Understanding Tags in Klaviyo

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As of April 2019, all folders in Klaviyo have converted to tags, which allow you to label campaigns, flows, lists, and segments. Tags can be sorted into tag groups; for example, you may tag a campaign with US, while the tag group it falls under is Country.

The tagging system helps you organize items across a number of different product areas, streamlining your workflow and making it easier for different teams to operate simultaneously within Klaviyo. In this article, we will dive into common use cases as well as how to manage tags and tag groups so that you can gain a deeper understanding of this tool.

Common Use Cases

The following are common use cases for tags:

  • Tags can denote which stage a communication or list/segment is in the marketing funnel. For example, you may have a number of flows aimed at prospects, and some aimed instead at existing customers.
  • Tags can help you keep your holiday marketing campaigns, lists, and segments organized and accessible. This way, you don't have to search through pages of lists and segments to find groups that you only email during certain holidays.
  • If you have multiple departments or users within your organization using Klaviyo, tags delineate team and individual responsibilities.
  • If you send different types of campaigns to different lists or segments, you may want to tag them to stay organized. For example, you can separate product releases, sales, and announcements.

In Klaviyo, tags cannot be used to group profiles. To accomplish this, you can add custom properties to profiles and then create a segment to group these profiles.

Managing Tags

To view a list of your existing tags or to create a new tag or tag group, head to the Tags tab of your Klaviyo account. If you haven't created any tag groups, all of your tags will be listed together.

Once you create your first tag group, you will see a default tag group called Ungrouped Tags. This is where uncategorized tags will be stored. Please note that ungrouped tags can't be added to a tag group retroactively, so if you would like a tag to be stored in a tag group, you must create the group first.


Tags can be shared across items, meaning a flow, campaign, and segment could all have the same tag. Additionally, items can have multiple tags.

Create a Tag

There are three ways to create a new tag:

  • Navigate to Tags and select Create Tag. Here, you will be able to name your tag in the modal that appears.
  • When tagging an item (campaign, flow, list, or segment), you can create a new tag by typing in the name and selecting Create new tag. A tag created this way will be ungrouped. 
  • When creating a tag group, you will be prompted to create tags within this group. For this process, see below.

Edit or Delete a Tag

To edit or delete a tag, navigate to the Tags tab and find the tag that you want to change. Here, you can edit the name of the tag by clicking Edit, or delete it but selecting Delete from the dropdown.

Managing Tag Groups

By default, there will be one tag group in your account called Ungrouped Tags. However, until you create your first custom tag group, you will not see this appear as a tag group in the Tags tab.


Create a Tag Group

To create a new tag group, navigate to Tags and select Create Tag Group. Here, you can do the following:

  • Name the tag group. Please note that tag group names cannot contain the ":" character.
  • Create tags within the tag group. Note that you can only create new tags —
    if you already have existing ungrouped tags, you cannot categorize them retroactively.
  • Only allow one tag from this group to be assigned to an item. This ensures that all tags within the group are mutually exclusive. For example, if you have a tag group called Country that contains different countries, and you have this option selected, you won't be able to add multiple Country tags (US, CA, etc.) to the same item. If you select this option, this cannot be undone, and tags within an exclusive tag group cannot be moved to other tag groups.

Edit or Delete a Tag Group

To edit or delete a tag group, navigate to the Tags tab and find the tag group that you want to change. Here, you can edit the name of the tag group by clicking Edit from the dropdown or delete it by selecting Delete from the dropdown. Please note that deleting a tag group will also delete all of the tags within the group.

Additional Resources

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