> ## Documentation Index
> Fetch the complete documentation index at: https://docs.squid-id.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Tags

> Tag identified visitors by where they came from — an email list, LinkedIn outreach, a specific campaign — with a colored pill you can spot on the row and filter by. Driven by a link param, so it tags itself.

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](/finding-visitors/icp-filtering)** 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:

<Steps>
  <Step title="Name the tag">
    A short label, up to 5 characters, uppercase. This is the pill text, for example `NEWS`, `LI`, or `EVENT`.
  </Step>

  <Step title="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`.
  </Step>

  <Step title="Pick a color">
    The pill color. Reuse the same palette as your ICP flames so the dashboard reads consistently.
  </Step>
</Steps>

Only an Owner or Admin can manage tags. They're per website, so each site has its own set.

## Put the param on your links

Whatever param your tag keys on goes on the outreach links for that source. For a tag keyed on `utm_source = newsletter`:

```
https://yoursite.com/?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:

| Source            | Link param               | Tag    |
| ----------------- | ------------------------ | ------ |
| Newsletter        | `?utm_source=newsletter` | `NEWS` |
| LinkedIn outreach | `?utm_source=linkedin`   | `LI`   |
| Email drip        | `?utm_source=drip`       | `DRIP` |

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

<div className="compare">
  <table>
    <thead>
      <tr><th /><th>ICP (flame)</th><th>Tag (pill)</th></tr>
    </thead>

    <tbody>
      <tr><td>Answers</td><td>Is this a good fit?</td><td>Where did they come from?</td></tr>
      <tr><td>Driven by</td><td>Firmographics (title, company, etc.)</td><td>A link param you control</td></tr>
      <tr><td>Shown as</td><td>A colored flame</td><td>A colored pill</td></tr>
      <tr><td>Best for</td><td>Prioritizing best-fit accounts</td><td>Seeing and filtering by channel/list</td></tr>
    </tbody>
  </table>
</div>

They stack: a visitor can be both a hot ICP match and tagged `NEWS`.

## Related

* [ICP filtering](/finding-visitors/icp-filtering)
* [Campaign tracking](/finding-visitors/campaign-tracking)
* [Identified visitors](/finding-visitors/identified-visitors)