Creating and Managing Tags

Tags are how you send events and manage visitor data in Ours Privacy. They define what data to track, while triggers determine when they fire. With tags, you can track custom events, identify visitors, and manage visitor state—all without writing code.

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Tag Types Overview

The Tag Manager provides five types of tags for different use cases:

• Track Tags - Send Ours Privacy events and optionally set visitor properties (most common)
• Identify Tags - Set visitor properties without sending an event
• Reset Tags - Reset the visitor ID (useful for logout scenarios)
• Init Tag - Configure Web SDK settings
• Custom HTML Tags - Load other scripts or HTML (advanced)

Most of your work will be with Track tags for sending events to Ours Privacy.

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Track Tags

Track tags are the primary way to send events to Ours Privacy.

What Track Tags Do

• Send events to Ours Privacy
• Let you define the event name, event properties, visitor properties, and when to fire
• Can track events and update visitor properties in one action

Key Configuration Options

• Event Name: The name of the event you're tracking (e.g., "Button Clicked", "Form Submitted", "Purchase Completed")
• Event Properties: Data to include with the event (e.g., button text, form ID, product name, purchase amount)
• Visitor Properties: Properties to set on the visitor (e.g., email, name, subscription tier)
• Override Properties: Override default properties like UTM parameters or user properties
• Trigger: Choose when the tag fires (connect to a trigger)

Example Workflow

Want to track button clicks on a specific button? Here's how:

1. Create a button click trigger for that specific button (e.g., "Click on CTA Button")
2. Create a Track tag that fires when that trigger activates
3. Set the event name (e.g., "CTA Button Clicked")
4. Add event properties to capture context (e.g., button text, page URL)
5. Optionally include visitor properties to identify the user

When the button is clicked, the trigger activates, the tag fires, and the event is sent to Ours Privacy with all the data you defined.

Verifying Track Tags

After creating tags, verify they're working using the Recent Events dashboard to see events flowing in real-time.

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Identify Tags

Identify tags let you set visitor properties without sending an event.

What Identify Tags Do

• Set or update properties on the current visitor
• Do NOT send an event to Ours Privacy
• Useful for identifying users without tracking a specific action

When to Use Identify Tags

• User logs in and you want to attach their email/ID to the visitor
• User updates their profile information
• You want to enrich visitor data without tracking an event
• You need to update visitor properties based on some condition

Key Configuration Options

• Visitor Properties: Properties to set on the visitor (e.g., email, external_id, name, subscription_tier, plan_type)
• Trigger: When to identify the visitor (e.g., on login, on profile update)

Example

An Identify tag that fires on login, setting the user's email and external_id to link their session to their account.

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Reset Tags

Reset tags let you reset the current visitor ID.

What Reset Tags Do

• Reset the visitor ID to start a fresh session
• Generates a new anonymous visitor or sets a specific visitor ID
• Clears all previous visitor properties and attribution data

When to Use Reset Tags

• User logs out and you want to start a fresh visitor session
• Account switching scenarios
• Privacy compliance (user requests to be forgotten)

Important Warning

Resetting a visitor creates a completely new visitor in Ours Privacy. This means:

• Previous UTM parameters, session history, and visitor properties are lost
• The new visitor will not be linked to the previous visitor
• Attribution data starts fresh

Use carefully—this is a destructive action that should only be used when you truly want to create a new visitor.

Key Configuration Options

• New Visitor ID (optional): Specific ID to set, or leave blank for an auto-generated ID
• Trigger: When to reset (typically on logout)

Example

A Reset tag that fires when a user clicks the logout button, clearing their visitor data and starting a fresh session.

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Init Tag

The Init tag configures your Web SDK settings.

What It Does

• Takes your Web SDK token ID
• Configures SDK settings like automatic page view tracking
• Typically only need one Init tag per site

Key Settings

• Web SDK Token: Your project's Web SDK token
• Auto-track Page Views: Enable or disable automatic page view tracking
• Other SDK Configuration: Additional SDK options like custom domains, default properties, etc.

Note

The Init tag is usually set up during initial Tag Manager installation and rarely needs changes afterward. It provides the foundation for all other tags to work.

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Custom HTML Tags

Custom HTML tags are for advanced use cases when you need to load other scripts.

What They Do

• Execute custom HTML, scripts, or JavaScript
• Load third-party tools or tracking pixels
• Advanced functionality for specific needs

When to Use Custom HTML Tags

• You need to load a third-party script that isn't an Ours Privacy event
• You have custom JavaScript to execute on your page
• You need to inject HTML into the page dynamically
• You're integrating with tools that require custom code

Note

Most users will primarily use Track tags for sending events to Ours Privacy. Custom HTML is for advanced scenarios where you need functionality beyond standard event tracking.

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Connecting Tags to Triggers

Tags and triggers work together to control your tracking:

• Tags define WHAT to track - The event name, properties, and data you want to capture
• Triggers define WHEN to track - The conditions that must be met for the tag to fire

You connect a tag to one or more triggers when configuring the tag. When the trigger conditions are met, the tag fires automatically.

Example

A "Submit Form" tag connected to a "Form Submission" trigger:

• The tag defines what event to send ("Form Submitted") and what data to include
• The trigger defines when to fire (when a form with ID contact-form is submitted)
• When the form is submitted, the trigger activates and the tag sends the event

This separation lets you reuse triggers across multiple tags and maintain clear, organized tracking logic.

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Testing Your Tags

Before publishing your tags to production, always test them:

1. Use Preview Mode: Test your tags on your actual website before publishing
2. Check Recent Events: Navigate to the Recent Events dashboard to see events flowing in real-time
3. Verify Event Properties: Ensure all event properties and visitor properties are correct
4. Test Different Scenarios: Trigger your tags in different ways to ensure they work as expected
5. Publish When Ready: Once verified, publish your tags to make them live

Testing ensures your tracking is accurate before it goes live to all visitors.

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Next Steps

Now that you understand tags, explore related topics:

• Triggers: Learn how to create triggers that control when tags fire
• Variables: Use dynamic data in your tags and triggers
• Publishing & Versions: Understand the publishing workflow
• Examples: See real-world tag implementations

Ready to see tags in action? Check out the examples page for step-by-step walkthroughs.