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Everything you need to learn Optimizely X in one place: See our resource pages for Web Experimentation and Personalization.

Optimizely Knowledge Base

Set up a tag

  • Optimizely X Web Experimentation
  • Optimizely X Web Personalization
  • Optimizely X Web Recommendations

  • Set up tags in Optimizely
  • Capture a data-rich picture of your visitors' behavior on your site

In Optimizely, tags capture information that appears on the pages of your website — the parts of the pages that visitors engage with, such as type of product and what it costs.

When you set up Personalization or Recommendations, you'll set up tags alongside events to collect important data about visitor behaviors. Then, you'll use this information to group visitors by behavior, called behaviorally targeted audiences in Personalization. For example, you might group visitors who clicked a product that costs more than $100. Or, tags can help gather the data needed to run a Recommendations experiment.

This article shows how to set up a tag. 

Here's a short video walkthrough. Scroll down to see the process step-by-step.



  1. Navigate to Implementation > Pages and select the page where you want to add a tag. You can also create a new page instead.

  2. In the Visual Tags section, click Create.

  3. Click the element to which you want to attach a tag.

    In the Selector field, the Editor automatically populates the selector for the element you chose. You can type or paste the element’s selector into the Selector field if you prefer.

  4. Select a category for your tag. The category helps you collect data for behavioral targeting in Personalization and algorithms in Recommendations.

  5. In the Name field, enter a name for your tag.

  6. Click Save.