One of Adobe’s big launches in 2014 was the announce­ment of Adobe Core Services which lever­age the Adobe Market­ing Cloud to create a single Adobe market­ing Visitor ID across the Cloud. We could throw more silly digital market­ing jargon at you but we’d rather get to the fun part – what does it do and how do you enable it?

What does it do?

Several features launched with the announcement of the Adobe Marketing Cloud Visitor ID:

Cookies are no longer set via HTTP Headers, they are now set via JavaScript. (http://adobe.ly/1kX54gw)
This means that first-party cookies no longer require making CNAME changes! Simply upgrade to the Visitor ID service and you’re now running a 1st party cookie solu­tion. The only item to be aware of is if you are manag­ing multi­ple domains (mysite.com, mybrandedsite.com, myunbrandedsite.com). If you are looking to tie visitor data across these domains, you will still need to go through the CNAME process.

Heart­beat Video track­ing is now avail­able for use with the Visitor ID. (http://adobe.ly/1kX56F7)
Heart­beat Video track­ing is Adobe’s latest and great­est method for track­ing video. It is priced differ­ently, so reach out to your Adobe team to make a change to your contract. However, it is meant to actu­ally save you money! Adobe real­ized customers were using tons of server calls to track video mile­stones: starts, 25%, 50%, 75%, completes, etc. Heart­beat track­ing is charged on a “stream” basis. In essence, you only get charged per video start. After the initial tag call for the video start, the new track­ing system sends a pulse of data to Adobe every 10 seconds – each of which is included in the video’s stream. So you’re not only going to save money in your contract, but you’ll have even more accu­rate Time Spent on Video data thanks to the gran­u­lar 10-second pulses.

The Adobe Audi­ence Manager tool is now respon­si­ble for setting cookies.
Adobe Audi­ence Manager is Adobe’s Data Manage­ment Plat­form and Adobe is giving a piece of its tech­nol­ogy away for free to Adobe Market­ing Cloud customers! As you can see in this diagram, Audi­ence Manager is the tech­nol­ogy behind the new Visitor ID cookies:

Adobe Marketing Cloud ID

How do I enable this?

So we’ve sold you on the Adobe Marketing Cloud Visitor ID service. Now how do you enable it? Of course, it’s painless in DTM, but does require some steps:

  1. Contact Client Care to get your Market­ing Cloud Orga­ni­za­tion ID (MCOrg ID for short). This will be a lengthy, unfriendly, alphanu­meric code assigned to your orga­ni­za­tion that ends in @AdobeOrg. There is gener­ally a 24-hour turn­around on this.
  2. Ensure your scode is up to date: AppMea­sure­ment version 1.3 or later, scode H.27 or later.
  3. If you haven’t already, migrate over to what Adobe calls “RDC” or Regional Data Collec­tion.  In essence, this means your image requests are sent to .sc.omtrdc.net instead of .2o7.net. (http://adobe.ly/1lbP7TH)
  4. Log into your Admin Console and get the VisitorAPI.js file from the Code Manager. This code can live in your scode file or in your Analyt­ics scode tool in DTM, but it must be placed at the begin­ning of the file.
  5. Config­ure your Visitor ID service:

var visitor = new Visitor(“INSERT-MCORG-ID-HERE”);
* visitor.trackingServer = “INSERT-TRACKING-SERVER-HERE”; // same as s.trackingServer*
* visitor.trackingServerSecure = “INSERT-SECURE-TRACKING-SERVER-HERE”; //same as s.trackingServerSecure*
* s.visitor = Visitor.getInstance(“INSERT-MCORG-ID-HERE”); *

  1. Add a vari­able to help report on the success of the Visitor API getting set:

s.prop1 = (typeof(Visitor) != “unde­fined” ? “Visi­torAPI Present” : “Visi­torAPI Missing”);

  1. Save to staging in DTM, or publish to your staging envi­ron­ment and test! If you followed the steps prop­erly, you’ll see an mid para­me­ter popu­lated with the Adobe tag. Ghostery will also show that Media Opti­mizer (Adobe) is a tag on your page.

Don’t forget to test prop­erly – this is a big change! Once done testing and you’re good to go – you’re now playing with Visitor ID power!