Infusionsoft Campaign and Tag Categorization - Daniel Bussius

Infusionsoft Campaign and Tag Categorization

By Daniel Bussius | Business Coaching

Sep 18

The importance of having a proper standard operating procedure (or protocol) for your Infusionsoft CRM is crucial for the success of your company. Developing and maintaining a systemized process ensures that you can scale your business.

Infusionsoft Campaign Categorization-strategy

Implementing a standard system that uses a global naming convention and syntax enables you to easily track campaigns and tags in your system. You’ll also be able to hire and train employees ensuring the same protocols are used so others can locate and report on metrics company-wide. Lastly, you will be able to see visually how all of your campaigns are connected to one other.

I’ve been fortunate enough to work in Infusionsoft since 2007 and have tried and seen a vast array of strategies for keeping everything within the system organized. I personally never saw anything that could easily apply to any Infusionsoft system and type of user.

Daniel Bussius Infusionsoft Certified Partner

Being an Infusionsoft Certified Partner​, Infusionsoft User Group Trainer and a Project Manager for Infusionsoft's Accelerator, I know there is a simple way for anyone at any level of expertise with Infusionsoft to master the basics.

That is why I designed this system. I believe that the protocol created herein will provide you with the clarity and global strategy to have a streamlined system.

You do not need expensive training or any special knowledge to use this free system I created

I designed it so that the campaigns are categorized, the tags make sense, and the system can easily be followed and replicated no matter who is in your system building campaigns, running reports or managing your sales and customer support.


Infusionsoft is a powerhouse of a marketing tool and an entrepreneur's best friend, however this beast can run wild if you don't tame it before it grows too big.

What am I talking about?  

I'm talking about having a structured method to name your campaigns - to actually have campaign categories.  Yeah, campaign categories. And these campaign categories also need to be standardized and compliment your system-wide tag categories.

If this sounds like technical mumbo jumbo to you , trust me, I promise I'll have you dialed in and an expert by the end of this blog.

Make sure to watch the video above and read the blog for maximum comprehension!

Let's start here

In tech talk, the word "syntax" means the order in which something is placed.  

Infusionsoft Campaign Categorization-dog

For example:

The dog bit the boy.

That makes sense to us. We can all understand what happened here due to the word syntax. Or in other words, the placement of the words translates to something we can understand.  

Now, what if we changed the syntax of the words?  Would changing the placement of each word in the syntax change a meaning for us?  Take a look.

Infusionsoft Campaign Categorization-

For example:

The boy bit the dog.

See how having the syntax of words misplaced can have a totally different meaning?  

Now, let's briefly cover the importance of having a naming convention. A naming convention is a protocol that ​tells us how we are to name things.  It is our guideline so that we can easily communicate complex subject matter from one person to the other.

Here is a quick example of a naming convention:

[functional purpose] ​+ [type of transportation]

  • ​Fishing boat
  • Sail boat
  • Luxury boat
  • Row boat

Without the use of having a naming convention, we would have no idea what type of boat we had.  

Infusionsoft Campaign Categorization-category naming

Now that you understand the importance of word syntax and the use of a naming convention, let's get in to how this is vital to understanding how you will organize your Infusionsoft system.

Download Your FREE Infusionsoft Ultimate Campaign and Tag Categorization Cheat Sheet.  

Enter your details below and it will be emailed to you right away!

Campaign Builder Organization

It is important for us to have campaign categories.  Every campaign you build will fall in to a specific category and will be labeled under the appropriate campaign category.

Let's now cover over the names of the categories that I encourage you to use inside Infusionsoft's Campaign Builder:

Campaign Categories:


You are going to notice that these campaign categories are broad and designed to cover a wide array of campaigns. You will also notice that no campaign shares the same first letter.  

infusionsoft campaign categorization

(Click on image to enlarge picture)

Campaign Category Name



This prefix is used for Top of Funnel campaigns.


This prefix is used for Middle of Funnel campaigns.


This prefix is used for Bottom of Funnel campaigns.


Global operations such as "Contact Us" web forms, HTTP post campaigns for integrations, Indoctrination Sequence.


Used for holiday specific campaigns such as Birthdays, New Years, Black Friday, etc.


Campaigns focused solely on marketing and promotional purposes.


Long term nurture campaigns and newsletters.


Used for delivery of products and courses.


Customer service campaigns , NPS surveys, social media campaigns and testimonial requests.


Campaigns and funnels that are focused on selling products and courses.


Used for staff training.


All retired and inactive campaigns that you wish to keep but are not running/live should be categorized here.

I didn't forget to talk about the Campaign Categories named "A.", "B." and "C.". I wanted to cover the basics first before I got in to these three campaign names.  

The reason is the categories "A.", "B." and "C." are associated to where in your funnel this campaign lives.  ​

Infusionsoft Campaign Categorization-Campaign Placement

(Click on image to enlarge picture)


Top of Funnel Content


Middle of Funnel Content


Bottom of Funnel



Educational Resource

Demo/Free Trial

Social Media

Useful Resource

Customer Story


Software Download

Product Comparison/Spec Sheet

Digital Magazine




Quiz or Survey



Webinar and/or Event

Tripwire Purchase

Note: If you do not fully understand what a funnel is or you are confused as to what your Customer Lifecycle Journey is then message me and I can share some useful information with you about this topic.  Then, when you are ready to build out your own funnel and Customer Life Cycle Journey schedule a free consult ​with me and I can get you started.

I designed it this way purposefully so your Campaign Builder will automatically sort itself by alphabetical order when you click on ​"Name".

Infusionsoft Campaign Categorization-ABC Order

(Click on image to enlarge picture)

Let's use some examples of how we should use the Campaign Categories to properly name our campaigns and the proper syntax of how to do this.

Infusionsoft Campaign Categorization-Campaign Naming

(Click on image to enlarge picture)

Here is the order in which we will want to name our campaigns:
  1. Funnel Location (if applicable)
  2. Campaign Category Name
  3. Type of Content or Action
  4. Name of Content/Campaign
  5. Date or Name of Traffic Source (if applicable)

Let's take a look how we will use the categories inside Infusionsoft's Campaign Builder.  

Click the image below to enlarge the view of this example
Infusionsoft Campaign Categorization-Campaign Syntax

(Click on image to enlarge picture)

I have two optional naming conventions within this protocol (the order of names for your campaign).  Let's discuss them real quick.

Funnel Location:

Not all campaigns reside inside of a funnel and therefore the Funnel location would not be a necessary part of the naming convention if the campaign does NOT live within a funnel.

An example of a campaign that does not live within a funnel would be a campaign that handles your website's Contact Us web form.  

The secondary optional Campaign Name is the type of content.  You do not have to use this if you don't want to but I find it useful.  It enables you to quickly see what you have within your campaigns.

Infusionsoft Campaign Categorization-lead-magnet

Here's an example of the Type of Content:

A Lead Magnet

So you might want to be able to see all the Lead Magnets you have inside your campaign builder.  By using this naming convention you will be able to easily identify how many lead magnets you have turned on and running.

It gets better!

Using this strategy I am teaching you, not only will you identify how many Lead Magnets you have inside your system but you'll also be able to easily see how many you have in each part of your funnel.

This gives you fast and efficient insight in to where you may be weak in your funnel.

Infusionsoft Campaign Categorization-Campaign Order

(Click on image to enlarge picture)

Viewing the example above, you can see that the funnel has 4 top of funnel lead magnets but only 2 middle of funnel lead magnets and 2 bottom of funnel lead magnets. If we were trying to figure out what campaign we should build next, this categorization would be useful for us.  

This categorization and order empowers us to see how many active members are in each part of the funnel giving us an incredibly easy and effective way to see what is happening at all stages of our funnels and campaigns ​
Infusionsoft Campaign Categorization-Campaign Preview

(Click on image to enlarge picture)

I think it's safe for us to move on to the final part of this training, the categorization of tags and their respective categories.

Download Your FREE Infusionsoft Ultimate Campaign and Tag Categorization Cheat Sheet.  

Enter your details below and it will be emailed to you right away!

Tag Categories and Tag Naming Conventions​

Tag Categories follow the same protocol as campaigns and have complimentary categories as well as additional categories you will not find in the campaign strategy.

Tag Categories cover a much wider and broader area of things that we need to track, automate and report on.  The categories will house the tags that fall under the specific Tag Categories so that we can easily identify and locate tags anywhere in our system.

Furthermore, by using this strategy we will avoid having duplicate tags that serve the same function as well as wondering what tag was created to handle a specific action inside a campaign.

Let's take a look at what the Tag Categories are:

  • Delivery:
  • Do Not Contact:
  • Functional:
  • Global:
  • Gratis:
  • Membership:
  • Nurture:
  • Operations:
  • Pipeline:
  • Purchase:
  • Rapport:
  • Sales:
  • Segmentation:
  • Source:
  • Tracking:
  • Training:
Infusionsoft Campaign Categorization-Download the cheat sheet
Infusionsoft Campaign Categorization-Tag Categories

(Click on image to enlarge picture)

Tag Category Name:



Used for delivery of products and courses.

Do Not Contact:

Used for custom opt-outs.


Used to start/stop campaigns and recurring loops for automation.


Global operations campaigns such as "Contact US" web forms, HTTP post campaigns for integrations, Indoctrination SequenceGlobal operations campaigns such as "Contact US" web forms, HTTP post campaigns for integrations, Indoctrination Sequence


This category is specifically used for comping products, courses or services.


Used for membership access, permission levels and course unlocking.


Long term nurture campaigns and newsletters.


This is used for Administrative purposes including failed payments, and unique internal tracking and/or automation for in-house staff.


Specific tags used if you have a tag based Pipeline.

This tag category is used for all purchases.


Customer service campaigns , NPS surveys, social media campaigns and testimonial requests.


Campaigns and funnels that are focused on selling products and courses.


Used for database and customer segmentation.


Used for tracking lead source.


Used for reporting and tracking actions and behaviors.


Used for staff training.

Now that you've seen the tag categories and also understand the proper naming syntax (the order of words), let's take a look at a few examples.

Click the image below to enlarge the view of this example
Infusionsoft Campaign Categorization-Tagging Categorization

(Click on image to enlarge picture)

You should now be fully armed with the knowledge and know-how to set your Infusionsoft system up for total success and scalability.  Implementing this protocol will empower you to be able to easily communicate with and train staff members in your system.

You will also be able to enjoy the benefits of anyone who understands Infusionsoft to hop in to your application and immediately understand what you have done and where things are placed.  This will save you countless hours if you ever need to call in to support or hire a professional Infusionsoft Certified Partner.

Infusionsoft Campaign Categorization-

Need more support?

Make sure to watch the tutorial on this blog post.

Infusionsoft Campaign Categorization-

Have a basic question?

I’d be happy to help you. Simply make sure to like my Facebook Page here and then message me below.

Infusionsoft Campaign Categorization-

Want more personal assistance?

Claim your free one on one consultation by booking your meeting with me using this link:

Please share the love.

Developing these free trainings takes a lot of time and resources.  They are designed to help entrepreneurs and business owners increase productivity and grow their business using smart strategies.  If you know someone that can benefit from this free training please share this with them!​

Don't forget! 

Like my Facebook page to get updates on free trainings and business resources.  

Read below if you love awesome content

If you have not already done so, subscribe to my newsletter. I don't email much and when I do, it's always valuable.  You can subscribe below (plus you'll make me feel real special).​ 😉


About the Author

Daniel Bussius is an executive marketing consultant, marketing agency CEO and Infusionsoft Certified Partner

  • […] The Ultimate Campaign & Tag Categorization Protocol Daniel Bussius – This is an extremely comprehensive article covering why you should, and how you can develop a naming convention to help keep your tags (and campaigns) as organized as possible. This article is rich with examples and diagrams to help make it as useful as possible. […]

  • >