Once your personas are generated, OuterSignal automatically starts tagging your customers. Most accounts won't need to do anything: persona tags start appearing on customer profiles and flowing into Klaviyo shortly after your personas are ready.
What persona tagging does
Persona tagging is what connects your personas to the rest of your marketing stack. When tagging is active:
Every customer in your Signal Feed shows their assigned persona on their profile card
Persona tags flow into Klaviyo through your stream playbook, so you can build persona-based segments, email flows, SMS campaigns and Meta Lookalike Audiences
Persona tags flow into Shopify through playbooks, so you can set up persona-based fulfillment, packaging and automations
Persona Analytics unlocks: Persona Analytics (revenue, LTV, AOV, repeat rate and discount behavior by persona) needs tagging to be active. It's included on the Pro plan and above and switched on automatically.
Not every customer will get a persona tag. OuterSignal doesn't force-fit customers where they don't naturally belong, so a customer whose profile doesn't clearly match one of your personas with enough confidence won't be assigned one. This is expected and keeps your personas precise.
Once tagging is active, every new customer is tagged automatically as they're processed. No ongoing action needed.
How to check if tagging is active
Go to Personas in your left sidebar and look at the toolbar under the page title, on the right. You'll see one of three things:
Activate tagging: tagging hasn't been turned on yet. See below.
Tagging with a percentage and a progress bar filling behind it: tagging is running. You don't need to do anything.
Tagging complete with a check mark: tagging is active and working.
How to activate tagging
Click Activate tagging on the Personas page.
OuterSignal starts tagging your existing customers. The button changes to a Tagging chip that shows progress.
When it's done, the chip changes to Tagging complete.
The Activate tagging button isn't available on the free plan.
If tagging is complete but persona tags still aren't appearing on profiles or in Klaviyo after a reasonable amount of time, reach out to [email protected] and we'll take a look.
Still not seeing data in Persona Analytics?
Persona Analytics is included on the Pro plan and above and is switched on automatically. If you're on one of those plans and still not seeing data, check these two things:
Tagging must be complete. Check the Personas toolbar as described above.
Check whether a persona is hidden from analytics. Admins and owners can hide a persona from analytics. Its customers then show as "no persona" in Persona Analytics, exports, Product Intelligence and the weekly digest, though their tags keep flowing to Klaviyo and Shopify. If a persona is missing or a big group of customers suddenly looks unassigned, go to Personas → Exclusions and check the Hidden from analytics switch for each persona.
If both are in place and Persona Analytics still isn't showing data, reach out to [email protected].
Not seeing personas in Klaviyo?
Persona Analytics works without Klaviyo. To use your personas in Klaviyo (segments, flows, SMS, Meta audiences), you need a Klaviyo stream playbook running. It writes each customer's persona onto their Klaviyo profile. If Klaviyo is connected and you don't have one yet, the Persona Analytics view shows a Set up the all-customers Klaviyo playbook prompt. Click Set up to create it.