Groups
The group data type: a company, product, deal or other thing that is not a person. Its fields, the group types and how groups work like lookup tables.
Last reviewed September 15, 2026
A group is a record of a thing that is not a person, with its own ID and properties. Companies, products, deals and reference tables are groups. Each group has a group type.
Fields
| Field | Required | Description |
|---|---|---|
group_id | Yes | The identifier of this group |
type | Yes | The group type. See the table below. |
name | No | A name that people can read |
custom_properties | No | Properties of the group, for example a price |
timestamp | No | When the record was last updated |
Group Types
| Group type | Use for | Key fields |
|---|---|---|
vendo_company | Companies and B2B accounts | company_id |
vendo_product | Products and SKUs | product_id, sku_id |
vendo_product_variant | Product variants, from Shopify | |
vendo_deal | CRM deals and opportunities | |
| Custom types | A group type that your workspace adds |
The key fields tell Vendo which event properties can join the group type.
Groups Work Like Lookup Tables
A group adds its properties to other rows through a key:
- A purchase event has the property
sku_id=SKU-001. - The
vendo_productgroup has a row for SKU-001, with its price and category. - When you break down purchases by category, Vendo joins each purchase to its product row.
Earlier versions of Vendo had lookup tables. Lookup tables are now groups. Metrics can also use group properties, for example the price of a product.
Product feed destinations, for example Google Merchant Center and the Meta catalog, use vendo_product groups.
How Groups Relate to Other Data
| Related to | How |
|---|---|
| Events | Many events join one group of each type, through an event property or the key of the group type. One query can join more than one group type. |
| Users | Users link to groups through a membership field, for example company_ids on a HubSpot contact. A user can belong to many groups, and a group can have many users. |
In the App
- Manage group types and groups in Data → Data Preferences → Groups.
- Upload a CSV file of reference data, and select its group type. See Data Uploads.
- To map a warehouse table as a group, select Group Properties as the data type and select the group type. See Custom Tables.
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