Custom tags are labels you add to creatives yourself, such as the creator, product line or shoot batch. Use them for anything Meta's data and Raya's AI tags can't tell you.
Custom tags and AI tags
Both appear in the same tag panel. Your Custom tags are at the top. Raya's AI tags are underneath.
Custom tags | AI tags | |
Who adds them | You | Raya, automatically |
What they describe | Anything you choose: creator, product line, shoot batch, test group | What's in the creative: persona, core desire, USP, theme, key message, emotion, visual hook, offer type, media format, production quality |
When they appear | As soon as you save them | After tagging has run on that creative |
Custom tags don't depend on AI tagging. For AI tags, see Find winning ad formulas with Raya's AI creative tagging.
Add custom tags
Click an ad's thumbnail. The Preview panel opens with the tag panel alongside it.
Click Add tags… under Custom tags. Type a new tag in Add or search tags, or click one you've used before. Choosing existing tags avoids near-duplicates.
You can also tag from:
The Analytics dashboard: scroll to Top Spend or Top Performing, hover over a creative and click Edit tags.
A report: switch to card view with the icons at the right of the metric row, hover over a creative and click Edit tags. You can't tag from table view.
You don't need to upload anything first. Every creative from your connected ad account can be tagged.
Where tags appear
Table view: custom tags have their own column.
Card view: use the Show tags dropdown to choose which tags appear on each card.
Bar chart view: tags don't appear. Switch to table or card view.
Use tags in reports
Group by a tag. In a custom report, set Group by to Custom tag. Each tag becomes one row, so you can compare creators or product lines. See Group-by options in Analytics reports.
Filter by a tag. Open Dimension filter and add a rule, for example Where → Custom tag → is → Steph. Use Add filter group to combine conditions, such as (Steph or Priya) and (Video or Carousel). Each group can use And or Or, groups are combined with And, and groups can be one level deep.
You can also ask Raya, for example: "show me ads tagged Steph or Priya that are video or carousel, build me an Analytics report".
What to tag
Tag things that nothing else in Atria can tell you:
Creator or talent, agency or editor, shoot batch, test group, client
Product line, bundle, region or seasonal campaign, if these aren't in your ad names
If the information is already in your ad names, set up a naming convention instead. See Turn your ad naming conventions into insights. For creative attributes like the hook or emotion, use AI tagging.
Agree tag spellings with your team at the start. Otherwise you can end up with "Steph", "steph", "Steph UGC" and "Stephanie" as separate tags.
Troubleshooting
Tags don't show in the report: check you're not in bar chart view, and that the date range includes the tagged ads.
A tag appears on one ad but not another using the same creative: tags attach to the creative asset, so both ads should show it. If not, send us the two ad names.
Exporting: CSV exports include custom tag and AI tag columns.