System Label Reference

Outpost automatically applies labels to members as they move through subscription lifecycle events, interact with your conversion tools, and sync with integrations. These labels are visible in your member list and Ghost, and can be used as triggers and conditions in email flows and the rules engine.

Labels prefixed with ZZZ_ sort to the bottom of Ghost’s label list. This is intentional to keep system tracking labels out of the way. Labels prefixed with # are behavior flags.Several labels use dynamic suffixes (dates, IDs, GUIDs, slugs) to hold extra data within the label name itself.

Email & Marketing

Label	Applied when…
`#Unsubscribe_Via_Outpost_Email`	Member unsubscribes via an Outpost email
`Marketing_Okay`	Member has opted in to marketing emails (applied automatically after the welcome action for free members)
`Marketing_OptOut`	Member has opted out of marketing emails, whether they opted out themselves (for example, by unsubscribing from a marketing email) or the label was added manually.
`#Ignore_Welcome`	Skips the welcome email flow for this member. See Skipping Welcome Emails.
`#Ignore_Advanced`	Skips advanced autoresponder emails
`#Ignore_Upgrade`	Skips upgrade email sequences

Marketing_OptOut mirrors the member’s marketing email preference. Adding it opts the member out of marketing emails. Removing it usually opts them back in, but not always: some opt-outs, such as one the member made themselves on the unsubscribe page, cannot be undone by removing the label, and Outpost re-applies it within a few minutes. In that case, only the member can opt back in from the unsubscribe page.

Subscription Lifecycle

Label	Applied when…
`Active_Client`	Member has an active paid subscription
`Former_Paid_Subscriber`	Member was previously paid and is now free
`Former_Comp_Subscriber`	Member’s complimentary subscription has ended
`Plan_Renewal_[date]`	A member paid through one of Outpost’s own checkout links, for example `Plan_Renewal_15-02-2026`. That covers One-Person Subscription signup links and invoices, and offer links Outpost sends by email or shows in a CTA. Members who sign up through Ghost Portal do not get this label. The date is the day the checkout link was created plus the member’s own billing period, which Outpost reads from their plan in Stripe as the payment completes, so a weekly, monthly, quarterly, semiannual or annual subscriber each gets a date that matches their plan. It is a calculated date rather than the renewal date Stripe holds, so treat it as a close marker rather than an exact one.

Outpost does not apply a label when a member turns off auto-renewal, so you cannot build an email flow, a campaign audience, or a rule on one. To check a single member, open their record and look at the Subscriptions card: it reads Expires with the end date instead of Renews when a subscription is due to end rather than renew. For a full list of everyone who has cancelled, use your Stripe dashboard.

Payment & Checkout

Label	Applied when…
`Started_Checkout`	Member started the checkout process
`Payment_Started`	Member clicked an offer or payment CTA
`Payment_Pending`	Member initiated checkout but hasn’t completed payment
`Coupon`	Member used a coupon or discount code

Donations

Label	Applied when…
`Gave_A_Donation`	Member made a donation via Stripe or PayPal
`ZZZ_Donation_[date]_[amount]_[provider]`	Dated donation record with amount and payment provider. Date format is `dd-mm-YYYY` (e.g., `ZZZ_Donation_15-03-2026_50_Stripe`)

Gifts & Group Subscriptions

Label	Applied when…
`Bought_Gift_Subscription`	Member purchased a gift subscription for someone else
`Received_Gift_Subscription`	Member received a gift subscription
`Group_Buyer`	Member purchased a group subscription
`Group_Member_[GUID]`	Member is part of a group subscription (GUID identifies the group)
`Institutional_Group_Subscription`	Member is part of an institutional group subscription

Retention

Label	Applied when…
`Saved_By_Retention_Offer`	Member was retained through a retention offer
`ZZZ_Retention_Offer_[ID]`	Tracks which specific retention offer was used
`ZZZ_Retention_Offer_Date_[date]`	Tracks when the retention offer was applied
`ZZZ_Failed_Payment_Ended_Subscription_[date]`	A payment failure ended this subscription
`ZZZ_Retention_Payment_Continue_Subscription_[date]`	A retention payment continued this subscription

Paywalls & CTAs

Label	Applied when…
`#ZZZ_Soft_Registration_Wall_Signup`	Member signed up via a registration paywall
`#ZZZ_Soft_Registration_Wall_Display`	Member was shown a registration paywall
`#ZZZ_Soft_Upgrade_Wall_Signup`	Member upgraded via an upgrade paywall
`#ZZZ_Soft_Upgrade_Wall_Display`	Member was shown an upgrade paywall
`#ZZZ_Signup_CTA_[ID]`	Member clicked a specific signup CTA (ID identifies the CTA)
`#ZZZ_Signup_Post_[ID]`	Member signed up via a CTA on a specific post (ID identifies the post)
`#ZZZ_Signup_Session_[GUID]`	Tracks the signup session for attribution

UTM & Traffic Attribution

These labels are applied automatically at signup when UTM parameters or referral values are present in the URL. All five can be applied to the same member if all parameters are present.

Label	Applied when…	URL parameters captured
`source:[value]`	Member arrived via a tracked source	`utm_source`, `source`, or `ref`
`medium:[value]`	Member arrived via a tracked medium (channel type)	`utm_medium`
`campaign:[value]`	Member arrived via a tracked campaign	`utm_campaign`
`content:[value]`	Member arrived via a tracked creative or content variant	`utm_content`
`term:[value]`	Member arrived via a tracked search term or audience segment	`utm_term`

Examples:

A member who arrives from ?utm_source=twitter&utm_campaign=launch gets: source:twitter, campaign:launch
A member who arrives from ?ref=newsletter-partner gets: source:newsletter-partner
A member who arrives from a full UTM URL gets up to five attribution labels

See Traffic Source Tracking for full details and examples.

Gated Content

Label	Applied when…
`Gated_Download_[slug]`	Member downloaded a gated PDF (slug identifies the PDF)
`Signup_Via_Gated_Download__[slug]`	Member signed up through a gated PDF download (note the double underscore before the slug)

Subscription Schedules

Label	Applied when…
`Subscription_Schedule`	Member is enrolled in a subscription schedule
`Sub_Sched_[GUID]`	Identifies the specific subscription schedule the member is on

Shipping (for sites with shipping enabled)

Label	Applied when…
`Address_Added`	Member has added a shipping/mailing address

Integrations

Label	Applied when…
`Webflow_Form_Submission`	Member signed up via a Webflow form
`Hubspot`	Member has been synced to HubSpot CRM
`Salesforce`	Member has been synced to Salesforce
`FeedPress`	Member is linked to a FeedPress podcast feed
`Supercast`	Member is linked to a Supercast private podcast feed
`Shopify`	Member has been synced from Shopify

Using system labels in automation

System labels can be used as triggers and conditions in the Basic Autoresponder and the Rules Engine just like any other label. Examples:

Trigger a win-back flow when Former_Paid_Subscriber is applied
Send a confirmation email when Gave_A_Donation is applied
Start an onboarding sequence when Received_Gift_Subscription is applied
Exclude #Ignore_Upgrade members from upgrade campaigns

Getting Started

Autoresponder

Email Campaigns

Signup & Conversion

Members

Subscriptions & Pricing

Analytics & Reporting

Integrations

Advertising & Sponsorship

Events & Engagement

Settings

Developers

Email & Marketing

Subscription Lifecycle

Payment & Checkout

Donations

Gifts & Group Subscriptions

Retention

Paywalls & CTAs

UTM & Traffic Attribution

Gated Content

Subscription Schedules

Shipping (for sites with shipping enabled)

Integrations

Using system labels in automation

​Email & Marketing

​Subscription Lifecycle

​Payment & Checkout

​Donations

​Gifts & Group Subscriptions

​Retention

​Paywalls & CTAs

​UTM & Traffic Attribution

​Gated Content

​Subscription Schedules

​Shipping (for sites with shipping enabled)

​Integrations

​Using system labels in automation

Email & Marketing

Subscription Lifecycle

Payment & Checkout

Donations

Gifts & Group Subscriptions

Retention

Paywalls & CTAs

UTM & Traffic Attribution

Gated Content

Subscription Schedules

Shipping (for sites with shipping enabled)

Integrations

Using system labels in automation