Tags are reusable groups of words and phrases that the platform tracks across conversations. Each tag has a name, a color, one or more phrases, optional labels, and optional team ownership. Once configured, tags are matched against new and existing transcripts and become the foundation for filtering conversations, building charts and funnels, and tracking script adherence.

This article covers the Tags configuration page, where you create and manage tags. Tags are also used throughout other parts of the product (filters, dashboards, charts), but those usages are documented separately.

Open Analytics configuration from the main navigation, then select Tags. The page lists every tag in the workspace and opens with the Active view selected by default.

The Tags menu entry appears only for users with the analytics-management permission. These users can create, edit, archive, restore, and delete tags, and can also import or replace the entire tag list using a JSON file.

Users without the analytics-management permission do not see the Tags entry in the navigation and cannot reach this configuration page. Active tags are still applied to their conversations and remain visible in filters and analytics views — they simply cannot manage the tag list itself.

The top right of the page shows an Active / Archived toggle:

Inline editing and archiving controls are only available in the Active view. The Archived view shows a restore action instead of an archive action.

After saving, the new tag is added to the list and queued for tagging. Existing transcripts are reprocessed in the background so the tag's matches show up in conversations and analytics.

How you enter a phrase changes how the platform matches it:

Use exact match when wording is fixed (compliance scripts, product names). Use flexible match when speakers may rephrase or insert filler words.

Keep phrases short for the most reliable matches. Avoid filling tags with prepositions, conjunctions, or pronouns when using flexible match — they reduce precision.

In the Active view, click the row of the tag you want to change. The row becomes editable and lets you change the name, phrases, color, and team. Save the row to persist your changes; the tag is requeued for retagging so updates flow through to existing transcripts.

The team selector is clearable: pick a team to scope the tag to that team, or clear the selection to make the tag organization-wide.

Each tag has a Labels column. Labels are reusable groupings that help you organize the tag catalog (for example, by initiative, theme, or owner) without changing how the tag itself matches.

To add labels to a tag, use the Add labels button in the Labels column on the row. You can pick existing labels or create a new label inline. Labels are independent objects — adding or removing a label from a tag does not delete the label itself.

A Quick filter bar above the table lets you narrow the list by:

These filters affect the visible list only and do not change the underlying tag configuration.

To archive a tag, hover the row in the Active view and click the archive icon. You'll be asked to confirm. Archived tags stop being applied to new transcripts and are hidden from the active list, but their history is preserved.

To restore an archived tag, switch to the Archived view and click the restore icon on the row.

You can delete tags individually from the row actions, or in bulk by selecting multiple rows and using the Delete action that appears in the toolbar. Deletion is permanent and cannot be undone — if you only want to stop using a tag without losing its history, archive it instead.

For larger changes, use the JSON view:

If the file is not valid JSON or doesn't match the expected tag format, the page shows an error and your existing tags are not changed. Use Back to list in the top bar to return to the standard Tags view.

This is the fastest way to bulk-add many tags, copy a tag set between environments, or back up your tag configuration.

Users with system-management permission see an extra option in the kebab menu: Use phrase expansion (LLM variation generation). When enabled, the platform automatically generates linguistic variations (for example, declensions or plural forms) for tag phrases, which helps catch matches even when speakers use slightly different word forms.

The toggle in the menu shows the current state with a check or close icon. Turning it on or off applies organization-wide and triggers a tagging refresh.

The toolbar shows a small status icon next to the + Create Tag button:

Hover the icon to see the exact status message. The indicator refreshes automatically every 30 seconds.