Rivo automatically applies tags to your Shopify customer records as customers move through your membership program. These tags let you use Shopify’s built-in Segments and Flows to create targeted marketing, exclusive discounts, and automated communications based on membership status.

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Rivo manages six distinct tags on each customer record. All tags are added and removed automatically — you do not need to manage them manually.
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A human-readable tag that marks a customer as an active member in any tier. It is added when a customer joins or is moved into a membership tier, and removed when their membership ends.
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A machine-readable companion to Rivo Subscriber. Both tags are applied and removed at the same time. Having two versions makes it easy to target members in either Shopify’s visual Segment builder or in custom logic.
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Identifies which specific tier a customer belongs to. For example, a customer in your “Gold” tier receives the tag Rivo Membership Tier: Gold. When a customer moves from one tier to another, Rivo removes the old tier tag and adds the new one automatically.
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Applied only to customers enrolled in a one-time payment (lifetime) tier. It is added when they join a lifetime tier and removed if their membership ends.
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Added when a customer requests to cancel and your store’s cancellation policy is set to End of billing cycle. The customer keeps their membership benefits until the end of the current billing period. The tag is removed when the membership fully cancels at the period end.
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If your cancellation policy is set to Immediately, this tag is never applied — the membership ends right away and the rivo-membership-cancelled tag is used instead.
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Added when a customer’s membership has fully ended. This includes immediate cancellations, end-of-period cancellations after the billing period expires, and membership terminations due to payment failure after all retry attempts are exhausted.
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Added when a subscription billing attempt fails. It is a signal that the customer’s payment method needs attention. Rivo will continue retrying payment according to your retry schedule. Once payment succeeds or the membership is cancelled, the tag is removed on the next tag sync.

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In your Rivo dashboard under Membership Program > Program Settings > Troubleshooting, you will find a Sync Membership Tags button.
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Clicking this button queues a background job that re-evaluates and re-applies the correct tags to every customer who has ever had a membership tier enrollment. Rivo compares each customer’s current membership status against the tags on their Shopify record and corrects any discrepancies.
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Note: The sync processes all members in the background. For large stores it may take several minutes to complete. You can run the sync at any time without causing duplicate tags — Rivo clears existing membership tags before reapplying the correct ones.

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Shopify Segments let you create dynamic lists of customers based on their tags. Here are common ways to use Rivo’s membership tags:
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Target all current members:

Target members on a specific tier:

Target lifetime members:

Target members pending cancellation (win-back opportunity):

Target customers with a failed payment:

Target former members (cancelled):

You can combine these with other Shopify Segment filters — for example, targeting Gold tier members who have spent more than $500 in the past year.

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Shopify Flows lets you build automated workflows triggered by changes to customer tags. Since Rivo updates tags whenever a customer’s membership status changes, you can use tag changes as Flow triggers.
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Will Rivo remove tags I’ve applied manually?
Rivo only removes tags that it manages (the specific tags listed in this article). It will not touch any custom tags you have added to customers.
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How quickly are tags updated?
Tags are updated in real time as membership events happen — sign-ups, tier changes, cancellations, and billing failures all trigger an immediate tag update. The Sync Membership Tags button is for correcting any historical gaps, not for ongoing updates.
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Can I use the tier tag with Shopify discount codes?
Yes. You can create a Shopify discount code that is restricted to customers who have a specific tag, such as Rivo Membership Tier: Gold. This is one of the most common ways merchants deliver tier-exclusive benefits.
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What happens to tags if I delete a tier?
Customers enrolled in a deleted tier keep their existing tags until the next membership event or manual sync. We recommend running a Sync Membership Tags after removing a tier to ensure tags are updated for all affected customers.