I can’t think of any analytics tool that got me quite as excited this year as Adobe’s Customer Journey Analytics, especially with the recent addition of Derived Fields. While there are some features still missing from Adobe Analytics, it should become more and more clear that CJA is already superior to the vast majority of the market. While I’ve already done an extensive series of posts on how to get started with CJA for a website and exploring the mobile AEP SDK, the new tool brings up many, many questions around setup, admin, and implementation. While the interface for business users is the familiar Analysis Workspace-democratization-paradise, all of the new and shiny capabilities invite us to re-think how we provide analytics capabilities to our companies. In this post, I want to take a look at an evergreen of digital analytics: Form tracking! Unperturbed by any recent trends, websites like to […]
Tag: Adobe Experience Platform 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 […]