Adobe Journey Optimizer (AJO) – Offer Capping is applied at profile level in Hub Instead of identity-level
You can observe differences in offer capping behavior depending on the decisioning channel. In Edge decisioning, capping is applied per identity (for example, CRMID or ECID), while in Hub (AJO/ODE batch decisioning) it is applied at the unified profile level across all stitched identities. As a result, once the cap is reached for a profile in Hub, fallback offers can be returned even if a different identity is used.
Description description
Note: This behavior is functioning as designed and depends on the decisioning channel used.
Environment:
- Adobe Journey Optimizer (AJO) Decisioning / ODE Hub (batch decisioning)
- Edge Decisioning (real-time offer retrieval)
Issue/Symptoms:
- Offer reaches its capping limit when delivered using one identity.
- Subsequent requests using a different identity for the same profile return fallback offers.
- Capping appears to be shared across identities in Hub decisioning.
- Capping behaves independently per identity when using Edge decisioning.
Root cause:
The capping mechanism differs by decisioning channel:
- ODE Hub (AJO Decisioning): Capping is profile-scoped, meaning all stitched identities of a profile share a single counter.
- Edge Decisioning: Capping is identity-scoped, meaning each primary identity (namespace + ID) maintains a separate counter.
On Edge, capping counters are retrieved directly from the Decisioning Service using the primary identity in the request, rather than from the unified profile store.
How to confirm
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Check whether the offer request is routed through Edge or Hub decisioning.
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Review capping behavior when switching identities for the same profile.
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Verify whether counters are shared across identities (Hub) or tracked independently per identity (Edge).
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Inspect request routing (Edge vs Hub) using network logs or API endpoints.
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For more information, see:
Resolution resolution
The decisioning behavior cannot be changed through a configuration setting. It depends on how offers are delivered.
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Hub decisioning (AJO journeys, batch delivery):
- Capping is enforced at the profile level.
- This behavior cannot be modified.
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Edge decisioning (real-time API or SDK requests):
- Capping is enforced at the identity level.
- Offers must be retrieved using the Edge Decisioning API or Experience Platform Web SDK.
Important: There is no UI option in Adobe Journey Optimizer to switch between these modes. To use identity-level capping, the implementation must retrieve offers through the Edge network instead of AJO journeys or batch workflows.