We often come across a word clickTag while using online programmatic advertising platforms. So What exactly is a clickTag?

clickTag is a parameter or variable that helps Ad Networks or publishers or DSPs to track clicks to the landing page URLs. clickTag might be ‘ClickTAG’ or ‘clickTag ‘or ‘ClickTag’ depending on the case used by the ad network in it’s serving technology but they all serve the same purpose, to take the user to the right landing page and track the click performance of the ad.

The origin of clickTag goes back to the Flash Ads where it was implemented by adding a <Div> tag on the top and then assigning an onclick event to it. As the user clicks on the ad the script runs and the user is taken to the landing page in a separate window with or without tracking parameters.

Two ways clickTag is implemented

  1. Some DSP or Ad Serving platforms provides a Script that goes in <head> and then an onclick event goes in a <div> that wraps everything that comes in <body>.
  2. Some Platforms like Xandr (earlier Appnexus) provide a CDN link to their Javascript library that goes in head and then you add an onlick event to the wrapping <div>.

Adding clickTag using Google Web Designer

Adding click tags in HTML5 Ad builders like Google Web Designer is pretty easy, mostly we need to apply a custom Code to the click event covering the whole document, more or less it’s the same process and the same JavaScript code every time with variation in the case of the variable (ClickTag/ ClickTAG/ clickTag). here is the click tag code we have used in the video example:

function getParameterByName(name) {
var match = RegExp('[?&]' + name + '=([^&]*)').exec(window.location.search);
return match && decodeURIComponent(match[1].replace(/\+/g, ' '));
window.open(getParameterByName('clickTag'), '_blank

Adding clickTag using Adobe Animate

The same code (May differ according to the platform) above is used in the Adobe Animate. The process slightly differs as the interface of Animate is different from GWD. You go to ‘Actions’ in the Window tab and then choose the Mouse click event in the HTML5 Canvas > Event handlers. You need to replace the “ alert("Mouse clicked"); with the code above. The following video explains everything practically.

Testing clickTag in Browser

To test click tag in browser, we can add


at the end of index.html (main banner HTML file) in the browser address bar, it will look something like this:

Then after clicking the banner, the website page should open in the new window, which then confirms that clickTag is working fine.

Please note:

These are general instructions, it’s critical to follow the rules and guidelines of the Ad serving platform you are using to ensure correct implementation of clickTag.

More to read:

Google’s ClickTag guidelines:

IAB’s HTML5 clickTag Standard on Xandr