Key takeaways

In this module, you learned:

• Adobe Target has five activity types, two of which require a Premium subscription. A/B Test, Multivariate Test, and Experience Targeting are available to all customers. Automated Personalization and Recommendations are Premium-only and both leverage Adobe Sensei's artificial intelligence for machine-driven optimization and content delivery.
• Every activity type follows the same three-step guided workflow. Step 1 (Experiences) is where you build and name the activity and create the test experiences. Step 2 (Targeting) is where you select your audience and choose how traffic is allocated across experiences. Step 3 (Goals and Settings) is where you define the primary goal metric and any additional goals. This structure is consistent regardless of activity type.
• The Visual Experience Composer (VEC) is the default marketer-friendly editor; the Form-Based Experience Composer (FEC) is for non-web channels. The VEC loads a page by URL and lets you click directly on page elements to modify them — no code required. The FEC is used for environments that can't render in a browser interface, such as emails, mobile apps, kiosks, and IoT devices.
• "Clicked Element" is a conversion goal you define visually, without needing a custom implementation event. Rather than relying on a developer to instrument a specific button click in the tag manager, you can visually select any page element in the activity builder and use that click as the conversion trigger. This makes it practical for tracking CTA buttons without a code dependency.
• Editors can build activities but cannot publish them — that requires an Approver or Publisher. The four roles are Approver (full access including publishing), Editor (can configure but not publish), Publisher (can approve and publish but not edit), and Observer (read-only). The separation between Editor and publishing-capable roles creates a built-in review checkpoint before anything goes live.