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Marketing Cloud Account Engagement Cookie Behavior Change

Publiceringsdatum: Sep 30, 2025
Beskrivning

What has Changed?

If you have tracking opt in turned on, Marketing Cloud Account Engagement no longer drops a cookie in a browser upon a custom redirect, social click, email link click, or site search.

Previously, cookies were set in those scenarios, but they were deleted immediately if the website visitor declined cookies. Now Account Engagement no longer sets them at all until the visitor gives affirmative consent.

Retroactive First Touch Tracking was implemented to help reduce the potential loss of first-touch data.
 

When was this implemented?

The change was implemented along the Summer’22 release, June 12, 2023.
 

How does this change affect web tracking?

The impact is rather small if Retroactive First Touch Tracking is turned on. For optimal custom redirect tracking, ensure the custom redirect’s root domain matches the destination page, and that the destination page has Account Engagement tracking code. 
 

How does this affect web tracking if turn off Retroactive First-Touch Tracking?

For visitors without a preexisting cookie: custom redirects, social clicks, and site searches that occur prior to cookie consent will not be recorded. Email link clicks, while still recorded, will not associate the landing page visit to the prospect. Since only engagement after cookie acceptance will be tracked, Account Engagement users may see a reduction in visitor activity and conversion activity. Because email link click tracking is considered part of email consent, it's not impacted by these changes. Email clicks are still tracked for prospects who opted in to receive emails.
 

Lösning

What do I need to do to prepare for this change?

Unless you use custom redirects to implement a confirmed opt in process, there’s no action required and you don’t need to do anything.
 

What should I do if I use custom redirects to implement confirmed email opt in?

To implement a confirmed opt in process that doesn’t rely on custom redirects:
  1. Create separate lists for Partial Opt In and Confirmed Opt In.
  2. Create a landing page that will confirm the opt in.
  3. Configure the Engagement Studio program as follows.
    1. Select the Partial Opt In list as the recipient list for the program.
    2. As the first step, send a verification email with a link to the verification landing page.
    3. Create a trigger step based on the landing page verification link click.
    4. On the yes path, add a step to add the prospect to the Confirmed Opt In list and another step to remove them from the Partial Opt In list.
Leverage a repeating Engagement Studio program if prospects may need to go through this process multiple times.
 
Knowledge-artikelnummer

000396119

 
Laddar
Salesforce Help | Article