> For the complete documentation index, see [llms.txt](https://docs.lassomoderation.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.lassomoderation.com/moderator-toolkit/tags.md).
# Tags
Tags are descriptive labels you attach to users and content to highlight specific characteristics, themes or behaviors, for example "Suspicious", "VIP" or "Repeat Offender". You define your own set of tags, and moderators, rules and your own systems can then apply them anywhere. Tags power filtering, rule conditions and segmentation across the dashboard.
### What you can use them for
* Segment users, for example marking VIPs, potential spammers or accounts under observation.
* Feed follow-up automation: [custom moderation rules](/automation-and-review/custom-moderation-rules.md) can check tags in their conditions, so one rule can tag a user and another can act on that tag later.
* Route flagged items to the right team by using tags in routing rules for [review queues](/automation-and-review/review-queues.md).
* Filter the users and content pages to quickly find everything with (or without) a certain tag.
* Sync context from your own platform, for example tagging your premium users through the API.
### Creating tags
Tags are created by admins under **Settings → Tags & Attributes**, in the **Tags** section. Pick a color, type a name (e.g. "Suspicious") and click **Create tag**.
Each tag has:
* A **name**, shown everywhere in the dashboard. Names are unique per workspace and fixed once created.
* An **identifier**, generated automatically from the name ("Repeat Offender" becomes `repeat-offender`). This is the value used in the API and in webhook payloads.
* A **color**, which you can change at any time by clicking the tag's color dot.
Deleting a tag removes it permanently, including from any rules that use it. This cannot be undone.
### Tagging users and content
Moderators can tag from a few places:
* **User page**: the analysis panel on a user's page has a **Tags** row. Click **+** to add one of your tags, click an existing tag to remove it.
* **Content**: the analysis panel on a piece of content has the same **Tags** row.
* **Review queues**: while reviewing, use the tag button in the action bar (or press **T**) to tag without leaving the queue. The tag button can be shown or hidden per moderator via the review settings ("Show tag actions").
Every tag change is recorded in the activity timeline and the audit logs, including whether it was done by a moderator or a rule.
### Tagging automatically with rules
[Custom moderation rules](/automation-and-review/custom-moderation-rules.md) can both apply tags and react to them:
* **As an action**: content and user rules can add tags when they match, via **Add tags to user** and **Add tags to content**. For example, tag users as "Spammer" when they trip your spam rule. Rules only add tags, they never remove them.
* **As a condition**: the **User tags** and **Content tags** conditions check whether the user or content has any of the selected tags (or none of them). This lets rules build on each other: one rule tags, another escalates.
* **In routing rules**: tag conditions are also available when routing reviews to [review queues](/automation-and-review/review-queues.md), so tagged items can go to a dedicated queue.
Tags applied by a rule are attributed to that rule in the timeline and in webhooks.
### Filtering by tags
* **Users page**: filter with **Filter on tags** and **Exclude tags**. Including multiple tags shows users that have all of them; excluded tags hide any user carrying one. The users table also has a tags column.
* **Content page**: add the **Tags** filter in the filter bar to only show content with the selected tags.
### Setting tags through the API
User tags can be set from your own platform by including a `tags` array of tag identifiers on the user object, in user create, user sync (including the user embedded in content sync) and bulk user import:
```json
{
"id": "user-123",
"name": "Ada",
"tags": ["premium", "beta-tester"]
}
```
A few things to keep in mind:
* Use the tag **identifier** (e.g. `repeat-offender`), not the display name. Identifiers that don't match an existing tag are ignored, the API never creates new tags.
* The array **replaces** the user's full tag set. Send the complete list each time, an empty array clears all tags, and omitting the field leaves the current tags untouched.
* A user can have at most 100 tags.
Content tags cannot be set through the API. Content is tagged by moderators in the dashboard or automatically by rules.
### Tags in webhooks
Tag changes are sent to your platform as `AddTags` and `RemoveTags` actions through [webhooks](/developers/webhooks.md), so your own systems can react to them. In addition, every content and user webhook payload includes the object's current tags under `content.tags` and `user.tags`, whatever the action type.
See the *Tag Actions* example on the [webhooks](/developers/webhooks.md) page for the full payload.
### Tags vs custom attributes
Tags and [custom attributes](/moderator-toolkit/custom-attributes.md) live on the same settings page but serve different purposes. A tag is a simple label that is either present or not, defined in the dashboard and applied by moderators, rules or the API. A custom attribute is a typed key-value data point (string, number, boolean, and so on) that you send along with your API payloads to enrich content and users with structured data. Use tags for moderation workflow labels, use custom attributes for structured facts about your data.