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Usage Limits

Audience Manager sets a maximum limit on the number of traits, segments, destinations, and algorithmic models that you can create for an account. Limits apply to these items whether created in the user interface or programmatically through API methods. Usage limits help protect Audience Manager from automated processes that may attempt to compromise our APIs or user interface.

ID Mapping Limits

The table below lists the ID mapping limits for device IDs. Once an ID reaches any of the limits below, Audience Manager adds new ID mappings based on a FIFO (first in, first out) logic, by removing the oldest stored ID mapping, and adds the new one. Refer to Index of IDs in Audience Manager for details on the IDs supported by Audience Manager.
ID Mapping
Maximum Limit
Device Advertising ID (DAID) to Cross-device ID (CRM ID)
100 Device Advertising IDs (DAIDs) to 1 Cross-device ID (CRM ID)
Cross-device ID (CRM ID) to Device Advertising ID (DAID)
10 Cross-device IDs (CRM IDs) to 1 Device Advertising ID (DAID)
Cookie/browser ID to cookie/browser ID
1000 cookie/browser IDs to 1 cookie/browser ID

Item Limits

The tables list the current limits by item type. You cannot create new traits, segments, destinations, or Algorithmic Models if you reach a specific limit for one of these items. If you do reach a limit, you must delete an older item before you can create a new one.

Trait Limits

Trait Type
Maximum Limit
Total Traits
100,000
Total Trait Qualifications
150,000. For more information on trait qualification, see Trait Qualification Limit in Trait Qualifications Reference .
Algorithmic
50
Rule Based
100,000
Onboarded
100,000
Folder Traits
2,000

Segment Limits

Segment Type
Maximum Limit
Total Segments
20,000

Destination Limits

Destination Type
Maximum Limit
Total Destinations
1,000
Cookie
1,000
URL
1,000
S2S
100
Adobe Analytics
10

Algorithmic Model Limits

Item
Maximum Limit
Active Algorithmic Models
20. Audience Manager only counts active algorithmic models against the limit.
Algorithmic Models maximum audience size
25,000,000. Note that this limit cannot be increased. You can decrease audience sizes by selecting fewer data sources for the model or by selecting a shorter look-back window.
Maximum number of excluded traits for a model

Folder Limits

Item
Maximum Limit
Trait Folders
2,000. Your folder structure can be maximum 5 levels deep.

Derived Signals Limits

Item
Maximum Limit
Derived Signals
50,000.

Company User Accounts Limit

Item
Maximum Limit
Maximum number of user accounts for a company
1,000.

Monitor Usage

You can see usage and limits for your account by going to Administration > Limits . Access requires administrator permissions.

Increase Item Limits

The default limits listed here should provide enough capacity for your business needs. If your organization consistently reaches these limits, contact your account representative to discuss an increase.