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Optimizely Knowledge Base

Tags: Describe elements on the page

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

  • Gather information on elements that visitors interact with, like categories of products or price tags
  • Set up behavioral audiences in Personalization
  • Collect the data used for algorithms in Recommendations

Tags capture information that appears on the pages of your website. If events are “verbs” that help you track visitor behaviors like clicks and pageviews, then tags are “adjectives." They describe parts of a page that visitors engage with, such as the type of product and what it costs.

In Personalization, use tags and events to set up behavioral audiences. In Recommendations, add tags to collect the data that Optimizely uses to render recommendations. You can also add tags in Experimentation to help Optimizely learn about your site (but behavioral targeting isn't available in the standalone Experimentation product).

Tags are always-on. Once you add them to a page, they constantly gather information on visitor behaviors, regardless of whether you’ve connected any campaigns to those tags.

Here's a video walkthrough of how to set up a new click event. Scroll down to see it step by step.



Set up a tag

Here's how to set up a tag.

  1. To select the page where you'll add a tag, navigate to Implementation > Pages.

    Or, create a new page.

  2. In the Visual Tags section, click Create. Then, select Click.

  3. Click the element to which you'd like to attach a tag. In the Selector field, the Editor will automatically populate the selector for the element you chose. Or, use the Code field to specify your own selector.

  4. Select a category for your tag. This will help you collect data for behavioral targeting in Personalization and for algorithms in Recommendations. 

  5. Click Save.

Events and tags

Together, tags and events provide data-rich picture of your visitors’ behavior. In Personalization, you'll use them together to create behaviorally targeted audiences.

For example, you may know from your events that a customer clicked the Add-to-Cart button. But what did they add to the cart?

If you add tags to the product name and the price tag on that page, you’d also know that this customer added blue shoes that cost $115. When you create a personalization campaign, you can 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 deliver targeted experiences for visitors based on what they do with certain elements on your site -- behavioral targeting

Related articles

Continue setting up Optimizely X by adding reusable events, tags, and audiences.

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