Why are some customers/products/orders not tagged?

Introduction

Roadmap’s Tag Library doesn’t apply Shopify tags — instead, it enforces logic rules that determine customer, product, or order eligibility.

If it looks like some customers, products, or orders aren’t being “tagged,” it usually means they don’t meet the rule’s conditions, the rule is scheduled differently, or another rule takes priority.

Common Reasons Why Rules Don’t Apply

1. The Customer/Product/Order Doesn’t Meet Conditions

• Check the eligibility settings of the rule.
• Examples:
  • Rule requires logged-in customers, but you’re testing with a guest checkout.
  • Rule applies only to UK customers, but the test customer is set to US.
  • Rule applies to customers with past orders, but the test customer is brand new.

👉 Solution: Double-check your test account setup.

2. Rule Dates or Fallback Are Affecting Visibility

• If a rule is scheduled, it won’t apply until the start date/time.
• If an end date has passed, the fallback state takes over (products may become hidden/visible).

👉 Solution: Check the Active Dates and fallback settings.

3. Overlapping Rules Are Overriding Each Other

• If multiple rules apply to the same product/collection/order, the more specific rule takes priority.
• Example:
  • Rule 1: All logged-in customers see Collection A.
  • Rule 2: Only VIP customers see Product X (inside Collection A).
  • Result: Product X stays hidden from regular logged-in customers.

👉 Solution: Review overlapping rules and adjust conditions.

4. App Blocks Are Missing

• If a widget (e.g. bundle, review, loyalty) isn’t visible, check that the app block is placed correctly in the Shopify theme editor.
• Rules only control visibility — the block must exist for it to display.

👉 Solution: Add the Roadmap app block in the Shopify theme editor.

5. Data Is Updating in Analytics, Not the Storefront

• Rules always run in the background, even if you don’t “see” them visually.
• Some logic is best confirmed in Roadmap Analytics rather than on the storefront.
• Example: A “Subscription Order” rule won’t show on the storefront, but you’ll see its attribution filter in Analytics.

👉 Solution: Check Analytics filters to confirm the rule is applying.

Common Questions

• Will these rules show up as Shopify tags?
  • No — Roadmap doesn’t use Shopify tags. Rules run as logic in Roadmap and appear in Analytics as filters.
• Do rules apply to past customers/orders?
  • Yes — rules apply retroactively to all data that meets the condition.
• Why do my test customers not qualify?
  • Most likely because they don’t meet the eligibility you set (e.g. no past orders, wrong country, not logged in).
• Can I force a rule to apply manually?
  • No — rules apply automatically. If you want manual control, you can still use Shopify’s native tags separately.

Cross-Feature Links

• Why aren’t my Tag Library rules applying correctly?
• How do I create a new Tag Library rule?
• How do Tag Library rules affect reporting and analytics?

Summary

If some customers, products, or orders aren’t being “tagged,” it usually means they don’t meet the rule conditions, the rule is scheduled or expired, another rule overrides it, or the widget isn’t placed in the storefront. Remember: Roadmap doesn’t apply Shopify tags — it enforces logic rules, which you can track in Analytics filters.