Overview
When an Adobe Analytics tag triggers an "Error" in the browser console, it typically means that the tag was incorrectly implemented or that a script failed to execute. This prevents data from being collected, which can lead to a lack of overall trust in Adobe Analytics reporting for an organization.
Console errors are often "silent killers" of data quality. If a JavaScript error occurs during the execution of a tracking call, the beacon may never be sent, or it may be sent with incomplete data (e.g., missing specific eVars or props). This results in significant loss in time and resources for an organization trying to make strategic investments based on their data.
Implementation
We have made implementing this check for Tags that fire on page load simple.
The primary pre-requisite is to create an Audit that scans the pages you want to validate.
You can extend this check in Audits using ClickAll+ to interact with elements on the page (e.g., clicking "Add to Cart" buttons) to ensure interaction-based tracking doesn't trigger errors.
Here's a pre-built ObservePoint report filtered to Adobe Analytics Tags with browser console errors. If the report is empty, that's excellent news!
Remediation
Below is a guide to identifying and eliminating console errors in Adobe Analytics tags.
Common Console Errors for Adobe Analytics
When auditing your site with ObservePoint, you may encounter the following JavaScript errors in the browser logs:
Error Message | Type | Meaning in Adobe Analytics Context |
"s" is not defined | ReferenceError | The Adobe library ( |
Cannot read property 'X' of undefined | TypeError | The script is trying to pull a value from a Data Layer object that doesn't exist yet on the page. |
Unexpected token | SyntaxError | There is a typo or code error in your custom JavaScript within Adobe Launch/AEP Tags. |
Failed to load resource | NetworkError | The browser was unable to fetch the Adobe tracking library (often due to an ad-blocker or firewall). |
Maximum call stack size exceeded | RangeError | Often caused by an infinite loop in a |
How to Remediate
To resolve these errors and restore data flow, follow these technical steps:
1. Identify the Error Source
Use the browser’s developer tools (Console tab) to identify the specific file and line number. Look for errors originating from AppMeasurement.js or your Tag Manager (Adobe Launch/AEP Data Collection). ObservePoint reports will provide the exact Log Message and Related Tag to narrow this down.
2. Validate Data Layer Readiness
Ensure your tags fire only after the necessary Data Layer objects are available. If your tags fire at "Library Loaded" but your data layer isn't defined until "DOM Ready," you will trigger TypeError exceptions.
Tip: Use "Conditions" in Adobe Launch to verify that the Data Layer object exists before executing the rule.
3. Debug Custom Code Blocks
Check for syntax errors in any "Custom Code" blocks within your Adobe Launch rules or within the doPlugins function of the Adobe Analytics extension.
Ensure all variables referenced (e.g.,
digitalData.page.name) are wrapped in safety checks to prevent failing if a property is missing.
4. Check Library Loading Order
If you see "s" is not defined, ensure the Adobe Analytics extension is configured to load at the top of the page or that the library is correctly bundled within your Tag Manager's header script.
Conclusion
Console errors are systemic failures that compromise the integrity of your marketing data. While a single error might only affect one page, recurring errors across a site can result in a 10%+ discrepancy between actual user behavior and reported analytics. Regular automated Audits via ObservePoint ensure these "silent" errors are caught and remediated before they impact your business decisions.