Tags and custom fields are how your CRM remembers the details that matter, so your messages feel personal and your automations fire correctly.
Tags are quick labels you can filter and automate on - think 'new-lead', 'vip', or a service type. Add or remove them manually or automatically inside a workflow.
Custom fields store structured information, like quote amount, service, or job date. Create them in Settings then Custom Fields. Unlike a tag, a field holds a value you can insert into messages - so a follow-up can reference the exact quote figure.
A practical example: a 'quote_amount' field lets your follow-up sequence say 'your quote of $X is still available', and a 'service' tag lets you send the right seasonal offer only to the customers it applies to.
Tip: decide your core tags and fields early and use them consistently. Clean, consistent data is what makes personalised automation possible.