Integrate Adobe Audience Manager

  • Updated

This topic describes how to:

  • Enable the Adobe Audience Manager integration in Optimizely Web Experimentation
  • Create new audiences using the Adobe Audience Manager integration

This document describes in more detail how data flows through the integration when it is enabled and may be shared with customers who require a deeper explanation:

The Adobe Audience Manager (AAM) integration makes it easy to target segments defined in AAM via Optimizely Web Experimentation audiences. Once the integration is configured, you’ll be able to run targeted experiments and personalization campaigns.


To use the AAM integration, you will need:

  • A valid Adobe Audience Manager subscription

  • A supported Optimizely Web Experimentation plan (Personalization Standard, Personalization Professional, or Web Scale)

  • Administrative permissions in Adobe Audience Manager

Set up Adobe Audience Manager

The initial setup takes place in the AAM interface:

  1. Configure an Optimizely Web Experimentation destination.

  2. Map segments to the Optimizely Web Experimentation destination.

  3. Generate API credentials with access to the Optimizely Web Experimentation destination.

  4. Map destinations to Optimizely Web Experimentation credentials.

Configure an Optimizely Web Experimentation destination

AAM destinations give you a mechanism for sharing segments with integration partners like Optimizely Web Experimentation. To use this integration:

  1. Go to Manage Data > Destinations and create a destination with the following properties:

    Unless otherwise indicated, settings must be configured exactly as written. Incorrectly configuring the settings will prevent the integration from working.  All settings are required.

    Basic Information

    • Name. Enter your destination name.

    • Description. Enter a description for your destination.

    • Platform. Select All

    • Type. Select Cookie

    • Auto-fill Destination Mapping. Select Yes and Segment ID

  2. Click Next.


    • Cookie Name. Enter aamoptsegs

    • Cookie Domain. Enter the domain where the AAM cookie should be created. For example, if you want to use the integration to target experiences on all subdomains of, enter in this field.

    • Max Size. Enter your desired maximum size for the cookie

    • Expire after. Enter your desired number of days for the cookie's expiration

    • Publish data to. Select the option you prefer

    • Data Format. Select Single Key

    • Key. Enter aam

    • Key-Value Pair Delimiter. Enter , (a comma)

    • Serialize. De-select the Enabled selection box

  3. Click Save.

Map segments to the Optimizely Web Experimentation destination

After you create your destination, you can map one or more AAM segments to use with Optimizely Web Experimentation.  Here's how:

  1. Go to Manage Data > Segments.

  2. Select one more more AAM segments.

  3. Click Add to Destination.

  4. Select the Optimizely Web Experimentation destination.

  5. Click Save.

To view all segments that have been mapped to a destination, navigate to Manager Data > Destinations and select your Optimizely Web Experimentation destination. To confirm that your segments are properly mapped, ensure that the Mapping column contains values like aam=2473389 (where 2473389 is the Segment ID).

Generate API credentials with access to the Optimizely Web Experimentation destination

The API credentials (Client ID and Secret Key) will enable Optimizely Web Experimentation to retrieve AAM segments and make them available in the audience builder. To obtain the credentials, contact the Adobe Client Team at

Map destinations to the Optimizely Web Experimentation credentials

Your new destination IDs need to be mapped to/exposed to the specific Optimizely Web Experimentation credentials you generated in mapping segments. The destinations you see when you use your federated Adobe ID to log in to AAM may not necessarily all be mapped to the Optimizely Web Experimentation credentials. If you do not have administrative privileges in AAM, you must request assistance from an AAM admin on your team, or from your Adobe representative, to execute this mapping.

After you have received confirmation:

  1. Verify that your destination has been mapped by logging in directly to AAM. Log out of your federated Adobe ID account, and go to Adobe Audience Manager login. Ensure that the login screen prompts you for an Adobe Audience Manager username and password. You should not be prompted to use your Adobe ID.
  2. Enter the username and password you or your admin generated in the mapping segments step.
  3. Go to Manage Data and then Destinations to view the destination IDs that have been mapped to the Optimizely Web Experimentation credentials. You can now log out of AAM and reuse your federated Adobe ID to log back into the Adobe suite.

Optimizely Web Experimentation setup

After configuring AAM, complete the integration setup process through the Optimizely Web Experimentation interface. Here are step-by-step instructions:

  1. Log in to Optimizely Web Experimentation and go to Integrations.

  2. Select Adobe Audience Manager and toggle the setting to On.

  3. Enter your AAM Client ID and Secret Key (obtained from Adobe Customer Care).

  4. Enter an AAM User Name and Password. Note that this is different from an Adobe ID (which is typically an email address).  Even if you typically access the AAM interface via an Adobe ID, an AAM administrator should be able to generate a dedicated AAM User Name and Password, which is required for this integration.

    Optimizely Web Experimentation uses your AAM Client ID and Secret Key combined with your User Name and Password to access the AAM API on your behalf to retrieve a list of mapped segments.

    You should create a service account to use instead of your personal account. This reduces the chance of breaking the integration if you reset your personal account password.

  5. Enter your Destination ID (the ID of the AAM destination you created to use with Optimizely Web Experimentation).

    To find your Destination ID, navigate to Manage Data Destinations in the AAM interface. Ensure you only use the new destination ID created for your product group to integrate with Optimizely Web Experimentation, and ensure it is mapped to the AAM User Name and Client ID defined above. You may need to request assistance from Adobe for this step.

  6. Click Save.


If Optimizely Web Experimentation displays "internal server error" when attempting to save your integration settings, it generally means that your credentials could not be validated. Please re-enter your credentials and try again. If you continue to see an error, please submit a support ticket via the in-product request form.

If Optimizely Web Experimentation displays "Your Account ID appears to be invalid." when attempting to save your integration settings, it means your destination ID is not mapped to the credentials. See Map destinations to the Optimizely Web Experimentation credentials.

A note about snippet placement

For best results, place the Optimizely Web Experimentation snippet immediately after the code used to deploy Adobe Audience Manager on the page—in other words, after the standalone Data Integration Library (DIL) or Adobe Dynamic Tag Manager (DTM) header code. This will give the best chance of AAM segments being available at the time Optimizely activates. If AAM cannot generate the aamoptsegs cookie for a visitor prior to Optimizely Web Experimentation's activation, the visitor qualifies for the Optimizely Web Experimentation audience the next time Optimizely Web Experimentation activates (typically on the next page load).

Example implementation of AAM deployed via DTM:

  <script src="//"></script>
  <script src=""></script>

Use the integration to create an audience

Create Optimizely Web Experimentation Audiences using AAM segments as conditions. 

  1. Open the Audience Builder: go to Overview > Audiences > New Audience.

  2. Enter a Name for the audience.

  3. Expand Adobe Audience Manager and drag the Segment condition to the left.

  4. Select the segment you want to target from the dropdown menu.

  5. Click Save.

You can use the audience to target experiments and Personalization campaigns.

You can target custom segments within a single audience by combining the existing segments with and, or, and not. For example, “Segment A” and not “Segment B”.

To learn more about audiences in Optimizely Web Experimentation, see Audiences: Choose which visitors to include.

Targeting based on Adobe Analytics segments

This integration specifically makes AAM segments available for targeting in Optimizely Web Experimentation, but you may want to target segments defined in Adobe Analytics. To do this, you need to share Adobe Analytics segments with Adobe Marketing Cloud, which also makes the segment available in AAM.

Here is a summary of the process:

  1. Ensure that both Adobe Analytics and AAM use the Marketing Cloud ID Service.

  2. Select a segment in Adobe Analytics.

  3. Check the Make this a Marketing Cloud audience box.

  4. In AAM, find the segment in the Analytics Segments folder under Manage Data > Segments.

  5. Map the segment to your Optimizely Web Experimentation destination.

Adobe Analytics segment data is pushed to AAM every 24 hours.

See also Share Segments with the Marketing Cloud on Pedro Monjo’s blog.