Labels

What Is a Label?

A label is a semantic tag that classifies a variant — it captures the intent, tone, or strategy behind a piece of message copy. Examples: Curiosity, Urgency, Calm, Social Proof. Labels are how Aampe learns which type of message resonates with which user. Over time, Aampe associates each user with the labels they respond to and selects variants accordingly.

Labels and Component Types

Every label is scoped to a specific component type via its variant_type field. A label with variant_type: "Offering" can only be used on Offering variants — it cannot be applied to a ValueProposition or CallToAction variant. This means you need separate labels for each component type you use in a formula.

If you try to attach a label to a variant whose component type doesn’t match the label’s variant_type, the API will return an error.

How Labels Flow Through the System

Label (id, variant_type, label_name)
  │
  ├─► Formula-level label association
  │     {"label_id": 101, "variant_type": "Offering", "component_type_id": "..."}
  │     Declares which labels this formula uses per component type
  │
  └─► Variant-level label assignment
        {"component_id": "...", "content": "...", "label_id": 101}
        Tags each individual alternate with its semantic meaning

Labels appear in two places:

On the formula (labels array at creation time) — declares which labels are associated with each component type in this formula
On each variant (label_id at variant creation time) — tags the specific alternate with its meaning

Label Fields

Field	Type	Description
`id`	integer	The label’s unique ID — used as `label_id` everywhere
`label_name`	string	Human-readable name (e.g. `"Curiosity"`)
`label_description`	string	What this label means
`variant_type`	string	The component type `data_key` this label applies to
`archived_at`	datetime or null	If set, the label is archived and should not be used

See Manage Labels for how to fetch and create labels.

Content

Data Ingestion

Public Composer API

What Is a Label?

Labels and Component Types

How Labels Flow Through the System

Label Fields

​What Is a Label?

​Labels and Component Types

​How Labels Flow Through the System

​Label Fields

What Is a Label?

Labels and Component Types

How Labels Flow Through the System

Label Fields