HubSpot Association Labels
HubSpot association labels describe the relationship between two associated records — for example labeling a contact on a deal as “Decision maker” or “Billing contact.” They add meaning on top of a plain association, so you can report on and automate by the role a record plays.
Key takeaways
- An association links records; an association label says what that link means.
- Labels power use cases like buying roles and primary-company designation.
- They let you filter, report and automate based on relationship type.
Associations vs association labels
An association is the connection itself — this contact is linked to that deal. An association label qualifies it — this contact is the decision maker on that deal. Without labels, every link looks the same; with them, the relationship carries meaning you can act on.
Common examples
- Decision maker, champion, influencer on a deal
- Billing contact vs technical contact on a company
- Primary company for a contact
Frequently asked questions
What's the difference between an association and an association label?
An association is the link between two records; an association label names the role of that link — for example “decision maker” instead of just “associated contact.”
Can you create custom association labels?
Yes — HubSpot lets you define custom labels for associations on higher tiers, so relationships reflect how your business actually works.
How do association labels relate to buying roles?
Buying roles are built on association labels: each contact on a deal is labeled with the role they play in the decision.
Related service: Model associations & labels in HubSpot