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Opentag documentation


Opentag is a tag management solution for deploying JavaScript tags on web pages. It works through a "container tag", a single line of HTML code pointing to a JavaScript file hosted on a CDN.

Quick start

Ready to get started? Let us walk you through using Opentag with a quick tutorial. We’ll take you through scripts, filters, dependencies, debugging, and the universal data layer.

Get started

Just need to add the code? Read our quick install guide

1. Add the Opentag container to every page of your site in the head. You can get the container by clicking the “embed” button on a container when logged-in to the Opentag dashboard.

2. Add the Universal Variable code directly before the Opentag container in the head of every page on the site. Get the code.

3. Use our validator tool to confirm you’ve set up UV correctly. Use our validator tool.

Supported tags

Want to know which tags are supported through our tag library? Check out the full list in our support center.

View tag list

Best practices

Opentag can be simple and complicated at the same time. Follow our best practices to keep complexity to a minimum.

Read best practices

Opentag Library SDK

For full Opentag Library SDK documentation, please click here

View SDK docs

Opentag features: in depth

Want to deep dive into how Opentag really works? Take a look at some of the sections below to find out more.


99.9% of JavaScript tags can be deployed through Opentag, using either our tag library or custom code snippets.

Find out about scripts


Parameters in Opentag are a way of passing back values (both static and/or dynamic) to tags loaded through Opentag.

Find out about parameters


Filters in Opentag are a way of setting up intelligent rules to determine when a tag should or should not fire.

Find out about filters


Dependencies can be used to ensure that tags fire in a particular order.

Find out about dependencies


De-duplication is just the use of filters for a specific purpose. You can dedupe last-click, first-click, or using more advanced methods.

Find out about de-duplication

Debug tool

The debug interface allows you to visualize exactly what is happening on your page – or in some cases, what isn’t happening.

Find out about debugging


Document.write is a fickle thing when it comes to asynchronously loading tags. We’ve pulled together the full details for you.

Find out about document.write

Container history

Opentag’s container history provides you with visibility into how your container changes over time, and who made the changes.

Find out about container history

User permissions

Opentag has three levels of user permissions: administrator, editor, and viewer.

Find out about permissions


Statistics allow you to see how many times different tags in your container fire.

Find out about statistics

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