Purpose
This article describes how to use the Innovid Tag Assistant, a tool for reviewing and QAing your tags. This tool can be used across the following tag types: Flashtalking, Innovid, InnovidXP, and Protected.
If you are using the Innovid Tag Assistant with XP, see Innovid Tag Assistant: Verifying XP Tags.
Installing the Innovid Tag Assistant
- Install Innovid Tag Assistant from the Chrome Web Store: Innovid Tag Assistant - Chrome Web Store.
- Select Add to Chrome.
- Once installed, the Innovid icon will appear in your Chrome extensions area (the puzzle piece menu in the top right of the browser).
Updates to the extension will automatically be pushed to users when available.
Pinning to the Chrome toolbar
For quick access, pin the extension so the icon is always visible:
- Select the puzzle piece icon in the Chrome toolbar.
- Find Innovid Tag Assistant in the list.
- Select the Pin icon next to it.
The Innovid icon will now appear permanently in your toolbar.
Opening the side panel
Select the Innovid Tag Assistant icon in the toolbar. The side panel opens alongside your current tab and stays open as you browse. You can leave it open and navigate freely - it updates automatically.
How it works
Innovid Tag Assistant monitors network requests in the background. When a request matches a known Innovid or Flashtalking domain, it is captured, processed, and displayed as a tag card in the side panel.
Tags appear in reverse chronological order with the newest at the top. Each tab maintains its own independent tag list. Switching tabs automatically switches the side panel view to the tags for that tab.
Tag data is stored locally in your browser session and is never transmitted externally. All data is cleared when the browser session ends.
Note: Tags captured before you opened the side panel are still shown; the extension captures in the background even when the panel is closed.
Badge counter
The Innovid icon in your toolbar shows a live count of tags detected on the active tab. The count updates in real time as tags fire. When you navigate to a new page, the count resets.
Reading a tag card
Each detected tag is displayed as a card with the following sections:
Header
A color-coded badge shows the tag type (e.g. OneTag, XP Action, Video Tag). To the right is the HTTP response status - green for success, red for error, grey while pending.
IDs
Extracted identifiers specific to that tag type - Campaign ID, Placement ID, Advertiser ID, Site ID, etc. Some IDs are clickable links that open directly to the relevant page in the Flashtalking platform (Campaign Manager, Pixel Manager, Power Feeds).
Query parameters
Click "Parameters with Values" to expand the full list of query string parameters sent with the request. Empty parameters (keys with no value) are in a separate collapsed section to reduce noise.
Request / Action / Session data
For certain tag types, additional collapsible sections appear with decoded payloads - request body for FTrack ID Resolution, action data and session data for XP Action tags.
Footer
Shows the timestamp the tag was detected and the full request URL. Click the copy icon to copy the URL to your clipboard.
Tag types reference
Innovid
| Badge | What it represents | Key data |
| Display HTML JS | JS-based display ad tag load | Tag ID |
| Display HTML IFrame | IFrame-based display ad tag load | Tag ID |
| Video Tag | Video ad tag load | Tag ID |
| Display Impression | Display ad impression pixel | Project Hash, Client ID, Placement Hash |
| Video Impression | Video ad impression pixel | Project Hash, Client ID, Placement Hash |
| Video Play | Video play event pixel | Project Hash, Client ID, Placement Hash |
| Site-Served Asset | Display site-served creative asset load | URL |
| Site-Served Impression | Site-served display impression pixel | Project Hash, Client ID, Placement Hash |
| Video Media |
Video media file load (e.g. .mp4) |
URL |
| Video Event | Video interaction event | Action, Event ID, Event Value |
| Display Event | Display interaction event | Action, Project Hash, Placement Hash |
| Click Tracker | Click tracking event | Click Type, Project Hash, Placement Hash |
Legacy Flashtalking
↗ denotes a clickable link that opens directly to the relevant record in the Flashtalking platform.
| Badge | What it represents | Key data |
| OneTag | Flashtalking OneTag container | Advertiser ID ↗, OneTag ID, Ghost Spot ID |
| Spot Container | Spot-scoped container | Advertiser ID ↗, Spot ID, Spot Group ID, Spot Name |
| Spot |
Conversion spot/pixel fire |
Advertiser ID ↗, Spot ID, Spot Group |
| Impression | Ad serving impression | Campaign ID ↗, Placement ID, Event ID |
| State | Creative state event |
Placement ID, Creative ID, Version ID, Event ID, Impression ID |
| Segment | Segment modify call | Segment ID |
| FTrack Core | FTrack framework loader | - |
| FTrack ID Resolution | FTrack identity/device recognition | Method, Request Payload |
| FTrack Pixel | FTrack impression pixel |
Campaign ID, Creative Campaign ID, Placement ID, Creative ID, Impression ID |
| Custom Feeds | Custom Feeds data request | URL |
| Power Feeds | Power Feeds data request | Feed ID ↗ |
| View | Feeds product view event | Feed ID ↗, Product ID |
| Cart | Feeds add-to-cart event | Feed ID ↗, Product ID |
| Purchase | Feeds purchase event | Feed ID ↗, Product ID |
XP / Advanced Measurement
| Badge | What it represents | Key data |
| XP Response | Page-level visit/response tracking | Internal ID, Site ID, Region (US/EU) |
| XP Action | Conversion/action tracking | Internal ID, Site ID, Region, Action Data (cvar), Session Data (_cvar) |
Protected (Verification)
| Badge | What it represents | Key data |
| JS Load | Protected verification library load | Account ID (PID) |
| Data Callback | Protected verification data callback | Account ID (PID) |
| Video Load | Protected video verification pixel | Account ID (PID) |
Filters
Filter buttons appear above the tag list as tags are detected - only filters with at least one matching tag are shown.
Select a filter to show only that group. Select All to return to the full list.
Each filter button shows a count of matching tags.
| Filter | Includes |
| All | Everything |
| OneTag | OneTag |
| Spot | Spot, Spot Container |
| Adserving | Impression, State |
| FTrack | FTrack Core, FTrack ID Resolution, FTrack Pixel |
| Feeds | Custom Feeds, Power Feeds, View, Cart, Purchase |
| Segment | Segment |
| XP | XP Response, XP Action |
| Protected | JS Load, Data Callback, Video Load |
| Legacy Innovid | All Innovid tag types |
Clearing tags
Select the Clear button in the top right of the side panel to remove all tags from the current tab's view and reset the badge counter. Tags are also automatically cleared when you navigate to a new page.
Use cases
Campaign QA
Verify that the correct Innovid or Flashtalking tags are firing on a page before or after a campaign goes live. Confirm Advertiser IDs, Campaign IDs, and Placement IDs match what's in the platform.
Conversion tracking verification
Confirm that Spot/Pixel tags and XP Action tags fire on the correct pages (e.g., order confirmation, sign-up complete) with the expected parameters and response status.
Measurement validation
Inspect XP Action tags to verify that action data ( cvar ) and session data ( _cvar ) are populated correctly for attribution.
FTrack debugging
Confirm FTrack Core loads before FTrack ID Resolution fires, and inspect the request payload to validate identity data being passed.
Feeds QA
Validate that product view, cart, and purchase events fire with the correct Feed ID and Product ID on the relevant pages.
Protected (Verification) checks
Confirm the Protected JS library loads and that data callbacks fire with the correct Account ID (PID) on tagged placements.
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