Send data to Adobe Analytics using the Web SDK tag extension

Last update: April 18, 2024

CREATED FOR:

  • User
  • Admin

This implementation path involves a fresh Web SDK installation using tags in Adobe Experience Platform Data Collection. Other implementation paths are covered on separate pages:

  • Web SDK JavaScript library: A fresh Web SDK installation using the Web SDK JavaScript library (alloy.js). Similar to the Web SDK tag extension approach (this page), except you manage the implementation yourself instead of using the tags UI. It requires the Adobe Analytics ExperienceEvent field group, which includes typical Analytics variables to be included in your XDM schema.
  • Analytics extension to Web SDK extension: Take a smooth and methodical approach to move from the Adobe Analytics tag extension to the Web SDK tag extension. This approach suppresses the need to use XDM until your organization is ready to use Adobe Experience Platform services, such as Customer Journey Analytics. Use the data object instead of the xdm object to send data to Adobe.
  • AppMeasurement to Web SDK JavaScript library: A smooth and methodical approach to migrate to the Web SDK, except it does not use tags. Instead, you manually remove the Adobe Analytics data collection library (AppMeasurement.js) and replace it with the Web SDK JavaScript library (alloy.js).

Advantages and disadvantages of this implementation path

Using the Web SDK extension to send data to Adobe Analytics has both advantages and disadvantages. Carefully weigh each option to decide which approach is best for your organization.

AdvantagesDisadvantages
  • Most direct approach: This implementation path is the most straightforward and typically the recommended path for new Web SDK implementations. If you do not have a current Adobe Analytics implementation to worry about, populate the applicable Web SDK XDM fields.
  • Predefined schema: If your organization does not have a need for your own schema, you can simply use the schema geared towards Adobe Analytics. This concept applies even as you move towards Customer Journey Analytics; the concept of props and eVars don’t apply to Customer Journey Analytics, but you can continue using props and eVars as simple custom dimensions.
  • Manage tags without developer intervention: Tags allow you to manage your implementation without requesting that developers make code changes to your implementation. Your developers install the tag loader script, and you have full control over how data is collected.

  • Locked into using a specific schema: When your organization moves to Customer Journey Analytics, you must choose to continue using the Adobe Analytics schema, or migrate to your own organization’s schema (which would be a separate data set). If your organization wants to avoid both the Adobe Analytics schema and migration to a separate data set when moving to Customer Journey Analytics, Adobe recommends one of the following two methods:

    • Use the data object: The data object allows you to send data to Adobe Analytics without conforming to an XDM schema. Once your organization’s schema is created, you can use datastream mapping to map data object fields to XDM. Both the Analytics extension to Web SDK extension and AppMeasurement to Web SDK JavaScript library use this data object.
    • Skip Adobe Analytics entirely: If you are implementing the Web SDK, you can send that data to a dataset in Adobe Experience Platform for use in Customer Journey Analytics. You can use any schema that you like; Adobe Analytics is not involved at all in this workflow, and therefore does not require the Adobe Analytics ExperienceEvent field group. This method incurs the least amount of technical debt, but also leaves Adobe Analytics out of the picture entirely.
IMPORTANT
This implementation method requires that you use a schema configured for Adobe Analytics. If your organization plans to use your own schema with Customer Journey Analytics in the future, use of the Adobe Analytics schema can create confusion for data admins or architects. There are several options to mitigate this obstacle:
  • You can use the Adobe Analytics schema in CJA. Note that CJA does not have a concept of props or eVars; they are treated as any other schema field. Also note that the use of the Adobe Analytics schema in CJA can make it more difficult to use other platform services, such as Adobe Journey Optimizer or Real-Time Customer Data Platform.
  • You can use the data object, similar to a migration workflow. Note that the use of the data object requires that you map each data object field to an XDM schema field.
  • You can skip the Adobe Analytics implementation entirely, and send data to Adobe Experience Platform using your own schema. This approach is ideal long-term, and allows your organization to start using Customer Journey Analytics.

Steps required to implement the Web SDK tag extension

A high-level overview of the implementation tasks:

How to implement Adobe Analytics using Web SDK extension workflow, as described in this section.

TaskMore Information
1Ensure you have defined a report suite.Report Suite Manager
2Setup schemas. To standardize data collection for use across applications that leverage Adobe Experience Platform, Adobe has created the open and publicly documented standard, Experience Data Model (XDM).Schemas UI overview
3Create a data layer to manage the tracking of the data on your website.Create a data layer
4Configure a datastream. A datastream represents the server-side configuration when implementing the Adobe Experience Platform Web SDK.Configure a datastream
5Add an Adobe Analytics service to your datastream. That service controls whether and how data is sent to Adobe Analytics and to which report suite(s) specifically.Add Adobe Analytics service to a datastream
6Create a tag property. Properties are overarching containers used to reference tag management data.Create or configure a tag property for web
7Install and configure the Web SDK extension in your tag property. Configure the Web SDK extension to send data to the datastream configured in step 4.Adobe Experience Platform Web SDK extension overview
8Iterate, validate, and publish to production. Embed code to include your tag property to your web site pages. Then use data elements, rules, and so on, to customize your implementation.Embed code
Publishing overview

Analytics