What is OData in Dynamics CRM? Open Data Protocol ( OData ) is a standard protocol for consuming data exposed by Dynamics . OData is a Representational State Transfer ( REST ) based protocol. It can be applied to all types of technologies, including JavaScript Object Notation ( JSON ). To retrieve single record data using JavaScript function CheckPrimaryContactId ( executionContext ) { formContext = executionContext . getFormContext (); var primarycontactid = formContext . data . entity . attributes . get ( "primarycontactid" ); if ( primarycontactid . getValue () != null ) { entityId = primarycontactid . getValue ()[ 0 ]. id . slice ( 1 , - 1 ); entityName = primarycontactid . getValue ()[ 0 ]. entityType ; ...