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Adobe Analytics

How To Implement & Configure Adobe Launch

Dec 17, 2021

5 minutes read

Tag Management Systems enjoy increasing popularity and a growing community.

Did you know? The Global Tag Management System market is expected to hit $3,425.8 million by 2028.

TMS is a great way to collect data for seamless analysis and have the ability to track activities across your site and applications.

TMS also helps collect information to send to third-party tools such as Google Analytics, Google Ads, LinkedIn, YouTube, etc.

In fact, Adobe Launch is being touted as the next-generation tag management system that empowers developers to build integrations on a robust platform.

In this blog post, we talk about the implementation process of Adobe Experience platform in detail.

So, let’s get started!


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

What is 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.

Launch supports Multiple Events, Condition Exception, Action Sequencing and provides in-depth control of the extensions. 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.


What Are the Steps To Implement Adobe Launch?

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

If you are the administrator, you’ll have all the access by default. If not, you can ask the admin to provide it to you.

Here is how you can implement Adobe Launch.

Step 1 – Login with Credentials

Enter your login credentials.



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


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.


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


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 on which 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.


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 can exist in each environment, hence allowing you to test different libraries in varied environments as you push them through the publishing workflow. You can choose any one 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.


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


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


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

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

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

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

Significance of Adobe Launch

a. Adobe Launch offers a simple way to deploy and manage analytics, marketing, and advertising tags.

b. As a rule-based Tag Management System, it allows more control over each part of the tag.

c. Launch ensures that users spend less time on Tag Management and more time on Data Analysis.

d. It offers faster and better deployment as compared to other Tag Management Systems.

e. Since the Launch tag container is 60% lighter than Adobe DTM and 40% lighter than Google Tag Manager, it helps in improving web performance.

Key Takeaway

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

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

Need Help With Adobe Launch Implementation? Contact Us!

Grazitti has a team of digital marketing experts with a thorough understanding of Adobe Launch and other tag management systems. Should you want to learn more about our digital marketing services, drop us an email at [email protected] and we’ll take it from there.