\documentclass{article}
\usepackage{amsmath}

\newcommand{\eqtag}[1]{
    \tag{\theequation}
    \label{#1}
    \addtocounter{equation}{1}
}

\begin{document}
\begin{align}
    \frac12+\frac12=1
\end{align}
\begin{align*}
    1+1=2\\
    2+2=4 \eqtag{timesplus}\\
    4+4=8 \eqtag{notimesplus}\\
\end{align*}

Note that in \eqref{timesplus} you can replace $+$ with $*$ and have it still work,
 where as in \eqref{notimesplus} you cannot.
\end{document