Adobe Journey Optimizer technical best-practices handout

The 10 checks

1. Design around events. Name journey events clearly, agree the event schema first, and keep one unitary event per business moment (for example, cart abandon). Test with real payload shapes, not guesses.
2. Plan entry and re-entry. Decide whether a person can re-enter a journey and after how long. Add exit conditions so people leave when the goal is met or they opt out.
3. Check consent and channel permissions. Apply consent and channel preferences before each send. Treat opt-out as a real-time event and confirm the suppression path works end to end.
4. Use frequency and capping controls. Set limits so one person is not messaged from several journeys at once. Review rules whenever you launch a new journey.
5. Prefer one trusted audience source. Document which audience feeds a journey, how often it refreshes, and who owns it. Do not mix evaluation methods without knowing the latency of each.
6. Test before you publish. Use test profiles and the product's testing tools, check each path, and confirm tokens, fallbacks and links render correctly before going live.
7. Separate environments. Use development and production sandboxes with a clear promotion process, naming rules and change log.
8. Govern the data. Apply data usage labels and policies to sensitive fields. Keep regulated data out of channels and destinations where it is not allowed.
9. Measure with a holdout. Keep a small control group so the reported lift is real, and define the KPI before launch.
10. Monitor and clean up. Watch journey reports and error rates after launch, pause failing journeys, and retire old ones regularly.

Before you launch

Print this page or save it as a PDF from your browser. It is general guidance, not a substitute for Adobe documentation or your own compliance review. Product features change, so confirm details in the sources below.

Practise and go deeper