Tag your service reviews

This feature is included in the Advanced and Enterprise plans.

This feature is part of the Convert add-on module, the Enhance add-on module, the Growth plan, and the Scale plan.

Use our tagging feature to categorize your reviews and group them according to segments of your business. Then you can filter and analyze your reviews by tag to gain deeper insights from your customers.

How does review tagging work?

Begin by choosing tags according to your business’ needs — product lines, company divisions, and customer demographics are examples of tags. You can add these tags to reviews, in order to filter them and segment your review data in your analytics. Reviews can have multiple tags applied, so the possibilities are endless when it comes to categorizing your reviews. Here's a breakdown:


1. Pre-tag your review invitations. Create tags to include extra data from your CRM or ecommerce platform to your review invitations. When you receive a review, it'll be tagged automatically.

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2. Tag your reviews. After you receive a review, you can add additional tags. This makes it easy to segment customer feedback based on the review content.

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3. Analyze your tags. Compare your topics using Trustpilot’s analytics dashboards or export your reviews to analyze tags in your own business intelligence tool.

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4. Display targeted TrustBox widgets. You can create targeted TrustBoxes that display your tagged reviews on your website.

Pre-tag your reviews

Your business has a wealth of information in your CRM or ecommerce platform that can help you segment your reviews. With pre-tagging, you can send that information to Trustpilot, and when we invite your customers to leave a review, we’ll automatically tag the reviews with that information as you receive them.

Set up pre-tagging with AFS

It’s not possible to pre-tag customer reviews that are invited through our ecommerce integrations or our manual invitations. However, you can pre-tag your reviews with by using the Structured Data Snippet when you send review invitations with our Automatic Feedback Service (AFS). You can learn how to set up AFS here.

If you want to leverage the benefits of pre-tagging, you need to add the sample code snippet below to the HTML <body> section of your trigger email. It’s important to implement the snippet with the exact dynamic placeholders used by your specific platform. These placeholders vary from platform to platform, so be sure to find the right ones and replace them in the sample below. When it comes to pre-tagging, you can use as many tags as you like, but make sure you don’t include spaces - this will cause the invitation to fail.

Here’s an example of the code snippet you'll need to add:

<script type="application/json+trustpilot">
       "recipientName": "Name Surname",
       "recipientEmail": "recipient@email.com",
       "referenceId": "0123456789",
       "tags": ["tag1","tag2"]

To check that your setup is working correctly, visit your invitation status page. From there, you can view scheduled and sent review invitations. If you can see invitations being created from recent transactions, that means you’ve set it up properly! You'll be able to find your reviews tagged automatically when you receive them in your Service reviews inbox.

Set up pre-tagging via APIs

Another way to pre-tag your reviews is to add a tag parameter while setting up your invitations. For details, ask a developer to read our Invitation API documentation.


  • Your tags are only displayed in the private API, and they are not visible on your company’s profile page on Trustpilot. However, tags are still considered public data because it’s possible to filter reviews by tag through our public API (if someone knows what to filter for).
  • Write tags in a way that only internal employees understand. Use internal coding systems to encrypt tags, such as a “mobileunitA” rather than “iPhone” or “mobileunitB” rather than “Samsung Galaxy”.

You can't use special characters or spaces in tag names (:<>/%#&?',♫♪☁★).

Tag your reviews

You can also tag your reviews manually after you've received them.

Add and manage tags

Once you decide what tags you want to use, you can start adding them and applying them to your reviews. Here’s how to get started:
  1. In Trustpilot Business, go to Settings > Public profile settings > Tags.
  2. Enter your tag into the field. Click Add tag.

You’ll see a list of all your tags, along with the number of reviews that have been tagged with each individual tag. In order to use the tag in reviews, make sure the tag’s status is set to Enabled. If you want to deactivate a tag, simply use the toggle to Disable it.

Only Admin Users are able to access this feature.

Add tags to reviews

Now that you’ve chosen your tags, you can begin adding them manually to your service reviews.

  1. In Trustpilot Business, go to Manage reviews > Service reviews > Inbox.
  2. Find the review you’d like to tag. Click +Add tag.
  3. A text box will appear. Enter your tag name. Click Add.

Filter reviews by tag

There are two ways of filtering your reviews by tag. You can use our API (with help from a developer), or you can use the filtering option on the Service Reviews page.

  1. In Trustpilot Business, go to Manage reviews > Service reviewsInbox.
  2. On the toolbar, click More filters.
  3. You'll see a search bar for tags. Select the tag you want to filter by, then click Apply.

You'll now see all the reviews that have been tagged with the tag. To remove the filter, click Clear all on the toolbar.

Analyze your tags

You can compare your tags directly in your Service reviews analytics dashboard to gain insights or you can export the data to analyze it in your business intelligence tool. Here's how:

  1. In Trustpilot Business, go to Analytics > Performance > Service reviews.
  2. You'll see a drop-down for tags. Select the tag you want to filter by, then click Apply.

The Tags table shows your average star rating, review volume, and customer satisfaction score for each available tag in the chosen period. Compare your tags directly in the dashboard or export your reviews by clicking Export in the upper right-hand corner.

Display targeted TrustBox widgets

After you've tagged your reviews, you can create targeted TrustBox widgets. Depending on the TrustBox you've selected, you can choose to display your reviews by tag when you customize it. These widgets are perfect for highlighting specific services, like shipping on your check out page, or for special events, like Black Friday. You can learn more about adding TrustBoxes here.

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