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 users (Customer Success Manager, trafficker, or an agency/advertiser analytics expert) to analyze a web page for variables.

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



  • This extension works in the Chrome browser only.

  • Rules will not show on the triggered tags list if no activities (conversion/retargeting/3rd party) are assigned to the rule. Custom solutions are an exception.



  • Tags Tester tool will detect activity rules only if the value of the Tag Manager's Return Server Response as field is JavaScript.

  • Tags Tester tool will not detect the Tag Manager if only the noscript portion of the tag is implemented.

  • Rules that are triggered in an iFrame window, and relevant to the iFrame window, will be recognized by the Tags Tester tool.

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.

  1. Navigate to a web page.

  2. Click the Chrome extension icon and select Test AAS advertiser tags on the webpage.


    The AAS Chrome extension shows AAS activities on this page.



    Note: There are three modes for the collection tool. Use Partial and Full to test Number of session page views or Number of total page page views rules. You can click the Data Collection option to change the mode:

    • None: While the Chrome extension is on, no data (conversion or retargeting) is being collected or sent to analytics, and no third-party activities are being triggered.

    • Partial: Conversion and retargeting data is being collected; conversion data is sent to analytics and retargeting is collected for future targeting. No third-party activities are being triggered.

    • Full: Conversion and retargeting data is being collected; conversion data is sent to analytics and retargeting is collected for future targeting. Third-party activities are being triggered.

  3. You can use each tab to see which activity was triggered:

    • Triggered Conversion Tags

    • Triggered Retargeting Tags

    • Timeline

    • Triggered 3rd Party Tags

    • Variables


    For 3rd Party Conversion Tracking activities, you can find the triggered tags in '3rd Party Tags' column under the triggered conversion activities. For Global Conversion activity and local conversions, triggered 3rd Party Conversion Tracking will be listed under the Global Conversion activity.

    Each entry in the grid is a link that refers to the entity on AAS. An activity will only appear once per rule, but you can verify if an activity has been triggered more than one in the Time Line tab.

    The test tool keeps measuring the triggered activities even if you navigate to a different page that has a Tag Manager on it (or even if you refresh the page).

    If you want to start a fresh session without the activities that were collected so far, you should open the same page on a new browser tab.

  4. Click a link in the Name column to open the entity in AAS.

    The Time Line tab shows the activities that were triggered and the time details for each trigger event.

  5. Click DOC_CloseChromeExtension1.png to collapse this tool.

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