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Accelerated Mobile Pages

Implement the Accelerated Mobile Pages (AMP) project in Adobe Analytics.
AMP is an open source project that lets you build web pages for static content that renders quickly. This feature is ideal for publishers who want to create mobile-optimized content once, and have it load instantly everywhere. Topics include:
Additional Documentation and Examples

How it Works

AMPs have specially tagged HTML pages cached around the web on different content delivery networks (CDNs) of participating technology partners and publishers. By doing this, AMP content is delivered from the closest possible source with the lowest possible latency. This creates an analytics challenge because you can never be 100% sure where a publisher's content will be loaded from, and third-party cookies are troublesome for visitor identification.
In addition, to dramatically reduce page weight and speed page load time, AMPs restrict the use of JavaScript and cookies. While this is advantageous for your mobile device because it reduces the amount of processing, it introduces challenges to accurately measuring unique visitors and understanding user acquisition and retention.
To solve these problems, Adobe has collaborated with AMP partners and publishers on two options that a publisher can choose from to best suit their business needs, both using the amp-analytics tag. The first approach uses the "adobeanalytics" tracking template to construct the Analytics request directly from within the AMP. The second approach uses the "analytics_nativeConfig" tracking template, which uses an iframe containing the AppMeasurement code you deploy on your normal site. The following table gives you an idea of the pros and cons of each approach.
"adobeanalytics" template
"adobeanalytics_nativeConfig" template
Visitor/visit counts (in existing report suite)
High inflation
Minimal inflation
Using a separate report suite
Not necessary
New vs. return visitors
Not supported
Visitor ID service
Not supported
Video & link tracking
Partial support
Not yet supported
Difficulty of implementation
Somewhat difficult
Relatively easy
Experience Cloud integrations
Not supported
Supported with caveats

Using the amp-analytics tag with the "adobeanalytics" template

The "adobeanalytics" tracking template utilizes the amp-analytics tag to construct a tracking request directly. Using the "adobeanalytics" template in the amp-analytics tag, you can specify hit requests that fire on specific page events, like the page becoming visible or on a click (and in the future, video views and more). Click events can be customized to apply to certain element IDs or classes by specifying a selector. Adobe has made this easy to set up using the "adobeanalytics" template specifically designed for Adobe Analytics. You can load the template by adding type="adobeanalytics" to the amp-analytics tag.
In the following code example, there are two triggers defined: pageLoad and click . The pageLoad trigger will fire when the document becomes visible and will include the pageName variable as defined in the vars section . The second trigger click will fire when a button is clicked. eVar 1 will be set for this event with the value button clicked .
  <amp-analytics type="adobeanalytics"> 
  <script type="application/json"> 
        "requests": { 
      "myClick": "${click}&v1=${eVar1}", 
  "vars": { 
      "host": "", 
      "reportSuites": "reportSuiteID", 
      "pageName": "Adobe Analytics Using amp-analytics tag" 
    "triggers": { 
      "pageLoad": { 
        "on": "visible", 
        "request": "pageView" 
      "click": { 
        "on": "click", 
        "selector": "button", 
        "request": "myClick", 
        "vars": { 
          "eVar1": "button clicked" 

In the click trigger, you can specify a selector to ensure that whenever the specific DOM element is clicked (in this case, any button), the buttonClick request is fired and will be automatically set to denote this hit as a non-stage event (i.e. trackLink call).
Additionally, amp-analytics supports a number of variable substitutions so that AMP can provide data values that it is aware of. You can learn all about those and more by visiting: amp-analytics variable documentation .
Be aware that if you want to incorporate any technology or DOM variables (such as browser, screen size, device, referrer, etc.) you will have to explicitly add them to any request, as they are not automatically generated for you. Documentation on each of our available query string parameters used for tracking can be found here .
If you inspect the hits created by amp-analytics, you will notice that in each request, Adobe has included the vid query parameter. We set the vid based on a built-in AMP function to set a custom Analytics cookie ID named adobe_amp_id . This ID is independent of any other ID being set by Adobe Analytics elsewhere (e.g. s_vi cookie ) and creates new visitors in any report suite the hits are sent to.
There are a few caveats to be aware of. When using the amp-analytics tag as mentioned above, visitors will be independent of your normal tracking, and because the AMP can be loaded from any content delivery network, you will get a unique visitor for each CDN a visitor sees this AMP on (hence the visitor inflation mentioned previously). For this reason, Adobe recommends that if you use the "adobeanalytics" template for amp-analytics , you put your data into a separate report suite specific to AMP. Also, the Experience Cloud ID service (formerly, visitor ID service ) is not supported using this method, so if your business requires additional Experience Cloud integrations, or will in the future, this is probably not the option for you.
Finally, and perhaps most importantly, this amp-analytics solution requires that the tracking server you specify in the vars section matches the tracking server on your main site, so that your existing privacy policy controls are respected. Otherwise, you must create a separate privacy policy just for AMPs.

Using the amp-analytics tag with the "adobeanalytics_nativeConfig" template

The "adobeanalytics_nativeConfig" tag is easier to implement, as it will use the same tagging methodology you use on your normal web pages. To accomplish this, add the following to your amp-analytics tag:
<amp-analytics type="adobeanalytics_nativeConfig"> 
 <script type="application/json"> 
  "requests": { 
   "base": "https://${host}", 
   "iframeMessage": "${base}/stats.html?campaign=${queryParam(campaign)}&pageURL=${ampdocUrl}&ref=${documentReferrer}" 
  "vars": { 
   "host": "" 
  "extraUrlParams": { 
   "pageName": "Adobe Analytics Using amp-analytics tag", 
   "v1": "eVar1 test value" 

This approach sends data to a utility web page via special query string parameters added to the iframeMessage request parameter. In this case, notice that we have added the ampdocUrl AMP variable, and the documentReferrer to the query string parameters pageURL , and refer respectively to the iframeMessage request above. These extra query string parameters can be named whatever you like, as long as your stats.html page (shown below) is configured to collect the appropriate data from them.
The "adobeanalytics_nativeConfig" template also adds query string parameters based on the variables listed in the extraUrlParams section of the amp-analytics tag. In this case, you can see we have specified the pageName and v1 parameters , which will be used by our stats.html page.
Be aware that you can only use a single amp-analytics template at a time and can not use the "adobeanalytics" template as well as the "adobeanalytics_nativeConfig" template on the same AMP. If you attempt to do so, you might see an error in the browser console, and you will erroneously inflate your visitor count.
<title>Stats Test</title> 
<script language="JavaScript" type="text/javascript" src="VisitorAPI.js"></script> 
<script language="JavaScript" type="text/javascript" src="AppMeasurement.js"></script> 
<title>Stats Test</title> 
<script language="JavaScript" type="text/javascript" src="VisitorAPI.js"></script> 
<script language="JavaScript" type="text/javascript" src="AppMeasurement.js"></script> 
var v_orgId = "1234567@PublisherOrg"; 
var s_account = "reportSuite"; 
var s_trackingServer = ""; 
var s_visitorNamespace = "publisherNamespace"; 
var visitor = Visitor.getInstance(v_orgId); 
visitor.trackingServer = s_trackingServer; 
var s = s_gi(s_account); 
s.account = s_account; 
s.trackingServer = s_trackingServer; 
s.visitorNamespace = s_visitorNamespace; 
s.visitor = visitor; 
s.pagename = s.Util.getQueryParam("pageName"); 

As shown above, you can use or link to your existing VisitorAPI.js and AppMeasurement.js (as in our example), or whatever your existing implementation uses, then add the correct configuration parameters. To capture the correct values into the correct variables, you can use the provided s.Util.getQueryParam function to grab the value(s) that you passed in from the iframeMessage URL and set the appropriate variables, just as you would on a typical page. If you use tag management software like Adobe's [Dynamic Tag Manager] , the query string parameters should be straightforward to capture. In this case, s.pageName is set to the value we passed in the query string parameter pageName . Here, the page name would be set to Adobe Analytics Example 2 .
Due to restrictions on iframes in the AMP framework, your stats.html page must be hosted on a separate subdomain from the domain the AMP itself is hosted on. The AMP framework does not allow for iframes from the same subdomain that the AMP page itself exists on. For example, if your AMP is hosted on, be sure to host your stats.html page on a separate subdomain such as or something similar.
Because the utility page is hosted on your original site, no additional work is needed to support your existing privacy policy across all AMPs. This means that if an end user opts out of tracking on your primary site, they are also opted out of tracking on all your AMPs, with no additional steps required. Using this utility page also means that AMP can support Adobe's Experience Cloud ID service so that you can integrate the measurement captured on your AMPs with the rest of the Experience Cloud (for targeted advertising using Adobe Audience Manager for example).
To reiterate, if your organization is not yet using the Experience Cloud ID service (or has tag management software like Adobe's Dynamic Tag Manager), you can tag the stats.html page however you want. Use your existing implementation as a reference point. The only difference from your standard implementation is that you will get the applicable data points from the amp-analytics iframeMessage URL (or document.URL from within the stats.html page ) for each of the variables you want to set. Also, if you want to use any of the AMP specific variables (as mentioned above) like the AMP referrer or AMP page URL, please include them in the iframeMessage object as shown in our example above.
As flexible as this solution is, there are caveats. Due to inherent restrictions in the amp-analytics iframeMessage , it can only be loaded on a page load once. This means you will not be able to do link tracking or video tracking with the "adobeanalytics_nativeConfig" template. Moreover, some DOM values that are typically captured automatically by our AppMeasurement code, such as referrer (which impacts the Search Engine Keyword reports, Referrer, and Referrer Type reports, or may include a marketing campaign tracking code) will have to be passed manually to the iframeMessage using whatever AMP variables are available . For this reason, Adobe recommends setting a custom variable with the value AMP if you put AMP data into an existing report suite, so that you can segment out AMP traffic when viewing the aforementioned reports. That said, standard technology reports, such as browser, device, screen size or resolution, should work automatically.
Finally, because the iframe loads as a separate page and fully executes the JavaScript on that page, the AMP is not as lightweight as the AMP standard intended. To be clear, this does not affect page load time (the iframe loads after the page is done loading), but the CPU and network will be doing slightly more than they otherwise would, which might impact scrolling smoothness. In practice, we have not seen a large impact, but we are working with Google to minimize the user experience impact of this approach.


If you need click tracking and don't mind visitors being counted as entirely new visitors separate from your site, use the "adobeanalytics" tracking template, with our recommendation that you put the data into a separate report suite . If you need the Experience Cloud ID service, do not want visitor or visit inflation, and are okay with only firing Analytics on page load, we recommend using the "adobeanalytics_nativeConfig" solution.
Adobe Analytics is excited to partner with Google and our publishers to bring industry leading analytics capabilities to publishers on the mobile web in a blazing fast user experience. Although these two solutions currently offer their own tradeoffs, we are committed to building the best long term solution to answer the evolving analytics needs our customers have.
The AMP Project is moving fast and changes occur frequently, so check back here frequently for updates to our examples. What we've shown you here should be enough to get started, but expect changes as we improve our integrations further and as more publishers adopt AMP over time.
If you have questions or problems, please reach out to your Adobe Consultant or Customer Care.

Frequently Asked Questions

Question Answer
Is video tracking available for either the "adobeanalytics" or "adobeanalytics_nativeConfig" template?
Unfortunately, not yet. The AMP standard supports only triggers for "visible", "click", and "timer", and does not yet support explicit triggers for video tracking that can be listened to by the amp-analytics tag. Also, because the "adobeanalytics_nativeConfig" tag can only be loaded once, it is not compatible with video viewing which occurs after the AMP has loaded.
You mention that visitor inflation is lower for the " adobeanalytics_nativeConfig " template in your comparison. What does that mean? What would cause visitor inflation in either the "adobeanalytics" or the "adobeanalytics_nativeConfig" solution?
The "adobeanalytics" template does not allow Adobe Analytics to set a visitor identification cookie; this means all visits and visitors to your AMP page will be treated as a new and independent visit and visitor in your report suite.
The "adobeanalytics_nativeConfig" template, however, allows the Adobe Analytics visitor identification cookie to be set in nearly all cases, except for new visitors using the Safari browser. This means that any visitors from Safari who have not previously visited a publisher's site will be inflated in Adobe Analytics reporting.
Should I use a separate report suite for AMPs?
We recommend using a separate report suite for AMPs if you use the adobeanalytics template, because of the visitor/visit inflation issue. However, we will also set the JavaScript version to "AMP vX.X" from the amp-analytics tag template so that you can segment that traffic out of a combined report suite if necessary.
What is the Experience Cloud ID service? Do I need it?
The Identity Service (formerly visitor ID service ) enables Experience Cloud core services and allows integrations between different Adobe Experience Cloud solutions. If you have integrations with Adobe Audience Manager or Adobe Target , you are likely using this service. This service is also the foundation for many upcoming Adobe Analytics features. If you need ID service support or will need it in the future, we recommend using the iframeMessage solution.
For the "adobeanalytics_nativeConfig" template, where should I host my utility page?
The AMP standard does not allow for iframes to load from the exact domain and subdomain of the AMP itself. As such, we recommend that you host the utility page on a separate subdomain from your main site, especially if your company has its own CDN that plans on caching AMPs. For maximum compatibility, pick a subdomain such as that is apart from where the actual AMP content will reside.
Isn't this similar to Facebook Instant Articles ? How do I setup Adobe Analytics with Facebook Instant Articles?
Facebook Instant Articles support a similar solution to the nativeConfig solution outlined above. In fact, the stats.html page created above can serve your analytics needs for both AMP and FIA simultaneously. For more information on implementing tracking on FIA, see Facebook Instant Articles