Audience

Tags

Tags are free-form labels you attach to contacts: VIP, Trade show 2026, Wholesale. Use them to mark people from a source or campaign, then build segments and target from them.

Add a tag to contacts#

1. Open Contacts.
2. Select the contacts you want (or “select all”).
3. Open Actions → Add a tag.
4. Type the tag and confirm. It's applied to every selected contact (de-duplicated).

Tags appear on each contact's profile. A contact can carry several tags at once. Imports and automation steps write the same tags.

The tag list#

Open Audience → Tags. Every label currently on at least one contact is a row: the Tag name, how many Contacts carry it, and Last used.

• Search for a tag narrows the list by name. vip also finds VIP.
• The column titles sort the list: by name, by how many contacts, or by when the tag was last applied.
• Last used is the last time the tag was added to a contact that did not already have it. A tag that was already on your contacts before this page existed shows Not recorded yet until you apply it again. Editing a contact, or taking the tag off, does not move the date.

See who has a tag#

Click the tag name. The page lists those contacts with the same columns as Contacts: name, email, phone, and the consent columns. It does not send SMS. Click a name to open the contact.

Save as segment creates a filter segment whose only rule is “has this tag” and opens it. There you add the other rules (subscription status, another tag, a date) and the segment stays up to date on its own. The tag page itself is the people who carry the label right now; it is not a second kind of segment.

With the AI assistant and MCP#

An agent uses add_contact_tag to apply a tag, remove_contact_tag to take one tag off the people you name (or off a segment, or off everyone), and delete_audience_tags to remove the label from the whole account. Deleting a tag asks you first. The contacts stay.

Delete a tag#

Tick one or more rows and click Delete. The label comes off every contact that carries it. The contacts stay, and so do their other tags. This cannot be undone: to put it back, tag the contacts again. The count next to Delete is how many tags you have ticked, not how many contacts.

Good ways to use tags#

• Source: where a contact came from (an import, event, or partner).
• Interest: a product category or preference they showed.
• Lifecycle: VIP, wholesale, first-time buyer.

Next steps