Tags are attached to contacts. You can add or remove tags from contacts based on rules you set. Each contact may have a different set of tags which allows you to personalize experiences for them.

Further reading: Why doesn't Pathfinder use lists?

Creating Tags

To create a new tag, first navigate to the Contacts page then Tags:

Now hit the + New tag button at the top of the page:

You'll be prompted to enter a Name, Description and Category (here's an article about categories) for the tag. You can also set any tag expiration options.

You must click the Create Tag button to save the tag.

Setting Tags 

Now you've created your tag, you may want to set some Triggers. If a contact meets the conditions you set in the trigger, the tag will be added to the customer's Shopper DNA

For more information on condition logic, please refer to our Conditions 101 article.

Alternative ways to set tags are form submission, CSV files, JavaScript, and within campaigns. Pathfinder Pro users can set tags using web hooks, smart links and by URL parameter.

It is also possible to manually change a contact's tags on the view contact page. 

Viewing Tag Data

When viewing your tags on the DNA page, you'll see a green count next to the tag name which shows how many contacts currently have it. Anonymous visitors are not counted in this total.

You can get more detailed insights by clicking the tag and navigating to the Tag Logtab:

Here you'll see a full history for the tag. By selecting the event dropdown menu, you can filter between Tag Added and Tag Removed, and export a CSV of all the contacts who currently have the tag.

Note: Tags can also be set on anonymous visitors, however visitors do not have individual profiles created until they are identified. The visitor total is viewable in the Tag Log.

Built-in Tags

Note that Pathfinder automatically sets up a wide variety of tags for you when you create an account. Some of these tags can be customized, but some others cannot be edited or deleted since Pathfinder uses them regularly when building campaigns.

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