Identity in Data Collection

Adobe Data Collection uses identity signals to recognize returning visitors and carry context across experiences. When a visitor reaches your site, the Edge Network generates an Experience Cloud ID (ECID) and persists it in a first-party cookie. That ECID is the primary device identifier used across Adobe Experience Cloud applications and is the foundation that analytics, personalization, and audience activation build on. In your implementation, you can access the visitor’s ECID on the client side through the getIdentity command. At the datastream level, you can use Data Prep for Data Collection to map the ECID into a custom XDM field before it reaches downstream services.

The ECID identifies a device, not a person. To tie activity to a known person, you can send additional identifiers, such as a CRM ID or hashed email, alongside the ECID using the XDM identityMap. Adobe recommends setting a person-level namespace as the primary identity whenever one is available.

Beyond the default ECID, Data Collection supports additional identity signals depending on your implementation:

If you are upgrading from the Visitor API or reconciling older identity behavior, see idMigrationEnabled to migrate existing AMCV cookies.

First-party and third-party collection first-party-and-third-party-collection

The Web SDK always sets identity cookies (such as kndctr_ cookies) as first-party cookies on your domain, regardless of which endpoint receives the data collection request. The collection endpoint (the domain that your implementation sends data to) is a separate choice that affects how browsers and network policies treat the request itself.

First-party collection routes data collection requests through a domain that your organization controls (for example, data.example.com), using a CNAME that points to Adobe’s Edge Network. Because the request stays on your domain, it is less likely to be blocked by ad blockers or browser network restrictions. First-party collection is also a prerequisite for setting first-party device IDs from your own server infrastructure, which is the most durable identity strategy available. Adobe recommends using the Adobe-managed certificate program to configure first-party collection for your implementation.

Third-party collection sends requests directly to an Adobe-owned edgeDomain (such as example.data.adobedc.net). While identity cookies are still set as first-party on your domain, the request itself goes to a third-party domain, which some browsers and ad blockers can restrict.

Choose the right identity pattern choose-your-path

For help diagnosing identity issues such as visitor inflation, ECID inconsistencies, or FPID problems, see Troubleshooting identity.