SuperTag FAQ

What is SuperTag?

SuperTag is Salesforce Audience Studio’s integrated tag management system, allowing full control over how your tags fire. SuperTag also offers extensive tag firing capabilities, including conditional, throttle, data and frequency-based targeting.

What are they key use cases for SuperTag?

  • Optimized Campaign Targeting: Limit tag fires to specific audiences and activate that tailored audience in your campaigns
  • Control Event and Tag-based Activities: Fire Audience Studio event pixels or custom tags to specified URLs, segments, attributes, geo-locations and frequency
  • Define the Timing and Frequency of Tag Fires: Specify the order, timing and frequency of tag fires for an improved site experience
  • Partner Tag Management: Fire Partner User Match tags, Brand Study pixels, and Programmatic partner pixels via SuperTag. Any tag you need deployed for optimized marketing or superior site experience can be deployed through SuperTag.  
  • Explore A/B Testing: Utilize conditional tag firing for test initiatives

What types of tag targeting are available in SuperTag?

  1. Attribute: Fire a tag to specific attribute(s)
  2. Tag ordering: Fire a tag before or after another tag
  3. Frequency: Specify how many times a tag should fire in 24 hours
  4. Segment: Fire a tag to a specific segment(s) of users
  5. Throttle: Fire a tag to a specific percentage of users
  6. URL: Fire a tag to a specific URL(s)

How do I create a tag rule in SuperTag?

  1. In SuperTag, select an existing tag or create a custom tag and ensure it’s properly configured.
  2. Continue to the Create Rule Group menu and select “Add Rule”
  3. Determine a Combine Operator for the rule: AND; OR; AND_NOT
  4. Choose rule type: Attribute; Deliver before or after another tag; Daily Frequency; Geolocation; Segment; Throttle to percentage of traffic; URL
  5. Choose an Operator to associate with the selected rule type
  6. Define the specific values for which you’d like to target the tag rules
  7. Select Continue. Once you enter the tag details window, the rules have been assigned to that tag

How do I fire a tag to a specific audience in SuperTag?

  1. Build a segment(s) you want to target your SuperTag to via the Segment Builder in the UI
  2. Create a new SuperTag under Manage > SuperTag > Supertags in the UI
  3. Follow steps 1 and 2 based on your preferences
  4. Step 3 (Create a Rule Group) allows users to create a rule specific to the audience(s) to be targeted
  • Select “New Rule”
  • Select “AND” as the Combine Operator
  • Select “Segment” as the Rule Type
  • Choose the audience you want to target from the Choose Segment dropdown
  • To target multiple audiences, add a new rule and repeat these steps 

NOTE: If you would like the tag to fire if the user falls into any of the multiple segments you choose then use “OR” as the operator for every rule. 

How do I define when and how tags are fired via SuperTag?

There are multiple ways to define tag timing in SuperTag, including:

  • Delivery timing during page load: You can set tags to load Immediately, After content loads, or After page. These settings are found in the Configure screen when creating or editing a SuperTag.
  • The number of times a tag should fire in 24 hours: These settings are found in the Set Rules screen when creating or editing a SuperTag. The standard daily frequency is 3 times in 24 hours.
  • The order tags should fire in: Also found in the Set Rules screen is the option to fire a tag before or after another tag. 

What is tag throttling and why would I use it?

Throttling allows you to specify a portion of traffic that you would like to receive a given tag (control the percentage of a tag's fire).

A common use case is to leverage throttling to facilitate A/B testing. By targeting a tag to a portion of traffic, you generate two distinct groups of users:

  • Group 1: % of audience for which the tag fired
  • Group 2: % of audience that did not receive the tag

To activate throttling in Audience Studio, you will need to create a rule group in SuperTag and assign it to the desired tag.

Can I fire targeted DSP pixels via SuperTag?

Yes, DSP pizels can be fired on an existing audience segment, page attribute, URL, geolocation, etc. Some use cases for building your audiences include:

  • Fire the pixel on a selected URL to capture users who started an application, but did not complete it
  • Fire the pixel on a URL that contains a certain word to capture users who demonstrate interest in a product category
  • Fire the pixel on geolocation to capture users from certain countries
  • Fire the pixel for users who fall into an audience segment for product enthusiast

Can I fire custom tags via SuperTag?

Yes, SuperTag can be used to fire events and other custom tags as follows:

  1. Access SuperTag in the menu bar via Manage > SuperTag > SuperTags
  2. Select Create Tag
  3. To create a custom tag, select the Custom Tag option (screenshot below)
  4. In the Configure screen, enter the necessary details and paste your custom tag in the HTML field.
  • Select specific sites to fire the tag, or select the All Sites box
  • Add a label to your tag to better organize and categorize your tags
  • Select a delivery method and delivery timing for optimal tag management
  • Use the HTML field to enter your custom tag
  1. Select Continue
  2. Set audience, throttling and timing rules in the Set Rules screen
  3. Publish your tag

What is the SuperTag Library?

The Tag Library within SuperTag provides an easy-to-use list of tags for non-technical users.

The Tag Library contains all third-party library tags made available to you. Think of library tags as templates for the tags you would use most often. Examples of third-party tags could be a Google Analytics tag, a Quantcast tag, or a NetProspex tag. Other library tags may include tags designed by Audience Studio to enable additional capabilities in it.

The list can be quickly searched and filtered by tag name, label, description and third-party company. If a library tag is not available, the Template Request button at the top right of the list allows users to provide a description of the library tag that’s needed so a Salesforce Audience Studio team member can create it. The list of library tags is continuously growing, so you may see more of them on a regular basis. Labels on library tags help with categorizing and filtering them as the library grows. Any third-party library tags created for one Audience Studio client are automatically available to all other Audience Studio clients.

Selecting a tag — by clicking its Select button — sends Full Access and Full Access-Advanced users to the Configure screen.

 What is Tag Inspector

Tag Inspector (Manage > Diagnostics > Tag Inspector) is a tool within SuperTag that displays collectors, behavior, and perceived latency resulting from a tag. You can inspect tags in one of two ways: paste the code into the module directly or select an existing tag within SuperTag from the dropdown menu.

To use the Tag Inspector:

  1. Choose the desired tag from the Tag drop down or paste a custom script within the code box
  2. Select the country you wish to validate the tag in
  3. Once ready, select the Inspect Tag button
  4. Review the JavaScript errors once the tag has processed
  5. After your review, determine if the tag should be Enabled or if changes need to be made to the tag

What reporting capabilities are available in SuperTag?

Tag Delivery Report

Tag Reporting is available by clicking the Action wheel next to a tag in the List Tags page, or by clicking on a tag’s hyperlink from Tag Summary. This action displays a report of how often that tag was fired in a specific time period. This view can be filtered by Site Group, Site, Tag and date range.

The Reports view has two sections: Tag Delivery Trend and Tag Delivery. Tag Delivery Trend displays a tag Views and Uniques area chart for the duration the tag fired. Tag Delivery displays a table of the Views and Uniques details.

Tag Summary Report

To view a summary of all tags, visit Manage > Diagnostics > Tag Summary. The Tag Summary view displays a trend chart for Tag Views with a Tag Summary Table below it.  The view can be filtered by Site Group, Site, and dates. The Tag Summary Table displays data for:

  • Tag: The tag name hyperlinks to its individual tag report
  • Status: Enabled or Disabled
  • Company: Displays a specific company name for the tag, like Google Analytics, when a Library Tag is used
  • Start Date: When the tag began firing
  • End Date: When the tag has or will stop firing
  • Total Tag Views: Sum of all tag views
  • Average Daily Tag Views: The average daily number of tag firings over the filtered time period
  • Average Daily Uniques: The average daily number of unique users who experienced the tag firing over the selected time period

Clicking a tag in the Summary Table displays that tag’s individual Tag Report.

Site Speed

To view reports on how quickly tags are being delivered, visit Manage > Diagnostics > Site Speed.

The Site Speed report can be filtered by date range, Site, Country, Page View Type (cached/uncached), Navigation Type (direct, reload, back, forward), and Aggregation Type (day, site, country). This report gives details on page load time trends. Numbers for average Page Load Time, Server Time and Client Time are shown at the top above a trend chart for Browser time, HTTP time, TCP/IP time, DNS time and Redirect time. The table at the bottom of the page displays page, client and server times based on the aggregation filter you’ve chosen.

  • Page Load Time: This is Server Time plus Client Time
  • Server Time: The time taken for the DNS lookup, redirects (if there are any), TCP/IP and HTTP overhead. Everything up until the browser gets the page.
  • Client Time: The time taken to render the HTML, download all the javascript, css, and images, up until window’s load event fires.

If you do not specify a start time for a SuperTag, will it start firing immediately?

The tag will start firing within 20 minutes. For more information on SuperTag timing delivery, please refer to this article: SuperTag: How to define when and how the Tag Fires.

What is the difference between the Audience Studio Control Tag and SuperTag?

Audience Studio Control Tag

  • Core JS infrastructure to facilitate Audience Studio functionality (including SuperTag)
  • Asynchronous/non-blocking script
  • Deployed within the <head> of the page for optimal performance


  • Complete tag management solution within the Audience Studio platform
  • Performs like a server or CMS for your tags

Can SuperTag deliver ads or visible content to site pages?

Yes, SuperTag can be used to deliver content or ads to specific pages carrying the Audience Studio Control Tag.

In the Configure menu within SuperTag, you can use the “Tag Target” box to specify a div_id for which you’d like to target the tag. This ID will allow you to deliver the tag to a specific placement on the page.

Common applications for this include pushing visible tags to content areas (i.e. social sharing widgets), delivering ads and surveys to the page.

How are the rule operators processed in SuperTag?

ORs in SuperTag are inclusive ORs. For more information, please refer to the SuperTag Rule Operators article. 

How do I create a regular expression with an exact match? i.e. I want the tag to fire on and no other sub-pages. 

You can anchor the regular expression using the below format 


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