2018 – Day 4 – Session 2

Personalisation at Scale: A “Cookie Cutter” Approach Jim O’Halloran

  • Impact on site performance on conversion is huge
  • Magento
    • LAMP stack + Redis or memcached
    • Generally App is CPI bound
    • Routing / Rendering still time consuming
  • Varnish full page caching (FPC)
  • But what about personalised content?
  • Edge Side Includes (ESIs)
    • But ESIs run in series, is slllow when you have many
    • Content is nont cacheable, expensive to calculate, significant render time
    • ESI therefore undermines much advantage of FPC
  • Ajax
    • Make ajax request and fetch personalised content
    • Still load on backend
    • ESI limitations plus added network latency
  • Cookie Cutter
    • When an event occurs that modifies personalisation state, send a cookies containing the required data with the response.
    • In the browser, use the content of that cookie to update the page


  • Goto
    • Probably cached in varnish
    • I don’t have a cookie
    • If I login, uncachable request, I am changing login state
    • Response includes Set-Cookie header creating a personalised cookie
  • Advantages
    • No backend requests
    • Page data served is cached always
  • How big can cookies be?
    • RFC 6265 has limits but in reality
    • Actual limit ~4096 bytes per cookie
    • Some older browsers also limit to ~4096 bytes total per domain

Potential issues

  • Request Size
    • Keep cookies small
      • Store small values only, No pre-rendered markup, No larger data structures
    • Serve static assets via CDN
    • Lot of stuff in cart can get huge
  • Information leakage
    • Final URLs leaked to unlogged in users
  • Large Scale changes
    • Page needs to look completely different to different users
    • Vary headers might be an option
  • Formkeys
    • XSRF protection workarounds
  • What about cache misses
    • Megento assembles all it’s pages from a series of blocks
    • Most parts of page are relatively static (block cache)
    • Aligent_CacheObserver – Megento extension that adds cache tags to blocks that should be cached but were not picked up as cachable by default
    • Aoe_TemplateHints – Visibility into Block cache
    • Cacheing != Performance Optimisation – Aoe_Profiler


  • Plugin availbale for Megento 1
    • Varnish CookieCutter
  • For Magento 2 has native varnish
    • But has limitations
    • Maybe some off CookieCutter stuff could improve


  • localStorage instead of cookies