Effectively reaching current, new, or potential customers on or across all their devices is a common marketing challenge. After all, people use different devices to access a wide variety of products and services online. Given all this cross-device usage, this means you often have multiple user IDs and device IDs for the same person.  All these IDs can make targeting difficult and force you to spend marketing budgets inefficiently.  For example, if you can't clearly identify individuals, you may end up repetitively showing the same ad to someone who is already a customer or showing the same person too many ads. Both of these conditions waste your valuable ad budget and can be annoying to you and your target audience. 

To help solve this problem, you need a solution that can bring unity to all this data. Audience Manager can help you do this because our data management platform is designed to:

  • Sync multiple IDs
  • Organize these IDs into segments based on qualification rules you create in our user interface. 


Before you can set up real-time ID syncs, make sure you're familiar with the following concepts and have implemented these procedures:

  • Understand the basics of Web development and debugging, DTM and AAM.
  • Add MC ID service tool in DTM.
  • Implement AAM using DTM either client side implementation or Server Side Forwarding.
    In case of client side implementation AAM tool should be used in DTM Property and in case of Server Side Forwarding (SSF), we should have AA tool in DTM property. In case of SSF, additionally we will have custom code inside AA library management for AAM server side forwarding (Audience Management Module).

Enable ID Syncs and Configure DTM

AAM provides multiple ways to implement ID sync. Implementing ID sync with DTM using Marketing Cloud Settings tool is one of the simplest ways. Follow these procedures to implement real-time ID syncs

Enable ID syncs

To enable ID syncs:

  1. Identify the data element in your website or web application that assigns a DPUUID or CRM ID to the logged in (authenticated user).To do this go to Chrome Browser Developer tools, click on application tab and identify site cookies.
  2. Extract data element’s variable, in this case that variable is : VID2175824

3. Create a data source in AAM and give an integration code to that Data Source :


Configure DTM

To configure DTM:

1. Use the integration code defined above in MC ID tool and add an authenticated state, by adding the Integration Code and Data Element for DPUUID or CRM ID


2. Create a data element of Cookie type for the DTM property, from Rules tab:


3. (Optional Step) In DTM, open the tool for AAM, and add declared IDs inside the customize code editor tab.

var abDIL = DIL.create({
        partner : "<subdomain>",
  declaredId : {
    dpuuid: VID2175824 // code to get varibale being used for CRM ID
    dpid: 131834 // Data Source ID
        visitorService: {
                            namespace: 'adobeMCORGid@AdobeOrg' // This is your Organization's Experience Cloud Org ID

Verify ID Sync

Open the inspection tools in your browser to verify ID sync processes are working properly. 

  1. Open the developer tools in your browser to monitor the network calls from the client.
  2. Identify the ID sync call.
  3. In the query parameters check the value of d_cid_ic. The value comprises a combination of the integration code and CRM ID.