PREMIUM Data used by Target machine-learning algorithms

Adobe Target automatically collects and uses a variety of data to build its personalization algorithms in Automated Personalization (AP) and Auto-Target (AT) activities. When a visitor enters an AP or AT activity, a snapshot of information is passed to a set of “training records” (the visitor data that the personalization algorithms will learn on).

To learn more about the Target personalization algorithms, see Random Forest Algorithm.

Default Adobe Target attribute categories

The following table shows the data collected by Automated Personalization and Auto-Target activities by default, without any configuration of Target or other Adobe solutions, as well as the naming convention used to indicate these attributes in Personalization Insights Reports. You can augment the input data set at any time. To learn more about how to upload additional data, see Uploading data for the Target personalization algorithms.

Data category System prefix Description Display name in Insights reports
Environment parameters ENV Information about a user’s environment, including operating system, browser, and time of day/day of week. Browser - [Attribute Name]
Operating System - [Value]
Geography GEO Information about a user’s geography, obtained via IP lookup. Geo - [geo attribute]
Mobile device MOB Information about a user’s mobile device. Device - [device attribute]
Mobile - [mobile attribute]
Target reporting segments SEG Reporting segments configured in Target reporting. Reporting Segment -[Segment Name]
Session behavior SES Information about user behavior, such as number of pages viewed. Visitor Profile - [Attribute Name]

Custom Adobe Target attribute categories

The following table shows the customer-provided data collected by by Automated Personalization and Auto-Target activities. This data is collected only if you provide it. Specific attribute names and sample values will be particular to your system configuration.

Data category System prefix Description Display name in Insights reports
Page parameters BOX Custom page parameters (“mbox parameters”) passed in the call to Target. Custom - Mbox Parameter - [parameter name]
Target profile PRO Custom profile attributes directly uploaded to the Target profile via API or page parameter and Target profile scripts. Custom - Visitor Profile - [attribute name]
Customer attributes CRS Customer Attributes uploaded to the Target profile via the Adobe Experience Cloud Customer Attributes Service. Custom - Visitor Profile - [attribute name]
URL parameters URL URL and any URL parameters for the currently-viewed page. Custom - URL Parameter - [URL Parameter]
Referring URL REF Referring URL and any URL parameters for the referring URL. Custom - [Referring URL Parameter] - [Parameter value]
Adobe Experience Cloud shared audiences AAM All audiences shared with Target from other Adobe Experience Cloud solutions (for example, Adobe Audience Manager and Adobe Analytics, via the Experience Cloud Audience Library). Custom - Experience Cloud Audience - [Audience Name]
Adobe Experience Platform RTCDP audiences UPS AEP RTCDP Audiences shared with Target via Destinations.

Blocking features from Target machine-learning algorithms

Features can be blocked from Target machine-learning algorithms, preventing them from being used in any Auto-Target or Automated Personalization model or activity.

To block a category of features from Target machine-learning algorithms, contact Adobe Customer Care and specify the feature categories you want blocked, using the above provided System Prefix(es).

To block one or more specific features from Target machine-learning algorithms, contact Adobe Customer Care and specify the specific feature names that should be blocked, using the below provided system name(s). The following sections contain detailed information about the various data types, including attribute names, descriptions, and sample values.

Device and mobile data

Attribute name Attribute description Sample values System name
Mobile - Device - Brand The brand of the mobile device the visitor used to access the activity. Apple MOB_targeting.mobile.vendor
Mobile - Device - eReader Specifies whether the device is an eReader. 0 is False, 1 is True MOB_targeting.mobile.ereader
Mobile - Device - Game Console Specifies whether the device is a game console. 0 is False, 1 is True MOB_targeting.mobile.gamesConsole
Mobile - Device - Media Player Specifies whether the device is a media player. 0 is False, 1 is True MOB_targeting.mobile.mediaPlayer
Mobile - Device - Mobile Phone Specifies whether the device is a mobile phone. 0 is False, 1 is True MOB_targeting.mobile.mobilePhone
Mobile - Device - Model Name The model name of the mobile device the visitor used to access the activity. iPhone XS MOB_targeting.mobile.model
Device - Set-Top Box Specifies whether the device is a set-top box. 0 is False, 1 is True MOB_targeting.mobile.setTopBox
Mobile - Device - Tablet Specifies whether the device is a tablet. 0 is False, 1 is True MOB_targeting.mobile.tablet
Mobile - Pixel Density (ppi) The mobile device’s pixel density the visitor used to access the activity. 1, 2, 3, etc. MOB_targeting.mobile.displayPpi
Mobile - OS – OSX (Android, Windows, etc.) Specifies whether the user used an OSX (or Android, Windows, etc.) device to access the activity. 0 is False, 1 is True MOB_targeting.mobile.os[OS]
For example, MOB_targeting.mobile.osOSx, MOB_targeting.mobile.osWindows, MOB_targeting.mobile.osAndroid, MOB_targeting.mobile.osLinux
Mobile - Screen Height (px) The mobile device’s screen height (in pixels) the visitor used to access the activity. 1, 2, 3, etc. MOB_targeting.mobile.displayHeight
Mobile - Screen Width (px) The mobile device’s screen width (in pixels) the visitor used to access the activity. 1, 2, 3, etc. MOB_targeting.mobile.displayWidth

Environmental data

Attribute name Attribute description Sample values System name
Browser - Day of Week The day of the week when the visitor accessed the activity. 0 to 6.
(0 is Sunday)		 ENV_DayOfWeek
Browser - Hour of Day The hour of the day when the visitor accessed the activity. 0 to 23
(0 is midnight)		 ENV_UserHour
Browser - Hour of Week The hour of the week when the visitor accessed the activity. 0 to 168
(Sunday midnight is 0)		 ENV_WeekHour
Browser - Language Setting The language specified in the visitor’s browser used to access the activity. English
German		 ENV_Language
Browser - Time of Day The browser’s time of day when the visitor accessed the activity. 0, 6, 12, 18
(0 is night, 6 is morning,
12 is afternoon, 18 is evening)		 ENV_LocalTimePeriod
Browser - Timezone The visitor’s time zone while accessing the activity. Pacific Time
Eastern Time
GMT		 ENV_BrowserTimezoneOffsetMinutes
Browser - Type The type of browser the visitor used while accessing the activity. Chrome
Firefox
Internet Explorer
Safari
Other		 ENV_Browser
Browser - Weekday/Weekend The work status when the visitor accessed the activity (weekend, work hours, or weekday free-time). Saturday and Sunday is weekend
Monday-Friday 0900 to 1800 is work time
Monday-Friday after 1800 until 0900 is weekday free time		 ENV_UserHourType
Browser - Window Height (px) The browser’s window height (in pixels) the visitor used to access the activity. 1, 2, 3, etc. ENV_BrowserHeight
Browser - Window Width (px) The browser’s window width (in pixels) the visitor used to access the activity. 1, 2, 3, etc. ENV_BrowserWidth
Device - Screen Height (px) The device’s screen height the visitor used to access the activity. 1, 2, 3, etc. ENV_ScreenHeight
Device - Screen Width (px) The device’s screen width the visitor used to access the activity. 1, 2, 3, etc. ENV_ScreenWidth
Operating System The operating system on the visitor’s device used to access the activity. Mac OS
Windows
Linux
Search Bot
Unknown OS		 ENV_OperatingSystem
Operating System - Version The operating system’s version the visitor used to access the activity. Windows 10
Mac OS 10		 ENV_OperatingSystemVersion
Traffic Sources - Referring Landing Page URL The first page the visitor saw when accessing your site. https://www.adobe.com/ecloud.html ENV_Referrer

Geographical data

Attribute name Attribute description Sample values System name
Geo - City The city from which the visitor accessed the activity. San Francisco Geo_City
Geo - Country The country from which the visitor accessed the activity. Germany Geo_Country
Geo - DMA The Designated Marketing Area (DMA) from which the visitor accessed the activity. Charlottesville Geo_DMA
Geo - Latitude The latitude from which the visitor accessed the activity. 47.269
Rounded to 3 decimal places (approximately 100 meters accuracy)		 GEO_Latitude
Geo - Longitude The longitude from which the visitor accessed the activity. -122.269
Rounded to 3 decimal places (approximately 100 meters accuracy)		 GEO_Longitude
Geo - State/Region The state or region from which the visitor accessed the activity. Utah
New South Wales		 GEO_State
GEO_Region
Geo - Zip Code The Zip Code from which the visitor accessed the activity. 84004 GEO_ZipCode
Mobile - Carrier The mobile carrier the visitor used when accessing the activity. Vodafone
T-Mobile		 GEO_mobileCarrier
Network - Connection Speed The network connection speed of the device when the visitor accessed the activity. Broadband
Cable
DSL
Mobile
Wireless
Satellite		 GEO_ConnectionSpeed
Network - Domain Name The name of the network domain from which the visitor accessed the activity. nnt.net GEO_DomainName
Network - ISP The network from which the visitor accessed the activity. nnt communications corporation GEO_IspName

Session data

Attribute name Attribute description Sample values System name
Visitor Profile - Activity Lifetime Order Value Specifies the sum of all order values across all visits/sessions to a particular activity. Double SES_CUMULATIVE_ORDER_VALUE
Visitor Profile - Activity Lifetime Time on Site Specifies the visitor’s total time spent on site, excluding the current session, and is updated when the session expires. Double, milliseconds SES_TOTAL_TIME
Visitor Profile -Average Page Views per Visit during Activity Specifies the average number of page views per session, excluding the current session. Double SES_REQUESTS_PER_SESSION
Visitor Profile - Average Time per Visit Specifies the average time spent per visit/session. This does not include the current session. Double, milliseconds SES_TIME_PER_SESSION
Visitor Profile - First Visit Specifies the time of the first visit that the user interacted with Target. Double, milliseconds SES_PROFILE_CREATION_TIME
Visitor Profile - Hours since Last Visit Specifies the hours since the last visit to this particular activity. Double (Only integer positive number) 1, 2, 3, etc. SES_HOURS_SINCE_LAST_VISIT
Visitor Profile - Impressions of Location/Content Specifies the number of impressions to a particular location/content combination in a particular activity. Double (Only integer positive number) 1, 2, 3, etc. SES_CUMULATIVE_ACTION_[LOCATION_ID]_[CONTENT_ID]
Visitor Profile - Last Target Interaction Specifies the time of last interaction with Target. Interaction happens on every Target request because the current implementation of Target updates the profile on each request. Double, milliseconds SES_PROFILE_UPDATE_TIME
Visitor Profile - Pages Seen Before Activity Specifies the number of total page views (impressions), including current visit/session until the visitor enters the activity. Double (Only integer positive number) 1, 2, 3, etc. SES_TOTAL_PAGE_VIEWS
Visitor Profile - Page Views in Current Visit Specifies the number of page views in current visit/session until the visitor enters the activity. More precisely, the number of impressions. These impressions are not real page views, rather this is the number of times the request reached Target. Target is not capable of distinguishing between timeouts or any other reasons the user did not receive or view the content. Double (Only integer positive number) SES_SESSION_POSITION
Visitor Profile - Start of Current Visit Specifies the time when the current visit/session with Target started. The visit with Target can be initiated without entering an activity. All that is required is a call to any Target request. A visitor might take awhile until entering the activity and the snapshot is taken. Double, milliseconds SES_SESSION_START
Visitor Profile - Start of Most Recent Visit Specifies the time of when last visit/session with Target started. This attribute gets updated when the session expires.
If this is the first session for the visitor, it will result in LAST_SESSION_START = 0.		 Double, milliseconds SES_LAST_SESSION_START
Visitor Profile - Time Since Most Recent Visit When First Enter Activity Specifies the duration between the previous session and the time when the user enters the activity and the snapshot is performed. Double, milliseconds SES_RECENCY
Visitor Profile - Time in Visit Before Enter Activity Specifies the difference between the last interaction with Target and when the current visit started. This attribute could be considered visit/session duration until the user enters the activity and the snapshot is performed.
Negative values happen when the session start and the last update time is triggered by the same Target call. Negatives values should be considered as 0 (zero).		 Double, milliseconds SES_SESSION_TIME
Visitor Profile -Total Visits Specifies the total number of visits/sessions. Does not include the current visit/session. Double (Only integer positive number) 1, 2, 3, etc. SES_TOTAL_SESSIONS
Visitor Profile - Total Visits to Activity Specifies the number of visits to a particular activity. If there is no previous visit, returns 0 (zero). Double (Only integer positive number) 1, 2, 3, etc. SES_PREVIOUS_VISIT_COUNT
Visitor Profile - Total Visits to Activity with Conversion Specifies the number of visits/sessions to a particular activity when there was at least one conversion during the visit. Double SES_CUMULATIVE_SUCCESSES
Visitor Profile - Visits to Activity with No Conversion Number of visits/sessions with no conversions to a particular activity. This value is reset to zero after conversion, or -1 if conversion never happened. Double (Only integer positive number) 1, 2, 3, etc. SES_SUCCESS_RECENCY

Resources on adobe.com

Ab Multivariate Testing Omnichannel Personalization Enterprise Governance Email Optimization Recommendation Engine Ab Testing

On this page