Message Labels are tags you define once and reuse across campaigns. They help you filter campaigns in analytics. They also keep naming consistent across teams.
Use labels for cross-cutting dimensions like:
onboarding
winback
flash-sale
delivery-status
Labels are best for analysis and filtering. Use Message Categories for broad grouping.
Field definitions
Label ID
A unique, stable identifier for the label. Treat it like a key used in reporting and exports.
Label Name
A human-readable name shown in the panel. Make it obvious and consistent across your org.
Keep Label ID stable once used in production. Renaming is fine, but avoid changing the ID.
Example:
winback → Winback
Create a message label
Path: Settings > Message Labels > Create New Message Label
1
Create the label
Click Create New Message Label.
Enter Label ID.
Enter Label Name.
Click Save.
Use labels in campaigns
When creating or editing a campaign, assign a Message Label if the channel supports it. Use labels to compare performance across different campaign types.
Examples:
Same label across Push + Email for one initiative.
Different labels for different lifecycle stages.
Edit or retire a label
You can edit labels later to keep naming consistent. Avoid breaking reporting references.
If you’ve already used a label in campaigns, keep the Label ID stable. If you need a new ID, create a new label instead.
Filter and analyze by label
In Reports, filter campaigns by Message Label when available. Use this to compare metrics like clicks, conversions, and revenue. This is useful when category or campaign naming is inconsistent.
