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data

Last update: Tue Jul 29 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

CREATED FOR:

  • Developer

The data object allows you to send a payload to Adobe that does not match an XDM schema. It is useful in non-XDM scenarios, such as sending data directly to Adobe Analytics, Adobe Target, or Adobe Audience Manager. When data arrives at the datastream, you can use Data Prep mapping to assign XDM fields to each field in the data object. If a product is already configured by Adobe to detect fields within the data object, you can send that data as-is to a datastream.

IMPORTANT
Data within this object must have at least one of the following actions:
  • A service in the datastream must be configured to retrieve data from a given property in the data object.
  • The given property must be mapped to an XDM field using data prep.
If a given property is not mapped to an XDM field or used by a configured service, that data is permanently lost.

Set the data object as part of the JSON object within the parameter of the sendEvent command. For data that you plan to map in the datastream, you can structure this object however you’d like. For data used by certain services, make sure that the object hierarchy matches what the service expects. You can include both the data object and the xdm object in the same sendEvent command.

alloy("sendEvent", {
  "data": dataObject
});

Use the data object with Adobe Analytics analytics

You can use the data object with Adobe Analytics to send data to a report suite without an XDM schema. Variables are configured to use the same syntax as AppMeasurement variables, simplifying the upgrade process to the Web SDK. See Data object variable mapping to Adobe Analytics in the Adobe Analytics implementation guide for more information.

Use the data object using the Web SDK tag extension

The data object is available as a Variable data element when using the Web SDK tag extension.

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