Salesforce Marketing Cloud Data Views: _PushTag (Unofficial MobilePush Tag Data View)

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⚠️ Important: The _PushTag data view is an unofficial and unsupported view in Salesforce Marketing Cloud. It may not be available in all accounts and should be used with caution. It is typically used for analyzing MobilePush tagging activities and metadata associated with device-level tags.

This guide covers all fields within _PushTag, use cases, and sample SQL queries for segmentation and technical validation.

What is the _PushTag Data View?

The _PushTag data view stores information about tags assigned to MobilePush subscribers/devices in Salesforce Marketing Cloud. Tags are commonly used for targeting and segmentation within push campaigns.

Key Benefits of _PushTag

  • Custom Segmentation: Enable tag-based audience segmentation.
  • Personalization: Deliver personalized content based on user behavior.
  • Device Association: Tags link directly to unique device identifiers (DeviceID or APID).
  • Lifecycle Tracking: Understand when and by whom tags were created or modified.

Fields in _PushTag Data View

FieldTypeDescription
_DeviceIDText(200)Unique ID of the mobile device receiving the tag.
_APIDText(38)Application-specific push identifier. Useful for joining with other push-related views.
_ValueText(128)The tag value assigned to the device (e.g., ‘vip_customer’, ‘location_ny’).
_CreatedDateDateDate and time the tag was created.
_CreatedByTextUser or process that created the tag.
_ModifiedDateDateLast time the tag was updated.
_ModifiedByTextUser or system who last modified the tag.

When and Why to Use _PushTag

When to Use?

  • To filter audiences by custom MobilePush tag values.
  • When needing a real-time list of tagged users or devices.
  • To audit tag creation and updates.
  • When troubleshooting push message targeting.

Why Use It?

  • Advanced Targeting: Create highly personalized segments for MobilePush messages.
  • Behavioral Insights: Understand what tags are actively used and when.
  • Tag Hygiene: Monitor outdated or misused tag values.

⚠️ Reminder: As this is an unofficial view, validate with your Salesforce support team before using it in production workflows.

Sample SQL Queries

1. List All Tags with Devices

SELECT _DeviceID, _Value, _CreatedDate 
FROM _PushTag

2. Tag Counts by Value

SELECT _Value, COUNT(*) AS TagCount 
FROM _PushTag 
GROUP BY _Value

3. Recently Created Tags (Last 30 Days)

SELECT _DeviceID, _Value, _CreatedDate 
FROM _PushTag 
WHERE _CreatedDate >= DATEADD(day, -30, GETDATE())

4. Devices Tagged as VIP Customers

SELECT _DeviceID 
FROM _PushTag 
WHERE _Value = 'vip_customer'

5. Last Modified Tags

SELECT _DeviceID, _Value, _ModifiedDate 
FROM _PushTag 
ORDER BY _ModifiedDate DESC

Conclusion

The _PushTag data view can be a powerful asset for MobilePush segmentation if available in your SFMC environment. It supports advanced targeting by enabling tag-based filtering, allowing for deeper personalization and engagement tracking.

Use it in conjunction with _PushAddress, _PushMessageTracking, and MobilePush Journeys for a complete push strategy—while keeping in mind that it is unofficial and may not behave consistently across all tenants.

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