Data collection for the Target personalization 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.

The following table shows the data collected by Automated Personalization and Auto-Target by default, without the marketer having to do anything, 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 Type	Description	Data Type Naming Convention	Example Attributes
Device and mobile data	Device and mobile-specific information. See “Device and mobile data” below.	`Device - [device attribute]` `Mobile - [mobile attribute]`	Mobile Device OS Mobile Screen Size
Environmental data	Information about the visitor’s operating system and how and when the visitor is accessing the activity.	`Browser - / Operating System] - [Attribute Name]`	Browser - Type
Experience Cloud segment	Audiences created in Audience Manager or Analytics and shared across the Experience Cloud	`Custom - Experience Cloud Audience - [Audience Name]`	Custom data
Geographical data	Information on where the visitor is located. See “Geographical data” below.	`Geo - [geo attribute]`	City Country Region/State Zip Code Latitude Longitude ISP or Mobile Carrier
Profile attributes	Profile scripts or attributes directly uploaded to the Target profile via the Update API	`Custom - Visitor Profile - [attribute name]`	Custom data
Referring URL parameters	In general, the referring URL is the URL that referred to a particular page that initiated the Target call. Note that this variable can be impacted by the users’ activity on your site as well as the technical implementation of your site.	`Custom - [Referring URL Parameter] - [Parameter value]`	Custom data
Reporting segments	Any segments set up in activity setup.	`Reporting Segment -[Segment Name]`	Custom data
Session data	Information about the visitor’s behavior in the session when accessing the activity.	`Visitor Profile - [Attribute Name]`	Visitor Profile - Start of Most Recent Visit
URL parameters	Target inspects the URL to extract the URL parameters.	`Custom - URL Parameter - [URL Parameter]`	Custom data

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
Mobile - Device - Brand	The brand of the mobile device the visitor used to access the activity.	Apple
Mobile - Device - eReader	Specifies whether the device is an eReader.	0 is False, 1 is True
Mobile - Device - Game Console	Specifies whether the device is a game console.	0 is False, 1 is True
Mobile - Device - Media Player	Specifies whether the device is a media player.	0 is False, 1 is True
Mobile - Device - Mobile Phone	Specifies whether the device is a mobile phone.	0 is False, 1 is True
Mobile - Device - Model Name	The model name of the mobile device the visitor used to access the activity.	iPhone XS
Device - Set-Top Box	Specifies whether the device is a set-top box.	0 is False, 1 is True
Mobile - Device - Tablet	Specifies whether the device is a tablet.	0 is False, 1 is True
Mobile - Pixel Density (ppi)	The mobile device’s pixel density the visitor used to access the activity.	1, 2, 3, etc.
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
Mobile - Screen Height (px)	The mobile device’s screen height (in pixels) the visitor used to access the activity.	1, 2, 3, etc.
Mobile - Screen Width (px)	The mobile device’s screen width (in pixels) the visitor used to access the activity.	1, 2, 3, etc.

Environmental data

Attribute name	Attribute description	Sample values
Browser - Day of Week	The day of the week when the visitor accessed the activity.	0 to 6. (0 is Sunday)
Browser - Hour of Day	The hour of the day when the visitor accessed the activity.	0 to 23 (0 is midnight)
Browser - Hour of Week	The hour of the week when the visitor accessed the activity.	0 to 168 (Sunday midnight is 0)
Browser - Language Setting	The language specified in the visitor’s browser used to access the activity.	English German
Browser - Screen Height (px)	The device’s browser screen height (in pixels) the visitor used to access the activity.	1, 2, 3, etc.
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)
Browser - Timezone	The visitor’s time zone while accessing the activity.	Pacific Time Eastern Time GMT
Browser - Type	The type of browser the visitor used while accessing the activity.	Chrome Firefox Internet Explorer Safari Other
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
Browser - Window Height (px)	The browser’s window height (in pixels) the visitor used to access the activity.	1, 2, 3, etc.
Browser - Window Width (px)	The browser’s window width (in pixels) the visitor used to access the activity.	1, 2, 3, etc.
Device - Screen Height	The device’s screen height the visitor used to access the activity.	1, 2, 3, etc.
Device - Screen Width	The device’s screen width the visitor used to access the activity.	1, 2, 3, etc.
Operating System	The operating system on the visitor’s device used to access the activity.	Mac OS Windows Linux Search Bot Unknown OS
Operating System - Version	The operating system’s version the visitor used to access the activity.	Windows 10 Mac OS 10
Traffic Sources - Referring Landing Page URL	The first page the visitor saw when accessing your site.	`https://www.adobe.com/ecloud.html`

Geographical data

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

Session data

Attribute name	Attribute description	Sample values
Visitor Profile - Activity Lifetime Order Value	Specifies the sum of all order values across all visits/sessions to a particular activity.	Double
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
Visitor Profile -Average Page Views per Visit during Activity	Specifies the average number of page views per session, excluding the current session.	Double
Visitor Profile - Average Time per Visit	Specifies the average time spent per visit/session. This does not include the current session.	Double, milliseconds
Visitor Profile - First Visit	Specifies the time of the first visit that the user interacted with Target.	Double, milliseconds
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.
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.
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
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.
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)
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
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
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
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
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.
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.
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
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.