- Adobe Target Business Practitioner Guide Home
- Target release notes
- Introduction
- Introduction to Target
- Access Target from the Adobe Experience Cloud
- Target key concepts
- Understand the Target UI
- Adobe Target welcome kit
- Target welcome kit overview
- Chapter 1: Introduction
- Chapter 2: Target at a glance
- Chapter 3: Develop your testing and personalization ideas
- Chapter 4: Tips for using Target
- Chapter 5: Inspiration for testing and personalization activities
- Chapter 6: Easily avoidable pitfalls
- Chapter 7: Create and run your first Target activity
- Chapter 8: Communicate your activity results
- Chapter 9: Next steps and resources
- Glossary
- How Target works
- Training and certification
- Training videos for Target Standard and Premium
- Target optimization and personalization FAQ
- Administer Target
- Implement Target
- Integrate Target with the Experience Cloud
- Adobe Analytics as the reporting source for Target (A4T)
- A4T overview
- Before you implement
- Analytics for Target implementation
- User permission requirements
- Create an activity that uses Analytics as the reporting source
- A4T support for Auto-Allocate and Auto-Target activities
- Use an Analytics tracking server
- A4T reporting
- Troubleshooting the Analytics and Target integration (A4T)
- A4T Frequently Asked Questions
- Expected data variances between Target and Analytics when using and not using A4T
- Integrate Target with Adobe Journey Optimizer (AJO)
- Experience Cloud Audiences
- Integrate Target with Adobe Experience Manager (AEM)
- Integrate Target with Adobe Audience Manager (AAM)
- Integrate with Real-time Customer Data Platform
- Integrate Target with Adobe Campaign
- Adobe Analytics as the reporting source for Target (A4T)
- Activities
- Activities overview
- Target activity types
- A/B Test
- Auto-Allocate
- Auto-Target
- Automated Personalization
- Automated Personalization overview
- Random Forest Algorithm
- Create an Automated Personalization activity
- Upload data for the Target personalization algorithms
- Data collection for the Target personalization algorithms
- Estimate the traffic required for success
- Preview experiences for an Automated Personalization test
- Target Automated Personalization offers
- Manage exclusions
- Offer reporting groups in Automated Personalization
- Select the control for your Automated Personalization or Auto-Target activity
- Automated Personalization FAQ
- Troubleshoot Automated Personalization
- Experience Targeting
- Multivariate Test
- Recommendations activity
- Edit an activity or save as draft
- Priority
- Activity settings
- Success metrics
- Activity change log
- Troubleshoot activities
- Activity QA
- Audiences
- Experiences and offers
- Experiences and offers overview
- Visual Experience Composer (VEC)
- Visual Experience Composer overview
- Visual Experience Composer options
- Include the same experience on similar pages
- Multipage activity
- Activity collisions
- Modifications
- Element selectors used in the Visual Experience Composer
- Mobile viewports for responsive experiences
- Visual Experience Composer best practices and limitations
- Troubleshooting the Visual Experience Composer
- Troubleshooting the Visual Experience Composer overview
- Troubleshooting the Visual Experience Composer and Enhanced Experience Composer
- Troubleshooting the Visual Experience Composer
- Troubleshooting the Enhanced Experience Composer
- Enabling mixed content in your browser
- Page modification scenarios
- Visual Editing Helper extension
- Visual Experience Composer helper extension
- Redirect to a URL
- Creating carousels that work in the Visual Experience Composer
- Form-Based Experience Composer
- Single Page App (SPA) Visual Experience Composer
- Offers
- Reports
- Recommendations
- Recommendations overview
- Introduction to Recommendations
- Plan and implement Recommendations
- Entities
- Criteria
- Criteria overview
- Create criteria
- Create criteria sequences
- Base the recommendation on a recommendation key
- The science behind Target’s recommendations algorithms
- Upload custom criteria
- Dynamic and static inclusion rules
- Use a backup recommendation
- Work with multi-value attributes
- Use Adobe Analytics with Recommendations
- Design
- Activity
- Recommendations as an offer
- Frequently asked questions
- Recommendations Classic documentation
- Troubleshoot Target
- Target APIs
- Resources and contact information
Data used by Target machine-learning algorithms
Adobe Target automatically collects and uses various data to build its personalization algorithms in Automated Personalization (AP) and Auto-Target (AT) activities. When a visitor enters an Automated Personalization or Auto-Target activity, a snapshot of information is passed to a set of “training records” (the visitor data that the personalization algorithms learn on).
To learn more about the Target personalization algorithms, see Random Forest Algorithm.
Default 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. The table also includes 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 the number of pages viewed. | Visitor Profile - [Attribute Name] |
Custom Target attribute categories
The following table shows the customer-provided data collected by Automated Personalization and Auto-Target activities. This data is collected only if you provide it. Specific attribute names and sample values are 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 are 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 Real-time CDP audiences | UPS | Platform Real-time CDP Audiences shared with Target via Destinations. | |
| Adobe Experience Platform Real-time CDP attributes | AEP | Platform Real-time CDP Attributes 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 Automated Personalization or Auto-Target model or activity.
For more information, see Models API (Blocklisting) Overview in the Adobe Target Developer Guide.
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, and so on. | MOB_targeting.mobile.displayPpi |
| Mobile - OS – OS X (Android, Windows, and so on) | Specifies whether the user used an OSX (or Android, Windows, and so on) 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, and so on. | 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, and so on. | 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 – 6. (0 is Sunday) |
ENV_DayOfWeek |
| Browser - Hour of Day | The hour of the day when the visitor accessed the activity. | 0 – 23 (0 is midnight) |
ENV_UserHour |
| Browser - Hour of Week | The hour of the week when the visitor accessed the activity. | 0 – 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 are weekend Monday-Friday 0900 – 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, and so on, | ENV_BrowserHeight |
| Browser - Window Width (px) | The browser’s window width (in pixels) the visitor used to access the activity. | 1, 2, 3, and so on, | ENV_BrowserWidth |
| Device - Screen Height (px) | The device’s screen height the visitor used to access the activity. | 1, 2, 3, and so on, | ENV_ScreenHeight |
| Device - Screen Width (px) | The device’s screen width the visitor used to access the activity. | 1, 2, 3, and so on, | 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, and so on. | 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, and so on. | 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 the current visit/session until the visitor enters the activity. | Double (Only integer positive number) 1, 2, 3, and so on. | SES_TOTAL_PAGE_VIEWS |
| Visitor Profile - Page Views in Current Visit | Specifies the number of page views in the 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 that 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 a while 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 the last visit/session with Target started. This attribute gets updated when the session expires. If this is the first session for the visitor, it results 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 are 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, and so on. | 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, and so on. | 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, and so on. | SES_SUCCESS_RECENCY |
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