When businesses start building Instagram automation workflows, one of the first questions that appears is:
Should I use a Tag or a Custom Field?
At first glance, both seem to do the same thing.
Both can store information about contacts.
Both can be used inside automation flows.
Both can help with segmentation.
But in practice, they serve very different purposes.
Understanding the difference between Tags and Custom Fields is important because it affects how you organize contacts, personalize conversations, qualify leads, and build scalable Instagram automation systems.
In this guide, you'll learn:
- What Tags are
- What Custom Fields are
- When to use each one
- Common mistakes to avoid
- How Elpidan uses Tags and Fields inside automation workflows
TL;DR
- Tags are labels used to categorize contacts.
- Custom Fields store actual data values.
- Tags answer: "Who is this person?"
- Custom Fields answer: "What do we know about this person?"
- Most advanced Instagram automation systems use both together.
- In Elpidan visual flow builder, Tags and Custom Fields can be used in Conditions, Actions, segmentation, personalization, and lead qualification workflows.
What Are Tags in Instagram Automation?
A Tag is a label attached to a contact.
Think of Tags as stickers that help you quickly identify groups of users.
Examples:
- Interested in Pricing
- Ebook Downloaded
- Webinar Lead
- VIP Customer
- Product A Interest
- Contest Participant
A Tag usually represents:
- an action
- a status
- a behavior
- an interest
Instead of storing detailed information, Tags simply indicate that something is true about a contact.
For example:
A user comments "PRICE" on a post.
The automation can automatically add:
Tag: Interested in Pricing
Now the system knows this person showed buying intent.
What Are Custom Fields?
Custom Fields are used to store actual information about a contact.
Unlike Tags, a Custom Field contains a value.
Examples:
| Field Name | Value |
|---|---|
| First Name | Sarah |
| [email protected] | |
| City | Dubai |
| Budget | $500 |
| Service Type | Coaching |
| Gender | Female |
Custom Fields allow automation systems to remember information and use it later.
For example:
A flow asks:
"What is your email address?"
The answer is stored inside:
Email Field
Later, that information can be used for:
- personalization
- qualification
- segmentation
- follow-up workflows
The Simplest Way to Understand the Difference
A useful rule is:
Tags = Categories
Custom Fields = Data
Examples:
Tag:
- Interested in Pricing
Field:
- Budget = $500
Tag:
- Webinar Lead
Field:
- Email = example
Tag:
- VIP Customer
Field:
- Total Purchases = 8
Tags classify people.
Fields describe people.
Learn more about how to collect email from Instagram DMs
When Should You Use Tags?
Tags are best when you need simple categorization.
Common examples:
Lead Status
Tags:
- New Lead
- Qualified Lead
- Customer
Campaign Tracking
Tags:
- Giveaway Campaign
- Summer Promotion
- Webinar Registration
Product Interest
Tags:
- Product A
- Product B
- Product C
User Behavior
Tags:
- Clicked Pricing
- Downloaded Guide
- Watched Demo
Because Tags are lightweight, they work extremely well for segmentation.
When Should You Use Custom Fields?
Use Custom Fields whenever the information can vary from person to person.
Examples include:
Personal Information
- Name
- Phone Number
Qualification Data
- Budget
- Team Size
- Business Type
Preferences
- Preferred Service
- Country
- Language
Customer Information
- Last Purchase Date
- Subscription Plan
- Renewal Date
If the information needs a value, it belongs in a Field.
How Tags and Custom Fields Work Together
The strongest automation systems use both.
Imagine a lead generation campaign.
Step 1:
User comments:
"GUIDE"
Automation adds:
Tag: Lead Magnet Requested
Step 2:
Automation asks:
"What is your email?"
User replies:
Automation saves:
Email Field = [email protected]
Step 3:
Automation asks:
"What type of business do you run?"
User replies:
"Ecommerce"
Automation saves:
Business Type = Ecommerce
Now the system knows:
Tags:
- Lead Magnet Requested
Fields:
- Business Type
This creates much richer contact profiles.
Viewing Tags and Custom Fields in the Inbox
As your automation grows, it becomes important to see not only the conversation history but also the data attached to each contact.
In Elpidan, you can view all Tags and Custom Fields assigned to a user directly inside the Instagram Inbox. This makes it easier to understand who the user is, what actions they have taken, what information has been collected, and which automation paths they have already completed.
For example, a support agent can instantly see whether a user is tagged as a VIP Customer, which campaign they came from, and what information has already been stored in their contact record.
Learn more about the Instagram Inbox and how it helps you manage conversations, contact data, and manual follow-ups alongside automation.
Using Tags and Fields in Conditions
One of the most powerful automation features is conditional routing.
In Elpidan, Conditions can check:
Tags
Example:
Does contact have:
VIP Customer
If yes:
Send VIP offer.
If no:
Send standard offer.
Fields
Example:
Budget > $1000
If yes:
Route to sales team.
If no:
Route to nurture sequence.
Conditions can evaluate both Tags and Custom Field values to create personalized automation paths.
Using Tags and Fields in Actions
The Action Node can update contact data automatically.
Examples:
Tag Actions
Add Tag:
- Interested Piano
Remove Tag:
- Cold Lead
Field Actions
Set Field:
- ISs starred = set to True
Update Field:
- WhatsApp channel invite count = increase by 1
Action Nodes can automatically update Tags and Custom Fields during a workflow.
Using Custom Fields for Personalized Messages
One major advantage of Custom Fields is personalization.
For example:
Instead of sending:
"Thanks for your message."
You can send:
"Hi Sarah, thanks for your message."
Using placeholders:
{{First Name}}
Personalized messages often improve engagement because they feel more relevant and human.
This is especially useful in:
- onboarding flows
- lead qualification
- customer support
- follow-up campaigns
Common Mistakes to Avoid
Using Tags to Store Data
Bad:
Tag:
Budget 500
Budget 1000
Budget 1500
This quickly becomes impossible to manage.
Use a Custom Field instead.
Creating Too Many Tags
Some businesses create hundreds of Tags.
This usually creates confusion.
Use Tags only when categorization is actually useful.
Storing Categories in Fields
Bad:
Field:
Lead Status = New
Lead Status = Qualified
Lead Status = Customer
In many cases, Tags are a cleaner solution.
Not Planning Data Structure
Before building automations, decide:
- Which information should become Tags
- Which information should become Fields
This prevents future cleanup work.
How Elpidan Uses Tags and Custom Fields
Tags and Custom Fields become most powerful when they are used inside structured automation workflows designed to Automate Instagram DMs. For example, you can collect customer information, save it into Custom Fields, apply Tags based on user behavior, and then route contacts to different paths using Conditions.
In Elpidan Instagram auto reply tool, Tags and Fields are available throughout the platform.
You can:
- add Tags automatically
- remove Tags automatically
- create custom Fields
- collect data through User Input Nodes
- update Fields through Action Nodes
- use both in Conditions
- personalize messages with stored values
- segment contacts inside the Inbox
This makes it possible to build workflows that go far beyond simple auto replies.
Instead of treating every Instagram user the same way, you can create structured customer journeys based on behavior, interests, and collected information.
Build your first automated DM flow with Elpidan and turn messages into qualified leads, booked calls, and sales — without manual work.
Which One Should You Use?
The answer is usually:
Both.
Use Tags when you want to categorize contacts.
Use Custom Fields when you want to store information.
A simple rule:
- If the value is YES/NO or a category → Tag
- If the value can change from person to person → Custom Field
When used together, they create a much more powerful foundation for Instagram automation, lead qualification, customer segmentation, and personalized conversations.
Frequently Asked Questions
What is the difference between Tags and Custom Fields?
Tags categorize contacts, while Custom Fields store actual information and values about those contacts.
Can I use both Tags and Custom Fields in the same automation?
Yes. Most advanced Instagram automation workflows use both together for segmentation and personalization.
Are Tags better for lead segmentation?
Tags are often better for grouping contacts based on actions, interests, or status.
Are Custom Fields better for lead qualification?
Yes. Custom Fields are ideal for storing qualification information such as budget, company size, location, or contact details.
Can I personalize Instagram messages using Custom Fields?
Yes. Stored values such as names, emails, or preferences can be inserted dynamically into messages using placeholders.