How to create and use lead source tags in Papo CRM

To identify where your leads came from — Instagram, website, referral, or campaigns — you create custom tags in the Papo CRM. Then, these tags can be used to segment contacts, trigger automations, and complement the platform's traffic source reports, all without code.

Instead of relying exclusively on automatic UTM data (which captures campaigns and ads), you complement the view with manual marks. This way, a lead that came from a counter conversation, a business card exchange, or a partnership doesn't remain invisible in your analyses and actions.

Summary of steps

Step	What to do	Expected result
1. Create tags	In the CRM, go to the tags section and create tags such as “Instagram,” “Website,” “Referral,” or “Event XYZ.”	Categories ready to associate with contacts.
2. Apply tags	Associate manually on the contact profile, in bulk by import, or automatically via Flow.	Each lead is marked with its real source.
3. Use in segments	Create a segment filtering contacts that have the “Website” tag.	Always-updated list for email or WhatsApp campaigns.
4. Trigger automations	In Flows, branch the journey based on the tag — e.g., if “Instagram,” send the menu; if “Referral,” send a VIP welcome.	Personalized communication without delay.
5. Complement reports	Compare this data with Papo's traffic source report (valid for channels with UTM) and understand how much each source actually generates.	More precise investment decisions.

How it works: step by step

1. Create source tags

Go to the tags area of the Papo CRM. There is no fixed path: the platform lets you manage tags intuitively, and you can create as many as you need. Give it a clear name (e.g., “Instagram Source,” “Website Acquisition”) and choose a color to make visual identification easier. If you prefer, use the Papo API to create tags programmatically, following the official documentation.

2. Apply tags to contacts

After they are created, tags can be applied in three ways:

Manual: when you open a contact's profile, you add the corresponding tag.
Bulk import: if you already have a spreadsheet with lead and source, upload it mapping the source column to the tag. Details about import are available in the panel, in the contacts section.
Automatic via Flow: configure a Flow to detect the source (for example, if the conversation started from an Instagram link via API) and apply the tag without human intervention.

If you use the API to receive leads, you can apply the tag when creating the contact, as described in the article about automatic signup form via API.

3. Use tags in dynamic segments

Go to Segments and create a new segment filtering by “Tag is equal to Instagram Source.” The segment is updated in real time whenever a new contact receives that tag. These segments are the basis for:

Campaigns in Disparador (WhatsApp) or Email Marketing.
Target audience for automation Flows.
Prioritization lists in Kanban.

4. Automate actions based on source

In the Flows editor, insert a condition node and choose the option to check tags. Examples:

Tag “Referral”: sends a personalized thank-you message and creates a task for the responsible salesperson.
Tag “Website”: sends a demo link and adds the lead to a specific funnel.
Tag “Event X”: triggers a discount coupon valid for 24h.

Each branch can include sending a message, applying other tags, or notifying the team.

5. Cross-reference with traffic source reports

Papo offers, for administrators, a traffic source report that shows visits, contacts, and results by channel, campaign, and ad — provided UTMs have been configured in the links. Manual tags come in as a complementary layer: you see, for example, how many “Referral” leads became deals, cross-referencing segment data with the funnel report. This lets you decide where it's worth investing in ads and where word of mouth is already doing the job.

Who source tags make sense for

Businesses that receive leads from diverse sources and don't want to lose traceability.
Marketing teams that mix paid, organic, and partnership campaigns and need to measure the ROI of each.
B2B operations where referrals and events are recurring acquisition channels.
Papo white label resellers who build the CRM structure for clients and want to deliver segmentation from the first contact.
Agencies that manage multiple accounts and standardize lead classification.

Frequently asked questions

Can I create tags in bulk or via spreadsheet?

Yes. You can create tags manually in the CRM or use the Papo API to create them programmatically. For bulk application to contacts, CSV import lets you map the source column to an existing tag.

Do source tags appear automatically in reports?

The tags you create do not fill in the traffic source report by themselves (which depends on UTMs). However, you can use segments based on tags to generate lists and compare results with the funnel report numbers, obtaining a complete view.

How do I automate tag application when the lead comes from Instagram?

If the lead starts the conversation through Instagram connected to Papo, you can configure a Flow that, upon detecting that the channel is Instagram, automatically applies the “Instagram” tag. The same applies to the website widget or links with specific parameters.

Can I have more than one source tag on the same contact?

Yes. The same contact can accumulate several tags. For example, they came from “Referral” and participated in “Trade Fair X.” This allows combined segmentations (contacts who came from referral and are from the South region).

Do I need to be an administrator to manage tags?

Creating and editing tags is usually available to users with configuration permissions. Check your profile's access level in Settings. To view traffic source reports, an administrator profile is required.

Can tags be used in Super Chat (AI)?

Yes. Super Chat can interpret commands to apply tags to contacts during service, making classification even faster. Just instruct the AI with phrases like “mark this lead as referral.”