Fields differ from tags because they record values, such as a contact's name, address information or nationality.
Field data can be:
Injected into emails and web content using personalization tags (as in, "Hello %FIRST_NAME%")
Entered by the shopper using opt-in forms.
Imported via CSV Files.
Set by using Zapier to link to a third party.
Note: While fields can be used in conditions like tags, they're less flexible. It is recommended to use tags unless you need to store values rather than just having, or not having a specific tag against a contact.
Standard and Custom Fields
All Pathfinder accounts include the following standard fields: