Privacy Disclaimer: Per our Terms of Use only anonymous information can be collected from website visitors. No information pushed to Mouseflow should contain information that could potentially identify individual website visitors. Please check out this article to see what data you cannot push to Mouseflow using custom tags/variables (this may vary by local regulations).
What are tags and variables?
Tags and Variables in Mouseflow let you easily organize and filter your session data in tools like Session Replay and Heatmaps. This makes it simple to focus on specific groups of visitors—like those who made a purchase, are logged in/logged out, or took certain actions. This allows you to gain more meaningful insights and find these sessions quickly.
Variables will be marked in green 
Tags will be marked in blue 
by default, Mouseflow will automatically collect variables for UTM parameters, Google Click Identifiers (glid) and there are some tags that will be picked up automatically for you.
What is the difference between a tag and variable?
Tags
Page-based, meaning they track specific actions like clicks or video plays on a particular page. Every time the action happens, the tag will fire and appear on that page depending on it's configuration. Tags usually will be a single string like empty cart or add to cart.
Variables
Session-based and store contextual data about the user’s session, such as UTM parameters or login status. A custom variable allows you to push a key/value pair into Mouseflow - two pieces of information like logged_in = true or saw_popup = false . If the same variable key is used with a different value during the session, the previous value is overwritten. Variables will not appear on the page list, only on the overall information of events detected.
Use Cases
Variables
Logged In/Out
User ID
Cart Value/Order Amount
Link tracking
Referrer Information
Coupon Code Entered (Coupon = SUMMER)
Campaign IDs
Payment Method
Tags
Error Messages Displayed
Add to Cart/Add to Basket
Events (e.g. Modal Clicked, Abandoned Cart, Up-sell/Cross-sell, empty cart)
Scroll Rate
Search bar used
Exited Pop-Up
Page Template Type
To learn more about setting up tags and variables