I know a lot of folks are eager to know what the new version of Launch (formerly known unofficially as “Reactor”) means for them. Adobe’s official news doesn’t hold a lot of tactical info, so we will update this post as information becomes more publicly available!


(Hat tip to Randy Floyd for the pic). 


Integrations in the Launch open framework

Currently in DTM, you have built-in tools for the Adobe products as well as Google Analytics. Any other tags you want to deploy get lumped into the “third party tag” bucket. 

With Launch, third parties can work within this open framework to create plug-and-play integrations or “mini tools”. This means, for example, Doubleclick can create a mini-tool within DTM to make it easy to deploy. It also means consultants (within Adobe and without) can create mini-tools to solve for common problems (similar to s_code doPlugins, but with wider use cases). 


Easier to use


  • Launch will make it possible to search for a variable, a data element, or even a line of code. “Which rule sets eVar3?” “Which rules use this data element?” “Where is this line of code coming from”- you can now do a simple search within the DTM interface.
  • Page Load Rules, Event-Based Rules, and Direct Call Rules are no longer separated in the interface- there is a single, much more natural, flow of “what is the trigger/event” (which includes page load), “what are the conditions”, and “what are the exceptions” (not previously an option), then “what action(s) to take”.
  • You can use multiple regex statements in your conditions for rules, and “and” vs “or” statements. You could have a single rule fire on page load AND/OR a user click! (This is huge for single page apps).
  • Everything about Launch is tied to a powerful API (separate from the other Adobe Marketing Cloud APIs)- an API you can uses to programmatically make changes in DTM. Need to apply a new data element to a variable in 30 different DTM properties? You can now do it through the API rather than manually making that change 30 times.
  • A new and improved (usable) code editor!
  • Notifications can now be controlled and more contextual (as opposed to the current all-or-nothing).


No more hacks and work-arounds!


  • You now have control over the order rules can fire in. This is a huge deal if you have a single page app and want to have one rule set some Adobe variables, and another rule set Adobe variables, then finally a rule fire your s.t beacon. This is definitely the biggest thing I’m excited about- SO MANY of the work-arounds and hacks folks have needed to do in the past just became obsolete.
  • You can now clear our variables (think s.clearVars) without crazy work arounds!
  • Tools won’t automatically fire everywhere- you won’t need to put “return false” in your Adobe Analytics tool code anymore.


Improved Work Flow and Flexible Environments


  • Currently in DTM, you have two environments- “staging” or “production”. In Launch, you can now control how many environments you have (you can have “sandbox->staging->dev->QA->production” if you wanted). I’m very excited about this, as it means you can have a “work in progress” rule that doesn’t automatically get put in the list waiting for approval.
  • The workflow now includes conflict resolution- If Joe changed a rule one way, and Jill changed it another way, you can choose which changes to keep.

Here is a very early, not particularly beautiful picture-of-a-session-screen look at the new interface for creating a rule:


More To Come!


Stay tuned for more updates on the new Launch feature and what it means for DTM users- we’ll update this post as more information becomes publicly known. 

There will be a migration period- it isn’t as simple as flipping a switch, though it’s also not going to be very complicated. You will not need new DTM embed codes on your site. I suspect much of the LOE will be in removing no-longer-needed hacks and workarounds.

I know I’m excited- 90% of the things that have been on my DTM wish list for the last three years are getting solved with this new release, and I’m ecstatic. I think DTM will go from being “barely the best option for Tag Management” to “Holy Cow everyone should get on this now!”

About the author

Jennifer Kunz

I'm a principal Analytics Engineer with 10 years of experience implementing digital analytics. I work with Matt Alexander and our team of Analytics Engineers to ensure our clients have quality, actionable data by helping with everything from JavaScript and app development to governance and processes. You can find me on twitter at @jenn_kunz.

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