What Are Tags Used For?

If a customer performs an action such as completing a purchase, they get an appropriate tag attached to their profile. Tags help you identify where a customer is in their buying journey, their overall customer lifecycle, and how engaged they are to marketing content.

Tags are extremely useful when it comes to marketing. They can be used as criteria for segments, meaning you can decide who to include and exclude from a particular marketing campaign.

For example, your customers who complete a purchase will receive an appropriate tag for having done this action. In this way, customers who canceled an order will receive an appropriate tag for having done that action as well. So, when the time comes for you to create a “repeat purchase” marketing campaign, you send emails only to those customers who have already completed a purchase by using the “completed a purchase” tag and exclude the ones who canceled. Very simple, right?

How do I Create a Tag?

In order to create a tag, go into the People category, click on “tags”, and select the “manage tags” option. You’ll see an interface that displays your current tags and how many customers belong to each. Along the top, several options are available for tag management. Select the “+ tag” button which is first in the line.

Now you’ll be given the option to name your tag, and put it in a specific tag group.

So, for example, you can create a tag that’ll be attached to each customer who reads a specific blog post, like your articles about face creams, and name the tag “blog_reader_of_face_creams”.

Before creating a tag, however, make sure it’s not already there.

Tags can also be set to ‘decay’ after a specified duration. If you enable this feature and set a time-frame for the tag, a customer will lose this tag after the set amount of time. You’ll see that most tags won’t need this feature, but in some cases it can be really useful.

For example, you can use it for flagging subscribers who are active or engaged with your marketing material. You can tag a new subscriber ‘active’ for 60 days, and if they don’t open an email campaign in those 60 days, the tag will ‘decay’. However, if they do open your emails, their tag will refresh each time. Isn’t this useful?

Tag Groups

When tags are used for the purposes of tracking a customer journey or status, or where multiple tags service an overarching subject, tag groups can be used to categorize them as a way to keep everything clean and coherent.

In addition, when tags sit together in a group, we have the option of enabling the “unique tag limit” feature.

This feature restricts our customers from having more than one of these tags attached to them. In the case of a “booking journey” tag group, this can consist of “booked”, “cancelled”, “collected”, and “completed” tags. We’d then enable the “unique tag limit” to ensure customers are only tagged as one of these at a time.

Like the “decay” feature, you won’t need to use tag groups often, but they’re a handy tool for more advanced customer tracking.


Now comes the time to determine the specific action the customer will take that correlates with a tag, and then program the tag to attach to the customer when said action is performed.

Auto-tags help you to create an event that matches the tag. When you select the “auto-tags” option, you’ll need to give this automation a name, include a tag, and match the tag with an appropriate event.Let’s say you want to auto-tag visitors with the `booking` tag. You can give it a name such as “booking made”, and match it to a “booking” event. This means that every time a customer makes a booking, the “booked” tag will be attached to their profile.

You are also able to match specific pieces of data in the event using our JSON editor. This allows you to dig into the nitty details to ensure your matching is perfect. Contact support for more help. Then you click on the “create event matcher” button and you’re done!

Finding Events for Auto-Tags

When creating auto-tags, you need to match a tag with the appropriate event, as we explained in the auto-tags section.

But if the event requires certain details to equal a specific value, click on the “find events” button on the auto-tagging strategies screen. You’ll then see the “event browser” screen where you can search for the event you wish to build your auto-tag off.

Let’s use the booking example to explain this better. If the basis of your auto-tag strategy is making a booking, simply search for the “booking” event and click the “auto-tag event” button. This will take you to the “tagging strategy” screen where you’ll see all the details contained within that event. Now all you need to do is remove the unnecessary details and alter the required details to create a criteria that will apply the tag. Then click on the “create event matcher” button and you’re done!

We realize that this can seem a bit complicated at first, so if you have trouble finding events for auto-tags, please let us know. We’re only a message away!