Get started with Tag Management in UserTesting

On this page:

• About Tag management
• Define your tagging strategy around real questions
• Create consistent, reusable tags
• Apply multiple tags thoughtfully
• Keep tags organized over time

About Tag management

• Tags make it easier to organize and connect insights across reports, tests, and clips. 
• Search by tags in Global Search or when locating clips to add to a highlight reel. 
• Tag-based search in global search to find and reuse insights more easily as your body of research grows.

In UserTesting tags, tags can be added to:

• Clips
• Notes
• Reports (Insights Hub)

Tag management permissions by role

Access the Tag Management section from the left-hand navigation menu. From there, you can:

Define your tagging strategy around real questions

Use tags that reflect both how your organization thinks about customers and how stakeholders search for insights.

Common tagging dimensions include:

• Customer segments (e.g., SMB, Enterprise, New users)
• Product areas or features (e.g., Checkout, Search, Onboarding)
• Themes or needs (e.g., Trust, Ease of use, Performance)
• Journey stages (e.g., Discover, Evaluate, Purchase, Support)
• Initiatives or programs (e.g., Redesign 2026, Pricing update)

💡Tip: Start small. A focused set of well-used tags is more valuable than a long, inconsistent list.

• Design tags that map to real-world questions and business priorities so insights surface naturally when people search. 
• Thoughtful tagging also helps you connect findings across multiple tests and development stages, making it easier to track recurring themes and highlight key issues over time.

Think about the questions stakeholders typically ask, such as:

• "What issues are impacting checkout?"
• "What do enterprise users struggle with most?"
• "What themes have we seen this quarter?"

Create consistent, reusable tags

For tags to stay useful over time, they should be both consistent and broadly applicable.

Best practices:

• Use clear, concise, and intuitive names that your team understands
• Choose singular or plural forms and stick to one
• Avoid duplicate or slightly different versions of the same tag
  • Merge similar tags in the Tag management section
• Prefer reusable concepts that apply across studies (e.g., Friction, Navigation)

Apply multiple tags thoughtfully

A clip, note, or report can often be relevant across multiple dimensions. Applying multiple tags helps it surface in different contexts.

For example:

• Insight: Users struggled to find pricing details
• Tags: Pricing, Findability stage, New users

💡Tip: Be intentional; adding too many tags can reduce clarity. For notes and clips, focus on the tags that best describe why the insight matters.

Keep tags organized over time

Tags deliver the most value when they are actively maintained and used consistently over time.

Best practices:

• Establish a recurring tag review (e.g., every six months) to merge, rename, or retire outdated tags.
• Rename ambiguous tags so they remain easy to understand.
• Use consistent tags to connect insights across multiple tests.
• Reuse tags over time to identify trends and recurring themes, and align with your team on how tags should be applied and used.

Want help defining a tagging strategy for your team? Reach out to your UserTesting account team or Professional Services for guidance.

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