What is the private_content_version cookie?
private_content_version is a first-party cookie set by the Magento e-commerce platform (also used under the Adobe Commerce name) on online stores built with this technology. It is generated automatically by Magento's caching system, not by a third-party plugin.
It appears as soon as a visitor first loads a page on the store, regardless of whether they accept statistics or marketing cookies, because it is tied directly to the site's technical operation (full page cache).
What data it stores
The cookie stores an identifier/version-style value that Magento uses to determine whether the "private" content blocks on a page (for example shopping cart contents, account data, or messages shown to the user) need to be reloaded via AJAX requests after the page was served from cache.
The exact value format can vary depending on the Magento version and the store's cache configuration. The data stays on the store's own domain (first-party) and is not sent to third-party Magento/Adobe servers.
What it is used for
The cookie serves a purely technical purpose: it lets Magento use full-page caching for performance (fast page loads even with many concurrent visitors) while still showing correct, personalized content to each user (cart, wishlist, login state).
Without this cookie, a store would either have to disable page caching (slower site) or risk displaying outdated or incorrect information to a visitor, such as an old shopping cart.
Does it require consent?
Under CookieFix's classification, private_content_version is strictly necessary. Under the ePrivacy Directive (implemented in Romania via Law 506/2004) and GDPR, cookies strictly necessary for a site's technical operation do not require prior visitor consent.
- It should not be placed in categories requiring an active opt-in (statistics, marketing, preferences).
- It should still be listed, with purpose and duration, in the store's cookie policy.
- The site owner remains responsible for correctly documenting all technical cookies generated by Magento.
How to block or delete private_content_version
A visitor can manually delete or block this cookie via browser settings (Chrome, Firefox, Edge, Safari – site data/cookies section), though doing so may affect cart or customer account functionality on Magento stores.
Being strictly necessary, it should not, and typically cannot, be blocked by a consent banner without breaking the store's core functionality. A CMP such as CookieFix can still scan the store automatically, correctly identify this cookie as strictly necessary, and block unrelated third-party scripts until consent is given, leaving Magento's own functionality intact.
Frequently asked questions
It's a technical cookie set by the Magento platform to manage page caching, ensuring personalized areas like the cart or account stay up to date.
No, it isn't used for marketing or cross-site tracking; it has a strictly technical role tied to how the online store functions.
No, since it's classified as strictly necessary it doesn't require prior visitor consent under GDPR/ePrivacy, but it should still be listed in the cookie policy.
Cart or account information may not display correctly on the next page load until the cookie is regenerated.