Understanding tags
Tags make it easy to target specific devices and user preferences. By assigning one or more tags, your notifications reach exactly the right audience. Tags can also be set directly by users to express their own preferences and interests.
In practice, this means you can send push notifications to a defined group of devices. For example, both an iPad and a Galaxy Tab can share the tag “tablet.” When you want to reach all tablet users, simply send your message to the “tablet” tag.
Tags are highly flexible — they can take as many forms as you need, and a single device can have up to 1000 tags. This makes them particularly useful for apps without authentication systems, where your audience consists mainly of anonymous devices.
Tags also let users customize the type of content they receive — for instance, choosing between technical product updates or marketing offers.
For marketers, tags are a powerful way to categorize audiences without identifying individuals. They maintain user anonymity while enabling precise, interest-based, or device-based segmentation. Instead of broadcasting a one-size-fits-all campaign, you can deliver personalized messages to specific groups based on their tags.
This targeted approach drives higher engagement, greater relevance, and stronger conversions. Use tags when you want a quick, insightful snapshot of user preferences — perfect for broad yet personalized campaigns that respect privacy while maximizing impact.
The documentation to implement tags in your app or website is available here for iOS, Android, Web & all other platforms.