The only way we were able to solve this was copying the tag build into a duplicate custom build where we could pass in the tag name. For example,
You can then trigger the build and pass in the tag name as a variable
It's stupid that we have to work around something simple like this, but hopefully it'll be fixed by Atlassian in a future release.
I've hit this problem as well, there is not way to run a pipeline for a tag, even if you select a tagged commit, it will only run the pipeline for the commit and BITBUCKET_TAG is empty. You have to delete and then re-push the tag to trigger a tag build pipeline.
You should be able to trigger a build for any ref you wish, like CodeBuild and others can.
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