What is the s_fid cookie?
s_fid is a cookie generated by Adobe Analytics (formerly Omniture SiteCatalyst), one of the most widely used enterprise-grade web analytics platforms. It is set by Adobe's tracking script (AppMeasurement/s_code) when implemented as a first-party cookie on the site's domain.
It typically appears on a visitor's first visit to a site using Adobe Analytics, acting as a fallback for the main visitor identification cookie, s_vi. It is used mainly when s_vi cannot be set or read correctly.
What data it stores
s_fid stores a unique, randomly generated identifier assigned to the visitor's device/browser. The exact value format can vary by implementation, but it generally consists of a unique alphanumeric string per visitor.
Data collected through this identifier (pages viewed, interactions, traffic source) is sent to Adobe Analytics servers, usually via a data-collection subdomain configured by the website owner (the "tracking server"), and may be processed both within the EU and in other regions, depending on the Adobe client's configuration.
What it is used for
The main purpose of s_fid is to ensure measurement continuity when the standard visitor identification cookie isn't available, preventing the same visitor from being miscounted as multiple different users.
For site owners, this cookie contributes to more accurate reporting on visitor counts, browsing behavior, conversion rates, and marketing campaign performance, as part of Adobe's statistical analysis infrastructure.
Does it require consent?
s_fid is classified as a statistics (analytics) cookie. Under Romania's Law 506/2004 (transposing the ePrivacy Directive) and the GDPR, analytics cookies are not strictly necessary for the site to function, so they require the visitor's prior consent before being set.
- The site owner must obtain explicit user consent before the Adobe Analytics script runs.
- The cookie and its purpose must be clearly disclosed in the cookie policy.
- Refusing consent must not block access to the site's core content.
How to block or delete s_fid
A visitor can delete or block s_fid through browser settings (Chrome, Firefox, Safari, Edge – cookie management section), either globally or for the specific domain. Many browsers already block certain third-party tracking cookies by default.
On the site side, a consent management platform (CMP) like CookieFix can automatically block the Adobe Analytics script before the visitor gives consent, allowing it to run only after the user accepts the "statistics" category in the cookie banner.
Frequently asked questions
It's an HTTP cookie set by Adobe Analytics, used as a fallback visitor identifier when the primary s_vi cookie cannot be read.
Typically 2 years, though the exact duration can be adjusted by the site owner in the Adobe Analytics configuration.
It doesn't contain sensitive data, but it uniquely identifies a visitor for statistical purposes, which is why it's treated as personal data under GDPR.
Yes, as an analytics cookie it requires prior consent under GDPR and Law 506/2004, and the script should be blocked until consent is given.