Behavioral, first or last, and metric tags
There are 4 types of tags defined by data conditions: behavioral tags, first or last tags, metric tags, and SQL tags. You can define the first 3 types with simple configuration in the UI.
1. Behavioral tags
To tag users based on their behavior within a period, choose a behavioral tag. The condition types of behavioral tags are as follows:
| Category | Condition types | Description |
|---|---|---|
| User behavior | Have done | The specified event occurred within the specified time range. |
| Have not done | The specified event did not occur within the specified time range. | |
| User properties | Have property | The specified user property meets or does not meet the configured condition. |
You can combine multiple conditions in a logical formula to build the tagging condition for a tag value, as shown below:
You can add multiple tag values under a tag, and each user can be tagged with only one tag value. Following the order of tag values, a user is tagged with the first tag value whose condition they meet. Each tag value must be configured together with its condition formula when you create it.
- Behavioral tags support behavior sequences
In Tags - Behavioral tag, you can use Have done in sequence/have not done in sequence as a condition to define a user tag, creating a tag for users who share the same behavior sequence.
You can select Have done in sequence/have not done in sequence as the condition, add events one by one in order, and set filter conditions on each event to complete the condition for that step. You can also add time windows and property filter conditions between events. Once all events are set in order, the behavioral tag can be generated.
Use case:
With the settings shown above, among users newly registered in the last 7 days, players who registered an account, logged in, and paid within one day of logging in, in that order, and did not level up after logging in are tagged with the user tag Type A users. This makes targeted analysis of this tagged group easier.
2. First or last tags
Use this tag type when you want to tag users directly with the behavior properties, behavior environment parameters, and so on from the first or last time they performed a target behavior within a specified period.
Configure this type of tag as shown below. After you select a behavior property (top-up amount in the figure), the property value is used directly as the tag value.
You can tag users by the properties of the first time they triggered a target behavior event, compare the subsequent data of users with different tag values, and pick the better first-touch approach based on the final conversion results. For example, tag the ad parameters of users' first visits and choose the better ad strategy based on their on-site conversion. You can also tag users with the properties of the last time they triggered the target behavior, and analyze the distribution of property values to understand the overall situation when users trigger the behavior, such as user level at the last active time.
Note: Even if a user has done the event, if the selected property value is empty, the tag value cannot be calculated for that user, and the user cannot be tagged with this tag. If the entity of the tag is an event property, the event drop-down list only shows events that contain that event property. For time or time-type properties, the tag value is the value shifted to the selected tag timezone.
3. Metric tags
Use this tag type when you want to tag users with an aggregated metric of their behavior properties within a specified period.
Configure this type of tag as shown below. Select a behavior property to calculate, and the calculation result of the property is used as the tag value (the sum of payment amount in the figure).
Metric tags also support tags defined by a metric formula, as shown below.
Note: If a user only took part in some of the events in the formula, the properties of the events they did not take part in are counted as 0, and the user can still be tagged. If the divisor in the formula is 0, the tag value cannot be calculated for that user, and the user cannot be tagged with this tag.