Implement Google Analytics through Adobe Launch

Below post summarizes how to implement Google Analytics through Adobe Launch Tag Manager.

Implementing Google Analytics through Adobe Launch is quick and easy. If you are new to Adobe Launch. Check out the documentation here https://experienceleague.adobe.com/docs/experience-platform/tags/get-started/quick-start.html?lang=en .

Launch is the next-generation of the Adobe tag-management capability, built into the Adobe Experience Cloud

I am always asked for implementing Google Analytics in parallel with Adobe Analytics to support Digital Marketing efforts and I have always implemented Google Analytics using different techniques previously.

But, with Adobe Launch Tag Manager I find it much easier to implement Google Analytics and also implement custom rules by piggybacking Adobe Analytics calls.

In order to do that, you can implement the extension “Google Global site tag” from the catalog in Adobe Launch interface. Add the GA4 code and let Adobe Manage the library. See below Screenshot

Once that is complete, you can implement the Google Analytics Pageview or event tag on top of Adobe Analytics rules .See below screenshot to get an idea. The benefit of doing that is you can piggyback Adobe Analytics image request and copy the same variables into Google Analytics.

On top of Adobe Analytics rules, you can add Google Analytics Tags as shown above

You can access data elements when building your rule for Google Analytics as shown in below screenshot. I am using same page name in Adobe Analytics and then re-using it for Google Analytics. With this you can reuse the existing implementation of Adobe Analytics in implementing Google Analytics without any extra effort.

Re-using the same data elements in Google Analytics

Once above is complete you can test the rule to make sure that Google Analytics requests are firing along with Adobe Analytics with all the data elements. This provides lots of flexibility and re-usability of data elements. Note: There are many additional ways of implementing it

I find this much easier to implement especially when Adobe introduced rule and event stacking which has made life so easier and given quick go to market capabilities.

Hope this quick post helps in setting up google analytics through Adobe Launch.