Skip to main content
Tags tell you where a visitor came from. Put a parameter on your outreach links (a UTM, or any param your tool uses), and anyone who lands from that link gets a short colored pill on their row that you can filter by. This is about provenance, not fit. A visitor from your newsletter is tagged NEWS whether or not they match your ICP. Keep the two straight:
  • ICPs answer “is this a good fit?” (a flame, by firmographics).
  • Tags answer “where did they come from?” (a pill, by the link they clicked).
Because they’re separate, you can combine them: filter to NEWS and look for the ICP flame to get a fit-and-sourced shortlist.

​
How it works

  1. You define a tag: a short name, the link param it keys on, and a color.
  2. You put that param on your outreach links.
  3. When someone clicks and lands on your site and Squid ID identifies them, the tag is stamped on their profile.
  4. On the Visitors page they wear the pill, and you can filter the list by the tag.
The tag is resolved once, at identification, and stored on the person, so filtering by it is instant even across millions of records.

​
Add a tag

Go to Settings → Tags and add one. Three things:
1

Name the tag

A short label, up to 5 characters, uppercase. This is the pill text, for example NEWS, LI, or EVENT.
2

Point it at a link param

Choose the param and value that identify the source. The default is utm_source, but any param works, list, ref, or whatever your tool adds. Example: param utm_source = value newsletter.
3

Pick a color

The pill color. Reuse the same palette as your ICP flames so the dashboard reads consistently.
Only an Owner or Admin can manage tags. They’re per website, so each site has its own set. Whatever param your tag keys on goes on the outreach links for that source. For a tag keyed on utm_source = newsletter:
Send that link with your newsletter. Everyone who clicks it and gets identified is tagged NEWS. Use a different value per source: The param is matched on the visitor’s first-touch landing URL, and it reads either the bare param or its utm_ form (so source also catches utm_source). A person can carry more than one tag if they arrive from more than one source over time.

​
Filter by a tag

On the Visitors page, use the tag dropdown to narrow the list to one source, for example just your NEWS leads. Export it, route it, or work it. The filter only appears once you’ve added at least one tag.

​
Tags vs. ICPs

ICP (flame)Tag (pill)
AnswersIs this a good fit?Where did they come from?
Driven byFirmographics (title, company, etc.)A link param you control
Shown asA colored flameA colored pill
Best forPrioritizing best-fit accountsSeeing and filtering by channel/list
They stack: a visitor can be both a hot ICP match and tagged NEWS.