Amazon Ad Server will be sunset in Q4 2024, please visit this page (AAS offboarding information) for offboarding support resources and sunset FAQs. Details shared on that page represent the most up to date information in the Help Center, if you find disparate information in other resources please default to the information in the AAS offboarding information page accordingly.



The Tag Manager feature includes a Chrome™ browser extension that allows a user (Customer Success Manager, trafficker, or an agency/advertiser analytics expert) to analyze a web page for variables. This extension can identify a Tag Manager's advertiser and create variables for that advertiser. It can also recognize data layer variables according to the data layer defined in Amazon Ad Server (AAS).

To install the Chrome extension, see Installing the Chrome Extension.


Note: This extension works in the Chrome browser only.

How does it work?

If there is a Tag Manager on the web page, the extension can scan the page and add variables to the advertiser for which the Tag Manager is defined.

If there is no Tag Manager on the web page, the extension will create variables under an advertiser that is specified by the user (according to the advertisers to which the user has access). The extension scan tool tries to obtain variables from one of the following data layers:

  • dataLayer (Google data layer)

  • utag_data (Tealium data layer)

  • universal_variable (Ensighten data layer)

  • tm_param (Tagman data layer)

If there is more than one data layer on a page, the user must select one.

In addition to data layer variables and global JavaScript variables, the extension scans for query string variables.

  1. Navigate to a web page.

  2. Click the Chrome extension icon and select Analyze the webpage for variables.

  3. If there are no data layer variables from any of the aforementioned data layers, the Chrome extension prompts the user to supply the data layer name and will try to analyze the page with the given data layer name.

  4. If there is no data layer, the extension will only scan for global JavaScript variables and query string parameters.

  5. Select the variables to add to the Tag Manager or advertiser and click Create on AAS.


    The selected variables are added in one of the following ways:

    • To the advertiser that was specified by the user.

    • To the Tag Manager’s advertiser, if there is a Tag Manager on the page.

    The selected variables are added to the advertiser that was specified by the user (or to the Tag Manager's advertiser, if there is a Tag Manager on the page).


    Note: Selected variable must be between two or more characters in order to be successfully created in AAS. For more information, see Work with Tag Manager variables.


    Note: The Exists on Server column includes variables that already exist in AAS for the tag manager.


    Note: The Variables list collects the initial value found on the page and is not affected by updates done to the variable on page after using the OneTag API (e.g. versaTagObj.generateRequest() ). If you observe a value change in a network devtool, such as Fiddler), this behavior is correct; the new value should not be passed to our servers. You will not see the new value in the Variables list, since this behavior is not in the scope for this tool.

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