Using Adobe Advertising IDs to Create Marketing Channels Processing Rules
Advertisers with an Adobe Advertising-Adobe Analytics Integration Only
You can use Adobe Advertising IDs (AMO ID and EF ID) to configure Marketing Channels processing rules in Adobe Analytics. Use Adobe Advertising IDs for rules specific to your Adobe Advertising campaigns.
The AMO ID in Processing Rules
The AMO ID is the primary tracking code used to report Adobe Advertising data within Analytics. The AMO ID is a concatenation of dynamic values managed by Adobe to provide granular reporting within Analytics. It’s stored in an Analytics eVar or rVar dimension (AMO ID). The AMO ID can be set in Analytics in two ways:
- Click-through tracking: Adobe Advertising sets the
s_kwcidquery string parameter in a link, and Analytics picks up the parameter from the landing page URL when a click-through occurs. - View-through tracking (DSP Only): The Last Event Service detects a view-through on the server side and sends the AMO ID to Analytics. In this case, the URL doesn’t contain a
s_kwcidparameter.
The dynamic values within AMO IDs indicate the marketing channel that was tracked:
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The prefix in the AMO ID can be used to identify the top-level channel within Marketing Channels.
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Character phrases in the body of the AMO ID indicate a more specific campaign type.
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The suffix “vt” is present for DSP view-through traffic and can be used to create separate click-through and view-through DSP channels.
The rest of the AMO ID can be ignored.
Examples of Processing Rules That Use the AMO ID
The Marketing Channels processing rule for the Paid Search channel might look like this:
The Marketing Channels processing rule for the YouTube Video Ads channel might look like this:
The EF ID in Processing Rules
The AMO EF ID (EF ID) is the second tracking code used in the Analytics for Advertising integration. Its primary purpose is to track and pass Analytics event data into Adobe Advertising. Every time a click-through or a view-through occurs, a unique EF ID is generated, even if it is the exact same ad for the same visitor. The EF ID is not used in the Analytics reporting user interface because it typically exceeds the 500k unique values per variable limit in Analytics, making it unusable for reporting. The Adobe Advertising metrics and metadata are not applied to the EF ID; they are applied only to the AMO ID. The added granularity of tracking is required for campaign optimization in Adobe Advertising, so both IDs are required.
Although the EF ID dimension isn’t used directly in Analytics reporting, the EF ID can be useful in creating marketing channels. The EF ID suffix indicates the channel (display or search) and whether the visit was driven by a click-through or a view-through. The delimiter in the EF ID is a colon, rather than the exclamation point in the AMO ID.
Examples of Processing Rules That Use the EF ID
Display Click-through Rule
Create a Display click-through marketing channel by capturing only click-throughs. Because the AMO ID is the same for both click-throughs and view-throughs, this rule uses the EF ID variable and the ef_id query string parameter.
Sometimes click-throughs are tracked through the URL (the default). In other cases, click-throughs are tracked through the Last Event Service on the server side, and therefore the URL doesn’t contain the ef_id parameter. The rule therefore checks for conditions in which the EF ID variable or the ef_id query string parameter ends with “:d”. Use the “Any” operator because you want this rule to be triggered for either condition.
Display View-through Rule
To create a Display view-through channel, create a rule in which the EF ID ends with “:i”. Because the visitor didn’t click the ad, the view-through tracking doesn’t include the ef_id or s_kwcid in the URL, so the rule requires only one condition.
