Create experience in Experience Targeting (XT) activities

The Visual Experience Composer (VEC) in Adobe Target provides a visual interface for editing the experiences on your page in an Experience Targeting (XT) activity.

  1. Select the elements you want to change and make the desired changes.

    While creating an XT activity, step one of the three-part guided workflow (Experiences) displays the default Experience A with an All Visitors audience.

    All Visitors audience

    Any changes you make now apply to Experience A. In a step below, you’ll click Add Experience Targeting to create additional experiences.

    As you hover the elements on your page, the elements are highlighted. Any highlighted element can be altered using the VEC. For a list of actions that can be performed on an element to change the experience, see Visual Experience Composer Options.

    If you created a Target request on the page using Target Classic, that Target request appears as an element that shows the request name, and can be modified like any other element.


    By default, the VEC does not allow changes to elements containing JavaScript, such as rotating banners. You can select to disable JavaScript to alter those elements using the VEC.

  2. To create additional experiences, click Add Experience Targeting.

    Add Experience Targeting link

    The Choose Audience dialog box displays. To target an experience to an audience, you must select the audience before you can add an experience.

    The audience library contains audiences that have previously been defined, including some common audiences that are pre-built as a part of Target. You can select an audience from the library or create a new audience.


    In addition to selecting an existing audience, you can combine multiple audiences to create ad hoc combined audiences rather than creating a new audience. For more information, see Combining Multiple Audiences.

    When creating an audience, you can select a location and specify parameters for that location. Under Custom (Create Audience > Add Rule > Custom), select the location, then specify the desired parameters.


    Audiences are automatically imported in the background when you open the audience list and the imported audiences are more than 10 minutes old.

  3. Select one or more audiences to target with the experience, then click Done.

    Experience B

    You’ll notice that Experience B now displays in the preceding illustration and this experience is targeted to the US Visitors audience.

  4. Select the elements you want to change for this experience and make the desired changes, an explained in Step 1 above.

  5. Repeat the preceding steps to create additional targeted experiences, as needed.

  6. Click Next when you are finished designing your experiences.

    The activity diagram displays:

    XT Targeting diagram


    If you deliver an image from a source other than your main page (such as an image hosted on and delivered on, that image does not display in the thumbnail of the page shown in the flow diagram.

  7. (Conditional) Drag and drop audience/experience pairs while creating or editing XT activities to arrange the pairs in the desired order.

    Visitors are evaluated for experiences in order, from top to bottom.

    Move experiences

    Experience Targeting assumes that order matters. If a visitor falls into the first audience/experience pair, the first experience is delivered.

    For example, suppose you were not aware that order matters while creating an XT activity. You later realize during testing that visitors that you think should qualify for experiences B or C are instead qualifying for experience A. This could be because the audiences are not mutually exclusive and are not in the proper order (for example, experience A = United States, experience B = San Francisco, and experience C = California). In this scenario, all users from the United States qualify for experience A, even if they are located in San Francisco or elsewhere in California. You can reorder the audience/experience pairs from most restrictive to least restrictive (San Francisco > California > United States) without re-creating the entire activity.

    If you have an All Visitors audience, ensure that it is not the first audience in the diagram. An experience targeted to “All Visitors” can be used as the last experience in the experience targeting activity to “catch” any visitors that have not fallen into any other experience.

Rename or edit an experience

You can click the Edit icon (three vertical ellipses) on an experience in an XT activity and choose from the following options, as necessary:

  • Rename
  • Edit

Rename and Edit options

Delete an experience

On the Experiences page (the first step in the three-step guided workflow), click the three vertical ellipses > Delete.

Delete experience

Duplicate an experience

You can copy an experience in an XT activity so you can make minor changes to it without having to re-create the experience from scratch.

On the Experiences page (the first step in the three-step guided workflow), click the three vertical ellipses > Duplicate.

Duplicate experience

Training videos:

The following videos contain more information about the concepts discussed in this article.

From A/B Testing to Experience Targeting

This video describes how to take A/B Testing to the next level with Experience Targeting (XT).

  • Describe the three-step guided workflow to configure an XT activity
  • Describe how to deliver location-specific content to audiences located in different geographic areas
  • Describe how to reorder experiences to ensure that the right content is delivered to the right audience

Activity Types (9:03)

This video explains the activity types available in Target Standard/Premium. Experience Targeting is discussed beginning at 5:15.

  • Describe the types of activities included in Adobe Target
  • Select the appropriate activity type to achieve your goals
  • Describe the three-step guided workflow that applies to all activity types

Using the Visual Experience Composer

This video provides information about using the Visual Experience Composer options.

  • Change the content of a page
  • Change the layout of a page

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