Understanding Tracking Server Setup in Adobe Analytics

Adobe Analytics collects data from your site through image requests generated by visitors. The trackingServer variable plays a critical role in determining where these image requests are sent. If this variable is incorrectly configured, your implementation could suffer from data loss. Here's a breakdown of how tracking servers work and how to set them up effectively.

Types of Tracking Servers

1. Third-Party Tracking Server
   These servers are not tied to your website's domain and may introduce challenges related to browser restrictions, like Intelligent Tracking Prevention (ITP).When implementing Adobe Analytics using third-party cookies, the tracking server value must be a subdomain of data.adobedc.net.

   Standard format example:[rsid].data.adobedc.net(where [rsid] represents your report suite ID).[namespace].data.adobedc.net is also valid trackign server

   By default in Adobe Experience Platform Web SDK extension edge.adobedc.net is used under Edge Domain.

   Your organization may already be using a 3rd party tracking server in the sc.omtrdc.net or 2o7.net domains. These were primarily used in previous versions of Adobe Analytics and are still valid.

2. First-Party Tracking Server
   These servers use your website's domain or subdomain, making them more reliable and less susceptible to browser restrictions. If FPC is setup already setup then you can use in Web SDK implementation as well.

Setting Up the First Party Tracking Server

A hostname is required to configure a first-party tracking server. It follows the format:
uniqueidentifier.domain.com

Example for ourpcgeek.com

For secure and non-secure connections, you can use the following:

• Secure: smetric.ourpcgeek.com

• Non-Secure: metric.ourpcgeek.com

Example for me.ourpcgeek.com

For a subdomain like me.ourpcgeek.com, use:

• Secure: smetric.me.ourpcgeek.com

• Non-Secure: metric.me.ourpcgeek.com

Key Points to Consider

1. A tracking server is considered First Party when its hostname matches the domain or subdomain it serves.

   • Example: smetric.me.ourpcgeek.com is first-party only for me.ourpcgeek.com and its subdomains.

2. If a tracking server is used with another domain (e.g., ourpcgeek-stage2.adobetest.com), it becomes a friendly third-party tracking server.

3. For subdomains like me.ourpcgeek.com, you do not need to set up a separate tracking server.

   • Instead, you can use smetric.ourpcgeek.com for both ourpcgeek.com and me.ourpcgeek.com. It will still be treated as First Party for both domains.

Important Restrictions

Subdomain Depth LimitationOnly use single-level subdomains of data.adobedc.net

Valid: example.data.adobedc.net

Invalid: custom.example.data.adobedc.net

Modern Browser ConsiderationsBrowser privacy enhancements (ITP, ETP, etc.) have significantly reduced third-party cookie reliability.

Best Practice Recommendation

Adobe strongly advises migrating to first-party cookie implementation for:

• Improved data accuracy

• Better compliance with privacy regulations

• Enhanced tracking reliability in modern browsers

• Implementation details for first-party cookies can be found in Adobe's official documentation.

Why First-Party Tracking is Important

First-party tracking servers ensure better data accuracy and compliance with browser restrictions like ITP 2.1, ITP 2.2, and future updates. For a detailed guide on mitigating ITP's impact, refer to this article.

By configuring your tracking server correctly, you can avoid data loss and improve the reliability of your Adobe Analytics implementation.