--- title: "Tag NPS scores in ActiveCampaign" description: "Route post-purchase survey scores into ActiveCampaign tags, so promoters get a review request and unhappy customers get a recovery sequence." url: "https://www.formformform.com/automations/activecampaign-feedback-score-to-tag" type: static generatedAt: "2026-08-23T18:56:58.727Z" --- ![ActiveCampaign logo](/logos/integrations/activecampaign.png) # Tag customers by their feedback score A post-purchase score becomes a tag on the ActiveCampaign contact, splitting promoters from customers who need following up. When this happens New submission on a post-purchase feedback or NPS form Do this Update the contact and apply a tag based on their score, such as promoter or needs-follow-up One-directional. A submission triggers the action — nothing is written back into your form. A score on its own is a number in a spreadsheet nobody opens. Attached to the contact as a tag, it decides what that customer hears from you next — a request for a public review, or an apology and a phone call from someone who can fix the problem. Ecommerce and subscription teams running a post-purchase survey use this flow to stop detractors receiving the same cheerful campaign as everybody else the following week. ## Setting it up 1. 1 Publish the post-purchase survey in formformform and share it as a link from your existing post-sale email, so scores arrive attached to an address you already know. 2. 2 In Zapier, set formformform's New Submission as the trigger and select the feedback form. 3. 3 Add ActiveCampaign Create/Update Contact keyed on Email Address, so the score attaches to the customer's existing record instead of a new one. 4. 4 Add a Zapier Paths step and split on the 0-10 score field into three bands: 9 and above, 7 to 8, and 6 or below. 5. 5 Give each path its own ActiveCampaign Add Tag action — promoter, passive, needs-follow-up — so the tag rather than the raw number drives what happens next. 6. 6 Map the reason answer into a note on the contact, so whoever follows up reads the customer's own wording rather than a summary. 7. 7 Point your existing ActiveCampaign automations at those tags: a review request on promoter, a recovery sequence on needs-follow-up. 8. 8 Test one submission per path before switching the Zap on, since a misrouted detractor is the expensive failure here. ## What maps where Using the [Net Promoter Score Survey](https://www.formformform.com/templates/nps-survey-form) as the starting point. These are its real fields — swap in your own and the mapping works the same way. Form field ActiveCampaign Your Name Contact First Name, used in the follow-up email Email Address Contact Email, matched to the existing customer record On a scale of 0–10, how likely are you to recommend us to a friend or colleague? The value the Zapier path splits on, and a numeric custom field on the contact What's the main reason for your score? Note on the contact, read before anyone replies Which of our products or services did you use? Custom contact field, so scores can be compared per product ## Variations worth knowing Tag by product as well as by score Map Which of our products or services did you use? into a second tag alongside the score tag. A run of low scores against one product is far easier to spot as a tag count than by reading responses one at a time. Ask promoters for a public review Point the promoter tag at an automation whose first email links to your review page. The request arrives while the purchase is still recent, and only people who already rated you highly are ever asked to write anything. ## If something isn't arriving Everybody comes out as a promoter The path condition is comparing text rather than a number, so a 10 and a 6 both pass a 'contains' test. Switch the condition to a numeric comparison on the score field and retest with one submission per band. Scores arrive from people with no purchase history The survey link has been shared or indexed somewhere public. Send it from the post-purchase email rather than publishing it on your site, and filter the Zap down to addresses that already exist as ActiveCampaign contacts. ## Frequently asked questions Where does the score-to-tag decision actually happen? In Zapier, using Paths on the score field. The form collects the answer and sends it forward; formformform has no scoring engine of its own. Change the thresholds in the path conditions whenever your definition of a promoter shifts. Can I keep the raw score as well as the tag? Map it into a numeric custom field on the contact alongside the tag. The tag drives the automations, and the number lets you chart movement over time. Both come from one submission, so the two can never disagree. What if a customer skips the email field? ActiveCampaign cannot create a contact without one, so the Zap errors on that run. Make Email Address required on the form, or add a filter that stops the run when it is empty and leaves the response stored in formformform. ## Related automations - [Add webinar registrants to a list and tag the session](https://www.formformform.com/automations/activecampaign-registrants-to-attendee-list) Registrations join your Event attendees list and pick up a session tag, so reminders and follow-up can run per event. - [Open a deal in ActiveCampaign for every demo request](https://www.formformform.com/automations/activecampaign-demo-request-to-deal) Every demo request creates or updates a contact and opens a deal in your ActiveCampaign pipeline, ready for a rep to work. - [Save contact form messages as notes on the contact](https://www.formformform.com/automations/activecampaign-messages-to-contact-notes) Contact form messages are saved as notes on the ActiveCampaign contact, giving your team the full question before replying. - [Subscribe newsletter signups to an ActiveCampaign list](https://www.formformform.com/automations/activecampaign-newsletter-signups-to-list) Every newsletter signup becomes an ActiveCampaign contact and joins your Newsletter list the moment the form is submitted. - [Tag lead magnet downloads and start a nurture automation](https://www.formformform.com/automations/activecampaign-lead-magnet-to-nurture) Each gated download creates a tagged contact in ActiveCampaign and starts the nurture automation that matches their stated interest. - [Add buyers to a customers list after each order](https://www.formformform.com/automations/constant-contact-orders-to-buyers-list) Each order form submission adds the buyer to a Customers list in Constant Contact for updates and repeat-purchase emails. - [All ActiveCampaign integration details →](https://www.formformform.com/integrations/activecampaign) - [Start from the Net Promoter Score Survey →](https://www.formformform.com/templates/nps-survey-form) - [Browse every automation →](https://www.formformform.com/automations) ## Build the form first The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow. [Start free](https://app.formformform.com/register?utm_source=landing&utm_medium=bottom&utm_campaign=automations&utm_content=activecampaign-feedback-score-to-tag)