Create a Multivariate Test

The Visual Experience Composer (VEC) in Adobe Target makes it easy to create your test right on a Target-enabled page and to modify portions of the page within Target.

The Target point-and-click editor enables you to pick any location and add multiple offers.

The Multivariate Test (MVT) takes a page-first report. In other words, the test runs on a specific URL, with the experiences you design for that page.

  1. Click Create Activity > Multivariate Test.

    Create Multivariate Test


    The available activity types depend on your Target account. Some activity types might not appear in your list. For example, Automated Personalization is a Target Premium feature.

    For more information about the various activity types available in Target and their differences, see Activities. See Target Activity types to help you decide which activity type best suites your needs.

  2. Select Visual (Default), if necessary.

    Create Multivariate Test Activity dialog box


    For troubleshooting information about the VEC, should you have problems, see Troubleshooting the Visual Experience Composer.

    The Choose Workplace option in the preceding illustration is a Target Premium feature. Your organization has a Target Standard license if you do not see this option.

  3. (Conditional) If you are a Target Premium customer, choose a workspace.

  4. Specify the URL for the page you want to test, then click Next.


    Use a complete URL, including the HTTP or HTTPS at the beginning.

    If a message appears, asking you to enable your browser for mixed content, follow the instructions in the message. After enabling your browser for mixed content, begin again at Step 1.

    The Visual Experience Composer opens.

  5. Type a name for the activity.

    Activity Name field

    The activity name cannot begin with any of the following characters:

    Character Description
    = Equals to
    + Plus
    - Minus
    @ At sign
  6. Create the offers in each location.

    Edit Text/HTML dialog box

    You can add the following kinds of offers:

    • HTML
    • Image
    • Text
  7. Click Preview to preview your experiences.

    Preview experiences

    You can view each experience, and exclude any you do not want to include in your test. To exclude one or more experiences, select the desired checkboxes, then click Exclude .

    Exclude experiences

  8. Use the Traffic Estimator to test the feasibility of your test plan.

    Traffic indicator

    The following illustration indicates that the activity has insufficient traffic.

    The following illustration indicates that the activity has insufficient traffic.

  9. Click Next to advance to the Targeting page.

  10. Choose the audience and percentage of qualifying visitors that you want to enter the activity.

    Targeting page in MVT activity

    For example, you might limit entries to 50% of all visitors or 45% of your “Californians” 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.

  11. Review the test summary and make any desired changes, then click Next.

  12. Specify the goals and settings for the test.

  13. Click Save and Close to create the activity.

Training video: Creating Multivariate Tests (9:25) Tutorial badge

This video demonstrates how to plan and create a multivariate test using the Target three-step guided workflow.

  • Define and design a multivariate test
  • Create a multivariate test

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