Adobe Advertising IDs Used by Analytics

A view-through entry is captured when a user visits the site after viewing an ad but not clicking it. Analytics records a view-through if two conditions are met:

• The visitor has no click-throughs for a DSP or Search, Social, & Commerce ad during the click lookback window.

• The visitor has seen at least one DSP ad during the impression lookback window. The last impression is passed as the view-through.

A click-through entry is captured when a site visitor clicks an ad before entering the site. Analytics captures a click-through when either of the following conditions occurs:

• The URL includes an EF ID and AMO ID as added to the landing page URL by Adobe Advertising.

• The URL contains no tracking codes, but the Adobe Advertising JavaScript code detects a click within the last two minutes.

<Adobe Advertising visitor ID> is a unique ID per visitor (such as UhKVaAAABCkJ0mDt). Also called the surfer ID.

<timestamp> is the time in the format YYYYMMDDHHMMSS (such as 20190821192533 for Year 2019, Month 08, Day 21, Time 19:25:33).

<channel type> is the channel type responsible for the click or exposure:

• d for a click on a DSP display ad (display click-through)
• i for an impression of a DSP display ad (display view-through)
• s for a click on a Search ad (search click-through).

(Recommended) When the server-side insertion feature is implemented.

• DSP customers: The pixel server automatically appends the s_kwcid parameter to your landing page suffixes when an end user views a display ad with the Adobe Advertising pixel.

• Search, Social, & Commerce customers:

  • For Google Ads and Microsoft Advertising accounts with the Auto Upload setting enabled for the account or campaign, the pixel server automatically appends the s_kwcid parameter to your landing page suffixes when an end user clicks an ad with the Adobe Advertising pixel.

  • For other ad networks, or Google Ads and Microsoft Advertising accounts with the Auto Upload setting disabled, manually add the parameter to your account-level append parameters, which append it to your base URLs.

When the server-side insertion feature isn’t implemented:

• DSP customers: The JavaScript code automatically records click-throughs and view-throughs. When a browser doesn’t support third-party cookies, you can still track click-based conversions for the following ad types:

  • For Flashtalking ad tags, manually insert additional macros per “Append Analytics for Advertising Macros to Flashtalking Ad Tags.”

  • For Google Campaign Manager 360 ad tags, manually insert additional macros per “Append Analytics for Advertising Macros to Google Campaign Manager 360 Ad Tags.”

• Search, Social, & Commerce customers:

  • For (Google Ads and Microsoft Advertising) ads, manually add the AMO ID parameter to your landing page suffixes, ideally at the account level unless different tracking for individual account components is necessary.

  • For ads on all other ad networks, manually add the AMO ID parameter to your account-level append parameters, which append it to your base URLs.

AC indicates the display channel.

{TM_AD_ID} is the Adobe Advertising-generated alphanumeric ad key. It’s used an unique identifier for an ad and serves as a key for translating Adobe Advertising entity metadata into readable Analytics dimensions.

{TM_PLACEMENT_ID} is the Adobe Advertising-generated alphanumeric placement key. It’s used an unique identifier for a placement and serves as a key for translating Adobe Advertising entity metadata into readable Analytics dimensions.

AL indicates the search channel.

{userid} is a unique user ID assigned to the advertiser.

{sid} is replaced by the numeric ID for the advertiser’s ad network account: 3 for Google Ads, 10 for Microsoft Advertising, 45 for Meta, 86 for Yahoo! Display Network, 87 for Naver, 88 for Baidu, 90 for Yandex, 94 for Yahoo! Japan Ads, 105 for Yahoo Native (deprecated), or 106 for Pinterest (deprecated).

Accounts that use the latest AMO ID format, which supports campaign- and ad group-level reporting for performance max campaigns and drafts and experiments campaigns:

s_kwcid=AL!{userid}!{sid}!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}!{campaignid}!{adgroupid}

All other accounts:

s_kwcid=AL!{userid}!{sid}!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}

Search campaigns:

s_kwcid=AL!{userid}!{sid}!{AdId}!{OrderItemId}

Shopping campaigns (using Microsoft Merchant Center):

s_kwcid=AL!{userid}!{sid}!{AdId}!{CriterionId}

Audience network campaigns:

s_kwcid=AL!{userid}!{sid}!{AdId}