The Platform’s Labels (2020)

Alibaba’s e-commerce platform categorizes tags into the following types:

User Attribute Tags: gender, age, geographic location, registration date, mobile phone brand, mobile operating system, contact information, historical purchase status, user activity level, and RFM value.

User Behavior Tags: number of visits in the past 30 days, average order value in the past 30 days, active days in the past 30 days, average session duration in the past 30 days, average page depth per visit, recharge users, and more.

Consumption Tags: income level, purchasing power, previously purchased products, preferred purchase channels, most recent purchase date, and purchase frequency.

Product Category Tags: high heels, boots, dress shirts, French-style dresses, meat snacks, beef jerky, robotic vacuums, smart speakers, and so on.

Social Tags: typical active time periods, active locations, relationship status (e.g., single), number of reviews, positive review rate, and more.

Tencent Ads categorizes tags into the following types:

Demographic Tags: gender, age, place of residence, education level, marital status, assets, and employment status.

Interest Tags: commercial interests, general entertainment interests, semantic interests, and so on.

Device Tags: device brand, carrier, network connection type, model, and operating system.

Behavior Tags: workplace location, travel frequency, usage of e-commerce and O2O apps, app-specific behaviors (e.g., gaming), interaction behaviors, payment behaviors, and so on.