Tags and Variables are two ways to attach extra information to your sessions in Mouseflow. Both let you organize, segment, and filter data across features like Session Replay, Heatmaps, Funnels, and Forms—but they serve different purposes.
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?
Page-based: Tags fire when specific actions happen on a page (e.g., a button click, hover over an element).
Format: Usually a single string (e.g.,
add_to_cart,error_message).Visibility: Tags appear on the page where the action occurred.
Examples:
Cart Clicked / Empty cart
Search bar used
Modal clicked
Popup exited
Easiest way to create: Use the Custom Tags Editor (no coding).
What are Variables?
Session-based: Variables store contextual data about the entire visitor session (not just one page).
Format: A key/value pair (e.g.,
logged_in=true,campaign_id=spring_sale).Behavior: If the same variable key is updated later in the session, the previous value is overwritten (unless you configure it to be preserved).
Examples:
Logged in / Logged out
Cart value = 99
Coupon = SUMMER
Campaign ID
Payment method
Easiest way to create: Add them via tracking code or through Google Tag Manager.
Feature | Tags | Scope |
Scope | Page-based (fires on action) | Session-based (contextual info) |
Format | Single string (e.g., | Key/value pair (e.g., |
Visbility | Shown on the page where it fired | Shown in session info (not tied to a page) |
Use Case | Track actions/events | Store session context/data |
If you have any other questions, reach out to us at support@mouseflow.com