Updated: December 19, 2025
Adobe Launch (Adobe Experience Platform Tags) is widely used in enterprise environments as a unified tag management solution. Even organizations that primarily rely on Adobe Analytics can deploy Google Analytics 4 (GA4) through Launch.
There are two common approaches to implementing GA4 via Adobe Launch:
Method 1: Deploy GA4 via Custom Code (gtag.js)
This is the most common, stable, and flexible approach, especially suitable for teams that need advanced customization of GA4 tracking.
Step 1：Create a Rule
In Adobe Launch，click「Rules」——「Add Rule 」,name it “All Pages—Library Load—GA4“, and configure it as follows:
Step 2：Select the EVENTS
In the EVENT settings, select Library Loaded (Page Top) or DOM Ready. Here, we choose Core → Library Loaded (Page Top).
Step 3：Add an ACTIONS
Click EVENTS, and then make the following settings:
Click 「Open Editor」, then paste the GA4 gtag code into it. You’ll see an error message:
Because Custom Code typically only accepts pure JS code and does not support the <script> tag. Therefore, the code needs to be changed to:
The final effect is:
Pros
- No dependency on third-party extensions — stable for the long term.
- Fully compliant with GA4’s official gtag.js standards.
- Ideal for complex events, custom parameters, Consent Mode, and cross-domain tracking.
Cons
- Requires JavaScript knowledge.
- All events need to be manually implemented and maintained.
Method 2: Deploy GA4 Using the Adobe Launch GA4 Extension
Adobe Launch also supports GA4 Extensions, allowing GA4 to be configured and deployed directly through Launch without writing gtag.js. This is suitable for enterprises that prefer a low-code setup with centralized governance.
We can use the Google Global Site Tag (gtag) Extension.
Step 1：Install the GA4 Extension
In Adobe Launch，click「Extesion」——「Catalog 」, then search for “gtag”：
Click「Install」——「Save」,It’s installed now.
Step 2：Configure the Extension
Open Global Site Tag (gtag.js) in the Extensions folder and click 「Add Account」，and then make the following settings:
Click「Add Account」——「Save」.
Step 3：Create a Rule
In Adobe Launch，click「Rules」——「Add Rule 」,name it “All Pages—Library Load—GA4“, and configure it as follows:
Step 4：Select the EVENTS
n the EVENT settings, select Library Loaded (Page Top) or DOM Ready. Here, we choose Core → Library Loaded (Page Top).
Step 5：Add an ACTIONS
Click EVENTS, and then make the following settings:
Click「Keep Change」and the final effect is:
Pros
- No coding required — user-friendly and fast to implement.
- Easy governance for enterprise teams.
- Supports common GA4 features like cross-domain tracking, user properties, and Consent Mode.
Cons
- Less flexibility compared to Custom Code.
- Functionality depends on the Extension provider’s updates.
- Limited for highly dynamic or complex JS-driven events.
Comparison Table
| Aspect | Custom Code | GA4 Extension in Launch |
|---|---|---|
| Complexity | Low | Medium |
| Control | High | Medium |
| Learning Curve | Moderate | Low |
| Long-term Maintenance | Stable | Depends on Extension updates |
| Enterprise Governance | Strong | Strong (low-code, easier to manage) |
Recommendations
- For teams with strong technical skills and custom tracking needs→ Use Method 1: Custom Code
- For low-code implementation, centralized governance, and ease of maintenance→ Use Method 2: GA4 Extension in Launch
