ObservePoint Custom Tag


The ObservePoint Custom Tag is a virtual tag that can be used in an Audit or Journey to access data that cannot ordinarily be accessed easily. For example, it can help find missing links, inspect HTML on the page, determine the byte size of all cookies on a page, look for SEO keywords, and much more.

The tag must be inserted onto each page of the Audit or Journey using a JavaScript Execute action. As the Audit or Journey progresses through the pages, the OP Custom Tag executes on each page, delivering content that you've defined to the ObservePoint reports.

The data captured with this tag will show up as ObservePoint Data in the Variable Summary Report.

Click on the number of unique values to see each value as well as each URL the value was found on. You can also find OP Custom Tag Data on each page under the Tags ribbon in the Page Details report.

The tag itself is a JavaScript snippet, but it can be expanded with additional functions to allow it to collect much more content. Many of these functions can be customized.


Here is a guide to help you create your own OP Custom Tag and help you customize it to meet your own needs.

Pre-built Custom Tags

The following documents have sample code that can be used with the OP Custom Tag to expand its functionality. The terms in parenthesis represent the label it will have in the Variable Summary report.

Web Content

  1. Key Word Search (check for keywords in the HTML)
  2. Links List (Links List)
  3. All Links not Current Domain (Other Domain Links)
  4. Most Downloads (Download Links)
  5. 404 Image Status Codes (404 Images)
  6. Responsive test (Responsive Test)
  7. Open Graph tags (Open Graph)


  1. Basic SEO Data (SEO)
  2. Other SEO Details (SEO Data)
  3. SEO Validating JSON-LD (Json-ld)

Page Performance

  1. Page Performance Details (Page Performance)

Tag Management

  1. Adobe External Links (External Links)
  2. Ensighten tag management rules (Ensighten Tag)
  3. Tealium JS Loader (Tealium JS)
  4. Tealium Tags & Extensions (Tealium Tags)
  5. All Hard Coded JS Files (Hard Coded JS)
  6. Specific Hard Coded JS Files (Specific Top JS Files)
  7. Tag Performance (Tag Performance)
  8. Google Link Attributes (Google Attributes)

AB Testing

  1. Adobe Target Info
  2. Optimizely A/B testing (Optimizely Data)

Privacy & Security

  1. Cookies (1st Party Cookies)
  2. Forms with PII (Finds possible violations)
  3. Unsecured Content (Unsecured Content)
  4. Unsecured Content v2 (Unsecured Content v2)
  5. Privacy Policy Link (Checks if the Privacy Policy link is present on all pages)
Did this answer your question? Thanks for the feedback There was a problem submitting your feedback. Please try again later.

Still need help? Contact Us Contact Us