Understand Visitor Profile Lifetime



Hey all,

So I'm trying to wrap my head around the profile lifetime (set to 14 days by default), in another thread Adobe target visitor profile expiration - A/B test results​ a response from @mikewebguy who is Adobe staff says "If visitor cookie expiration is set to default 14 days on day 15 the visitor cookie is expired and the visitor is considered new and has the ability to re-qualify into whatever activity experience just like they did on day 1".

What I don't understand is no cookie that is set by Adobe expires in 14 days (see image below), I was then told that if a client is using the Visitor ID service then target uses the AMCV cookie that has a 2 year expiry therefore regardless of what the profile lifetime is set in target the profile expiry will actually be 2 years.

Screenshot 2019-06-06 at 12.45.41.png

Could someone please clear this up for me, and if it is the case that the profile does expire in 14 days (unless changed), could you please highlight to me the cookie / session storage that is used to do this?

Many thanks


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Hey Mike,

Thanks for the response, I have looked over the documentation and it all makes sense apart from Target doesn't drop a cookie that expires in 14 days (our implementation is using the default setting). Also I set up a fake test and visited it after 20 days and I was still bucketed into the same experience and all my profile attributes didn't expire.

I suppose what I need to see for closure (I know this is sad :-)) is how target is setting this 14 days, like I previously mentioned it's not in a cookie I can find.