Purpose
This guide describes how to use the Innovid Tag Assistant Chrome extension to confirm your XP Advanced Measurement tags are firing correctly. No technical background is required to complete this task.
Step 1: Install the extension
- Open Google Chrome and go to the Innovid Tag Assistant - Chrome Web Store.
- Search for "Innovid Tag Assistant" and select Add to Chrome.
- When prompted, select Add Extension to confirm.
The Innovid icon will appear in the top-right corner of your browser in the extensions area (the puzzle piece icon).
Step 2: Pin the icon to the toolbar
Pinning keeps the icon visible so you can access it with one click.
- Select the puzzle piece icon in the top-right of Chrome.
- Find Innovid Tag Assistant in the list.
-
Select the Pin icon next to it.
The Innovid icon will now appear permanently in your toolbar.
Step 3: Open the side panel
Select the Innovid Tag Assistant icon in your toolbar. A side panel opens on the right side of your browser. Leave it open — it updates automatically as you browse.
| Top tips |
| The extension works in the background even when the panel is closed. Any tags that fired before you opened the panel will still appear. |
Step 4: Navigate to the page you want to verify
Go to the page where your XP tags should be firing, for example, an order confirmation page, a sign-up complete page, or your homepage. The side panel will populate with detected tags as you load the page.
Step 5: Filter XP tags only
The side panel may show tags from multiple systems. To focus on your XP tags only:
- Look for the filter buttons near the top of the side panel.
- Select the XP filter button.
Only your XP tags will now be visible. All other tag types are hidden.
Step 6: Understand your two XP tag types
You should see one or both of the following tag types:
XP Response
- What it is: A page-level tag that records a visit to a page. Think of it as a "someone landed here" signal.
- When it should fire: On every page that is part of your measurement setup — typically your site's key pages.
- Key data to note: Internal ID, Site ID, Region (US or EU).
XP Action
- What it is: A conversion tag that records a specific action a user completed — like a purchase, a sign-up, or a form submission. It uses the same underlying tag as XP Response, but triggers on a specific interaction (e.g., clicking "Add to Cart" or "Submit") rather than when the page loads.
- When it should fire: Only when the triggering interaction happens — for example, clicking a checkout button on an order confirmation page.
- Key data to note: Internal ID, Site ID, Region, Action Data (cvar), Session Data (_cvar).
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What you'll see in the panel: The card is labeled XP ACTION and shows a status of Success (200) once it fires, for example:
| Top tips |
| If an Action Tag only fires on a specific interaction (example: “call button”), the card will typically appear for only a few seconds after you trigger the action, then disappear — this is expected behavior, not an error. If you need to inspect the data closely, click the action on the page and check the panel immediately afterward. |
Step 7: Check the Status Indicator
Each tag card has a colored status indicator in the top-right corner:
| Color | What it means |
| 🟢 green | The tag fired successfully. 200 is the standard web response code confirming a script, image, or page asset loaded correctly — you'll see this same code behind most working websites, not just Innovid tags. |
| 🔴 red | The tag encountered an error and needs attention. |
| ⚫ grey | The tag is still loading; wait a moment and check again. |
For a healthy setup, all XP tags should show green.
Step 8: Validate action data on XP action tags (if applicable)
XP action tags carry two important data fields that power your measurement. To inspect them:
- Select an XP Action tag card to expand it.
- Look for the Action Data collapsible section.
Action Data — cvar
This field carries details about the specific conversion event, such as product category, order value, or campaign identifiers. It should not be empty. If the cvar field shows no values, your conversion data is not being passed correctly.
Confirming which action fired
To confirm exactly which conversion action and parameters are being passed, navigate to the page and perform the specific action you want to verify (for example, click "Add to Cart" or complete checkout) while the Tag Assistant panel is open. The Action Data (cvar) section shows the specific action name and its associated parameters (e.g., product ID, promo code, revenue) captured for that interaction.
Step 9: Understand the Multiple Collector tags warning
If the panel detects more than one collector on a page, the following warning is displayed:
What this means: The extension flags this when it sees more than one XP tag implementation on the same page.
Two different collector URLs firing the same Internal/Site ID is not a problem — your data will still route to the correct platform.
Two tags firing different Internal / Site IDs on the same page is the situation that needs attention, since it means data could be split or routed to the wrong platform.
If you see this warning, don't worry about diagnosing it yourself — contact Innovid Technical Support with a screenshot of the tag cards shown, and they'll confirm which Site ID is correct for your setup.
Quick validation checklist
Use this checklist each time you verify an XP tag setup. You can print or screenshot this section for easy reference. If all boxes are checked, your XP Advanced Measurement setup is firing as expected.
✅ XP response tag
- [ ] An XP response tag appeared in the side panel for this page
- [ ] Status indicator is 🟢 green
- [ ] Site ID matches your expected platform ID
✅ XP action tag (conversion pages only)
- [ ] An XP action tag appeared on the conversion page
- [ ] Status indicator is 🟢 green
- [ ] Site ID matches your expected site
- [ ] Action Data (cvar) is populated — not empty
- [ ] Session Data (_cvar) is populated — not empty
When something looks wrong
Most XP tag problems can be solved by following the steps below. If the problem persists afterward, open a support ticket.
Try this first: Re-send and redeploy the tag
Use these steps if a tag shows a red status indicator, or if a tag you expect to see does not appear in the side panel at all. In most cases, the cause is a copy/paste issue with the tag code — a character dropped, an extra character added, or only part of the snippet pasted in when it was deployed.
- Contact your website manager or ad ops team — whoever is responsible for deploying tags on the site.
- Resend them the XP tag. The tag was emailed at onboarding, so whoever onboarded your XP account will have the original code in their inbox. Forward it exactly as it was sent rather than retyping or reformatting it.
- Ask them to redeploy the tag using this guide: Placing Tags with Google Tag Manager.
- Re-verify. After a couple of hours following redeployment, reload the page with the Tag Assistant tool and repeat Steps 4 through 8. The tag should now appear with a green Success (200) status.
| Top tips |
| Always copy the tag from the original onboarding email, not from a chat message, a screenshot, or a document — those are the places where characters get lost or auto-formatted. A clean re-send and redeploy fixes most red statuses and missing tags. |
If the issue persists: Submit a support ticket
Submit a ticket if the tag is still missing or red after a redeploy, or if you are seeing the Multiple Collector Tags warning or an empty data field. Include the following:
The URL of the page where the issue occurred
A screenshot of the tag card (or the full request URL from the card footer)
Which field or status looked incorrect
Whether the tag has already been re-sent and redeployed, and when
Submit a ticket here: https://help.innovid.com/hc/en-us/requests/new
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