Personalization Tags
Personalization tags let you insert dynamic values into your funnel text that change based on what the lead has entered, what they selected, or what URL parameters are present. For example, you can greet a lead by name in a later step, show their selected coverage type in a headline, or display a city name pulled from the page URL.
Tag Syntax
Tags use curly braces to wrap a key name. There are three types of tags:
| Tag Type | Syntax | Example |
|---|---|---|
| Form Field | {webhook_field_name} |
If a lead types "John" in the first name field, {first_name} resolves to "John" |
| Step Selection | {step_name} |
If a lead selects "Term Life" on the coverage step, {coverage_type} resolves to "Term Life" |
| URL Parameter | {utm:param_name|fallback} |
{utm:state|New York} resolves to the value of ?state= in the URL, or "New York" if the parameter is missing |
Where Tags Work
You can use personalization tags in these places:
- Step headlines and subheadlines
- Step button text
- Landing page headlines and text blocks
- Header and footer content
Tags do not work in field labels, field placeholders, or dropdown option labels.
How Form Field Tags Resolve
Form field tags use the field's webhook field name as the tag key. When the lead types a value into that field, the tag resolves to whatever they entered.
- You have a First Name field with webhook field name
first_name. - On step 3, you set the headline to "Great news, {first_name}!"
- When the lead reaches step 3, they see "Great news, John!" (assuming they entered "John" on an earlier step).
If the field has not been filled yet (for example, if the tag references a field on a later step), the tag resolves to an empty string.
How Step Selection Tags Resolve
Step selection tags capture the option a lead chose on a buttons or dropdown step. The tag key is the slugified version of the step name.
- You have a step named "Coverage Type" with button options: Term Life, Whole Life, Universal.
- On a later step, you write the headline: "Here are {coverage_type} plans in your area."
- If the lead selected "Term Life," they see "Here are Term Life plans in your area."
How URL Parameter Tags Resolve
URL parameter tags read values from the page URL's query string. This is useful for passing data from ads, emails, or other traffic sources.
{utm:state|California}– Reads thestateparameter from the URL. If the visitor arrived atyourpage.com?state=Texas, it resolves to "Texas". If the parameter is missing, it resolves to "California" (the fallback).{utm:source}– Reads thesourceparameter with no fallback. If the parameter is missing, it resolves to an empty string.
The fallback value after the pipe character (|) is optional. If you do not need a fallback, just use {utm:param_name}.
Inserting Tags in the Builder
- Select a step or landing page element and open its settings.
- Look for the tag icon (curly braces) next to text inputs like headline, subheadline, or button text.
- Click the icon to open the tag picker dropdown.
- Tags are grouped by category: Form Fields, Step Selections, and URL Parameters.
- Click a tag to insert it at the end of the current text, or type the tag syntax manually.
- For URL parameters, you can enter a custom parameter name and an optional fallback value.
Auto-Rename
If you rename a field's webhook field name or a step's name, all tag references across the funnel are automatically updated to match the new name. You do not need to manually find and replace tags.
Tags on Landing Pages
Landing page elements (headlines, text blocks) support URL parameter tags. Form field and step selection tags also work on landing pages when the form is embedded on the same page, though they resolve only after the lead fills in the referenced field.
Pro Tips
- Personalization increases engagement. Greeting a lead by name or referencing their earlier selections makes the funnel feel tailored to them.
- Use URL parameter tags to dynamically show geographic information, ad campaign names, or custom offers based on the traffic source.
- Always set a fallback value for URL parameter tags if the text would look odd without a value. For example,
{utm:city|your area}reads better than a blank space when the parameter is missing. - Tags in the builder preview show as raw text (e.g.,
{first_name}). They only resolve on the live page or embedded form when a lead is filling it out. - The AI Copilot is aware of tags and can insert them for you. Try "personalize the step 3 headline with the lead's first name."