AMO EF ID
The AMO EF ID is an ad click identifier used in Adobe Advertising integrations. It is a unique token that Adobe Advertising uses to associate activity with an online click or ad exposure at a visitor level. The dimension is automatically created when enabling the Analytics for Advertising integration.
Populate this dimension with data
This dimension is populated automatically by the Analytics for Advertising integration; there is no variable to set.
This dimension collects its values in multiple ways:
- For click-through traffic, data is collected from the
ef_idquery string parameter in the Page URL, usually on the page through which ad-driven traffic enters the site. - Click-through traffic can also be captured when the URL does not contain tracking codes, but the Adobe Advertising JavaScript detects a click within the prior two minutes.
- For supported view-through traffic, Adobe Advertising supplements values on the backend using a supplemental ID (
SDID).
Dimension items
Dimension items include ad click identifiers generated by supported advertising networks. The string format depends on the network and channel that generated it.
Google Ads search ads
{gclid}:G:{s}
gclid: The Google click ID (GCLID).s: The network type ("s"for search).
Microsoft Advertising search ads
{msclkid}:G:{s}
msclkid: The Microsoft click ID (MSCLKID).s: The network type ("s"for search).
Display ads and search ads on other search engines
{amovid}:{ts}:{channel}
-
amovid: The Adobe Advertising visitor ID, also known as the surfer ID. -
ts: The timestamp generated by Adobe Advertising. -
channel: The channel type responsible for the click or exposure:d: A click on a DSP display ad (display click-through).i: An impression on a DSP display ad (display view-through).s: A click on a search ad (search click-through).
Examples
CjwKCAiAkbbMBhB2EiwANbxtbb9L573Dys0rjTDqcMo3x7tv2yEfh1RGb8exG9N892NoMqAzMBEGmhoCWxwQAvD_BwE:G:s
06207ca63ae6f4fa832197585547393c:20260301111101:i
WcmibgAAAHJK1RyY:1551968087687:d