Context

Voluum serves expert media buyers running sophisticated marketing operations. Our advanced users often had thousands of campaigns in motion simultaneously, each with multiple entities to manage.

While the platform provided multiple ways to filter and organize campaigns, tagging should have been the most flexible solution. However, despite its potential, we saw that tags were often neglected — especially by our biggest clients. This was holding back both productivity and user satisfaction.

Problem

• Many users highlighted the lack of advanced filtering as a key pain point
• Although tags were designed to improve organization, they were deeply nested — requiring 5 clicks to modify and 2 just to access
• Expert users developed makeshift solutions like coded naming structures to compensate
• Data confirmed minimal tag adoption among large clients, aside from API-driven use cases
• Filtering and grouping tools were functional, but didn’t meet the demands of enterprise-scale operations

We validated this through internal collaboration with CS, AM, and PM teams, followed by deep dives into actual usage patterns. We then conducted interviews with both active tag users and those who had requested enhanced filtering.

Solution

We tackled the problem step-by-step, starting with low-effort, high-impact changes that fit seamlessly into current workflows.

• Duplicated tags input to its own column to improve visibility
• Enabled bulk editing with a familiar interface from other bulk actions
• Retained inline tagging for quick, simple edits
• Prioritized scalable tagging with minimal user effort

This method balanced short-term usability with long-term scalability, especially for advanced users.

Results

• Tags adoption increased by 9% overall after release
• Among large clients (1000+ active campaigns), adoption increased by 11% and average tags per client grew by 15%
• Feedback from advanced users highlighted that this small change made a disproportionately positive impact on their daily workflows
• This project also laid groundwork for future improvements to entity management by proving that incremental, targeted improvements could deliver meaningful impact

This wasn’t just about adding another feature — it was about unlocking an existing one in a way that respected the habits, needs, and expectations of our most advanced users.