Disclosed are methods, apparatus, systems, and computer readable storage media for capturing information regarding an interaction to a database. A client device receives an indication of an interaction with the client device that satisfies a user-defined trigger. A user interface is provided to the client device having input controls capable of receiving one or more information items. The one or more information items include values for a first data field regarding a user-selected expression and a second data field regarding at least one entity associated with the interaction. The one or more information items may generate a custom object that is stored in a database of the on-demand database service. A profile object for the at least one entity may be generated based on an aggregation of the stored one or more items with attributes of the at least one entity.