SalesWings provides you with an intuitive way to gain insights and profile your leads and contacts from all of your data: the Falcon rule builder.
Rule Behavior & Guidelines
The following guidelines are important to note ℹ️
Make sure that you define the use cases and goals of each SalesWings tag with your team before creating tags. Tags should be created once they have been approved. Follow the mantra: "Less is more".
SalesWings support is available to help you set up or review your rules prior to activating them 🙃
When a tag is activated they are always applied for all leads: Retrospectively, and automatically moving forward in real-time.
> For example, if you create a new tag based on a pricing page visit, all your existing leads will be updated with the tag who match the condition. Future leads visiting the page, will automatically be tagged it will be pushed to 3rd party systems.
Changes to your tags will be updated and will also reflect the changes in Salesforce, Marketing Cloud, and other integrations you use.
Applying rules initially may take several seconds or minutes, depending on the volume of leads that you have and the number of edits you make in a go.
Creating tags
The SalesWings Rule Builder
The SalesWings Rule Builder helps you define when a tag should be applied automatically. It uses a simple no-code interface, so you can build tagging logic based on lead data, website activity, form submissions, and other tracked behavior.
Before you start, make sure your team is aligned on the purpose of each tag. Clear naming and clear rule logic will make your setup easier to manage over time. If you are unsure how to structure your rules, SalesWings support can help you review your setup.
But don't worry too much, you can always edit, archive or delete a tag later.
Tag Builder Interface
In the Rule Builder, you first create the tag itself and then define the logic that tells SalesWings when that tag should be added to a lead or contact.
It's really easy:
Click “+” to create a new tag.
Enter a clear tag name.
>> Tag names should be self-explanatory. Bear in mind that your marketing and sales colleagues may not always be aware of tags that have been created in the past. Having clear tag names ensures maximum use of the tag.
Enter a clear description.
>> The tag description allows other users to understand the tag once reviewing tags. Tag descriptions are also displayed when hovering a tag in the cockpit. Finally, clear tag descriptions will allow current and future AI applications understand what the tag represents.
>> Bad example: "Pricing page visit"
>> Good example: "This tag indicates interest in understanding the price of our solution"
Choose a tag category.
>> Tag categories are useful for several aspects. In Salesforce and other systems, tags can be filtered or reported on by tag category. Furthermore, just like tag descriptions, tag categories help AI what the tag is all about.
Choose a tag color.
>> This is solely for usability purposes. When looking at the tags in the sales insights view, they are sorted by color.
Decide whether the tag should be visible in the Sales Insights view.
>> Tags that hidden from sales reps are still pushed to your 3rd party systems, and can be used for segmentation, reporting, and other user cases. They are simply hidden from sales reps because you consider them being irrelevant to sales.
Add the rule logic that controls when the tag is applied.
Decided whether you want to Activate the tag right away, or leave them Inactive to have it reviewed by a team member. (see more about the various states a tag can have below)
Save the tag
Congratulations! 🥳
Example:
Tags can have different "States"
Activating, Deactivating, Archiving & Deleting Tags
Each tag in SalesWings can have one of three states: Active, Inactive, or Archived. You can use the tag filters to quickly find tags by status.
Tag states explained
Active
An active tag is fully in use.
It will be applied to all existing and future leads that match the tag criteria and will sync to all connected systems, such as Salesforce, Marketing Cloud, and Braze.
Inactive
Think of an inactive tag like a "Draft". When a newly created tag is left "Inactive", you can show them to colleagues before activating them.
When changing an existing tag from Activate to Inactive, SalesWings will stop processing and calculating this tag (they become "frozen")
Leads who have already received this tag will keep them, but are no longer evaluated against your conditions and rules.
SalesWings will automatically hide the tag from the leads sales view
No existing tags will be deleted or updated in your connected systems! If you would like to remove this tag entirely from SalesWings and have SalesWings clean it from other systems, you have to archive the tag.
You can activate this tag again later.
Archived
When archiving a tag,SalesWings will remove all tag values from leads (same effect as deletion).
The tag will be removed from connected systems (Salesforce, Braze, etc.)
The tag will be hidden from all views except the archive section
You can recover this tag later by unarchiving it (tag and rules will be preserved)
To permanently delete this tag, you must delete it from the archive section
IMPORTANT: Archiving a tag has the biggest impact because it removes the tag from leads and external systems. Use this option only when you no longer want the tag to exist in your active setup.
In brief:
Use Active when the tag should continue running normally.
Use Inactive when you want to pause a tag without losing its existing values.
Use Archived when the tag is no longer needed and should be removed from active use completely.
How to Delete a Tag
To permanently delete a tag, you must first archive it. After the tag is archived, the Permanently Delete option will become available.
⚠️ Warning: Deleting a tag cannot be undone, so please proceed with caution.
Tagging Conditions, Rules and Groups
The various data points are available for all automations in SalesWings, whether for tags, or sales alerts.
Adding a condition
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Click + to add new rules, conditions, groups, or criteria
Select conditions in the drop down
Available Conditions and Logic
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Lead conditions
Attribute: Create a rule based on Custom Attributes which you received about leads
Email address: Create rule based on the leads email, or email domain (i.e. gmail, key accounts, competitors etc)
Tags: Create rules based on Tags. You can also create a new Tag when a lead has 2 related tags, for example to identify cross-selling opportunities or bundle interest
Predictive Score: Create a rule depending how engaged a lead currently is
Score: Create a rule when a lead has a certain score / reaches a score threshold
Event Conditions
Custom Event: Create a rule when a lead has received a Custom Event
Form Submit: Create a rule when a lead has submitted a form on a specific URL
Page Visit: Create a rule when a lead visits a specific URL. Keep in mind that this includes UTM and other parameters, if you'd like to run a rule when someone clicks on a campaign, channel, medium or else (useful for Counters)
Logic
Group: Create more granular rules and nested rules
Available Options:
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Containing
The URL or keyword must be included in the condition (URL, Custom Event, etc.).Example: Keyword =
pricing→example.com/pricing2025matches.
Equals to
The URL or keyword must exactly match the condition (URL, Custom Event, etc.).Example: Keyword =
www.example.com/pricing→example.com/pricing2025does not match.
Not Containing
The URL or keyword must not be included in the condition (URL, Custom Event, etc.).Example: Keyword =
pricing→example.com/careersmatches,example.com/pricingdoes not.
Contains any of
Same as Containing, but uses the OR function. Supports comma-separated values.Example: Keywords =
Pricing, Careers, About-us→example.com/pricingmatches.
Contains all of
Same as Containing, but uses the AND function. Supports comma-separated values.Example: Keywords =
Pricing, summer-2025→example.com/pricing?utm_campaign=summer-2025matches.
Matches Regex
Uses a regular expression to match conditions.Example: Regex =
utm_campaign=(spring|summer)-\d{4}→example.com?utm_campaign=spring-2025matches.
Does not match Regex
Excludes matches based on a regular expression.Example: Regex =
utm_campaign=(spring|summer)-\d{4}→example.com?utm_campaign=winter-2025matches.
Building Rules and Examples
💡Form Submission example
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Here we choose to run a rule when a form is submitted
Conditions available to filter
URL: Defines on what URL the form has to be submitted
Referrer: Defines from where the lead came to reach the page, where the form was submitted
Date: Defines during what date range the form has to be submitted
Relative Date: Defines during what time range the form has to be submitted
💡 Form submission - Rule example
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In the above example, the rule will be triggered when a form is submitted on a URL where the keyword "blog" is present.
💡Page visit example
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Select your condition, here the "Page Visit"
Click on + to add choose filter conditions, which will identify the exact page visit
Here we look at a URL with a specific UTM parameter to target a campaign click
Create a Group (see below) to do more granular rule building
Click here to copy a condition
💡Page visit & Date based rule example
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Here we want to run a rule based on a page that was visited
Choose how your criteria should be behave
ALL: this means all defined conditions have to be true for 1 single URL
ANY: this means at least 1 defined conditions has to be true for ANY URL visited
In this example, the URL has to have both texts in the same URL, so both "utm_campaign=spring" AND "/download-guide", for example:
www.website.com?utm_campaign=spring > Rule does NOT run, because "/download-guide" is missing
💡Page visit & Date based rule example
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In the above example, the rule will be triggered when a URL is visited with a UTM parameter "utm_campaign=spring" (i.e. from a spring paid or email campaign) AND the same URL needs to have the text "/download-guide" in the URL.
You can now, for example, select a date range when the page has to be visited
Pick an option and a date
You can define your time zone in the tab "Account Settings"
💡Page visit & Relative Date based rule example
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Pick "Relative date" to look at a time range
Pick whether the page should be visit before or after a certain time range
You can now measure the relative date in several intervals
💡Page visit with granular rule using "Group"
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Use a "Group" to nest additional rules for highly targeted rules
Choose ALL or ANY, like described above
In this example, because we choose ANY, the same URL needs to have either "whitepaper-1" or "whitepaper-2" in the URL, on top of the other rules
💡Page visit using URL condition and "Contains Any of" option
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This rule setup identifies users who visit pages linked to your seasonal campaigns.
The URL must contain any of the following:
spring-2025,summer-2025,fall-2025, orwinter-2025
AND
The URL must also contain
UTM_Campaign=
💡Using Regex Rules for Flexible URL Matching
This rule identifies visitors who landed on URLs that include a UTM campaign for specific seasonal campaigns, such as spring or summer, followed by a four-digit year.
In this example, the URL must match the following Regex pattern:
utm_campaign=(spring|summer)-\d{4}
This pattern matches any URL containing utm_campaign= followed by either spring or summer, then a dash and a four-digit year.
For example:
✅
example.com?utm_campaign=spring-2025→ matches✅
example.com?utm_campaign=summer-2024→ matches❌
example.com?utm_campaign=winter-2025→ does not match
This is a great way to track visits to campaign URLs that follow a consistent naming structure, such as seasonal promotions or recurring yearly marketing efforts.
Getting Support 🙂
As always, don't hesitate to contact our friendly support if you want to show a rule that you have built, or have questions!