diff --git a/README.md b/README.md
index 67d2d77..ba5880a 100644
--- a/README.md
+++ b/README.md
@@ -91,6 +91,7 @@ For each service you must provide the following values:
 - `dockerfile`: (optional) the path to dockerfile to use for the service, relative to the `directory` of the service
 - `scripts`: (optional) an object containing global scripts override. It is possibile to override only the bundle script
   - `bundle` is ran right before the docker build, and receives in input the service name. It is executed instead of global bundle script. The path is relative to the service directory and it is executed in the service directory
+- `image_tag_parameter`: (optional) it's possible to override the argo parameter for the image tag (default is `image.tag`)
 
 If all your services use the same dockerfile, you can specify it inside the `docker` key, as `dockerfile`.
 This must be a path relative to the root directory of your project.
@@ -98,6 +99,7 @@ This must be a path relative to the root directory of your project.
 ### Complete configuration example
 
 A complete configuration looks something like this:
+
 ```json
 {
   "default_environment": "dev",
@@ -131,6 +133,16 @@ A complete configuration looks something like this:
       "directory": "./services/street-corners/",
       "service_name": "street-corners",
       "image_name": "street-corners"
+    },
+    "my-other-service": {
+      "directory": "./services/my-other-service/",
+      "service_name": "my-other-service",
+      "image_name": "my-other-service",
+      "dockerfile": "./my-other-service.Dockerfile",
+      "scripts": {
+        "bundle": "./my-other-service-bundle.sh"
+      },
+      "image_tag_parameter": "image.myservice.tag"
     }
   }
 }
diff --git a/argo/deploy.go b/argo/deploy.go
index f2b7145..58cd533 100644
--- a/argo/deploy.go
+++ b/argo/deploy.go
@@ -17,11 +17,11 @@ type resourceGroup string
 type resourceKind string
 
 const (
-	imageTagParameter   parameterName = "image.tag"
-	defaultImageTag                   = "latest"
-	deploymentResource  resourceKind  = "Deployment"
-	statefulSetResource resourceKind  = "StatefulSet"
-	appResourceGroup    resourceGroup = "apps"
+	defaultImageTagParameter parameterName = "image.tag"
+	defaultImageTag                        = "latest"
+	deploymentResource       resourceKind  = "Deployment"
+	statefulSetResource      resourceKind  = "StatefulSet"
+	appResourceGroup         resourceGroup = "apps"
 )
 
 type argoParameters struct {
@@ -60,7 +60,7 @@ type serviceInfo struct {
 	resourceKind    resourceKind
 }
 
-func getServiceInfo(service config.ServiceName, env config.Environment) (*serviceInfo, error) {
+func getServiceInfo(service config.ServiceName, env config.Environment, customImageTagParameter string) (*serviceInfo, error) {
 	cmd := exec.Command(
 		"argocd",
 		"--grpc-web",
@@ -93,6 +93,11 @@ func getServiceInfo(service config.ServiceName, env config.Environment) (*servic
 	parameters := response.Spec.Source.Helm.Parameters
 
 	imageTag := defaultImageTag
+	imageTagParameter := defaultImageTagParameter
+
+	if customImageTagParameter != "" {
+		imageTagParameter = parameterName(customImageTagParameter)
+	}
 
 	for _, param := range parameters {
 		if param.Name == imageTagParameter {
@@ -149,7 +154,11 @@ func restart(service config.ServiceName, env config.Environment, kind resourceKi
 	return nil
 }
 
-func deploy(service config.ServiceName, tag string, env config.Environment) error {
+func deploy(service config.ServiceName, tag string, env config.Environment, customImageTagParameter string) error {
+	imageTagParameter := defaultImageTagParameter
+	if customImageTagParameter != "" {
+		imageTagParameter = parameterName(customImageTagParameter)
+	}
 	cmd := exec.Command(
 		"argocd",
 		"--grpc-web",
@@ -175,9 +184,9 @@ func deploy(service config.ServiceName, tag string, env config.Environment) erro
 	return nil
 }
 
-func Deploy(service config.ServiceName, tag string, env config.Environment) error {
+func Deploy(service config.ServiceName, tag string, env config.Environment, imageTagParameter string) error {
 	log.Infof("retrieving current tag for service %s from argo...", service)
-	serviceInfo, err := getServiceInfo(service, env)
+	serviceInfo, err := getServiceInfo(service, env, imageTagParameter)
 	if err != nil {
 		return fmt.Errorf("failed to get current tag of service %s: %w", service, err)
 	}
@@ -193,7 +202,7 @@ func Deploy(service config.ServiceName, tag string, env config.Environment) erro
 		log.Infof("service %s restarted with tag %s", service, tag)
 	} else {
 		log.Infof("current tag and given tag differ, overriding...")
-		err = deploy(service, tag, env)
+		err = deploy(service, tag, env, imageTagParameter)
 		if err != nil {
 			return fmt.Errorf("deploy of service %s failed: %w", service, err)
 		}
diff --git a/cmd/build.go b/cmd/build.go
index 2e79902..b25c688 100644
--- a/cmd/build.go
+++ b/cmd/build.go
@@ -66,7 +66,7 @@ var buildCmd = &cobra.Command{
 
 		if buildConfig.deploy {
 			for _, service := range services {
-				err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env)
+				err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env, config.GetImageTagParameter(service))
 				checkNoError(err)
 			}
 		}
diff --git a/cmd/build_all.go b/cmd/build_all.go
index d1065a1..9481894 100644
--- a/cmd/build_all.go
+++ b/cmd/build_all.go
@@ -52,7 +52,7 @@ var buildAllCmd = &cobra.Command{
 
 		if buildConfig.deploy {
 			for _, service := range config.GetAllServices() {
-				err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env)
+				err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env, config.GetImageTagParameter(service))
 				checkNoError(err)
 			}
 		}
diff --git a/cmd/deploy.go b/cmd/deploy.go
index a9f1f6a..fa545ba 100644
--- a/cmd/deploy.go
+++ b/cmd/deploy.go
@@ -39,7 +39,7 @@ var deployCmd = &cobra.Command{
 					continue
 				}
 			}
-			err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env)
+			err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env, config.GetImageTagParameter(service))
 			checkNoError(err)
 		}
 	},
diff --git a/cmd/deploy_all.go b/cmd/deploy_all.go
index 1b8bbce..7969d59 100644
--- a/cmd/deploy_all.go
+++ b/cmd/deploy_all.go
@@ -34,7 +34,7 @@ var deployAllCmd = &cobra.Command{
 					continue
 				}
 			}
-			err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env)
+			err = argo.Deploy(config.GetServiceName(service, baseConfig.env), actualTag, baseConfig.env, config.GetImageTagParameter(service))
 			checkNoError(err)
 		}
 	},
diff --git a/config/service.go b/config/service.go
index a21470e..50bd376 100644
--- a/config/service.go
+++ b/config/service.go
@@ -19,6 +19,10 @@ func GetImageName(service Service) ImageName {
 	return Config.Services[service].ImageName
 }
 
+func GetImageTagParameter(service Service) string {
+	return Config.Services[service].ImageTagParameter
+}
+
 func GetAllServices() []Service {
 	res := make([]Service, 0, len(Config.Services))
 
diff --git a/config/structure.go b/config/structure.go
index 7bd7e95..e3eb6b0 100644
--- a/config/structure.go
+++ b/config/structure.go
@@ -44,11 +44,12 @@ type ScriptsConfiguration struct {
 }
 
 type ServiceConfiguration struct {
-	Directory   string               `json:"directory"`
-	ServiceName ServiceName          `json:"service_name"`
-	ImageName   ImageName            `json:"image_name"`
-	Scripts     ScriptsConfiguration `json:"scripts"`
-	Dockerfile  string               `json:"dockerfile"`
+	Directory         string               `json:"directory"`
+	ServiceName       ServiceName          `json:"service_name"`
+	ImageName         ImageName            `json:"image_name"`
+	Scripts           ScriptsConfiguration `json:"scripts"`
+	Dockerfile        string               `json:"dockerfile"`
+	ImageTagParameter string               `json:"image_tag_parameter"`
 }
 
 type ArgoEnvironmentConfiguration struct {