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      How To Implement & Configure Adobe Launch

      Mar 28, 2024

      6 minute read

      As the Tag Management System gains traction and a robust community forms, businesses are increasingly turning to Adobe Launch for its streamlined and powerful tag management capabilities.

      As per Mordon Intelligence, the Tag Management System (TMS) Market is projected to grow from USD 1.62 billion in 2024 to USD 3.12 billion by 2029, with a CAGR of 14.05% during the forecast period.

      The Tag Management System is a great way to collect data for seamless analysis and to track activities across your site and applications. Further, it sends collected data to third-party tools such as Google Analytics, Google Ads, LinkedIn, YouTube, etc. to streamline and centralize the process of managing various tags on a website.

      In this blog post, we’ll explore how to implement and configure Adobe Launch to experience efficient tag management.

      How To Implement & Configure Adobe Launch

      To Understand the Key Components of Adobe Analytics, Click Here.

      A Brief on Adobe Experience Platform Launch

      Adobe Experience Platform Launch, or Adobe Launch, is being seen as the ‘New Age of Tag Management System.’ It replaced Dynamic Tag Management (DTM) as Adobe’s Tag Management System.

      Adobe Launch supports Multiple Events, Condition Exceptions, and Action Sequencing and provides in-depth extension control. Similar tag management tools are Google Tag Manager, Tealium, and Commanders Act.

      This new platform is built to:

      a. Develop and deploy the tag management extensions in the Adobe ecosystem.

      b. Facilitate a more open, integrated marketing technology stack.

      How To Implement & Configure Adobe Launch

      What are the Steps to Implement Adobe Launch?

      Before you start implementing Adobe Launch, ensure that you have the relevant access to get started.

      As an administrator, you have default access. Otherwise, request it from the admin.

      Discover How Adobe Launch Can Help You Achieve Better Tag Management. Get FREE Consultation

      Here is how you can implement Adobe Launch.

      Step 1 – Login with Credentials

      Enter your login credentials.

      How To Implement & Configure Adobe Launch

      How To Implement & Configure Adobe Launch

      After clicking on ‘Continue’, you’ll reach the ‘Home’ page.

      How To Implement & Configure Adobe Launch

      Select Launch/Data Collection to begin setting up Adobe Launch.

      Step 2 – Create a New Property

      Adobe Launch Home Page will appear as shown in the image given below.

      You’ll see a list of existing properties. If there isn’t any property already associated with your account, you’ll see a blank screen.

      How To Implement & Configure Adobe Launch

      To add a new property, click on ‘New Property’ and fill in the required details.

      How To Implement & Configure Adobe Launch

      a. Give a name to the property created. It can be specific to your domain i.e. web or mobile.

      b. Select the platform on which you want to implement Adobe Launch i.e. ‘Web’ in case of a website and ‘Mobile’ in case of a mobile application.

      c. Add the URL of the platform you want to install Launch.

      d. Click on ‘Save’.

      Let’s assume that we created a Property ‘Example’. After clicking on the property, you’ll see a list of elements. These elements work like tags as in GTM and are further used to fetch the values.

      How To Implement & Configure Adobe Launch

      Step 3 – Installation Using Snippet Code

      To fetch the installation snippet code, click on ‘Environments’. You can also create a new environment but by default, three environments will be created – Production, Staging, and Development.

      Tags support these three different environment types, each corresponding to a different state in the publishing workflow.

      Different artifacts may exist in each environment, enabling you to test various libraries across different environments as you progress through the publishing workflow. You can choose any environment accordingly.

      Environment Type Description
      Development Corresponds with the Development column in the publishing workflow.
      Staging Corresponds with the Submitted and Approved columns in the publishing workflow.
      Production Corresponds with the Published column in the publishing workflow.

      How To Implement & Configure Adobe Launch

      Click on the install box that appears next to the chosen environment. A pop-up window will appear with the script code.

      Copy the code. Share this code with the development team and request them to place it in the ‘Head’ tag of the website where you want to implement Adobe Launch.

      After the code is placed, the Launch implementation is successful but to verify the installation, you need to validate it.

      Step 4 – Debug and QA

      To validate and debug the installation, Adobe suggests the extension i.e. Adobe Experience Cloud Debugger. To use this extension, you need to install it.

      Open the site URL that you want to verify. It’ll show an Adobe Launch Container that contains the environment of the script that is installed.

      How To Implement & Configure Adobe Launch

      Another way to verify is to ‘View Source’ (ctrl+U) and find the script in the ‘Head’ tag.

      How To Implement & Configure Adobe Launch

      You can also use an extension called Omnibug. To use this, simply inspect the site and you’ll see the Adobe Launch row.

      When validating the environment, keep the following two points in check:

      a. The launch environment should be the same as the script you copied i.e., if you copied the script of ‘production’, the extension should show the launch environment as ‘production’ too.

      b. The script in the ‘Head’ tag should match your copied script.

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      What are the Steps to Configure Adobe Launch?

      The steps to configure Adobe Launch can vary depending on your specific goals and website setup, but here’s a general overview:

      Step 1 – Create a Launch Property:

      1. This acts as a container for your rules and configurations.
      2. Name the property and select the platform (web or mobile).
      3. Add your website’s URL.

      Step 2 – Configure Data Collection:

      1. Choose the data collection method: web SDK, server-side, or hybrid.
      2. Set up extensions for the desired data collection services (e.g., Adobe Analytics, Adobe Target).
      3. Configure extension settings like tracking variables, rule actions, and privacy options.

      Step 3 – Build Rules:

      1. Define conditions for firing tags based on page loads, user actions, or other triggers.
      2. Specify which tags to fire under each rule.
      3. Use data from extensions to personalize rule conditions and tag firing.

      Step 4 – Add and Configure Extensions:

      1. Choose from pre-built components like analytics, marketing automation, personalization, and A/B testing tools.
      2. Configure each extension with its specific settings and parameters.
      3. Ensure compatibility with other extensions and your website environment.

      Step 5 – Optimize and Refine:

      1. Test your rules and configurations in different scenarios.
      2. Debug and troubleshoot any issues with tag firing or data collection.
      3. Use Launch Reports to analyze data and optimize your configurations for better performance.

      Additional Considerations:

      1. Environments: Create separate configurations for development, staging, and production environments.

      2. User Consent: Implement mechanisms for obtaining user consent for data collection and tag firing.

      3. Security: Secure your Launch configuration and prevent unauthorized access or data leaks.

      Key Takeaway

      Adobe Launch is the next-generation tag management system that unifies client-side marketing by building integrations on an extensible platform.

      Designed to unify data from multiple resources, Launch also offers several extensions that’ll help extend the platform based on your organization’s needs.

      Need Help With Adobe Launch Implementation or Configuration? Contact Us!


      1. What is Adobe Launch?
      Adobe Experience Platform Launch is a progressive tag management system that unites your marketing ecosystem smartly. It eliminates silos and bottlenecks by linking diverse technologies. This enables the delivery of exceptional digital experiences. This platform accommodates both client-side and mobile technologies.

      2. What is the New Name for Adobe Launch?
      Adobe Experience Platform Launch has undergone rebranding and is now part of a suite of data collection technologies within Adobe Experience Platform.

      3. What is Adobe Experience Platform Used For?
      Adobe Experience Platform empowers organizations to centralize and standardize customer data from any system. Subsequently, it leverages data science and machine learning to significantly enhance the creation and delivery of tailored and engaging experiences.

      4. What Are the Benefits of Adobe Experience Cloud?
      It helps to craft personalized experiences, boost marketing ROI, and streamline operations. It’s your toolkit for creating loyal customers, adapting to change, and securing a competitive edge in today’s digital landscape.


      1. Adobe Launch Tutorials
      2. Adobe Launch Documentation
      3. Adobe Launch Quickstart Guide

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