Prerequisites and Key Information for Implementing Analytics for Advertising

Advertisers with Advertising DSP and Advertising Search, Social, & Commerce

Review the following information before you integrate Adobe Advertising with Adobe Analytics.

Requirements for Reporting Adobe Advertising Data in Analytics

  • Either of the following:

    • Adobe Experience Platform Web SDK: alloy.js
    • Experience Cloud Identity Service: visitorAPI.js version 2.0 or higher
  • Any version of Adobe Analytics (including Prime, Premium, or Ultimate)

  • Adobe Analytics: appMeasurement.js version 2.1 or higher

  • (Advertising DSP customers) An Advertising DSP JavaScript snippet deployed in your webpages to track view-through visits.

To improve data fidelity, use the most recent version of each library.

Requirements for Sharing Analytics Segments with Adobe Advertising

  • Experience Cloud Identity Service: visitorAPI.js version 2.1 or higher
  • Adobe Analytics: appMeasurement.js version 1.8 or higher

Requirements for Reporting Analytics Data in Adobe Advertising

Provide the Adobe Advertising implementation team with the following:

  • The Analytics report suite ID to use for reporting on paid media activity and for feeding site activity for optimization and reporting in Adobe Advertising
  • The company’s Experience Cloud Organization ID (Org ID).

You can find both of these IDs on the Summary tab of the Adobe Experience Cloud Debugger.

Experience Cloud Debugger Summary screen

Analytics Data in Adobe Advertising lookback-a4adc

Because Analytics data is sent to Adobe Advertising for reporting and optimization, the data is subject to the attribution rules, including the impression and click lookback windows, that are configured for the advertiser in Adobe Advertising.

advertiser-level lookback window settings in Adobe Advertising

  • Adobe Advertising attribution click lookback window: The number of days after the first click occurs in which the click can be attributed to a conversion. By default, this value is 60 days; the maximum is 90 days

  • Adobe Advertising attribution impression lookback window: The number of days after an ad impression occurs in which the impression can be attributed to a conversion. By default, this value is 14 days; the maximum is 30 days

    note note
    The impression lookback window is specific to Adobe Advertising, not Analytics for Advertising, reporting.

The Analytics for Advertising JavaScript uses these settings to determine how far back to consider a view-through entry or click-through entry to the site as valid. For more information about how view-throughs and click-throughs are determined, see “Adobe Advertising IDs Used by Analytics.”

Adobe Advertising Data in Analytics

Analytics sets Adobe Advertising IDs (AMO IDs) within the Analytics hit, subject to the advertiser’s eVar persistence setting, which applies to both click-throughs and view-throughs. The persistence setting is configured on the Adobe Advertising back end, and your Adobe Account Team can change it.

  • Analytics for Advertising eVar expiration: 60 days by default for AMO IDs
To segment data for a different timeframe, you can set up custom segments with different lookback windows within Analysis Workspace.

Supported Ad Environments

  • Search
  • Display
  • Video
  • Online Video
  • Native

Contact your Adobe Account Team for the latest supported ad environments in each channel.

Things to Know Before You Implement

  • The Adobe Advertising implementation team sets up the integration.

  • No additional costs are billed for this integration, nor do server calls result in additional Analytics or Adobe Advertising fees.

  • Analytics for Advertising is ad server-agnostic: a view-through or click-through may occur from any ad server, and the proper IDs are generated upon site entry.

  • The integration passes only Analytics standard and custom events to Adobe Advertising for bid optimization of subsequent paid media and advertising efforts. It doesn’t pass Analytics segments, calculated metrics, and eVars to Adobe Advertising for bid optimization.

  • Adobe Advertising creates persistent IDs within Analytics based on the last advertisement clicked or viewed before the user enters the site, based on the click and view-through lookback windows configured in Adobe Advertising. If a site visitor has both types of site entry interactions within their profile, and the click is within the lookback period, then the visitor’s click-through ID overrides the view-through ID for site reporting.

  • Analytics for Advertising conversion tracking in Adobe Analytics uses a configurable tracking lookback window (60 days by default). Adobe Advertising reports reflect site conversions and engagement through the end of this tracking lookback window.

  • All ad types are supported. However, not all ad environments are supported.

    For example, connected TV (CTV) ads aren’t tracked because no clicks occur in CTV and no conversions can occur on the same device. However, if the ad is viewed within a desktop environment, then some view-through site entry data may be tracked.

  • Analytics conversions are currently tracked and attributed only to a visitor on the same device.

  • Analytics for Advertising doesn’t support in-app view-through conversions.

  • View-through tracking isn’t supported for advertisers using a server-side forwarding implementation of Analytics.

Supplemental ID

Once the Experience Cloud Identity Service is implemented for a site, hits that contain data from Analytics or Adobe Advertising contain a supplemental ID.

Example: sdid=2F3C18E511F618CC-45F83E994AEE93A0

For accurate data integration, all Adobe Advertising calls used by an Analytics for Advertising activity to deliver content or record the goal metric must have a corresponding Analytics hit that shares the same supplemental ID.

When you’re troubleshooting in Analytics, be sure to confirm that the supplemental ID is present for Analytics hits. In the Adobe Experience Cloud Debugger, you can see this ID in the Adobe Advertising tab as the sdid parameter.

This implementation works similarly to the Analytics for Target integration.