What is the s_vi cookie?
s_vi is a first-party HTTP cookie set by the Adobe Analytics script (formerly Omniture SiteCatalyst), the web analytics solution within the Adobe Experience Cloud suite. It is placed by the website's own domain, not by a third-party Adobe domain.
The cookie appears on a user's first visit to a site that has the Adobe Analytics measurement code installed (AppMeasurement.js or an Adobe Launch/DTM implementation), as soon as the script loads and sends its first measurement call ("beacon") to Adobe's collection servers.
What data it stores
s_vi stores a unique visitor identifier generated by Adobe Analytics, used to recognize the same browser across repeat visits. The value is an internal Adobe alphanumeric string; its exact format may vary and is not publicly documented in detail.
Data collected through this identifier (pages viewed, events, campaigns) is sent to Adobe's collection servers (typically domains like *.sc.omtrdc.net or a client-specific collection subdomain), where it is associated with the rest of the analytics events sent by the site.
What it is used for
The main purpose is statistical traffic analysis: recognizing returning visitors, counting distinct visits, measuring session length, and reconstructing a user's journey across multiple visits and sessions over a period of up to 2 years.
For a site administrator, this cookie underpins Adobe Analytics reports on user behavior, traffic sources, and content performance, serving as a core element for attributing repeat visits to the same user.
Does it require consent?
CookieFix classifies s_vi under the statistics (analytics) category. Since it is not strictly necessary for the site to function, under GDPR and the ePrivacy Directive (implemented in Romania via Law 506/2004) it requires the visitor's prior, explicit consent before being set.
- Site administrators must disclose this cookie in their cookie policy, including provider, purpose, and duration.
- The Adobe Analytics script must not load before the visitor gives consent for the statistics category.
- Refusing consent must be as easy as accepting it, per regulatory guidance.
How to block or delete s_vi
A visitor can manually delete or block s_vi through their browser's cookie settings (Chrome, Firefox, Edge, Safari), either by clearing existing cookies or blocking cookies from the site's domain. Anti-tracking browser extensions can also block calls to Adobe's collection servers.
For site administrators, proper blocking means preventing the Adobe Analytics script from loading before consent, not just deleting the cookie afterward. A consent management platform like CookieFix can automatically block the Adobe Analytics script until the visitor accepts the statistics category, preventing the premature setting of the s_vi cookie.
Frequently asked questions
It's a statistics cookie set by Adobe Analytics to identify a unique visitor across multiple visits, used for traffic and behavior reporting.
It's not technically dangerous, but it is a tracking cookie used for analytics, which is why it requires consent under GDPR.
It typically lasts 2 years, allowing the same visitor to be recognized over an extended period.
Yes, since it's classified as a statistics cookie, it requires the visitor's prior consent before being set, under GDPR and Law 506/2004.