Configure A/B Tests in Adobe Target for Advertising Cloud DSP Ads

Advertisers with Advertising Cloud DSP only

Adobe Advertising Cloud DSP and Adobe Target make it even easier for marketers to deliver a personalized and connected experience across paid media and on-site messaging. By sharing signals between the two products, you can:

  • Decrease site fall-through rates by linking customers’ ad exposure from DSP campaigns to their on-site experiences.

  • Establish A/B testing by mirroring on-site experiences with advertising messaging using Adobe Audience Manager exposure data and click-to-feed Target audiences.

  • Measure the impact of unified messaging on an on-site objective lift with simple visualizations in Adobe Analytics for Target.

See the following sections for the prerequisites and for instructions to set up click-through and view-through tracking, implement signal sharing between DSP and Target and set up an A/B test activity, and set up Analytics Analysis Workspace to view the test data.

If you have additional questions, contact adcloud_support@adobe.com.

Prerequisites

This use case requires the following products and integrations:

Step 1: Set up the Click-through Framework

Click-through framework

When you add DSP macros to a click-through URL (the URL displayed when a user clicks an ad and reaches the landing page), DSP automatically captures the placement key by including ${TM_PLACEMENT_ID} in the click-through URL. This macro captures the alphanumeric placement key and not the numeric placement ID.

Click-through URL appended to the landing page URL

Add DSP Macros to Your Click-through URLS

Within Flash talking or Google Campaign Manager 360, manually update the click-through URL for each ad to include the macros required to capture AMO ID variables. The AMO ID variables are used to send click data to Adobe Analytics and to share placement keys for A/B testing. See the following pages for instructions:

Contact your DSP account team and the Advertising Solutions Group (aac-advertising-solutions-group@adobe.com) to retrieve the required placement key and finalize the setup, and to make sure that each click-through URL is populated with the placement key.

Step 2: Set up the View-through Framework Using Audience Manager

View-through framework

By adding an Audience Manager impression event pixel in your ad tags and placement settings, you can create a test segment for additional view-through testing opportunities.

  1. Implement an Audience Manager impression event pixel in your ad tags and DSP placement settings.

    For instructions, see “Collect Media Exposure Data from Advertising Cloud DSP Campaigns.”

    Make sure you add DSP macros to capture all data you want the impression event pixel to pass back, including ${TM_PLACEMENT_ID_NUM} for the numeric placement ID.

    NOTE

    Click-tracking URLs include the ${TM_PLACEMENT_ID} macro for the alphanumeric placement key, instead of ${TM_PLACEMENT_ID_NUM} for the numeric placement ID.

  2. Configure an Audience Manager segment from the DSP impression data:

    1. Go to Audience Manager > Audience Data > Signals, and then select the Search tab in the top left.

    2. Enter the Key and Value for the signal that determines at what level the segment users are grouped. Use a supported key with a value that corresponds to a macro that you added to the Audience Manager impression event pixel.

      For example, to group users for a particular placement, use the d_placement key. For the value, use an actual numeric placement ID (such as 2501853 in the screen shot above) that’s captured by the DSP macro ${TM_PLACEMENT_ID_NUM}.

      If the Total Count field shows user counts for the key-value pair, which indicates that the pixel was placed correctly and data is flowing, then you can continue to the next step.

    Search signals

  3. Create a rule-based trait for segment creation in Audience Manager.

    1. Name the trait so that it’s easily identifiable within test activities. Store the trait in whichever folder that you prefer.

    2. From the Data Source drop-down menu, select Ad Cloud.

    3. Within the Expression Builder, add d_event in the Key field and imp in the Value field, select Add Rule, and then save the trait.

    Screenshot of a rule-based trait

  4. Set up a test segment in Audience Manager:

    1. At the top of the page, go to Audience Data > Traits and search for the full trait name. Select the check box next to the trait name, and then click Create Segment.

    2. Name the segment, select Ad Cloud as the Data Source, and then save the segment.

      Audience Manager automatically splits the segment into a control group that receives the standard landing page experience and a test group that received a personalized onsite experience.

    Screenshot of a test segment

Step 3: Set Up an “A/B Test” Activity in Target

The following instructions highlight information pertaining to the DSP use case. For full instructions, see “[Create an A/B Test](/docs/target/using/activities/abtest/create/test-create-ab.html.?lang=en”

  1. Log into Adobe Target.

  2. From the Activities list, click Create Activity > A/B Test.

    Create an A/B Test activity

  3. In the Enter Activity URL* field, enter the landing page URL for the test.

    Enter Activity URL field

    NOTE

    You can use multiple URLs to test view-through site entry. For more information, see “Multipage Activity.” You can easily identify top entries by page URL by creating a Site Entry report in Analytics.

  4. In the Goal field, enter the success metric for the test.

    NOTE

    Make sure that Analytics is enabled as a data source within Target, and that the correct report suite is selected.

  5. Set the Priority to High or 999 to prevent conflicts when users in the test segment receive an incorrect on-site experience.

  6. Within Reporting Settings, select the Company Name and Report Suite connected to your DSP account.

    For additional reporting tips, see “Reporting best practices and troubleshooting.”

  7. In the Date Range field, enter the appropriate start and end dates for the test.

  8. Add audiences to the activity:

    1. Choose the segment that you previously created in Audience Manager to test view-through audiences.

      Add audiences to the activity

    2. Select Site Pages > Landing Page > Query, and enter the DSP placement key in the Value field to use the Target query string parameters for click-through audiences.

      Screenshot of a target click audience

  9. For the Traffic Allocation Method, select Manual (Default) and split the audience 50/50.

  10. Save the activity.

  11. Use Target Visual Experience Composer to make design changes to the A/B test landing page template.

    • Experience A: Don’t edit because it is the default/control landing page experience without personalization.

    • Experience B: Use the Target user interface to customize the landing page template based on the assets included in the test (such as headlines, copy, button placement, and creatives).

    NOTE

    For example creative test use cases for creative tests, contact your account team.

Step 4: Set up Your Analytics for Target Analysis Workspace in Analytics

Analytics for Target (A4T) is a cross-solution integration that lets advertisers create Target activities based on Analytics conversion metrics and audience segments and then measure the results using Analytics as the reporting source. All reporting and segmentation for that activity is based on Analytics data collection.

For more information about Analytics for Target, including a link to implementation instructions, see 'Adobe Analytics as the reporting source for Adobe Target (A4T)".

Set up the Analytics for Target Panel

In Analysis Workspace, configure the Analytics for Target panel to analyze your Target activities and experiences. Keep in mind the following important pointers and information about your reports.

Metrics

  • Create a panel within the workspace specific to the Advertising Cloud campaign, package, or placement for which the test was run. Use summary visualizations to show Advertising Cloud metrics in the same report as the Target test performance.

  • Prioritize using on-site metrics (such as visits and conversions) to measure performance.

  • Understand that aggregated media metrics from Advertising Cloud (such as impressions, clicks, and costs) cannot be matched to Target metrics.

Dimensions

The following dimensions pertain to Analytics for Target:

  • Target Activities: Name of the A/B Test

  • Target Experiences: Names of landing page experiences used within the activity

  • Target Activity > Experience: The activity name and experience name in the same row

Troubleshooting Analytics for Target Data

Within Analysis Workspace, if you notice that activity and experiences data is minimal or not populating, then do the following:

  • Verify that the same Supplemental Data ID (SDID) is used for both Target and Analytics. You can verify the SDID values by using the Adobe Experience Cloud Debugger on the landing page to which the campaign is driving users.

    Supplemental Data ID (SDID) values in Adobe Debugger

  • On the same landing page, verify that a) the Hostname shown in the Adobe Debugger under Solutions> Target matches b) the Tracking Server shown in Target for the activity (under Goals & Settings > Reporting Settings).

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