# Tag > Custom key-value metadata attached to a PhotoRobot item, used for routing and campaigns. Also known as: item tag. Category: Software. A tag is a custom key-value pair attached to an item, such as collection=SS26 or channel=amazon. Tags are free-form and defined by the customer. ## How PhotoRobot uses it Tags drive downstream routing, campaign metadata and regulatory flags. Unlike OCR data, tags are available through the API. Covered in module [I04](https://www.photorobot.com/academy/curriculum#i04-ocr-data-extraction). ## Related terms - [Item](https://www.photorobot.com/glossary/photorobot-item): The basic unit of content in PhotoRobot, usually one product with its folders, frames and metadata. - [PhotoRobot Cloud API](https://www.photorobot.com/glossary/cloud-api): PhotoRobot's REST API for integrating the studio with catalog, DAM, PIM and e-commerce systems. - [Image metadata (EXIF, IPTC, XMP)](https://www.photorobot.com/glossary/image-metadata): Information stored inside an image file, such as camera settings, copyright, keywords and description. ## Where this term appears on photorobot.com Mentioned on 1 page. Most relevant: - [From Crop to Channel-Ready Delivery in PhotoRobot Editor](https://www.photorobot.com/blog/channel-ready-export): Item tags as keywords — tags flow into IPTC/XMP for DAM and marketplace pipelines.