Why Attributes over Tags?

At Kustomer, tags and attributes are often discussed interchangeably. However, there is a significant difference between the two features and it’s important to understand the similarities and differences. They both allow you to append a piece of data to a conversation to help build reporting, drive automations, and more. However, if you ask anyone on the team, we always recommend attributes over tags. Why is this?

Attributes allow you to structure the data by storing information through multi-level lists, true/false booleans, etc. They also allow you to force data collection, especially on a conversation object. For example, you can require an attribute to be added upon closing a conversation, which guarantees that you get the information needed for reporting.

Tags are useful in many ways, but you cannot enforce adding them, so if an agent forgets to apply one before closing a conversation, you might miss out on a vital piece of information.

Attributes also expand beyond just the conversation. You can add attributes to the customer, company, and even KObjects. Think, “does this customer accept marketing: Y/N”. This allows you to build a robust profile around various objects in Kustomer, whereas tags only can be applied on the conversation level.