Tags: Describe key elements on your site

  • Updated
  • Optimizely Web Experimentation
  • Optimizely Personalization
  • Optimizely Performance Edge
  • Optimizely Feature Experimentation
  • Optimizely Full Stack (Legacy)

Tags capture information that displays on the pages of your website or application. If events are verbs that 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 its type.

event are verbs and tags are adjectives

Together with events, you use tags to capture a data-rich picture of your visitors' behavior. For example, an event might track a visitor's action, like a click on a product on a retail homepage. A tag on that image might capture more detail: the product is a shoe or costs more than $100.

example of adding tags to a checkout item

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.

Reserved tag keys

revenue and value are reserved key tags. You can use them if you want to benefit from seeing specific reporting features, such as revenue metrics or numeric metrics, on the Experimentation Results page.

  • revenue – An integer value that is used to track the revenue metric for your experiments, aggregated across all conversion events.

    In Optimizely Web Experimentation, using revenue results in each impression of that page being tracked as a revenue event. This means you should only use this tag to attribute revenue. If you do not want the revenue to be attributed to the pageview in Optimizely Web Experimentation, use a click event or a custom event instead.

  • value – A floating point value used to track custom actions beyond conversions and revenue. As long as it is quantifiable, you can use total value to track it. See Total value and other numeric metrics.

Use tags in Optimizely Personalization

Optimizely Personalization uses tags and events to set up behaviorally targeted audiences.

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 an Optimizely 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.

Use tags in Optimizely Web Recommendations

Optimizely Web Recommendations is not currently included in the plan tiers for new customers. It is not an out-of-the-box solution and requires great effort to configure. If you are looking for personalization solutions to use with Optimizely Web Experimentation, your Customer Success Manager can help review Optimizely's portfolio of tools to find the right fit for you.

In Optimizely Web Recommendations, you will use tags to collect the data that Optimizely Web Experimentation uses to render recommendations.

Use tags in Optimizely Web Experimentation

In Optimizely Web Experimentation, tags can be used for behavioral targeting in the audience builder. See how to set up a tag in Optimizely Web Experimentation.

Use tags in Optimizely Feature Experimentation

In Optimizely Feature Experimentation, event tags are contextual metadata about conversion events. See Tag events for information on setting up tags in Optimizely Feature Experimentation.