What is the difference between the label and internal value of a contact property's options?

Last updated: May 18, 2017

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Marketing: Free, Starter, Basic, Pro, Enterprise
Sales: Free, Professional

When creating or editing a dropdown select, radio select, or multiple checkboxes property, you'll need to add options that will be populated for this property on your contacts' records.

Labels are the visible options that appear on your forms and throughout your HubSpot account: on contact records, on sent/publsished personalized emails and content, in lists, and in list imports/exports.

  • For example, in the Persona property, an option's label might be Corporate marketer looking to run better campaigns. If you were to use Persona as a personalization token in an email, the label would appear in the sent email like this:
Personalization Example

Internal values are mostly used with HubSpot APIs and integrations (e.g. Salesforce). Values are often cryptic, especially for default HubSpot properties.

  • For example, for the Persona property, the internal value that would correspond to the label in the example above would be persona_5. Displaying that value in a contact record or in email and content personalization would not be useful, which is why these internal values are not visible outside of editing your property:
Persona Value
Persona Value

Please note: List imports support both label and value to reduce potential import errors.

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