Tags capture information that appears on the pages of your website. If events are verbs in the sense that they help you track visitor actions like clicks or pageviews, then tags are adjectives that describe parts of your site that visitors interact with. For example, you might add tags to key parts of your site to capture how much a product costs or the type of product that it is.
Together with events, you use tags to capture a data-rich picture of your visitors' behavior. For example, an event might track a visitor action like a click to a product on a retail homepage. A tag on that image might capture more detail: the product is a shoe, or it costs more than $100.
Naming a tag "revenue" results in each impression of that page being tracked as a revenue event. This means you should only use this feature if you want to attribute revenue to pageviews. If you don't want the revenue to be attributed to the pageview, use a click event or a custom event instead.
Tags are always on. When you add them to a page, they constantly gather information on visitor behaviors, even if you haven't connected any campaigns to the tags.
See how to set up a tag in Optimizely.
Using tags in Personalization
For example, you may know from your events that a visitor clicked Add to Cart. But what did they add to the cart?
If you add tags to the product name and the price on the page, you also know that this customer added blue shoes that cost $115. When you create a Personalization campaign, these tags let you target “Customers who added blue shoes to their cart” or “Customers who spent more than $100.”
Tags let you capture this extra context and use it to deliver targeted experiences for visitors based on what they do with certain elements on your site—behavioral targeting.
Using tags in Recommendations
In Optimizely Web Recommendations, you'll use tags to collect the data that Optimizely uses to render recommendations.
Using tags in Experimentation
In Optimizely Web Experimentation, tags can be used for behavioral targeting in the audience builder. However, your subscription must include Personalization for access to this feature.