Web SDK, datastreams and ECID: how website data reaches AEP

Why this matters

This matters because without proper data routing, events from the website won’t reach Experience Platform, limiting downstream analytics and personalization. If the datastream isn’t correctly configured, events might go to Analytics or Target instead of AEP, causing gaps in unified customer journey views.

Without a valid ECID, the browser identity can’t be tracked across sessions or devices. This means identity graph matching fails when users log in, so known identities can’t be linked to browser sessions. As a result, personalization and cross-channel insights break down, and journey optimization becomes inaccurate. Misaligned data paths and missing ECID connections lead to incomplete customer profiles and poor decision-making in AEP.

The key ideas

When a website loads, the Web SDK runs in the browser and captures user actions like clicks or page views. This data is sent to the Edge Network, where it’s processed and routed based on a datastream. The datastream determines the next destination—for example, Experience Platform, Adobe Analytics, or Adobe Target.

Each browser gets a unique ECID, which acts as a browser identifier. This ECID does not track individuals but instead identifies the browser session. Events sent by the Web SDK are structured as XDM ExperienceEvents and must follow the ExperienceEvent schema to ensure consistency and proper handling in Experience Platform.

When a user logs in, the login event includes a known user ID along with the ECID. This combination allows the identity graph to link the browser session with the user identity. Without this pairing, the system can’t connect the browser activity to a person. The ECID and known ID together help build a more complete picture of user journeys across devices and platforms.

How to apply it

To send website data to Experience Platform, first deploy the Web SDK on the website. It captures user interactions and sends them to the Edge Network. Each browser is assigned a unique ECID, which acts as a browser identifier and helps track sessions across visits. The data sent by the Web SDK is structured as an XDM ExperienceEvent and must conform to the ExperienceEvent schema.

Next, configure a datastream to route the events to Experience Platform. The datastream determines the destination, ensuring events flow into AEP’s data lake. Without a datastream, events won’t reach Experience Platform.

When a user logs in, include the known user ID (like an email or session ID) alongside the ECID in the event. This pairing allows the identity graph to match the browser session with the user identity. The ECID and known ID together provide a bridge between browser-level activity and user-level data, enabling personalized experiences in AEP. This process ensures accurate, linked user journeys across the platform.

Mistakes to avoid

• Sending events without a valid ExperienceEvent schema can cause data rejection. Events from the Web SDK are standardized as XDM ExperienceEvents, so ensure the schema matches the required structure to maintain data integrity in Experience Platform.

• Relying solely on ECID for identity matching is risky. While ECID identifies the browser, it does not link to a user. To connect browser sessions with user identities, include a known user ID (like a login token) alongside the ECID. This allows the identity graph to merge data across sessions. Without this, user journey analysis remains fragmented. Always configure datastreams correctly to route events to Experience Platform, not just to analytics or targeting.

Quick checklist

• Ensure the Web SDK is installed and properly configured on the website.
• Verify that a datastream is set up to send data to Experience Platform.
• Confirm that the datastream includes a valid ExperienceEvent schema for the events being sent.
• Validate that the browser will receive a unique ECID upon page load.
• Check that a known ID (like a user login ID) is sent alongside the ECID when a visitor logs in.
• Ensure the datastream is configured to forward events to Experience Platform, not just to analytics or target.
• Confirm that the event payload includes all required fields for the ExperienceEvent schema.
• Test the data flow by checking the Edge Network logs or using a datastream debug tool.