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:
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:
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:
- 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.
- Ensure your scode is up to date: AppMeasurement version 1.3 or later, scode H.27 or later.
- 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)
- 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.
- 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”); *
- Add a variable to help report on the success of the Visitor API getting set:
s.prop1 = (typeof(Visitor) != “undefined” ? “VisitorAPI Present” : “VisitorAPI Missing”);
- 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!