Journey Optimizer blueprints

Adobe Journey Optimizer is a purpose built system for marketing teams to react in real-time to customer behaviors and meet them where they are at. Data management capabilities have been moved to the Adobe Experience Platform allowing marketing teams to focus on what they do best: which is creating world class customer journey’s and personalized conversations.

This blueprint outlines the technical capabilities of the application and provides a deep dive into the various architectural components that make up Journey Optimizer.

Use cases

  • Triggered messages
  • Welcome and registration confirmations
  • Shopping cart and application form abandons
  • Location triggered messages
  • In-stadium experiences
  • Travel and hospitality pre-arrival and stay experiences


Reference architecture Journey Optimizer blueprint {modal="regular"}

Blueprint scenarios

3rd-party Messaging
Demonstrates how Adobe Journey Optimizer can be utilized with 3rd party messaging systems to orchestrate and send personalized communications

Deliver 1:1 in the moment personalized communications to customers as they interact with your brand or company


  • 3rd party system has to support bearer tokens for authentication
  • No support for static IPs due to multi-tenant architecture
  • Be aware of architectural constraints on 3rd party system when it comes to API calls per second. May be a need for the customer to buy additional volume from the 3rd party vendor to support volume coming from Journey Optimizer
  • Does not support Decision Management in messages or payloads

Integration patterns

Journey Optimizer with Adobe Campaign
Shows how you can use Adobe Journey Optimizer to orchestrate 1:1 experiences utilizing the Real-Time Customer Profile and leverage the native Adobe Campaign transactional messaging system to send the message

Leverage the Real-Time Customer Profile and power of Journey Optimizer to orchestrate in the moment experiences while utilizing the native real-time messaging capabilities of Adobe Campaign to do the last mile communication


  • Campaign application must be on either v7 build >21.1 or v8
  • Messaging throughput
    • Campaign v7 - up to 50k per hour
    • Campaign v8 - up to 1M per hour
    • Campaign Standard - up to 50k per hour No throttling is performed so use cases need technical vetting by an Enterprise Architect
  • No support for utilizing Decision Management in message sent by Campaign


Adobe Experience Platform:

  • Schemas and datasets must be configured in the system before you can configure Journey Optimizer data sources
  • For Experience Event class-based schemas add 'Orchestration eventID field group when you want to have an event triggered that is not a rule-based event
  • For Individual Profile class-based schemas add the ‘Profile test details’ field group to be able to load test profiles for use with Journey Optimizer


  • Must have a subdomain ready to be used for message sending
  • Subdomain can either be fully delegated to Adobe (recommended) or CNAMEs can be used to point to Adobe-specific DNS servers (custom)
  • Google TXT record is needed for each subdomain to ensure good deliverability

Mobile Push:

  • Customer must have a mobile developer available to build the app
  • Adobe Experience Platform Mobile SDK


Journey Optimizer Guardrails Product Link

Guardrails and End to End Latency Guidance