A4T reporting

Using Adobe Analytics as your reporting source for Adobe Target (A4T) gives you access to Analytics reports for your Target activities.

You can view reports for your activities in both Analytics and Target.

For reporting best practices using Analytics for Target, visit this Adobe Spark Page.


Both Analytics and Target reports measure entrants (the people who enter the tests), rather than visitors to the site.

Every time a visitor sees activity content on the page, Target makes a direct server-to-server call to Analytics, including which activity and experience the visitor saw. Target also calls Analytics whenever the conversion is made. Analytics adds the conversion as a specific new Analytics event named “Activity Conversion,” which is tracked along with other data collected by Analytics.

When the Select operation is used and you sort on Entrants, then only experiences that received entrants during the selected time period are displayed in the reports.


Reports powered by Target have a latency of four minutes. For activities powered by A4T, in both the Target and Analytics reports, it can take up to 24 hours after the activity is initially saved before the report data can be broken down by experiences. The data collected in that first 24 hours is still accurate and is assigned to the right experience.

Reports in Analytics

In Analytics, there are several dimensions and metrics made available after the A4T integration is enabled.


  • Analytics for Target - The parent ID that is passed in through the integration. The format of this dimension is Activity ID:Experience ID:3rd ID. The dimensions below are classifications of this dimension.
  • Target Activities
  • Target Experiences
  • Target Activity > Experience
  • 3rd ID - can be ignored


  • Activity Impressions - Matches the Entrants number in the Target report.
  • Activity Conversions - Matches the Custom Conversions number in the Target report.

In Analysis Workspace, use the Analytics for Target panel to analyze your Target activities and experiences with lift & confidence. For more information, see Analytics for Target (A4T) Panel in the Analytics Tools Guide.


If your Target Activities report in Analytics lists “unspecified” instead of listing your activities, an update is required to your provisioned account. Please contact Customer Care to resolve this issue.

For detailed information and examples, open the Analytics & Target: Best Practices for Analysis tutorial, provided by Adobe Experience League.

Reports in Target

When Analytics is used as the reporting source, reports in Target show the data gathered from Analytics. The report differs somewhat from other Target reports:

  • The Audiences list shows the audiences available to your Analytics report suite.

  • The Metric list shows every metric available through Analytics.

    Every metric is available, including any custom or calculated metrics that are built-in in Analytics.

    Any numbers that increase are shown as positives in the report, even when an increase is undesired. For example, even though you want a lower bounce rate, the higher bounce rate is shown as the winner with highest lift. Be aware of these and similar metrics, and whether you’d prefer to decrease or increase the numbers, when making decisions based on your reports.

You can apply the metric or audience to the report in Target after the activity has started, or even after the test has completed. You don’t have to know exactly what you want to measure beforehand.

Click to view the full Analytics report directly from the activity report page.

Activity creation

During activity creation, you must specify a goal for the activity on the Settings page. This goal becomes the default metric for the report and is always listed as the first option in the metrics selector. You cannot select segments for reporting like you would for a regular Target activity. A test with Analytics uses Adobe Analytics segments rather than Target audiences.

Performing offline calculations for Analytics for Adobe Target (A4T)

You can perform offline calculations for A4T, but it requires a step with data exports in Analytics.

For more information, see Performing Offline Calculations for Analytics for Target (A4T).

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