DocumentationAnalyticsComponents Guide

AMO EF ID

Last update: Wed Mar 18 2026 00:00:00 GMT+0000 (Coordinated Universal Time)

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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 collects its values in multiple ways:

  • For click-through traffic, data is collected from the ef_id query 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).
NOTE
EF IDs are case-sensitive. If your implementation forces URL tracking to lowercase, then Adobe Advertising does not recognize the EF ID.

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.

{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
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46b8682c-fda6-4669-9355-1a44923e549e