Tag Nodes

Tag nodes add or remove visitor tags as people move through a funnel.

This lets you route people in funnels based on the presence/lack of applied tags, as well as break down your reporting based on tag labels too.

A user can have one or many tags applied.

What tags are for

Tags are best thought of as lightweight visitor state.

For example, you might tag a visitor when they:

• matched a particular path
• clicked a specific type of action
• reached a specific funnel step
• should be excluded from a later path
• should be treated differently in a later funnel

This is not the same as passing a URL parameter. URL parameters are data sent into the visit. Tags are state that FunnelFlux can remember and use later in routing logic.

Note that this is a session-level tagging, so will not last forever -- sessions are temporary. However, we do drop cookies of tag state that allow potential recovery when the same user revisits later (note that some browsers/users will block cookies, so long-term persistence is best effort only).

How tag nodes work

A tag node can perform multiple tag actions:

• add tag(s)
• remove tag(s)

When the visitor reaches the node, FunnelFlux updates the visitor session and then continues routing to the next connected node.

Tags are account-level assets. Within a funnel, once applied to a visitor session, they can be used across funnels. This is useful when you want one funnel to affect how a later funnel behaves.

Tag changes do not rewrite older events. Reporting reflects the tag state that existed at the time each event was created.

When to use tag nodes

Use tag nodes when you want to:

• mark visitors who already saw a specific path
• prevent the same visitor from repeating a path
• create simple progression logic
• build cross-funnel routing behavior
• separate visitors into functional routing groups

For example, you may want users who reached path A to avoid path A later and go to path B instead.

Using tags in routing

Condition nodes can make routing decisions based on tags.

In your condition settings, you can choose the visitor tag option > then the operators IS or IS NOT.

Use IS to check against the user having a specific tag, IS NOT to match when the user does not have that tag.

Simple examples

Use a tag node to:

• tag people who already saw a prelander, then avoid showing it again
• tag people who reached a qualification step, then send them to a different offer path later
• remove a tag after a visitor completes a path, so they can become eligible for another route
• tag visitors from one funnel and use that tag in a separate retargeting or follow-up funnel
• tag someone with JS based on on-page behaviour to then affect later routing if they click-through

Keep tag logic simple. If your routing becomes hard to explain, split it across clearer condition nodes and name your tags more explicitly.

Tags and cookies

FunnelFlux may use cookies as a fallback mechanism for tag functionality, especially when tag presence needs to work across funnels.

The cookie stores tag IDs, not personal information like name, email, or phone. Its purpose is functional routing, not storing sensitive user data.

For privacy context, see How does FunnelFlux handle cookies, privacy, and GDPR?.

Tags vs tracking fields

Use tracking fields when you want to capture data from the incoming URL, such as campaign, placement, keyword, or source-specific token values.

Use tags when you want to remember a routing state or funnel behavior for that visitor, or label them based on some behaviour.

Common mistakes

Do not use tags for data you should store in tracking fields, such as campaign names, placement IDs, keywords, or click IDs.

Do not create dozens of vague tags like "step1" or "good". Use names that explain what happened, such as "Saw mortgage presell" or "Completed quiz step".

Do not expect tag changes to rewrite past data. Tags are stored with events based on the state at that moment.

Updated on: 01/06/2026