Data Sources, Onboarding, and Integrations
Getting data in
AAM ingests data through data sources, which define how data arrives and how it's classified. Know real-time (DCS) vs batch/onboarded sources. Onboarding brings offline/CRM data via partners using inbound files and declared IDs, matched to AAM UUIDs through ID syncs. Server-side forwarding from Analytics and Experience Platform integrations are common.
Data source settings
Each data source has a type, ID, and integration code used in tags. Cross-device data sources support linking devices to a person. Data source binding on traits matters: a trait tied to the wrong source won't populate as expected.
Integration traps
- Assuming onboarded data is available instantly; batch onboarding has processing lag.
- Forgetting that declared IDs must be hashed (e.g., SHA-256) per partner spec.
- Confusing inbound (data into AAM) with outbound (segments to destinations).
- Mixing first-party, second-party, and third-party data roles.
- Overlooking that server-side forwarding requires enabling in Analytics and AAM.
Worked example
A CRM list of emails must reach AAM. Steps: create/choose a data source with cross-device capability, hash emails as declared IDs, deliver an inbound file via the onboarding partner, ensure ID syncs link declared IDs to UUIDs, then build traits from the onboarded signals. Rule of thumb: offline data = batch = lag; online data = real-time = immediate. Match the question's timing expectation to the source type.