Tags: Describe key elements on your site

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

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 Web Experimentation.

Using tags in Optimizely Web Personalization

In Optimizely Web Personalization, use 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 a Optimizely Web 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 Recommendations

Optimizely Web Recommendations is not currently included in the packaging 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, our Customer Success Managers can help review our 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. However, your subscription must include Optimizely Web Personalization for access to this feature.

Use tags in Optimizely Feature Experimentation

In Optimizely Feature Experimentation, event tags are contextual metadata about conversion events. For information on how to use tags in Feature Experimentation, refer to the developer documentation.