Organize calls with tags and tag groups

Create the tag groups and tags that phone numbers, routing, tracking numbers, and assistants attach to calls, and keep the list usable as it grows.

A tag is a label that lands on a call — Google Ads, Appointment Booked, Angry Customer — so you can filter the call log, export a segment, and read reporting by something more useful than the number that was dialed. Tags live in groups that give them meaning, and almost every tag is applied automatically by the thing that handled the call rather than by hand.

Open Settings, then Call Analysis, then Tags. The page shows one row per group; expand a group to see the tags inside it.

How groups and tags fit together

A tag group is a category — Marketing Source, Sentiment, Outcome. It carries a display label, a help description, a sort order that decides where it appears, a default color for new tags in it, and an active or inactive status. It also carries a key, which is what the rest of the system matches on.

A tag belongs to exactly one group and carries a name, a color, an optional description, and a status. A tag name has to be unique inside its group; reusing the same name in a different group is fine, and is how Google can mean a source in one group and a campaign in another.

Groups are containers for the seven standard keys the platform understands: marketing source, marketing medium, marketing campaign, sentiment, outcome, topic, and custom. A group you create with a key of your own appears in the list but cannot hold tags, because a tag has to declare one of the standard keys — put anything bespoke in the Custom group instead.

Prerequisites

• The intended phone system selected in the dashboard header. Tags belong to one phone system and are not shared between shops.
• A role that can manage call data. Read-only users can see the page but not save.

Start from the standard groups

On a phone system with no groups yet, the page offers Populate from Defaults. It copies the standard group set — labels, descriptions, order, and colors — into this phone system, skipping any group whose key already exists. The button disappears once at least one group exists, so populate first and adjust afterwards.

Create or edit a group

1. Select Add Group, or Edit on an existing group.
2. Enter the Value (key). It is lowercase letters, digits, and underscores, and typing a space converts it to an underscore. It has to be unique in this phone system and cannot be changed after the group is created, so get it right the first time.
3. Enter the Label shown throughout the dashboard, and an optional Description used as help text where the group is offered.
4. Set the Sort Order — lower numbers appear first — and pick a Default Color that new tags in the group start with.
5. Set Status to Active or Inactive and save.

Create or edit a tag

1. Expand the group the tag belongs in and select Add Tag, or Edit on an existing tag.
2. Enter a Name. Keep it short enough to read as a badge in the call log.
3. Confirm the Group. Changing it re-colors the tag to the new group’s default color.
4. Pick a Color from the palette; the preview chip shows how the tag will look on a call.
5. Add an optional Description explaining when the tag applies — worth doing for any tag a teammate might otherwise guess at.
6. Set Status and save. An inactive tag stops being applied to new calls but stays on the calls that already carry it, which makes Inactive the safe way to retire a tag without rewriting history.

Where tags come from

You rarely tag a call directly. Instead you attach a tag to something in the call’s path, and every call through it inherits the tag:

Extensions and call groups take their tags when you edit an existing record, so create the record first and attach tags on a second pass. When more than one of these applies the same tag, the call carries it once, and an inactive tag is skipped everywhere.

The payoff is on the reading side: the call log filters by tag, the export carries the tags on each row, and a tagged call keeps the tag’s name and color as they were when the call happened — so renaming a tag later does not rewrite what older calls show.

Retire or delete

Prefer setting a tag to Inactive. When you do need to delete:

• A tag is deleted from the row’s delete action, after a confirmation. Deleting removes it from every call and every configuration that carries it, and the confirmation does not list where those are — filter the call log by the tag first if you are unsure.
• A group can only be deleted once it is empty. Deleting a group that still contains tags is refused with a message naming how many tags are in it; move or delete those tags first.

Expected result

The Tags page lists your groups in sort order with a tag count and status on each, expanding a group shows its tags with their colors, and calls handled through a tagged number, pool, extension, call group, or assistant arrive in the call log carrying that tag.

Troubleshooting

• Add Tag will not save and reports that a group is required: The group’s key is not one of the standard keys, so it cannot hold tags. Create the tag in the Custom group instead.
• Populate from Defaults is missing: It only appears while the phone system has no groups at all. Add the group you are missing with Add Group.
• The group value field is disabled: Keys are fixed at creation. Change the label instead, or create a new group and move the tags.
• A tag will not save because the name exists: Names are unique within a group. Rename it, or put it in a different group.
• A new tag is not appearing on calls: Attaching it to a number, pool, extension, call group, or assistant is a separate step, and an inactive tag is never applied to new calls.
• The tag list is empty on a shop you just switched to: Tags belong to one phone system. Check the header and populate the defaults for that shop.

Related guidance

• Set up a phone system in a safe order.
• Use call history and insights.
• Configure dynamic number insertion.
• Configure call categories, sentiment, and handlers.
• Create call groups and call menus.
• Create and route a Call Assistant.
• Review and configure phone numbers.