Adobe Analytics Destination

Segment makes it easy to send your data to Adobe Analytics (and lots of other destinations). Once you've tracked your data through our open source libraries we'll translate and route your data to Adobe Analytics in the format they understand. Learn more about how to use Adobe Analytics with Segment.

Getting Started

After you toggle on Adobe Analytics (formly known as Omniture/Sitecatalyst) in Segment, you can start sending data to a report suite. You can send data with any of our libraries. When you send events via our mobile SDKs or server-side libraries, we translate that data into XML format and pass it to Adobe Analytics’ Data Insertion API.

Our server-side Adobe Analytics destination provides support for Adobe Mobile Services “states”, “actions”, and lifecycle events, metrics, and dimensions.

Events tracked in client-side javascript are sent directly from the browser using Adobe Analytics’ Appmeasurement.js library by default. However, you may enable the Cloud-Based Connection Mode in the Segment app if you would prefer to send data via our servers.

The following documentation provides detailed explanation of how both destination components work (Device-Based and Cloud-Based). For FAQs relating to client vs server-side tracking, unique users, identifiers, etc, please be sure to view the bottom of this page!

Device-Based (data sent via analytics.js)


When using Adobe Analytics through analytics.js, we will check if you already have global properties such as window.s_account or any properties on the window.s object and use them. However, in the absence of any of these values, we will fallback on the Report Suite ID, Tracking Server URL, and Tracking Server Secure URL (optional) you have defined in the destination settings inside Segment.

Once these required properties are set, we will load appmeasurement.js version 1.6.

Marketing Cloud Visitor ID Service

If you’d like to use Adobe’s Marketing Cloud Visitor ID Service, please provide Segment with your Marketing Cloud Organization ID in the advanced options inside Segment.

Our analytics.js destination will load their visitorAPI.js library, but will not initialize it unless you provide your Marketing Cloud Organization ID. If you do, we will set window.s.visitor with the return value from window.Visitor.getInstance(<Your Marketing Cloud Org Id>). See their documentation for more information.

Note: We load visitorAPI.js in the same script as appmeasurement.js because Adobe Analytics requires synchronous execution of the two scripts. Using the visitor API is optional but for those who do, we make it available on the page.


By default, the Segment snippet includes an empty page call. When page is called, there’s a few things that will happen:

  1. Set window.s.pageName to whatever the name of the page call was. This means that by default, the Segment .page() call will set this property as undefined since no parameters were passed. If you include a name such as .page('Home'), we will set window.s.pageName to 'Home'.

    Note: If no name is passed, Adobe Analytics will by default fallback to displaying the url as the name of the page.

  2. Set to the name from your .page(<name>) call

  3. Check if page call is associated with a userId from a previous .identify() call. If so, we will set the userId as window.s.visitorID.

    IMPORTANT: Note that Adobe Analytics does not support setting vistorID if you are sending a timestamped hit. So we will only set window.s.visitorID if your Timestamp Option is disabled and a userId exists on the event.

  4. Check for some common properties such as the following and set them on the window.s object:

    • channel
    • campaign
    • state
    • zip

    First respect the properties you have sent via the .page() call. Thus an example page call in order to set the four properties above would be:{
     channel: 'Laptops',
     campaign: '0813',
     state: 'RI',
     zip: '02818'

    For campaign, we will respect our spec and check first before checking properties.campaign.

    Alternatively, if you had already set any of these four properties on your existing Adobe Analytics instance on the page (, window.s.campaign, etc.), we will fallback on that as the default value. This allows you easily set a default values for all your web pages but be able to programmatically change them per page if needed.

  5. If your Timestamp Option is either Timestamp Enabled or Timestamp Optional, we will attach the timestamp to window.s.timestamp. Please make sure that this setting is inline with your actual timestamp setting inside Adobe Analytics for the same Report Suite ID.

  6. Check if any of the page call’s properties have been mapped to any custom Adobe Analytics variables such as eVar, props, and hVar.

    Given the mapping setting below:

    If you call the following page call:{
     browser: 'chrome',
     searchTerm: 'swim shorts',
     section: 'swimwear'

    Set the following properties on the window.s object:

    • window.s.prop1 = 'chrome'
    • window.s.eVar7 = 'swim shorts'
    • window.s.eVar3 will be set to the url of the page where the call was made (.page() automatically sets a url property)
    • window.s.hier1 = 'swimwear'

7) Finally we will flush the pageview request to Adobe Analytics using window.s.t().


Required Prerequisite Steps

Event tracking for Adobe Analytics through Segment requires you to predefine which events you want to collect.

You must predefine in both Adobe Analytics and Segment destination settings UI a list of .track() events you want to send and which properties you want to send as custom variables.

This means that you must map each event and property to a corresponding Adobe Analytics event, prop, or eVar.

Here is an example of how you might map the custom variables in Segment:

Given the settings above, if you make a sample .track() call below:

analytics.track('Watched Video', {
  plan: 'free',
  videoName: 'The Uptick'

The following will happen:

  1. Check if the Segment event name, 'Watched Video', is mapped in your Segment settings. If it is, set window.s.linkTrackEvents and to its corresponding Adobe Analytics event name, 'event1'. If no matching event name is found in the Segment settings, do nothing and abort.

  2. Attach timestamp to window.s.timestamp if your Timestamp Option setting inside Segment is either Timestamp Enabled or Timestamp Optional.

  3. Update common variables such as channel, campaign, state, zip if their corresponding properties were included in the event or on your window.s object.

  4. Check if the Segment event name, Watched Video is mapped to an eVar. Since it is in the example case above, set window.s.eVar3 as 'Watched Video'.

  5. Check if any of the properties are mapped to either a prop, eVar, or hVar. Thus for the example above, set window.s.prop1 as 'free' and window.s.eVar4 as 'The Uptick'.

  6. Automatically try to set window.s.pageName to the following values, in order of precedence:

    • properties.pageName (for backward compatibility)
    • options.pageName (if you already have window.s.pageName defined on the web page)
    • (which is automatically tracked by our analytics.js library)

    Since will always be populated, at the very minimum window.s.pageName will always be set to the value inside your <title> tag of the page where the .track() call was fired.

  7. Set window.s.linkTrackVars, which is a joined string of variable keys delimited by a comma. The example above would produce a value of 'eVar3,events,pageName,timestamp,eVar3,prop1'. This tells Adobe Analytics which properties on the window.s object they should send along with this event.

  8. Finally, we will flush the request to Adobe Analytics via, 'o', 'Watched Video')

    Note: true sets a 500ms delay to give your browser time to flush the event. It also signifies to Adobe that this event is something other than a href link. The 'o' stands for 'Other', as opposed to 'd' for 'Downloads' and 'e' for 'Exit Links'. The final parameter is the link name you will see in reports inside Adobe Analytics.

Ecommerce Events

The Adobe Analytics destination works with our standard Ecommerce API.

The following mapping between semantic ecommerce events for Segment and Adobe Analytics are supported:

Segment Event NameAdobe Analytics Event Name
Product ViewedprodView
Product AddedscAdd
Product RemovedscRemove
Cart ViewedscView
Checkout StartedscCheckout
Order Completedpurchase

For any of the above ecommerce events, data is sent similarly to .track() events. The difference here is that you do NOT need to predefine these Segment event names in the Segment settings. The above ecommerce events will automatically be mapped and sent to Adobe Analytics.

Note: Ecommerce relevant properties such as orderId, products will be sent automatically. However, if you want to attach custom properties to Adobe’s eVar, prop or hVar, you need to predefine them in the Segment settings. (just the properties, no need to map the event names, unless you want the event name to be set to an eVar).

For all ecommerce events listed, we will send product description data to Adobe Analytics.

Given the sample Order Completed Segment event:

analytics.track('Order Completed', {
 orderId: '50314b8e9bcf000000000000',
 total: 30.00,
 revenue: 25.00,
 shipping: 3.00,
 tax: 2.00,
 discount: 2.50,
 coupon: 'hasbros',
 currency: 'USD',
 products: [
     id: '507f1f77bcf86cd799439011',
     sku: '45790-32',
     name: 'Monopoly: 3rd Edition',
     price: 19,
     quantity: 1,
     category: 'Games'
     id: '505bd76785ebb509fc183733',
     sku: '46493-32',
     name: 'Go Pro',
     price: 99,
     quantity: 2,
     category: 'Electronics'
  1. Set window.s.products with the product description string.

    The product description is a semi-colon delimited string per product which is additionally delimited by commas if you have multiple products. The string format per product is [category];[name];[quantity];[total]. Total is calculated by multiplying price and quantity for each product.

    Note: you can optionally choose whether to map the name, sku, or id for each of item in the products array. So one could alternatively send product descriptions with [category];[sku];[quantity];[total]. Select the mapping via the Product Identifier dropdown under Advanced Options in your Adobe Analytics Segment settings. name is the default identifier.

    Thus the above example would set window.s.products to 'Games;Monopoly: 3rd Edition;1;19,Electronics;Go Pro;2;99'.

    Note that the default fallback values for quantity and price is 1 and 0, respectively.

    Important: If any of the items in the products array have property values that include commas or semi-colons, you may have data issues since Adobe Analytics uses them as delimiters.

  2. Update common variables such as channel, campaign, state, zip, and pageName. These values will be set if they exist at the property level, your existing Adobe Analytics variables already attached on the window.s object, or (for pageName).

  3. Set with the corresponding Adobe Analytics naming convention. The example above wouild set this as 'purchase'.

  4. Check if the event name is mapped as an eVar and if so, set it on the window.s.

  5. Check if any other top level properties (not the custom properties at the item level inside products array) have been mapped to a custom variable in the Segment settings such as eVar, prop, and hVar. If so, set them on the window.s.

  6. Set window.s.purchaseID and window.s.transactionID as the orderId, which for the example above would be '50314b8e9bcf000000000000'. Note that this is only for Order Completed events.

    The default currencyCode we set upon pageload is USD. However, we will check if you have passed any currency other than this in your event by checking properties.currency.

    Important: If you’d like to collect transactionID, make sure to enable the transactionID storage setting inside your Reporting Suite!

  7. Attach the timestamp as window.s.timestamp if your Timestamp Option is Timestamp Enabled or Timestamp Optional.

  8. Set window.s.linkTrackEvents to the Adobe Analyics event name, which would be purchase for the example above.

  9. Set window.s.linkTrackVars which is a string of keys we want Adobe Analytics to read from the window.s object when the request is sent. For the example above, the value of linkTrackVars would be set as 'pageName,events,products,purchaseID,transactionID,timestamp'.

  10. Finally, fire off the event via, 'o', 'Order Completed');.

Server side (data sent via mobile or server side libraries)

When you send data via any of our mobile or server side libraries, we will use Adobe Analytics’ Data Insertion API. You must configure your Report Suite ID and Tracking Server URL inside Segment for us to be able to successfully send data.

Important: For data sent from server-side libraries, you’ll still need to predefine your events and custom properties in order to send events to Adobe Analytics server side destination. However, for data sent from mobile devices, we will send every event along automatically, and you may use their processing rules UI to map actions, lifecycle dimensions, and custom properties from contextData to events, props and eVars retroactively.

When we generate the XML tag to be sent, there are a few things that happen:

  1. If your Timestamp Option is Timestamp Enabled or Timestamp Optional, set <timestamp>.

  2. For .track() events, we will set <channel> as or fallback to properties.category. If neither properties are provided, we will not set this XML tag. For .page() events, this XML tag will be set as the category of the page call, which is sent by providing both category and name (ie. .page('Some Category', 'Some Name');)

  3. For .track() events, we will set <pageName> as properties.pageName,,, or 'None' (in order of precedence). For .page() calls, we will set the tag as the name. This can be sent by providing the first parameter: .page('Some Name');

  4. Since Adobe Analytics does not support sending timestamped hits a <visitorID>, if you have set your Report to Timestamp Disabled, we will set <visitorID> as these values in order of precedence:

    • visitorId passed manually from the client. Adobe Analytics sets a cookie with their own visitorId on the client. You can read from this cookie and pass it to your servers manually and then send it to Segment. This is generally unnecessary, but may be worth considering if you’re concerned about unique user identification.

      (In Node.js)

      userId: '019mr8mf4r',
      event: 'Gotta catch em all',
      properties: {
      caught: 1738
      integrations: {
       'Adobe Analytics': {
         visitorId: '12345'
    • userId

    • anonymousId
  5. We will map a number of other supported XML tags. For example, we will set <ipAddress> with the ip of the call.

    Note: For server side libraries, the ip would be by default be the ip address of your company servers, NOT the customers’ own. This means that for server side events, it is best practice to grab your customer’s ip from their requests and manually send that to Segment as context.ip.

    We will also set your context.locale (which is automatically collected if using a mobile library) to <language>. Since mobile libraries also send your traits from previous .identify() calls inside the context.traits, we will try to send <state> and <zip> by looking up context.traits.address.state and context.traits.postalCode respectively, as noted in our identify spec. If these lookups fail, we will fallback on properties.state and

    For mobile libraries, since we can detect whether the event occured while the user had wifi connection, we will also send the <connectionType> as lan/wifi. All other events will be treated as Mobile Carrier inside Adobe’s Mobile Web Reports.

    We will also calculate your timezone offset from UTC/GMT as required by Adobe and send <timezone> based on your context.timezone and the timestamp fields.

    Since many out of the box reports from Mobile Web services rely on the <userAgent> tag, we will also map this to your context.userAgent.

    Important: Android library can collect the userAgent automatically – however, the iOS library cannot do so. However, since we do collect other contextual metadata about your device, we will render a valid iOS userAgent string that should populate all your Mobile Web Reports.

  6. If you are using the Marketing Cloud ID Service, you can pass the Marketing Cloud Visitor ID as an destination specific setting and we will set that as <marketingCloudVisitorID>.

    (In Node.js)

     userId: '019mr8mf4r',
     event: 'Gotta catch em all',
     properties: {
      caught: 1738
     integrations: {
       'Adobe Analytics': {
         marketingCloudVisitorId: '12345'
  7. For .track() events only, set some custom link report parameters such as:

    • <linkType> to 'o' (stands for 'Other')
    • <linkURL> to with a default fallback to 'No linkURL provided'
    • <linkName> to 'Link Name - <whatever was set as the linkURL>'
  8. On the server, we send all property values as contextData.$propertyKey by defauly so that you can further map them with Adobe Processing Rules. If you’d like to set a prefix for your properties, you may specify that in the destination’s advanced settings page and we will send the properties as contextData.<prefix>.$propertyKey.

  9. For Segment native mobile spec events, we automatically translate them and forward them to Adobe Analytics as Mobile Services Lifecycle Metrics.

Specifically, we map the following events:

Segment Event NameAdobe Analytics Event Name
Application Openeda.LaunchEvent
Application Installeda.InstallEvent
Application Updateda.UpgradeEvent

The following metrics and dimensions are supported:

  • a.AppID
  • a.HourOfDay
  • a.DayOfWeek
  • a.OSVersion
  • a.DeviceName
  • a.CarrierName

Support for additional “stateful” lifecycle dimensions is coming in a future Adobe Analytics release. If there are any missing that are of importance to you, let us know and we’ll get them shipped!

  1. Set <userAgent> with context.userAgent (which is automatically populated by our libraries). Note this is omitted for mobile events and superceded by DeviceName and OSVersion.

  2. For any ecommerce events, we will try to set <products> if possible. The product description will have the same logic as the ecommerce event processing done on the client side destination.

  3. We will follow the same logic as the client side and look up any mappings for custom properties and generate the proper <eVar>, <prop>, and <hVar> XML tags.

  4. Finally, we send the event POST request to your Tracking Server URL!

List Variables

You can map your Segment properties in your settings to any of your three list variables. You can either send the property value as a comma delimited string (ie. 'brady,edelman,blount') or as an array (['brady', 'edelman', 'blount']). If you choose to send them as an array, we will join it so that it is a comma delimited string before sending to Adobe!


There are a few common questions that we’ve heard over time that is worth mentioning.

Best practices for userId and sessioning

UPDATE: If you are willing to sacrifice having your own userId inside Adobe, you can enable Drop Visitor ID to effectively resolve the issue of Adobe creating a new user profile when you set window.s.visitorID with a custom value. Not setting this value will ensure that the funnel between annonymous users to identified users are not broken inside your reports (assuming you are only using analytics.js to send data to Adobe).

Adobe Analytics unfortunately counts every “effective” visitor ID as a unique visitor. There is no ability for Segment to alias, implicitly or explicitly, two effective IDs on your behalf.

Key to understanding the implications of this fact is an understanding of what Adobe Analytics means by “effective” visitor ID. To do so, we recommend reading this section of their documentation.

With analytics.js, prior to identifying your users the default auto-generated Adobe Analytics s_vi cookie value is used as the effective visitor ID. If you provide your Marketing Cloud ID Service Organization ID, then we’ll set the MCVID, which is used as the effective ID instead.

Once you identify your user, Segment sets the visitorId variable to your userId. This effectively creates a new user, which does have unique user implications. However, based on a thorough reading of their documentation and discussion with many customers, we believe this is the best practice because now you can seamlessly track this user across devices whenever they are logged in.

So if you’d like to track your users on the server as well, you have a few options. If you’re only tracking logged-in users, sending their userId in your events will ensure that the events are attributed to the proper user. If you’re tracking anonymous users as well, Segment will by default send the s_vi cookie from Adobe if you pass it under context['Adobe Analytics'].visitorId as the visitorId. Then we will fallback on the userId and lastly the Segment anonymousId, which you’ll notice is a different ID from the anonymous s_vi value used on the client (Adobe Analytics’ auto-generated effective ID for anonymous users).

If you don’t mind slightly inflated unique user counts, this may be acceptable, as all events in that anonymous user’s session will still be attributable to a single user ID. If you really do want to tie the anonymous event from the client side with your server side events, you could grab the s_vi cookie value from the client and pass it to your server. We will respect any value passed in context["Adobe Analytics"].visitorId and pass that as the visitorID if provided. But keep in mind that if you go this route, you would probably need to manage the s_vi cookies for all your users since you always need to pass it with all your server side calls. Note that you can only parse the s_vi cookie if you have 1st party cookie enabled in you reporting suite.

Thus our recommendation is to stomach the slight inflated user count and simply just use the Segment userId as the visitorId. Yes you will have two user profiles if you have any anonymous client side events but you can always set up custom eVars to connect the few anonymous events to the right user.

If you’re using the marketingCloudVisitorID, we recommend doing this and including it in context["Adobe Analytics"].marketingCloudVisitorId. We’ll send both the userId (or anonymousId, if the call is anonymous) in the <visitorId> tag and the MCVID in the <marketingCloudVisitorID> tag, and Adobe will handle it from there.

We know this is daunting territory, so please don’t hesitate to reach out directly for guidance!

Since we cannot automatically track page data for server side calls, if you want to populate the Custom Links report in Adobe Analytics, you will need to manually pass!

Sending data via mobile library

Segment supports Adobe Analytics Mobile Services. With Segment, there is no need to package Adobe Analytics SDKs to take advantage of Adobe Analytics Mobile Services functionality.

For getting started with our mobile libraries, check out the iOS and Android technical docs.

Add the Adobe Analytics Report Suite Id / Report Server Url

The first thing you’ll want to do is to add the Report Suite Id and the Tracking Server Url settings to your Segment Adobe Analytics destination settings.

When Will I See Data?

If you already have an app deployed with the Segment library, and you just turned on Adobe Analytics, it will take up to an hour for all your mobile users to refresh their Segment settings cache, and learn about the new service that you want to send to.

After the settings cache refreshes, our library will automatically start sending data to Omniture.

Android Permissions

You’ll need to make sure you added these permissions to your AndroidManifest.xml:

<uses-permission android:name="android.permission.INTERNET" />
<uses-permission android:name="android.permission.ACCESS_NETWORK_STATE" />

Supported Sources and Connection Modes

📱 Device-based
☁️ Cloud-based

To learn more about about Connection Modes and what dictates which we support, see here.

We offer an optional Cloud-based Connection Mode for Web data with Adobe Analytics. As a reminder, this removes the Adobe Analytics javascript library from your site, improving performance.


Segment lets you change these destination settings via your Segment dashboard without having to touch any code.


Map your Adobe Analytics events names to your Segment events. Enter a Segment event name on the left and an Adobe Analytics event number on the right. You can view your Segment events in your Schema.


Map your Adobe Analytics property names to the property names you’re using in your Segment events. Enter a Segment property name on the left and an Adobe Analytics property number on the right. You can view your Segment events and properties in your Schema.

Tracking Server Secure URL

This is the secure URL of your Adobe Analytics server.


Map your Adobe Analytics eVar names to the property names you’re using in your Segment events. Enter a Segment property name on the left and an Adobe Analytics eVar number on the right. You can view your Segment events and properties in your Schema.

Context Data Property Prefix

If you would like to prefix your Segment properties before sending them as contextData, enter a prefix here.

Drop Visitor ID

This will disable Visitor ID from being passed to Adobe.

List Variables

Map your Adobe Analytics list variables names to the property names you’re using in your Segment events. Enter a Segment property name on the left and an Adobe Analytics list variable number on the right. You can view your Segment events and properties in your Schema.

Marketing Cloud Organization Id

If you would like to use the Marketing Cloud Id Service and use visitorAPI.js, please enter your Marketing Cloud Organization ID. If you do not know your organization ID, you can find it on the Marketing Cloud administration page. It should look something like ‘1234567ABC@AdobeOrg’.

Prefer VisitorID for Hybrid Timestamp Reporting

If you enable this option and you also have a Timestamp Optional reporting suite, you can opt to send your visitorID instead of the timestamp since Adobe does not allow you to send both. If you care more about your user attribution, you should enable this if you’re using a hybrid timestamp reporting suite.

Report Suite ID(s)

You can find your Report Suite ID in your Adobe Analytics Settings page. Multiple report suite ids can be separated by commas: suite1,suite2,suite3.

Send Both Timestamp and VisitorID for Timestamp Optional Reporting Suites

If you have a Timestamp Optional Reporting Suite, you can opt to send both the timestamp and the visitorID in your XML when sending events server side. However, note that this is NOT recommended by Adobe as it may lead to out of order data. This setting will only work for reporting suites that have optional timestamp setting enabled.

Context Data Variables

Map values you pass into the context object to Context Data Variables in Adobe Analytics. Then you can use processing rules to map you Context Data Variables in Adobe to other variables with Adobe Analytics Processing Rules. In the box on the right, put your Segment context key. If you have a nested object, separate the name with a . For example if you wanted to map the page referrer, you would put: page.referrer. The box on the right is what Context Data Variable you’d like it to be mapper to in Adobe.

Tracking Server URL

This is the URL of your Adobe Analytics server.

Hierarchy Variables

Map your Adobe Analytics hVars to the property names you’re using in your Segment page calls. Enter a Segment property name on the left and an Adobe Analytics hVar number on the right. You can view your Segment page calls and properties in your Schema.

Product Identifier

Adobe Analytics only accepts a single product identifier. Use this option to choose whether we send product name, id, or sku.

Timestamp Option

Adobe Analytics can have Report Suites that will accept timestamped, non-timestamped or hybrid data. Note that we can only play historical data for timestamped or hybrid Report Suites.

Enable pageName for Track Events

If you do not want to attach pageName for your .track() calls, you can disable this option.

If you have any questions or see anywhere we can improve our documentation, please let us know or kick off a conversation in the Segment Community!