Adding Tag Manager to Edge Delivery Services

Let’s see what are the options if we use Tag Manager such as Adobe Tags.

We have already established that we want to use the WebSDK library to request and apply personalization as soon as possible with the least amount of impact on website performance, as well as for Data Collection which we want to postpone so we don’t have any impact on user experience.

WebSDK gives us some advanced features to achieve this like Top Bottom Page Events where we can set the rules to enable personalization early in the page load, and wait for the page to fully render to report metrics.

There is also a new feature released in March 2025 called Custom Build, that lets you reduce the Experience Platform Web SDK library size by removing features you don’t need. If you don’t use Media Analytics and Streaming Media modules for example, you can disable those features and reduce the library size up to 50%.

Adobe Launch is loaded on Adobe.com website with some advanced options that can be found here

Further Improving performance

We will check this still in development early access technology for options on how to improve Web Performance when integrating Adobe Marketing Technology stack https://github.com/adobe-rnd/aem-martech

We know that traditional all-in-one instrumentation done solely via Adobe Experience Platform Tags typically either has a performance on the initial page load, or ends up introducing content flicker if delayed when the personalization of the page is applied.

This approach splits up the Adobe Launch container to execute it in a more controlled way, meaning not all features can be controlled from the Launch UI, and some of the logic moves to the project code.

Also, some default Adobe Launch extensions won't work directly with such a setup. Recommended are the following:

• Core Extension
• Adobe Client Data Layer: so you can react to data layer events
• AA via AEP Web SDK: so you can have rules setting variables, product strings and send beacons
• (optionally) Mapping Table: so you can remap selected values in your data elements

On top of this, the code is also fine-tuned to:

• Avoid content flicker as the DOM is dynamically rendered to support AEM EDS and/or SPA use cases
• Dynamically load personalization and data layer dependencies only when needed
• Allow mapping AEM RUM data to Adobe Analytics to enrich your reports