!tags are tags that begin with !. These tags are to show the parts of your business the customer interacted with. While they may seem similar these are VERY different than @tags. For example if a person buys from your E-Commerce store they will get the tag !shopify. If a person opts into a certain funnel they will get the a !funnelname tag. This tells us what PART of the business a lead was generated from or interacted with NOT the source of the lead.