Overview
This check validates the mapping logic within your Tag Management System (TMS). Even if your Data Layer is perfectly populated, the data is useless if it is not correctly assigned to the intended Adobe Analytics variables (eVars, props, and events). This check ensures that a value existing in the Data Layer (e.g., digitalData.page.category) actually appears in the correct parameter of the Adobe Analytics beacon (e.g., v5).
Why it is important
Mapping errors are the leading cause of "skewed" or "missing" data in Adobe Analytics Workspace:
Misaligned Reporting: If the "Product Category" from the Data Layer is accidentally mapped to eVar10 instead of eVar5, your historical reports for eVar5 will suddenly appear empty, and eVar10 will be corrupted with wrong data.
Format Mismatches: If the Data Layer provides a numeric ID but Adobe Analytics expects a descriptive string, your reports will be difficult for business users to interpret.
Empty Variables: If the mapping logic points to a misspelled Data Layer key (e.g.,
page_catinstead ofpageCategory), the Adobe tag will fire, but the variable will be sent as "undefined" or empty.Loss of Detail: Critical attribution data (like internal search terms or campaign IDs) can be lost if the mapping between the Data Layer and the "Campaign" variable is broken.
Implementation
ObservePoint validates these mappings by simultaneously capturing the state of the Data Layer and the content of the Adobe Analytics beacon on every page.
Trigger: The check occurs during an Audit or Journey whenever an Adobe Analytics hit is detected.
Logic: The platform uses "Rules" or "Tag Validations" to compare a specific Data Layer path against a specific Tag variable.
Validation: For example, a validation rule might state: "The value of 'v5' in the Adobe Analytics tag must equal the value of 'window.digitalData.page.category' in the browser."
Reporting: If the values do not match—or if the tag variable is empty while the Data Layer is populated—the check is flagged as a failure.
Remediation
If mapping errors are detected, follow these steps to fix the logic in your TMS (Adobe Launch/AEP Tags):
1. Audit Data Element Definitions
Data Elements are the "variables" in Adobe Launch that point to your Data Layer.
Action: Open the Data Element and verify the "Path" is correct. Ensure there are no typos (e.g.,
digitaldatainstead ofdigitalData).Action: Use the "Clean Text" or "Force Lowercase" options in the Data Element settings to ensure data consistency before it hits the tag.
2. Review Extension Mapping
Check the Adobe Analytics extension settings or specific page-load rules.
Action: Ensure that the correct Data Element is assigned to the correct eVar, prop, or event.
Action: Verify that "Global Variables" (set in the extension) are not being unintentionally overwritten by "Rule-level Variables" (set in specific rules).
3. Check for Timing Issues
If the Data Layer is populated after the mapping logic executes, the variable will be sent as empty.
Action: Ensure your TMS rules trigger on an event that occurs after the Data Layer is ready (e.g., "DOM Ready" or a custom "Data Layer Ready" event).
4. Inspect Custom Code Blocks
If you use custom JavaScript to map variables (often found in the doPlugins section), look for logic errors.
Action: Ensure you aren't using legacy hard-coded values that override your dynamic Data Layer mapping.
Conclusion
Mapping is where your business requirements meet your technical implementation. By validating that Data Layer variables correctly map to Adobe Analytics tags, you ensure that the "raw" data generated by your website is accurately transformed into "actionable" insights in your reports.
Regular automated testing via ObservePoint protects your Solution Design Reference (SDR) and ensures your data architecture remains reliable over time.