TL;DR
Tags are flexible, reusable labels that help you segment and personalize customer experiences across your marketing and automation stack. Whether added manually, during CSV import, or via automated workflows, tags let you:
Build quick segments (e.g., “VIP”, “Dormant-90d”)
Trigger logic in journeys (e.g., “Purchased-Summer-Sale”)
1. Why use tags?
Tags are lightweight, reusable labels that let you slice-and-dice your audience without touching code or uploading new data. Use them to:
Use-case | Example |
Quick segments | “VIP”, “Newsletter”, “Dormant-90d” |
Journey logic | Add a “Purchased-Summer-Sale” tag when an order value ≥ $100, then trigger a thank-you flow. |
Personalization | Insert conditional blocks — if Tag = ‘Vegan’ show plant-based promotion. |
Because tags travel with each profile everywhere in Apex, they unlock targeting in Audience Lists, Journeys, Campaigns, and future features.
2. Where tags live in the UI
Audience › Profiles – a Tags pill row appears below the customer’s name.
Audience › Tags – A list of all tags used on the platform.
Canvas › Tags Action Node – programmatic add / remove / replace inside journeys.
3. Creating tags
Tip: Keep names short, lower-case, and use hyphens for multi-word tags (high-intent, black-friday-2025).
Path | Steps |
On an individual profile |
|
During data import | When mapping CSV columns, set Tag column → Create new tag. |
On the fly in Journeys | Drag the Tag Action node on to the canvas → choose Create new in the dropdown. |
There is no hard limit on the number of distinct tags, but we recommend ≤ 50 to keep filtering snappy.
4. Adding, updating, and removing tags
A. Manual (1-off)
Open a profile.
Hover over the tag row and click ✏︎ Add tag.
Add: type a new tag and hit Create.
Remove: click the × next to the tag name.
B. Programmatic (Journeys canvas)
Use the Tag Action node anywhere in your flow:
Field | Purpose |
Mode | Add or Remove |
Tag(s) | Select existing or type to create. |
Run condition | Optional expression (Use a conditional split node just before the Tag node e.g. order_total > 100). |
Because the node executes in real-time, you can branch immediately on whether the tag was applied.
5. Best-practice naming conventions
Pattern | When to use |
status-* | Lifecycle stages — status-new, status-churn-risk. |
promo-* | Limited-time promos — promo-bfcm-2025. |
interest-* | Declared or inferred interests — interest-running. |
region-* | Geography — region-us-south. |
Keeping a predictable prefix lets teammates filter quickly and prevents duplicate tags like VIP, vip, Vip.
6. Viewing and filtering by tags
Audience Lists – Add the “Tags” column, then filter Tag contains. coming soon
Journeys entry – Use a Tag condition filter to gate who can enter. coming soon
Campaigns – Target Include Tag = ‘newsletter’.
7. FAQ & Troubleshooting
Question | Answer |
Can a profile have unlimited tags? | Technically yes, but > 50 per profile can slow queries. |
What happens if I rename a tag? | Renaming is not currently supported. Create the new tag, then delete the old one. |
Does removing a tag delete historical data? | No. Past events and journey logs remain intact; only the current profile label is changed. |