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Adobe launch 1/2: Tina moves to Tag Manager system

From our earlier blog series, you already know the digital village shopkeeper Thomas. His wife, Tina, manages the digital library in their village. This blog series shows the benefits of tag manager systems through examples from Tina’s everyday work. After reading the posts, you will also know what to do when moving from the older Adobe Dynamic Tag Manager (DTM) system to the new Adobe Launch.


What are the benefits of a tag manager system?

Let’s start by looking at what a tag manager system is. Tinas’s digital library aims to centrally manage a wide collection of the most common and most often needed books. She manages the collection by additions, removals and acquiring new editions. The library makes the lives of the villagers easier, because they don’t need to acquire the books themselves, instead, the books are purchased by the library in a centralised way.As its name says, the tag manager system maintains a collection of tags used on the website. With the system, the analyst has no limitations in managing the tags through additions, deletions and updates. This makes it easier to deploy tags, accelerates the process and saves costs. Without a tag manager system, the analyst should always contact the webmaster, who would then add the tags to a page template manually. In the management system, all tags are easily managed in one place by their names.


What is a tag?

Every tag has its purpose, but usually the tags pertain to moving visitor information into or out of the site. The visitor follower tag is one example. With this tag, we will know what a visitor does on our site. When we understand the visitor’s behaviour at the different stages of the path-to-purchase, we can guide the visitor to finish the path, for example by reminding the visitor about items abandoned in the shopping cart. The reminder can be sent through personalised notifications on the site itself, but also in other channels, such as Facebook, a digital newspaper or through email.


Why upgrade from Adobe DTM to the new Adobe Launch?

Reasons to move

Because of increased demand, the village library has expanded its scope of material, which no longer has enough space in the old library building. The premises are also growing old and no longer satisfy modern demands. This means moving into new, bigger and more functional premises. Tina expects the popularity of the village library to increase even more, because on the new premises, taking out its digital and physical products, as well as making reservations for them, will be easier in the new library. Hopefully, therefore, the library will in future be used also by people who earlier found library services difficult to use.

To ensure the migration of Tina’s library on schedule, some limitations have been set to the use of the old library that become effective at certain points in time.This is the schedule for migration to the new Adobe Launch system as of today, September 4, 2019:

  • July 9, 2019 (already passed) – Option to create new spaces (DTM properties) no longer available
  • July 14, 2020 – Spaces can no longer be changed (all DTM properties become read-only)
  • January 12, 2021 – The spaces are closed (DTM property library servers go to sleep and won’t work unless you have localised them)


The One-button Migration

Tina the Digital Library Clerk remembers the times when moving from one place to another took a lot of time. She had no help, so the library used to be closed for months before the new premises could be opened. Today, Tina is helped by library robots that move the books of the library to their new space at the push of a button.Moving the tags from the old Adobe DTM to the new Adobe Launch is quite as easy, in practice you only need to push the Migrate button. Yet, a bit of human control and guidance are needed. The third-party scripts, “action manuscripts”, in the old tag manager system need slight fine-tuning to work in the new system. This is because practices have been updated and the old scripts no longer work as-is, for example, or automatic minification (code compression such as removing unnecessary spaces and formatting) may still be too eager to remove things that are needed.

Cleaning up

Busy as she is, Tina had no time to clean up before moving. Now, however, with the operation just round the corner, it will be easy to get rid of old books seldom used. Pre-migration stocktaking is not compulsory, but recommended. This frees up space and lowers space cost, as well as makes it easier to find the popular books on the shelves.When migrating between tag manager systems, it is a good idea to follow Tina’s cleanup practice:take stock and if needed, remove measurements that for some time have not been used in reporting. In many cases, this will make the site work faster and decrease cost because there will be fewer server calls.


This blogpost focused on explaining what a tag manager system is and how to migrate to the new Adobe Launch from the preceding Adobe Dynamic Tag Manager. When planning for the migration,it is important to keep in mind that if your measurement library in the old tag manager system has not been moved to your local servers, it will shut down in 2021.The next part of the blogpost will have Tina showing her new shining library, in other words, all the new exciting things Adobe Launch will mean.

Please add your work email address to read blog post part 2: “The benefits of Adobe Launch”





Jonne Sjöholm, ( | Web Analytics Competence Manager