The following article contains points of consideration and commonly asked questions to help develop the requirements for migrating Adobe Analytics from client-side tag to server-side connector using EventStream.
It is important to note that migrating from client-side to server-side could result in some minor differences in the data being sent to the analytics platform due to the delivery method and features available for each method.
Testing and Validation
A new report suite or property will need to be set up for testing and should be identical to or as close to the production suite as possible in order to validate the server-side data. Important and varied reports currently produced out of the client-side analytics implementation should be used as benchmarks for validation against the testing suite/property. These reporting suites should have the same processing rules as differences can cause issues during validation. It is also helpful to identify core metrics, defined as the most business-critical or project use case relevant fields, for validation. These values should be validated first and any issues addressed before beginning the server-side migration. Tealium will configure the server-side connectors to send data to those suites, making data validation easier.
Client-side Generated Data Points
Sending data directly to analytics vendors through client-side network requests automatically provides those vendors with certain data points (ex: IP addresses, browser user agents, third-party cookies, etc.). Those data points will need to be present in the server-side payload in order to be sent in the final API request.
Here are some considerations unique to the Adobe Analytics EventStream connector that should be reviewed before beginning a migration:
Validating Adobe Analytics
There are a few helpful tools that can be used to validate Adobe Analytics client-side network calls. Tealium recommends:
How does server-side analytics tracking work in Tealium?
Moving Adobe Analytics server-side will involve removing client-side libraries (except in a few places like the Adobe Experience Cloud ID) from the page entirely. Code that was handled by a specific module or a piece of the vendor's library will need to be converted into Tealium compatible code.
What will be different from the current client-side experience?
Depending on the vendor, removing client-side code can cause a variance in attribution. While Tealium aims to minimize this variance as much as possible, it is not guaranteed to be identical.
It is important to keep in mind that when reviewing reporting for a client-side to server-side migration, a 3%-7% reporting variance is considered standard. This statistic is based on averages and may not align exactly with a unique implementation. If questions arise regarding the differences in the vendor's reporting, please contact a vendor representative.
Why do variances in reporting occur?
Traffic variances may occur for a few reasons including:
Is there any way to limit the attribution changes?
Enabling the exposure of a user’s IP Address is required. The IP address provides greater accuracy and prevents Adobe from interpreting users as originating from the same place (i.e. the Tealium IP Address).
If you are interested in enabling IP address collection server-side, please reach out to your Customer Success Manager.
Does this change how data is validated?
Moving analytics server-side will limit the ability to verify the requests since the requests will not show in vendor validation tools (ex: Adobe Experience Cloud Debugger) and are no longer visible from the browser. Connector actions can be validated using the Trace Tool found within the Tealium Tools Chrome extension.