Server-side forwarding is designed for customers who want to share data from Analytics to other Experience Cloud Solutions in real time. When enabled, server-side forwarding also allows Analytics to push data to other Experience Cloud solutions and for those solutions to push data to Analytics during the data collection process.
Server-side forwarding improves upon data collection because it:
"/event"call. Fewer calls helps improve page load times, which makes for a better customer experience on your site.
Current Audience Manager customers who use Analytics should migrate to server-side forwarding. New Adobe Analytics and Audience Manager customers should implement server-side forwarding (instead of DIL) as the default data collection and transfer method.
Prompted by the EU cookie compliance regulation, data controllers (Analytics customers) now have the option to restrict pre-consent data to Adobe Analytics, and prevent it from being server-side forwarded to Adobe Audience Manager (AAM). A new implementation context variable lets you flag hits where consent has not been received. The variable, when set, prevents these hits from being sent to AAM until consent has been received. For more information, see GDPR_ePrivacy compliance and server-side forwarding.
To understand where your organization is in terms of implementing server-side forwarding, go through these validation steps:
Verify whether Experience Cloud ID (ECID) service is implemented, by inspecting the Analytics tracking request.
On the Request tab, verify that a ECID value is being set. This tells you that Identity Service is implemented correctly, which is a pre-requisite for server-side forwarding.
Verify whether you already have a version of server-side forwarding implemented, by inspecting the Analytics tracking request.
In the “Response” tab, check that the response contains Audience Manager data. If you see:
A JSON response from Audience Manager that includes items such as “postbacks” or “dcs_region”: you have some form of server-side forwarding already enabled. Continue to step 3.
The “status”:“SUCCESS”: you have the Audience Management Module implemented, but do not have server side forwarding properly configured. Continue to step 3.
A 2 x 2 image: you do not have server-side forwarding or the Audience Management Module implemented. To correct this:
AAM Customers with DIL: coordinate the following 2 items in close conjunction:
New AAM customers - install the Audience Management Module page code and continue to step 3. Data will not be sent to Audience Manager until server-side forwarding is turned on in step 3.
Verify whether you have server-side forwarding implemented at the report-suite level, rather than the legacy tracking server approach.
Server-side forwarding at the report-suite level is recommended over the legacy tracking server approach because you can control at a finer level what data gets shared from Analytics. It is also a pre-requisite for this Audience Analytics integration.
Go to Analytics > Admin > Report Suites > (select report suites) > Edit Settings > General > Server Side Forwarding. If the checkbox is:
Data will not appear in other Experience Cloud solutions, such as Audience Manager or Audiences until all 3 steps are complete. Once enabled, it will take several hours for these settings to take effect.