Visitor Identification, Segmentation and Transformation Architecture (VISTA) is a server-side approach to populating report variables. VISTA uses visitor segmentation rules to create real-time segmentation of all online data. These rules enable you to alter or segment data in nearly any way that you choose, without the need for implementing complex logic on your site. An unlimited number of visitor segmentation rules can be defined with VISTA.

For example, suppose you want to segment traffic where eVar1 = "News" to Report Suite A, and send all other traffic to Report Suite B. VISTA can perform this logic automatically for all server calls received.

VISTA processing occurs after data is collected but before it displays in marketing reports, data warehouse, ASI, or ad hoc analysis. Server-side data manipulation is done as the data comes in through the image request.

Note: VISTA rules are not retroactive in marketing reports and cannot reprocess historical data to apply logic to existing reports. However, you can apply VISTA rules to ASI slots so that this logic is applied to key segments. ASI also allows you to apply segments to historical data, so in effect it is possible to use ASI to apply VISTA rules to historical data.

VISTA rules can act on data in the HTTP header as well as any data element sent in the code. Your implementation consultant works with you to define VISTA rules and to create a specification from which the rule is programmed and tested.


VISTA can be used to perform the following.

  • Segment data into separate report suites by domain names, URL patterns, or directories.
  • Segment data based on user-related data, such as the value of a cookie (if the cookie value is passed in a variable), IP address, operating system, browser type or version, or the value of any variable populated via implementation.
  • Separate or copy data into multiple report suites.
  • Use JavaScript variable values as a lookup value in a database (referred to as a database VISTA rule) to dynamically apply changes to data based on values passed into Analytics.

Implementing server-side VISTA rules within the reporting architecture is perfect for websites that cannot implement complex logic within their own web architectures. VISTA rules are programmed and stored in one central location, so updates can be made quickly and easily. This is perfect for large, distributed sites and companies with various subsidiary divisions where rolling out site changes and new processing rules is often laborious and time-consuming.

Common VISTA Rules

Deploying and updating VISTA rules is done by Adobe's Engineering Services, which works with you to understand your business needs and to craft a rule that addresses these needs. Adobe charges an additional fee to implement VISTA rules. To discuss the many possibilities that VISTA offers, contact your Adobe Account Manager.