diff --git a/netbox/extras/forms/model_forms.py b/netbox/extras/forms/model_forms.py
index 365d55c72..b7e606f7d 100644
--- a/netbox/extras/forms/model_forms.py
+++ b/netbox/extras/forms/model_forms.py
@@ -1,6 +1,7 @@
 import json
 
 from django import forms
+from django.db.models import Q
 from django.contrib.contenttypes.models import ContentType
 from django.utils.translation import gettext as _
 
@@ -37,7 +38,7 @@ class CustomFieldForm(BootstrapMixin, forms.ModelForm):
     object_type = ContentTypeChoiceField(
         queryset=ContentType.objects.all(),
         # TODO: Come up with a canonical way to register suitable models
-        limit_choices_to=FeatureQuery('webhooks'),
+        limit_choices_to=FeatureQuery('webhooks').get_query() | Q(app_label='auth', model__in=['user', 'group']),
         required=False,
         help_text=_("Type of the related object (for object/multi-object fields only)")
     )
diff --git a/netbox/utilities/utils.py b/netbox/utilities/utils.py
index aec0d896c..57092bb7d 100644
--- a/netbox/utilities/utils.py
+++ b/netbox/utilities/utils.py
@@ -48,6 +48,10 @@ def get_viewname(model, action=None, rest_api=False):
         if is_plugin:
             viewname = f'plugins-api:{app_label}-api:{model_name}'
         else:
+            # Alter the app_label for group and user model_name to point to users app
+            if app_label == 'auth' and model_name in ['group', 'user']:
+                app_label = 'users'
+
             viewname = f'{app_label}-api:{model_name}'
         # Append the action, if any
         if action: