Tags help you understand when and where fans joined your world, what they have engaged with, and how to reach the right fans with the right message. Fans are assigned tags after interacting with your campaigns - those tags can then be used to build audiences and power more targeted communications.
Tag Types
System tags
System tags are assigned automatically by Openstage based on the action a fan takes. Here is a breakdown of the key system tags:
Tag | When it is assigned |
welcome | Fan signed up via one of your landing pages |
fanpage | Fan signed up via your Fan HQ |
sms-welcome | Fan texted your Openstage phone number |
voice-welcome | Fan called your Openstage phone number |
presave-welcome | Fan pre-saved on Spotify, Apple Music, or Deezer |
ticketing-welcome | Fan purchased tickets via an Openstage box office |
Merch integration tags follow the same pattern - the integration name followed by -welcome, for example shopify-welcome. These are assigned when a fan makes a purchase from a connected store for the first time, or is pulled in via a historical sync.
Landing page tags
Every landing page with an active welcome step has its own unique tag. This is either generated automatically from the page name, or set as a custom tag in the Config tab of the landing page. Landing page tags always start with signup, for example:
signup-join-the-newsletter
Import tags
Import tags are applied to fans during a fan data or transactional data import. There are two ways to assign them:
The import tag field in Openstage - applies the tag to all fan records in that upload
A tag column in the CSV file being imported
🟢 Top tip: Import tags have no system prefix, so include enough information in the tag to identify where the fans came from, who imported them, and when.
For example: mailing.list.import_CP_Nov.11.2025 - this shows the fans came from an existing mailing list, imported by someone with the initials CP on 11 November 2025.
Manual tags
Manual tags are applied directly by you, either by:
Applying a tag to a filtered audience segment in the Audience Builder
Exporting a segment of fans and re-importing them with the chosen tag via the import tag field
Manual tags are useful for segmenting competition winners, event RSVPs, or any other custom grouping that does not fit a system or landing page tag.
Tag formatting
System tags follow consistent formats so you can identify their origin at a glance. First-time actions use -welcome with a relevant prefix, for example voice-welcome.
Integration tags use the channel name as the prefix followed by the interaction, for example shopify-welcome or bandsintown-event.
Custom tags can take any format, but consistency matters. Poorly formatted tags can result in duplicate tags for the same purpose or fans being incorrectly tagged.
🟡 Please note: Tags are case sensitive. signup-london-11-nov-2025 and signup-London-11-nov-2025 are treated as two different tags by the system. Use the Tag Manager to merge them if needed.
⚪ Note: Poll answers are not tags. You can build audiences filtered by poll answers in the Audience Builder, and a breakdown of answers for a given poll appears in the performance tab of the relevant landing page.
Tag manager
The Tag Manager is where you view, organize, and edit all tags across your account.
Navigate to Engage > Tag Manager.
From here you can:
Rename tags
Reformat or delete unwanted tags
View all fans assigned a particular tag
🟢 Top tip: To merge two tags, rename one tag to exactly match the other. All fans from both tags will be combined under the existing tag.
🟡 Please note: Merging tags cannot be undone. Use this feature with care.