Why should I use HTTPS and how it impact Web Tracking?

HTTPS is an encrypted communication protocol — essentially, a more secure way of browsing the web, since you get a private channel directly between your browser and the web server. That’s why most major sites use it.

If a site’s using HTTPS, you’ll see a little padlock icon in the address field, just as in the screenshot below:

Screenshot of the "secure site" padlock icon

Here are the most common reasons you might want to use HTTPS on your own site:

Faster. One might think that HTTPS would make your site slower, since it takes some time to encrypt and decrypt all data. But a lot of efficiency improvements to HTTP are only available when you use HTTPS. As a result, HTTPS will actually make your site faster for almost all visitors.

Trust. Users find it easier to trust a secure site. While they don’t necessarily know their traffic is encrypted, they do know the little padlock icon means a site cares about their privacy. Tech people will know that any servers between your computer and the web server won’t be able to see the information flowing forth and back, and won’t be able to change it.

Payment security. If you sell anything on your site, users want to know their payment information is secure. HTTPS, and the little padlock, assure that their information travels safely to the web server.

Search Engine Optimization. Many search engines will add a penalty to web sites that don’t use HTTPS, thus making it harder to reach the best spots in search results.

Your good name. Have you noticed that some websites have the text “not secure” next to their address?

That happens when your web browser wants you to know a site is NOT using HTTPS. Browsers want you to think (rightly!) that site owners who can’t be bothered using HTTPS (it’s free in many cases) aren’t worth your time and certainly not your money.

In turn, you don’t want browsers suggesting you might be that kind of shady site owner yourself.

How it impact referrer for Web Analytics tools:

Never Tag for an eVar or Mbox Again,Meet Alloy.js

Over the years, as Adobe has built or acquired new technology and collected lots of JavaScript libraries — AppMeasurement.js, mbox.js, at.js, DIL.js, Visitor.js, just to name a few. Each has its own strengths, features, history, functions, schema, quirks and interdependencies. Although Adobe Experience Platform Launch makes it as easy as possible to manage all these libraries, customers have been asking us for years why we can’t just have one JavaScript tag and library. 

Now meet the new Alloy.js. Adobe worked hard all year to take all the best features of our current libraries and build a new one that supports Adobe Experience Platform, Adobe Analytics, Adobe Audience Manager and Adobe Target. One library and beacon, sent to a single destination, then mapped and sent to all your Adobe solutions server side. And that’s just the beginning.

Alloy is the code name for the Adobe Experience Platform Web SDK. It allows for streaming data into the platform, syncing identities, personalizing content, and more.

For documentation on how to use Alloy, please see the user documentation.

For documentation on how to contribute to Alloy, please see the developer documentation

How to Run Analysis on Adobe Launch Rules

Combination of Launch,Tagtacian & Adobe analytivs

If you want to do analysis on your Adobe Launch Rules.

 Find out what rules are most frequently used? Or which rules are failing?

This document provides a quick and simple way to leverage Tagtician (3rd party tool) and Adobe Analytics to track the performance of your Adobe Launch configuration and answer some of the basic questions surrounding your implementation. It will help answer the following questions:

  • Which rules run most, and which haven’t run over a period of time?
  • Which rules triggered but failed over conditions?
  • Which rules have triggered a certain Tag/Extension/Action most?
  • Which page of your site is the rule firing?

Getting these answers wouldn’t be just interesting but would help you to optimize/audit your Launch property by:

  • Removing rules/tags/extensions which haven’t run lately and have become obsolete.
  • Checking rules which aren’t supposed to run before/after a certain point in time.
  • Auditing if a certain rule/tag has stopped working suddenly.
  • Auditing if there are too many rules which fail over conditions on a single page (You might want to change the event).

To achieve this, here is high level plan:

  1. Tagtician Export of your Launch Library. (https://tagtician.com/)
  2. A Launch rule to track rule names using Launch library monitoring APIs.
  3. A list prop to capture rules’ names and classification reports to upload other data pertaining to Launch Rules.

Alright! Let’s get started…

1. Getting Ready:

1. Get Tagtician export of your Launch property.

2. Copy names of all the rules from Tagtician export and paste them in a new sheet. In the next column, name them as R1, R2, R3 so on…

Tagtician Export Launch Rules

3. Now create a JSON with rule names as Keys and abbreviations as Values. You can name JSON as “ruleLookUp”.

var ruleLookUp = {
"All Pages | DOM Ready | AA":"R1",
"All Pages | Lib Loaded | AT":"R2",
"User Login | Successful | AA":"R3",
"Impression | Media Pixels | gTag":"R4",
"PDP | DOM Ready | AA":"R5",
"Search Results | DOM Ready | AA":"R6",
"Search | Direct Call | AA":"R7",
"PDP | Add to Cart| Click | AA":"R8",
"Cart | Coupon | Click | AA":"R9",
"Cart | Removal | Click | AA":"R10",
"Transaction | DOM Ready | AA":"R11",
"FirstPage | LinkText | Click | FB - addToCart":"R12",
"Form Submit | Direct Call | AA":"R13",
"All Pages | Window Loaded | AA - Send Beacon":"R14",
"Video | Direct Call | AA":"R15",
"Link Click | Click | AA":"R16",
"Search | Filters | Direct Call | AA":"R17"

4. Enable two props in Adobe Analytics e.g. prop1 and prop2, name them “Rules Fired” and “Rules Failed Over Conditions” respectively.

5. Turn list support ON for these props with delimiter ‘|’.

2. Launch configurations

1. Create a rule in Launch with the following configurations:

Event: Library Loaded (Page Top) with Order 1
Condition: N.A.

This rule is supposed to run 1st on each page load. In case of SPA, you might want to change the event but ensure the order.

2. Now add Action – custom code JavaScript type – in the rule.

3. Now the idea is to capture rules which completed and those which failed over conditions into two separate arrays and put them in list props and send them in page load beacon.

For this, you will need to use Adobe Launch monitoring APIs.

var ruleCompleted = new Array();
var ruleConditionFailed = new Array() ;
window._satellite = window._satellite || {};
window._satellite._monitors = window._satellite._monitors || [];
ruleCompleted: function (event) {
ruleConditionFailed: function (event) {


The above APIs (both _satellite._monitors and _satellite._container) should not be accessed from production code. They are intended only for debugging purposes and may (will) change over time as needs dictate. If you have debugging turned on, you’ll see a related warning in the console when using these APIs. Please take this warning seriously.

4. At this moment we have two problems:

  • How to capture rules which triggers after the send beacon rule e.g. click/interaction rules, direct calls rules, 3rd party rules, etc.
  • Max size of list props is 100 bytes and may easily run out of it.

Solution to these problems are Local Storage and using Rules abbreviation (instead of full name) respectively.

5. Here is how the final code will look like:

var ruleCompleted = new Array();
var ruleConditionFailed = new Array();
var ruleLookUp = {
"All Pages | DOM Ready | AA":"R1",
"All Pages | Lib Loaded | AT":"R2",
"User Login | Successful | AA":"R3",
"Impression | Media Pixels | gTag":"R4",
"PDP | DOM Ready | AA":"R5",
"Search Results | DOM Ready | AA":"R6",
"Search | Direct Call | AA":"R7",
"PDP | Add to Cart| Click | AA":"R8",
"Cart | Coupon | Click | AA":"R9",
"Cart | Removal | Click | AA":"R10",
"Transaction | DOM Ready | AA":"R11",
"FirstPage | LinkText | Click | FB - addToCart":"R12",
"Form Submit | Direct Call | AA":"R13",
"All Pages | Window Loaded | AA - Send Beacon":"R14",
"Video | Direct Call | AA":"R15",
"Link Click | Click | AA":"R16",
"Search | Filters | Direct Call | AA":"R17"
window._satellite = window._satellite || {};
window._satellite._monitors = window._satellite._monitors || [];
ruleCompleted: function (event) {
localStorage.setItem("ruleCompleted", ruleCompleted.join("|").toString());
ruleConditionFailed: function (event) {
localStorage.setItem("ruleConditionFailed", ruleConditionFailed.join("|").toString());


ruleLookUp[event.rule.name] – returns rules abbreviation
join(“|”).toString() – converts array into pipe separated string to cater list props
localStorage.setItem – put rules fired after send beacon rule into local Storage

6. Now, go to your rule which sends page load beacon on every page e.g. “All Pages | Window Loaded | AA – Send Beacon”

7. Go to that rule > Actions > Set Variable – Adobe Analytics > Open Editor and paste the below snippet.

ruleCompleted = [];
ruleConditionFailed = [];

8. Add these changes to your library > Build and Publish it. And we are DONE from Launch configurations.

3. Adobe Analytics configurations

1. Create Classifications reports on the list props e.g. You can add/remove classification reports as per your needs.

2. Download the classification template and fill it using Tagtician export file.

3. Upload the file using Browser Import and check the reports after some time.

4. Now you can run classification reports to pull some cool insights for both prop1 & prop2

Note: This report is from sandbox account so showing very less data.

Adobe Analytics dashboards-Mobile App

I believe that you are aware that the Adobe Analytics dashboards is launched if not then the wait is over. Mobile App is launched now and it is available in Andriod and iOS. it provides anytime, anywhere insights from Adobe Analytics.

The app allows users mobile access to intuitive scorecards.

Adobe Analytics dashboards In-App Experience
Adobe Analytics dashboards Scorecard Builder

For more details check the overview and download the App,

How To mitigate the impact of ITP 2.1, ITP 2.2, and future ITP releases-Adobe Analytics

ITP 2.1 Capped client-side cookies that are placed on the browser using the document.cookie API to a seven-day expiry. Released February 21, 2019.
ITP 2.2 Drastically reduced the seven-day expiry cap to one day. Released April 24, 2019.

To mitigate the impact of ITP 2.1, ITP 2.2, and future ITP releases, complete the following tasks:

  1. Deploy the Experience Cloud ID (ECID) library to your pages.

The ECID library enables the people identification framework for Experience Cloud Core solutions. The ECID library allows you to identify same site visitors and their data in different Experience Cloud solutions by assigning persistent and unique identifiers. The ECID library will be updated frequently to help you mitigate any ITP-related changes that impact your implementation.

For ITP 2.1 and ITP 2.2, ECID library 4.3.0+ must be utilized for mitigation.

Check the link too: https://docs.adobe.com/content/help/en/id-service/using/reference/ecid-library-methods.html

2. Use Adobe’s CNAME and Enroll in Adobe Analytics’ Managed Certificate Program.

After installing the ECID library 4.3.0+, you can leverage Adobe Analytics’ CNAME and Managed Certificate Program. This program lets you implement a first-party certificate for first-party cookies at no charge. Leveraging CNAME will help customers mitigate the impact of ITP 2.1 and ITP 2.2.

If you are not leveraging CNAME, you can start the process by talking with your account representative and enrolling in the Adobe Managed Certificate Program .

How To Classify Page Load Time In Adobe Analytics

I captured page load time in prop as mentioned in this article:



This will assign the page load time, in tenths of a second, to prop1. For example, if my page took 3.75 seconds to load, I would get a raw value of 38 in the Page Load Time (prop1) report.

So I did it simple by capturing the page load time in seconds.


Following is the report which I start getting after this:

This data is not much helpful for the marketer to understand data so it needs to be classified into range.I decided to create a classification for prop1 as shown below:

There are 2 option to classify the data.

  • Classification file upload
  • Classification rule builder

In classification rule builder we have to use Regx.

Less than 1 Sec : \b(^0|0.[1-9])\b

1-3 Seconds: \b(^1|1.[0-9]|^2|2.[0-9])\b

3-5 Seconds: \b(^3|3.[0-9]|^4|4.[0-9])\b

5-10 Seconds: \b(^5|5.[0-9]|^6|6.[0-9]|^7|7.[0-9]|^8|8.[0-9]|^9|9.[0-9])\b

More than 10 Seconds: [1-9][0-9]

After processing the data in report will look like as shown below:

Classify Tracking Code using Rule Builder

Well explained on Guide to Using UTM Parameters in Adobe Analytics

I used following code to capture Tracking code:

s.doPlugins=function(s) {



Then I set up the calssification in Analytics

Below is the screen shot:

Then under classification rule builder I did following setup using regx ^(.+)\:(.+)\:(.+)\:(.+)\:(.+)$

Sample value:


The above regex will not accept value if any one of the field is missing like search:google:christmas::gifts or :google:christmas::gifts

To fix this we have to use : ^(.*)\:(.*)\:(.*)\:(.*)\:(.*)$

For reference check Adobe Doc

For testing, you can use https://rubular.com/

Adobe Analytics Interview Questions

  1. Difference b/w prop and evar
  2. What is the pathing report
  3. Explain segment comparison
  4. Explain the container in segments
  5. What is the use of calculated metric
  6. Analysis Workspace
  7. Visitor and visit concept
  8. Mid , experience cloud ID services
  9. Merchandizing evar
  10. Image request parsing
  11. Getqueryparam
  12. Data collection query parameters
  13. What is DTM?
  14. In how many ways you can implement analytics
  15. Difference b/w Google Analytics and Adobe Analytics
  16. Export and import tools
  17. Data sources
  18. Classification
  19. Processing rule
  20. Processing order
  21. Marketing channel
  22. Internal URL filter
  23. Reason of “other” in pages report
  24. S.t and s.tl implementation and syntax
  25. Difference b/w s.t and s.tl
  26. What is data range
  27. Virtual report suite
  28. Menu customization
  29. Experience cloud
  30. Report suite and rollup
  31. Multi suite tagging
  32. Difference b/w rollup and multisuite tagging
  33. What is the primary and secondary server call
  34. Key metrics
  35. First part cookie
  36. Tracking code
  37. Product string
  38. Plugin
  39. Visitor id identification method
  40. Data feed understanding
  41. Scenario-Based time spent on page.
  42. Scenario based segment configuration questions.
  43. Prop can correlate with (only prop or traffic sources)
  44. The difference in multi tagging and rollup report suite.
  45. Options available when on first screen of Report builder wizard when creating a request.
  46. who can create and share calculated metrics
  47. Total appears in report represents?
  48. Maximum number of line items that can appear on screen while running a report (answer:200)
  49. Recommended format to download or schedule file for 501 line items (csv)
  50. Data extract limitation (available only in csv format)
  51. when an alert is set on percentage change how it works
  52. Publishing list benefit
  53. How a non-admin user can share a report
  54. Definition of Report Acceleration
  55. variable character limit
  56. How total would be affected if we apply an advance filter on the reports
  57. what changes can be applied to a dashboard in one go which will affect all the reportlets
  58. If notes are added in any report who can view those notes
  59. definition of copy me, on menu, options available for dashboard
  60. When running page views or any other metrics report which are the default column that appears in report (4 week prior and 52 weeks prior).