What is the AMCV_ cookie?
Stores a unique visitor identifier (the Experience Cloud ID) to identify visitors and share data among Adobe Experience Cloud solutions.
Table of Contents
About the AMCV_ cookie
| Vendor | Adobe |
|---|---|
| Category Category The functional category of the technology, such as Web Analytics or Social Media. Learn more | Advertising & Paid Media |
| Consent Category Consent Category The consent category this cookie most commonly falls under across sites we scan, normalized into four standard categories. Learn more | Functional |
| Prevalence | Very Common |
| Popularity Popularity Popularity is calculated from our dataset of 4.5B+ cookies analyzed across hundreds of millions of web pages. Learn more | Found on 28.4% of scanned pages |
| Expiration Type | Timestamp |
| Expiration Duration | 29 days |
| Party Type Party Type Whether the cookie is first-party or third-party. Learn more | Mixed |
| Risk Level Risk Level Rates how sensitive the data stored by this cookie is (High, Medium, or Low) based on data classification and distribution. Learn more | Medium |
| Vendor Privacy Policy | https://www.adobe.com/privacy/policy.html |
| Vendor Website | https://www.adobe.com |
What is the purpose of the AMCV_ cookie?
The AMCV_ cookie is set by the Adobe Experience Cloud Identity Service (VisitorAPI.js) or the Adobe Experience Platform Web SDK (alloy.js). Its name follows the syntax AMCV_<variable name>@AdobeOrg, where the <variable name> element is a placeholder for part of the website's Experience Cloud organization ID (e.g., AMCV_1FD6776A524453CC0A490D44@AdobeOrg).
The cookie contains a unique, persistent visitor identifier known as the Experience Cloud ID (ECID or MID), stored in a key-value pair format (e.g., MCMID|<Experience Cloud ID>), and may also carry a region ID and opt-out status. This identifier serves as the foundational tracking ID that enables cross-solution data sharing and visitor identification across different Adobe platforms, including Adobe Analytics, Adobe Target, and Adobe Audience Manager. It is set in the first-party domain of the browser and acts as the primary reference ID for identifying returning visitors and tracking them across a customer's domains.
What are the Privacy Risks of the AMCV_ cookie?
Risk Level: Medium
This cookie contains a unique visitor identifier (the Experience Cloud ID/MID) used to identify users across sessions and, where the site owner deploys the ID service on multiple owned domains, across those domains. While it does not directly contain plaintext personal information (like an email address), the unique ID is a pseudonymous identifier that enables long-term behavioral profiling, analytics measurement, and targeted content personalization across the Adobe ecosystem. Because it facilitates cross-solution data aggregation and persistent visitor tracking, it presents a medium privacy risk to the site visitor.
How to Remove the AMCV_ cookie from a Website
To remove this cookie, website administrators must uninstall the Adobe Experience Cloud Identity Service or the Adobe Experience Platform Web SDK from the website. This requires removing the associated tags and code libraries (such as VisitorAPI.js/Visitor.getInstance or alloy.js) from the website's source code or its tag management system (e.g., Adobe Launch, Tealium iQ). Because the AMCV cookie is mandatory for the ID service to function, it cannot be disabled independently without removing the service - doing so will prevent the site from identifying visitors and using cross-solution tracking and data-sharing capabilities within the Adobe Experience Cloud ecosystem.