Server-side forwarding is designed for customers who want to share
data from Analytics to other Experience Cloud Solutions in real time. When
enabled, server-side forwarding also allows Analytics to push data to other
Experience Cloud solutions and for those solutions to push data to Analytics
during the data collection process.
Server-side forwarding improves upon data collection because it:
- Reduces calls from the page.
With server-side forwarding, customers of Audience Manager no longer need to
use DIL for data collection because it is being forwarded from Analytics.
Removing DIL means eliminating a "/event" call. Fewer calls helps improve page
load times, which makes for a better customer experience on your site.
- Lets you take advantage of
data sharing among Experience Cloud solutions.
- Conforms with our best
practices for Audience Manager code implementation and deployment.
Tip: Current Audience Manager customers who use Analytics
should migrate to server-side forwarding. New Adobe Analytics and Audience
Manager customers should implement server-side forwarding (instead of DIL) as
the default data collection and transfer method.
Prompted by the
EU cookie compliance
controllers (Analytics customers) now have the option to restrict pre-consent
data to Adobe Analytics, and prevent it from being server-side forwarded to
Adobe Audience Manager (AAM). A new implementation context variable lets you
flag hits where consent has not been received. The variable, when set, prevents
these hits from being sent to AAM until consent has been received. For more
GDPR_ePrivacy compliance and server-side forwarding
To understand where your organization is in terms of implementing
server-side forwarding, go through these validation steps:
Verify whether Experience Cloud ID (MID)service is
implemented, by inspecting the
Analytics tracking request.
Request tab, verify that a MID value is
being set. This tells you that Experience Cloud ID service is implemented
correctly, which is a pre-requisite for server-side forwarding.
Verify whether you already have a version of server-side
forwarding implemented, by
inspecting the Analytics tracking request.
In the “Response” tab, check that the response contains
Audience Manager data. If you see:
JSON response from Audience Manager that includes items
such as “postbacks” or “dcs_region”: you have some form of server-side
forwarding already enabled. Continue to step 3.
“status":"SUCCESS”: you have the Audience Management
Module implemented, but do not have server side forwarding properly configured.
Continue to step 3.
2 x 2 image: you do not have server-side forwarding or
the Audience Management Module implemented. To correct this:
Customers with DIL: coordinate the following 2 items in close conjunction:
- Remove the
DIL code and install the
Audience Management Module page code.
server-side forwarding in the Analytics Admin UI as described in step 3.
Enabling this setting before removing DIL code will duplicate data and create
additional billed server calls to Audience Manager.
- New AAM
customers - install the
Audience Management Module page code and
continue to step 3. Data will not be sent to Audience Manager until server-side
forwarding is turned on in step 3.
Verify whether you have server-side forwarding implemented at
the report-suite level, rather than the legacy tracking server approach.
Server-side forwarding at the report-suite level is
recommended over the legacy tracking server approach because you can control at
a finer level what data gets shared from Analytics. It is also a pre-requisite
for this Audience Analytics integration.
. If the checkbox is:
(You are unable to make a selection or the menu does not exist): you do not
have the selected report suites mapped to your IMS Org. Make sure that your
applicable report suites are mapped to the proper IMS Org using the
Report Suite Mapping UI.
You do not have the new server-side forwarding turned on. Read the content on
the page and then proceed with enabling the feature.
You are provisioned for new server-side forwarding. You are also able to set up
this Audience Analytics integration.
Data will not appear in other Experience Cloud solutions, such as
, until all 3 steps are
complete. Once enabled, it will take several hours for these settings to take