Once your personas are generated, OuterSignal automatically begins tagging your customers. Most accounts won't need to do anything — persona tags will start appearing on customer profiles and flowing into Klaviyo shortly after your personas are ready.
What persona tagging does
Persona tagging is what connects your personas to the rest of your marketing stack. When tagging is active:
Every customer in your Signal Feed shows their assigned persona on their profile card
Persona tags flow into Klaviyo via your stream Playbook — enabling persona-based segments, email flows, SMS campaigns, and Meta Lookalike Audiences
Persona tags flow into Shopify via Playbooks — enabling persona-based fulfillment, packaging, and automations
Persona Analytics unlocks — the full analytics dashboard showing revenue, LTV, AOV, and repeat rate by persona requires tagging to be active
Not every customer will receive a persona tag — OuterSignal doesn't force-fit customers where they don't naturally belong. If a customer's profile doesn't clearly match one of your 6 personas with sufficient confidence, they won't be assigned one. This is expected and keeps your personas precise.
Once active, all future customers are automatically tagged as they're processed — no ongoing action needed.
How to check if tagging is active
Go to Personas in your left sidebar
Look at the top right of the Personas page
If it shows ✓ Tagging Complete — tagging is active and working
4. If it shows Activate Tagging — tagging hasn't been turned on yet
How to activate tagging
If the button shows Activate Tagging:
Click Activate Tagging on the Personas page
OuterSignal will begin tagging your existing customers
Once complete the button will update to ✓ Tagging Complete
If you've clicked Activate Tagging but persona tags still aren't appearing on profiles or in Klaviyo after a reasonable amount of time, reach out to support@outersignal.com and we'll take a look.
Still not seeing data in Persona Analytics?
Persona Analytics requires two things to show data:
Tagging must be active — check the Personas page as described above
Your Klaviyo stream Playbook must be running — persona tags flow into Klaviyo via your stream Playbook. If that Playbook isn't set up or active, tags won't appear in Klaviyo even if tagging is on in OuterSignal
If both of those are in place and Persona Analytics still isn't showing data, reach out to support@outersignal.com.