Data Elements | Adobe Experience Platform (2023)


Adobe Experience Platform Launch has been rebranded as a set of data collection technologies in Adobe Experience Platform. As a result, several terminology changes were introduced throughout the product documentation. Consider the followingdocumentfor a consolidated reference of terminology changes.

Data elements are the building blocks of your data dictionary (or data map). Use data elements to collect, organize, and deliver data through marketing and advertising technology.

A single piece of data is a variable whose value can be assigned to query strings, URLs, cookie values, JavaScript variables, etc. You can refer to this value by its variable name in Adobe Experience Platform. This collection of data elements becomes the dictionary of defined data that you can use to create your rules (events, conditions, and actions). This data dictionary is shared by all tags and can be used with any extension you have added to your property.


Changes only take effect when they arepublished.

Use data elements as much as possible during rule creation to consolidate dynamic data definition and improve the efficiency of your labeling process. You define data rules once and then use them in multiple places.

The concept of reusable data elements is very powerful and you should use it as a best practice.

For example, if you're referencing page names or product IDs in a certain way, or if you're retrieving query string parameter information from an affiliate marketing link, from AdWords, etc., you can create a data dictionary (elements of data) by retrieving information from its source and using that data later in different tag rules.

Using the page name example, suppose you use a specific page naming scheme when referencing a data layer.Documentary filmelement or a title tag within the site. By using tags in Adobe Experience Platform, you can create a data item as a single reference point for that particular data point. You can then use this data element in any rule that needs to reference the page name. If in the future for any reason you decide to change the way you refer to the page name (for example,Documentary filmbut you want to reference a specific data layer now), you don't need to edit many different rules to change that reference. You just change the reference on the data item once and all rules that reference that data item are updated automatically.


If a data element is not referenced in a rule, it will not load on any page unless specifically called in a custom script.

Data elements are populated with data when used in rules or called manually in a script. At a high level:

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  1. Create a data element, if you haven't already.
  2. Use the data element in aRuleror a custom script.

Use of data elements

in rules

You can use data elements in the rule editing interface by using the search box to find your data element name.

In custom script

You can use data elements in custom scripts using the_SatelliteObject syntax:

_satellite.getVar('Name of the data element');

Create a data element

Data elements are the building blocks of rules. Data elements allow you to create a data dictionary (or data map) of commonly used elements on a page, regardless of their source (query strings, URLs, or cookie values) for each object contained on your website.

  1. On a property page, open the Data Elements tab, and then selectCreate a new data element.

  2. Give the data element a name.

  3. Select an extension and type.

    The types of data elements available are determined by the extension. For information about the types available with the parent tag extension, seeData Element Types.

  4. Enter all the requested information about the selected type in the fields provided.

  5. (Optional) Enter a default value.

    If you do not select this option, there is no default value. Most users leave this in its default state. Different systems treat an empty variable differently. Some people choose to enter something like "none" or "n/a" so that they can provide consistency in reporting when the data item does not return a value.

  6. Choose whether to force a value to be lowercase and whether to remove new lines and spaces.

  7. Choose a duration.

    The available options are:

    • none
      • The value is not saved.
    • vista lateral
      • The value is stored in a JavaScript variable until the page is refreshed or a new page is loaded.

      • Can be created and configured in scripts_SatelliteObject syntax:

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    • meeting
      • The values ​​persist in the browser session memory until the browser tab is closed.
      • Available during site visit.
    • Visitor
      • The value is stored indefinitely in the browser's local storage.
  8. Choosesave to computer.

When creating or editing items, you can save and create your library. This will immediately save your change to your library and run a build. The build status is displayed. You can also create a new library from the Active Library dropdown menu.

Data Element Types

The types of data elements are determined by the extension. There is no limit to the types that can be created.

The following sections describe the types of data items available in the main plugin. Other extensions use other types of data elements.


Any available domain cookie can be referenced in the cookie name field.


Cookie name

custom code

Custom JavaScript can be entered into the user interface by selecting Open Editor and pasting the code into the editor window.

A return statement is required in the editor window to indicate which value will be set as the value of the data element. If no return statement is included, the item is resolvednot defined. This causes the fallback to look for a stored value and then a default value if there is no stored value.


var pageType = $('').attr('class').split('')[1];if(window.location.pathname=='/') { return 'homepage';} else { return pageType;}

The custom code can accept thoseFallThe calling rule object as an argument. This allows the code to read the value there.


// `event` is the default object provided by the rule variable eventType = event.$type;return eventType; // If this element is called by a "DOM Ready" event, it will return "core.dom-ready".

You can then use this in custom scripts using the_SatelliteObject syntax:

// event refers to eventvar of the calling rule rule = _satellite.getVar('return event rule', event);

When using percentage (%), you only need to specify the name of the data element. You don't have to specify anythingFall.

%data element name%

DOM Attributes

Any element value can be retrieved, e.g. a div or h1 tag.


Two CSS selectors:

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id#dc logotipo img

Get the value of:



Any available JavaScript object or variable can be referenced via the path field.

If you collect JavaScript variables or object properties in your markup and want to use them with your extensions or rules, data elements can be used to capture those values. That way, you can reference the data element in your rules, and if the source of the data ever changes, you only have to change your reference to the source (the data element) in one place.

Suppose your markup contains a JavaScript variable calledName of the page, like this:

<script> //Data Cover var Page_Name = "Start Page"</script>

You must provide the path to this variable when you create the data item.

When using a data collector object as part of your data layer, simply use the dot notation in the path to refer to the object and property you want to collect on the data element, e.g._mydata.pagename, odigital name, etc.



memoria local

Enter the name of your local storage item in the Local storage item name field.

Local storage gives browsers the ability to store information from one page to another ( Local storage works similar to cookies, but is much larger and more flexible.

Use the provided field to specify the value you created for a local storage item, for examplelast viewed product.

information of the page

Use these data points to collect information from the page for use in your rule logic or to send information to external tracking systems or analytics.

You can select one of the following page attributes to use for your data element:

  • URL
  • host name
  • route name
  • Protocol
  • referent
  • title

Query string parameters

Specify a single URL parameter in the URL Parameters field.

Only the name part is required, and special identifiers such as "?" or "="

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type of content

Random number

Use this data element to generate a random number. Often used to sample data or create IDs, e.g. B. a hit id. The random number can also be used to obfuscate or bypass sensitive data. Some examples could be:

  • Generate a Visit ID
  • Concatenate the number with a user token or timestamp to ensure uniqueness
  • Perform a one-way hash of PII data
  • Randomly decide when to display a survey request on the site

Specify the minimum and maximum values ​​for your random number.


Minimum: 0

Maximum: 1000000000

session storage

Specify the name of your canister item in the Canister Item Name field.

Session storage is similar to local storage, except that the data is discarded after the session ends, while local storage or a cookie can retain the data.

visitor behavior

Similar to page information, this data element uses common behavior types to enrich logic within rules or other platform solutions.

Select one of the following visitor behavior attributes:

  • landing page
  • traffic source
  • minutes on site
  • session count
  • Number of visits to the session page
  • Number of lifetime page views
  • is a new visitor

Some common use cases are:

  • Show a survey after a visitor has been on the site for five minutes
  • If this is the landing page of the visit, fill out an analytics metric
  • Show visitor a new offer after X session counts
  • Show a newsletter signup if this is your first time visiting

embedded data elements

You must create additional custom data elements if you have previously used any of the following data elements:

  • URI
  • Protocol
  • host name Resources


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