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If you have been around for some years, you may remember the old SiteCatalyst/Adobe Analytics H. code that got replaced with AppMeasurement.js to increase performance and make it more up-to-date. The same happened for mbox.js which was replaced by at.js. Well, it's time to replace EVERYTHING with the new Platform Web SDK.



In the past, each Adobe product functioned with its own JavaScript library, server endpoint, database, and visitor identity management system. This led to a scattered and often confusing array of instructions, documentation, and installation processes. However, with the introduction of the Adobe Experience Platform Web SDK, these disparate elements have been unified into a single JavaScript library, bringing together identity, audience, analytics, and personalization capabilities under one roof.

The Web SDK communicates with Adobe's Experience Platform Edge Network, a network of servers designed to handle and respond to the data and requests the SDK sends. This unified approach drastically simplifies debugging and makes managing data across different Adobe products more efficient.

The Web SDK also introduces semantic data modeling, allowing users to name and structure their data more meaningfully and intuitively. This feature significantly simplifies the process of keeping track of data mapping.

All these features and advancements make the Adobe Experience Platform Web SDK a significant leap forward in providing a streamlined, user-friendly, and efficient way of implementing Adobe's marketing technologies on a website.




The Adobe Experience Platform Web SDK significantly improves over the previous standalone JavaScript library, appmeasurement.js. The primary benefits of the Web SDK can be broken down into the following categories:

1. Unified Library
One of the most notable advantages of the Web SDK over appmeasurement.js is unifying various Adobe product libraries into a single JavaScript library. Previously, appmeasurement.js was just one of many libraries, including at.js, visitor.js, and dil.js, each associated with a different Adobe product. With the Web SDK, these are consolidated, simplifying the implementation process and reducing the possibility of bugs and compatibility issues.

2. Simplified Debugging
Debugging is made simpler with the Web SDK. Instead of tracking data going to and from different servers with individual JavaScript libraries, the Web SDK enables data related to identity, audience, analytics, and personalization capabilities to occur within the same request to a single Adobe endpoint. This feature allows for more precise tracking and debugging of data.

3. Open Source and Transparent
Unlike appmeasurement.js, the Web SDK is open source. This transparency allows developers to follow along with changes, submit their issues or improvements, and understand the workings of the library in more detail. Furthermore, minified and un-minified libraries are available, providing a more transparent debugging experience.

4. Asynchronous Loading
The Web SDK provides asynchronous loading, which can reduce the time it takes to deliver valuable content to users. This feature significantly improves over the traditional synchronous loading of libraries like appmeasurement.js, which could slow down website performance.

5. Semantic Data Modeling
The Web SDK allows for semantic data modelling, enabling users to use more intuitive and meaningful names for their data fields. This approach contrasts with the system used in appmeasurement.js, which often requires users to keep track of less intuitive names like "eVar21" or "prop42".

6. Improved Performance
The Web SDK consolidates libraries rewritten from the ground up to be smaller, leaner, and faster—the reduced network traffic and latency lead to improved website performance.

7. Future-Proof
The Adobe team is continuously working on new features and improvements for the Web SDK, ensuring it stays relevant and beneficial in the long term.

In conclusion, the shift from appmeasurement.js to Adobe Experience Platform Web SDK represents a substantial step forward in simplifying the implementation and management of Adobe's marketing technologies on a website.



The migration to Adobe Experience Platform Web SDK is relatively straightforward and requires minimal changes to existing implementations. No updates are needed to your existing data layer, meaning you don't have to involve your IT team.

The majority of the migration is done within the UI of Experience Platform UI. From a high-level perspective, the steps required are:

  1. Creating and defining an XDM Schema
  2. Through your Tag Manager, map your current data
  3. layer to the new XDM schema

Validate and publish the updates while turning off current JavaScript libraries (AppMeasurement.js, at.js, etc).
If you involve a partner like Accrease, we can lift 95% of the tasks without your or your IT team's involvement. The only time you or your IT team would have to be involved would be in step 3, validating and coordinating the release of the migration.

We don't use Adobe Launch as our Tag Manager Solution


Even if you're not using Adobe Launch, you can still migrate to Adobe Web SDK - and you still should due to the above mentioned benefits. With that said, the process may not be as smooth as with Adobe Launch.

At Accrease, we are a deep specialist within Adobe Technology, so if you're using another Tag Manager we don't feel confident in the migration. However, we are happy to spar and guide you in deciding whether to migrate. 

If you're using Adobe Launch, we've already done several migrations with other clients.

Remember, Adobe Launch is free if you're using Adobe Technology. This could allow you to reduce your current cost by migrating to a free Tag Manager Solution.


What happens if I don't migrate?


Nothing. Adobe is not forcing anyone to migrate - at some point, we expect that you eventually will have to migrate, but nothing indicates this as of the date for writing this.

If you're like most other companies, you're most likely part of conversations where things like load speed and server-side is being discussed. If so, migrating will address some of the concerns typically raised during those conversations.

If you're considering investing in Adobe Experience Platform together with Real-Time CDP, Customer Journey Analytics or Adobe Journey Optimizer, then the Web SDK will be a requirement, and you will be better positioned for success if you're already using Web SDK.




We understand that migration can be daunting, but we are here to make it as straightforward and seamless as possible. In this webinar, you will learn about the features and advancements of the Web SDK that make it a significant leap forward in providing a streamlined, user-friendly, and efficient way of implementing Adobe's marketing technologies. The webinar will also provide insights into making the transition smooth and hassle-free. 

Kasper Andersen from Accrease, together with Peter Arenfeldt Larsen from Saxo Bank, provides an insightful exploration into migrating to Adobe Experience Platform Web SDK. You'll learn about the key benefits, hear firsthand experiences from Saxo Bank's migration journey, and get expert guidance on approaching your migration.

This is your opportunity to redefine your data management, boost your website performance, and confidently navigate your migration journey.

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Bring your data to life with Accrease - Adobe Solution Partner Gold.



[email protected]
DK: +45 89 871 101

SE: +46 8 446 891 01
NO: +47 75 98 71 01



[email protected]
DK: +45 89 871 101

SE: +46 8 446 891 01
NO: +47 75 98 71 01



Accrease ApS
Store Kongens Gade 40G 4 1264 København K Denmark


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