Implement opt-out links

Last update: 2024-02-21
  • Created for:
  • Developer

This article provides Adobe Analytics customers who (are planning to) implement Adobe Analytics on their website with instructions on how to provide website users with opt-out links.

If you are visiting a website that has implemented Adobe Analytics, and you want to opt out, this article is NOT for you. Please see Adobe Privacy Choices to control how Adobe uses your information.

Some visitors to your website prefer not to have their browsing information included in your data set. Adobe offers the ability to provide visitors to your website a means to opt out of their information being analyzed.

Opt-out links are a way that you can allow visitors to your website to omit their data from Analytics reporting. These links are limited to AppMeasurement implementations; Adobe recommends using the Adobe Experience Cloud Opt-in service instead. The Opt-in service is more robust and works across multiple Adobe Experience Cloud products, including Adobe Analytics and AppMeasurement.

When a visitor reaches an opt-out URL, they are prompted to install an opt-out cookie. If a user chooses not to be tracked and an opt-out cookie is set, AppMeasurement continues to send data to Adobe. However, that data is not processed or included in reports.


Adobe also offers privacy settings on a per-report suite basis. See Privacy Settings in the Admin user guide.

Opt-out URL

The opt-out page for your organization depends on the trackingServer variable value in your implementation.

  • In the Analytics extension:

    1. Log in to Adobe Experience Platform Data Collection using your AdobeID credentials.
    2. Click the desired tag property.
    3. Click the Extensions tab, then click Configure under Adobe Analytics.
    4. Click the General accordion, and note the Tracking Server value.
  • In a JavaScript implementation:

    1. On your web server, open the AppMeasurement.js file used on your site in a code or text editor.
    2. Note the trackingServer variable value.
  • Using the Adobe Experience Cloud Debugger:

    1. Navigate to your site using the Chrome browser.
    2. Open the Experience Cloud Debugger, then go to the Network tab.
    3. Note the Request URL - Hostname value.

Once you have found your implementation’s trackingServer domain, append the path /optout.html to the end. For example:

  • Third-party cookies:
  • First-party cookies:

Opt-out query string parameters

There are settings that you can automatically load onto this page by using query strings.


Automatically switch the language of the opt-out page by including the locale query string parameter. Assign this query string parameter one of the following values:

  • en_US (English, default)
  • bg_BG (Bulgarian)
  • zh_CN (Simplified Chinese)
  • zh_TW (Traditional Chinese)
  • cs_CZ (Czech)
  • da_NK (Danish)
  • nl_NL (Dutch)
  • et_EE (Estonian)
  • fi_FI (Finnish)
  • fr_FR (French)
  • de_DE (German)
  • el_GR (Greek)
  • it_IT (Italian)
  • jp_JP (Japanese)
  • ko_KR (Korean)
  • lv_LV (Latvian)
  • lt_LT (Lithuanian)
  • nb_NO (Norwegian)
  • pl_PL (Polish)
  • pt_BR (Portuguese)
  • sk_SK (Slovak)
  • es_ES (Spanish)

For example, loads the opt-out page in Korean.

Adds a ‘Close Window’ button to the page, allowing the potential to make the opt-out page a popup window. Use the popup query string parameter, and give it a value of 1.

For example, loads the opt-out page with a ‘Close Window’ button.


Historically this query string parameter forced a popup window. However, most modern browsers give control around popups to the end user.

Single click opt-out

Allows the user to immediately opt out of tracking. Add the two query string parameters opt_out and confirm_change, giving each a value of 1.

For example, immediately installs the opt-out cookie on the visitor’s page.

Single click opt-in

Allows the user to immediately opt back in to tracking by deleting the opt-out cookie. Add the two query string parameters opt_in and confirm_change, giving each a value of 1.

For example, immediately deletes the opt-out cookie for the visitor.

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