What is the AMCVS_ cookie?
AMCVS_ is an HTTP session cookie set by Adobe Experience Cloud libraries (formerly Adobe Marketing Cloud), specifically the Experience Cloud ID Service (ECID) used by products such as Adobe Analytics, Adobe Target, or Adobe Audience Manager.
The full cookie name includes, after the AMCVS_ prefix, an identifier specific to the site's Adobe Organization ID. It appears on a page as soon as an Adobe tag loads (typically via Adobe Launch/DTM or an AppMeasurement library), when a visitor opens a page where it is active.
What data it stores
The cookie generally does not store directly identifiable personal data, but rather a technical flag indicating whether the visitor already has an active Adobe Experience Cloud session during that visit. The exact value format can vary depending on the Adobe configuration and is not documented publicly in detail.
The data is sent to the Adobe domain used by the site (typically an Adobe subdomain or a first-party domain configured via CNAME by the site owner) and is correlated with the persistent identifier stored in the AMCV_ cookie.
What it is used for
The main purpose is technical: to tell the Adobe modules loaded on the page whether the visitor already has an active Experience Cloud session, avoiding repeated identifier generation or redundant calls to Adobe's servers within the same browsing session.
For the site owner, this cookie supports the correct functioning of traffic and behavior measurement in Adobe Analytics, as well as content personalization through Adobe Target, indirectly contributing to website performance and marketing campaign analysis.
Does it require consent?
CookieFix classifies AMCVS_ under the statistics (analytics) category, since it supports measurement and analytics functions of the Adobe Experience Cloud suite. Under Romania's Law 506/2004 (transposing the ePrivacy Directive) and GDPR, cookies in this category are not strictly necessary for the site to function, so prior visitor consent is required before they are placed.
Site owners should declare this cookie (and the AMCV_/AMCVS_ family) in their cookie policy, classify it correctly under the statistics category in the consent banner, and ensure the Adobe script does not load before the visitor gives consent.
How to block or delete AMCVS_
Visitors can delete or block the AMCVS_ cookie from browser settings (Chrome, Firefox, Edge, Safari), either manually from the site's cookie section or by enabling third-party cookie blocking or private browsing mode.
- Browser settings: delete cookies for the site's or Adobe's domain
- Privacy/ad-block extensions that block analytics scripts
- Do Not Track or blocking third-party cookies, depending on the Adobe setup used
For site owners, a CMP such as CookieFix can automatically block Adobe Experience Cloud scripts (Analytics, Target, etc.) from loading until the visitor explicitly accepts the statistics category, preventing the AMCVS_ cookie from being placed without consent.
Frequently asked questions
AMCVS_ is followed by a unique identifier for the Adobe organization using Experience Cloud on that site, so each Adobe implementation has its own cookie name.
It's a technical session cookie used to sync visitor session state across Adobe modules, but it's part of an analytics/marketing suite, which is why it's classified under statistics and requires consent.
AMCV_ is the persistent cookie storing the visitor's unique identifier long-term, while AMCVS_ is the session variant, active only for the current visit.
Yes, as a statistics-category cookie set through Adobe scripts, it should be explicitly listed in the cookie policy along with its purpose, duration, and provider.