DocumentationAnalyticsComponents Guide

AMO ID

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

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The AMO ID is a collection of concatenated identifiers used in Adobe Advertising integrations. Values stored in this dimension are automatically organized into separate, more human-readable classification dimensions for use in Analytics reporting. 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 s_kwcid 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).

Dimension items

Dimension items include AMO IDs, also called s_kwcid values. The exact format depends on whether traffic originated from DSP or from Search, Social, & Commerce. AMO IDs are less granular than EF IDs and are primarily used for classifications and ingestion of Adobe Advertising metrics in Analytics.

DSP

AC!{ad key}!{placement key}
  • AC: Indicates the display channel.
  • ad key: Adobe Advertising-generated alphanumeric identifier for the ad.
  • placement key: Adobe Advertising-generated alphanumeric identifier for the placement.

Example value:

AC!iIMvXqlOa6Nia2lDvtgw!GrVv6o2oV2qQLjQiXLC7

Search, Social, & Commerce ads

Search, Social, & Commerce AMO IDs begin with AL, followed by the advertiser user ID, the ad network account ID, then network-specific identifiers. Shared ad network account IDs include:

  • 3: Google Ads
  • 10: Microsoft Advertising
  • 45: Meta
  • 86: Yahoo! Display Network
  • 87: Naver
  • 88: Baidu
  • 90: Yandex
  • 94: Yahoo! Japan Ads
  • 105: Yahoo Native (deprecated)
  • 106: Pinterest (deprecated)

Google Ads uses two related formats. Newer accounts can include campaign ID and ad group ID, which supports campaign- and ad group-level reporting for Performance Max and drafts/experiments campaigns.

AL!{user}!3!{creative}!{matchtype}!{placement}!{network}!{product partition}!{keyword}[!{campaign id}!{ad group id}]
  • creative: Google Ads creative ID.
  • matchtype: Keyword match type (e for exact, p for phrase, b for broad).
  • placement: Domain on which the ad was clicked.
  • network: Network on which the click occurred (g for Google search, s for a search partner, d for display).
  • product partition: Product group ID for product ads.
  • keyword: Triggering keyword on search sites, or best-matching keyword on content sites.
  • campaign id: Google Ads campaign ID, when present.
  • ad group id: Google Ads ad group ID, when present.

For dynamic search ads, the keyword field is populated with the auto target.

Example:

AL!1234!3!569345525675!e!!g!!adobe express!15557590691!136734402131

Microsoft Advertising

AL!{user}!10!{ad id}!!!!{keyword/order item id}!!{campaign id}!{ad group id}
  • ad id: Microsoft Advertising creative ID.
  • keyword/order item id: Microsoft Advertising keyword ID.
  • campaign id: Microsoft Advertising campaign ID.
  • ad group id: Microsoft Advertising ad group ID.

Legacy Microsoft formats can still exist for some non-migrated accounts.

Example:

AL!1234!10!79577297926903!!!!79577437127536!!291647087!1273234845019564

Baidu

AL!{user}!88!{creative}!{placement}!{keyword id}
  • creative: Baidu creative ID.
  • placement: Website on which the ad was clicked.
  • keyword id: Baidu keyword ID.

Yahoo! Japan Ads

AL!{user}!94!{creative}!{matchtype}!{network}!{keyword}
  • creative: Yahoo! Japan Ads creative ID.
  • matchtype: Keyword match type (be exact, bp phrase, bb broad).
  • network: Network on which the click occurred (n native, s search).
  • keyword: Triggering keyword.

Yandex

AL!{user}!90!{ad id}!{source type}!!!{phrase id}
  • ad id: Yandex creative ID.
  • source type: Site type on which the ad was displayed (b search, c context/content, ct category).
  • phrase id: Yandex keyword ID.

Classifications

When enabling the Analytics for Advertising integration, the following classifications are automatically created. Classification values are automatically maintained by the integration.

Classification
Description
DSP
Search,
Social, &
Commerce
Account
The account name.
✓
✓
Ad Display URL
The URL displayed in the ad.
✓
Ad Description
The ad description (DSP) or ad body (Search, Social, & Commerce).
✓
✓
Ad Destination URL
The destination URL for the ad.
✓
Ad Group
The ad group name.
✓
Ad Platform
The advertising DSP or search engine name.
✓
✓
Ad Title
The ad type (DSP) or ad title (Search, Social, & Commerce).
✓
✓
Ad Type
The ad type, such as text, video, display, or native.
✓
✓
AdCloud Attribute 1 -
AdCloud Attribute 5
Placeholder classifications reserved for future custom attributes. Not currently in use.
Campaign
The campaign name.
✓
✓
Creative Experience Name
Name of the creative experience associated with the ad interaction, representing a group of creative variations used in testing or personalization.
✓
Creative Branch Name
Name of the branch within a creative experience that represents a specific variation or path in the creative experiment.
✓
Creative Branch ID
Unique identifier assigned to a creative branch within a creative experience.
✓
Creative Name
Name of the specific ad creative asset that was served to the user.
✓
Creative Variant Name
Name of the specific variant of a creative used within a creative experience or branch.
✓
Keyword
The keyword.
✓
Keyword Match Type
The keyword and match type.
✓
Landing Type
Whether the landing page entry was a view-through or a click-through.
✓
✓
Match Type
The search match type.
✓
Network
RTB (DSP) or the ad network name (Search, Social, & Commerce).
✓
✓
Optimization
The package name (DSP) or portfolio name (Search, Social, & Commerce).
✓
✓
Placement
The placement name.
✓
Product Target
The product target for a product listing ad.
✓
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