Adobe Experience Platform Dynamic Data Collection Tags, by Adobe Launch is the most prevalent Tag Management System for Adobe Experience Cloud customers. It is nicely integrated with the available Adobe Solutions and is offered completely for free to those customers. But while it is best enjoyed to fuel other solutions, it is a beast of its own with some unique features and mechanics. I’ve already written a few posts about Adobe Launch’s particular features, like the ability to use call traces between rules or how rules can be executed exactly once. Today I want to focus on a specific Data Element, called the Constant Data Element Type. It has first been created by Jan Exner as a dedicated Launch Extension but has (thankfully!) later been built into the Core Extension. I’m going to show you three of my favorite use cases for this, in my opinion, shamefully overlooked gem. You […]
Tag: Adobe Experience Platform Data Collection Tutorial
Exploring Adobe Launch Server Side (aka Adobe Experience Platform Data Collection Event Forwarding)
In digital analytics, there has been a trend lately to move data collection away from the client towards a server side implementation. In most cases, companies try to circumvent technical restrictions like Apple’s “Intelligent” Tracking Protection, make collected data more consistent across analytics tools and marketing platforms, or hide their non-GDPR-compliant setups from their users. This trend also brings some (but not all) elements of tag management to the server side, as Jim Gordon described well. In most scenarios, data and events are collected from the client (like a website or app) using a tag manager. Instead of sending events directly to, for example, Adobe Analytics, Google Ads, Facebook, etc., from the browser, they are first sent to a common endpoint that collects, enriches, and forwards data to the desired tools. This common endpoint is usually referred to as a server side tag manager and is implemented in a first-party […]