 3
Fixed Values and Merge Fields
Use fixed values (like "4" for bedrooms) or merge fields from the enrolled record (like contact.preferred_city) to dynamically match records based on real-time data.
Feature 4
Matching Strategies
Choose to associate with the earliest created record (the record created first), the latest created record (the record created most recently), or all matching records based on your business requirements.
Feature 5
Association Labels
Apply existing association labels to categorize and describe the relationship between records (e.g., "Potential Buyer", "Seller"). The selected label is applied to the trigger record.
Feature 6
Cross-Object Associations
Create associations between different objects (Contact to Property, Company to Opportunity) based on the associations configured in your sub-account.
Feature 7
Multi-Filter Logic
Add multiple filters with AND logic to create precise matching rules. A record must meet every condition to qualify for association.
4How to Set Up the Associate Records Action
Follow these steps to configure the Associate Records action in a Contact, Company, or Custom Object workflow.
Step 1
Enable the Feature in Labs
Navigate to Settings → Labs and enable the Associate Records - Workflow Action feature.
How to Set Up the Associate Records Action (image 1 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 1 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 2
Open or Create a Workflow
Open an existing workflow or create a new Contact, Company, or Custom Object workflow where you want to add the action.
Step 3
Add the Associate Records Action
Click the + icon to add a new action. Under the Associations category, select Associate Records (marked with a BETA tag).
How to Set Up the Associate Records Action (image 2 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 2 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 4
Name the Action (Optional)
In the ACTION NAME field, you can keep the default name "Associate records" or customize it to describe the specific association being created.
How to Set Up the Associate Records Action (image 3 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 3 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 5
Select the Object to Associate With
Under CREATE ASSOCIATION WITH, select the object type containing the records you want to associate (e.g., Property, Campaign, Company, Insurance Policy, Transaction).
Available objects depend on the associations configured in your sub-account. To associate with other object records, visit Associations settings.
How to Set Up the Associate Records Action (image 4 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 4 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 6
Configure Filters to Identify Matching Records
Under FILTER RECORDS TO ASSOCIATE, add one or more field-based filters. For each filter row:
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Click Add field to add additional filter conditions. All filters use AND logic—a record must meet every condition to qualify.
At least one field-value pair must be provided for the action to work.
How to Set Up the Associate Records Action (image 5 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 5 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 7
Choose a Matching Strategy
Under WHEN MULTIPLE RECORDS MATCH, select how you want to handle multiple matching records:
Associate with all matching records — Creates associations with every record that meets the filter criteria
Associate with earliest created record — Associates only with the record that was created first
Associate with latest created record — Associates only with the record that was created most recently.
How to Set Up the Associate Records Action (image 6 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 6 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 8
Select an Association Label
Under ASSOCIATION LABEL, select an existing label to categorize the association (e.g., "Potential Buyer", "Seller").
The selected label will be applied to the trigger record. Some labels are paired (e.g., "Seller - Paired with Property" and "Potential Buyer - Paired with Interest Property").
How to Set Up the Associate Records Action (image 7 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 7 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 9
Save your Changes
Click Save action to add the configured action to your workflow. You can also click Cancel to discard changes.
Save and publish the workflow to activate the association automation.
How to Set Up the Associate Records Action (image 8 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 8 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Step 10
View Your Association
To view the associate after the workflow has ran, go to Contacts > Associations
How to Set Up the Associate Records Action (image 9 of 9)What this shows Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different…What this showsIllustrates the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records".This screenshot appears in the "How to Set Up the Associate Records Action" section of "Workflow Action: Associate Records". For context, this section explains: Workflow Automation Associate Records Workflow Action Automatically create associations between the object and records from a different object using flexible filters and matching strategies. What You'll Learn The Associate Records workflow action eliminates manual effort by automatically finding…. This part of the guide covers 7 fields, listed below.Image 9 of 9
Fields in this part of the guideMatching Strategy: Associate with all matching recordsAssociation Label: Potential BuyerGetting Started with WorkflowsNotes on Custom Objects in GHL Customer CareAssociating Contacts using Custom LabelsHow to Use Custom FieldsCreating and Editing Custom Objects
Buttons and menus referencedReduces Manual Record AssociationMaintains Accurate AssociationsAutomates Processes Across ObjectsSupports Flexible MatchingSettings → LabsAssociate Records - Workflow Action+AssociationsAssociate RecordsACTION NAMECREATE ASSOCIATION WITHFILTER RECORDS TO ASSOCIATE
All 3 steps in this procedure
Select the field you want to match (e.g., Bedrooms, City, Property Type)
Choose the operator (e.g., Equals, Is, Is not empty)
Enter a fixed value or use merge fields from the enrolled record (indicated by the merge field icon)
Success
Once published, the workflow will automatically create associations whenever a record enrolls and matches the filter criteria you configured.
Automation in Action
Build Smarter CRM Workflows
The Associate Records action enables you to automate complex relationship management across Contacts, Companies, Opportunities, and Custom Objects—reducing manual effort and keeping your CRM accurate.
5Real-World Use Case
The Associate Records action is ideal for industries that require dynamic, rule-based associations between records. Here's a real estate agency example.
Use Case: Real Estate Buyer-Property Matching
A real estate agency uses a Custom Object called "Property" to track listings. When a new buyer Contact enrolls in a workflow, the Associate Records action automatically searches for Property records that match the buyer's preferences.
Configuration:
Create Association With: Property
Filters: Bedrooms (Number) equals 4, City (Dropdown single) is contact.preferred_city, Property Type (Dropdown single) is contact.preferred_type, and Property Name (Single line) is not empty
Matching Strategy: Associate with all matching records
Association Label: Potential Buyer
Result: Each buyer is automatically linked to all matching properties, and agents can see the list of interested buyers directly from each Property record. This eliminates manual association work and ensures buyers see relevant listings immediately.
This automation helps teams create and maintain associations without manually associating records one at a time, saving significant time as new contacts and properties are added to the system.
Q: Which objects are supported by the Associate Records action?
The action supports Contacts, Companies, Opportunities, and Custom Objects. Available target objects depend on the workflow type and the associations configured in your sub-account.
Q: Can I use merge fields in the filter values?
Yes. You can use merge fields from the enrolled record to dynamically match records based on real-time data—for example, using contact.preferred_city to match a Property's City field.
Q: What happens if no records match the filters?
If no records match the filter criteria, the action completes without creating any associations, and the workflow continues to the next step.
Q: How do I configure associations between objects in my sub-account?
To associate with other object records, visit your Associations settings. This is where you define which objects can be associated and configure association labels.
Q: How do I choose between "earliest", "latest", and "all" matching strategies?
Use "Associate with earliest created record" when you want to link to the oldest matching record. Use "Associate with latest created record" for the most recent match. Use "Associate with all matching records" when you want to create associations with every record that meets your criteria.
Q: Are association labels required?
Yes, you must select an association label when configuring the action. Labels help categorize and describe the relationship between records.
Q: Can I use multiple filters with OR logic?
No. The action currently supports only AND logic—a record must meet every filter condition to qualify for association. OR logic is not supported.
Q: Will the action update existing associations if the enrolled record changes?
The action creates associations when the workflow runs. If the enrolled record changes after enrollment, the associations are not automatically updated. You can configure additional workflow triggers to re-evaluate associations when specific fields change.
Q: Which label is applied to the trigger record?
The association label you select in the action configuration is applied to the trigger record (the record that enrolled in the workflow). If the label is paired, the corresponding paired label is applied to the associated record.
