Analytics for Target panel

Last update: January 31, 2025

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This article documents the Analytics for Target panel in Adobe Analytics.
See Experimentation panel for information on how to compare different user experiences, marketing, or messaging variations in Customer Journey Analytics.

The Analytics for Target panel lets you analyze your Adobe Target activities and experiences in Analysis Workspace. The panel also enables you to see lift & confidence for up to 3 success metrics. To access the Analytics for Target panel, navigate to a report suite with Analytics for Target components enabled. Then, select the panel icon on the far left and drag the Analytics for Target panel into your Analysis Workspace Project.

See Analytics for Target panel for a demo video.

Use

To use an Analytics for Target panel:

Create an Analytics for Target panel. For information about how to create a panel, see Create a panel.
Specify the input for the panel.
Observe the output for the panel.

Panel input

You can configure the Analytics for Target panel using these input settings:

A4T Panel input

Setting

Description

Target Activity

Select from a list of target activities. The list is populated with the last 6 months of activities that had at least 1 hit. If you do not see an activity in the list, it may be older than 6 months. It can still be added from the left rail, which has a look-back period of up to 18 months.

Control Experience

Select the control experience.

Normalizing metric

Select Visitors, Visits, or Impressions. Visitors is recommended for most analysis use cases. This metric (also referred to as the counting methodology) becomes the denominator of the lift calculation. It also affects how the data is aggregated before the confidence calculation is applied.

Success metrics

Select up to 3 standard (non-calculated) success events from the drop-down menu, or drag & drop metrics from Metrics in the Components rail. Each metric has a dedicated table and visualization in the rendered panel.

Select Build to build the panel.

Panel output

The Analytics for Target panel returns a rich set of data and visualizations to help you better understand how your Adobe Target activity and experiences are performing. At the top of the panel, a summary line is provided to remind you of the panel settings you selected. For each success metric you selected, one Freeform table and one Line visualization that shows the conversion rate trend is shown:

Rendered

Each freeform table shows the following metric columns:

Metric

Description

Normalizing metrics

The normalizing metric selected in the input panel: Unique Visitors, Visits, or Activity Impressions.

Success metric

The success metric selected in the input panel.

Conversion rate

The Success metric / Normalizing metric.

Lift

Compares the conversion rate for each experience against the control experience. Note: Lift is a locked metric to Target Experiences; it cannot be broken down or used with other dimensions.

Lift (Lower)

This value represents the worst lift a variant experience could have over the control, at a 95% confidence interval.
See Statistical calculations and Complete Confidence Calculator Excel file for more information.

Lift (Mid)

This value represents the midpoint lift a variant experience could have over the control, at a 95% confidence interval.
See Statistical calculations and Complete Confidence Calculator Excel file for more information.

Lift (Upper)

This value represents the best lift a variant experience could have over the control, at a 95% confidence interval.
See Statistical calculations and Complete Confidence Calculator Excel file for more information.

Confidence

The students t-test calculates the confidence level, which indicates the likelihood that the results would be duplicated if the test were run again. A fixed conditional formatting range of 75%/85%/95% has been applied to the metric. This formatting can be customized if needed under Column settings. Note: Confidence is a “locked metric” to Target Experiences; it cannot be broken down or used with other dimensions.
See Statistical calculations and Complete Confidence Calculator Excel file for more information.

Like with any panel in Analysis Workspace, you can continue your analysis by adding additional tables and visualizations that help you analyze your Adobe Target activities. You can also apply a segment either at the panel level or within the freeform table. Note that if you add it within the freeform table, you must overlay it across the entire table to preserve the lift and confidence calculations. Column level segments are not supported at this time.

Use to reconfigure and rebuild the panel.

FAQs

Question

Answer

What activity types are supported in Analytics for Target?

Learn more about what activity types are supported.

Are calculated metrics supported in lift and confidence calculations?

No. Learn more about why calculated metrics are unsupported in lift & confidence. Calculated metrics can be used in Analytics for Target reporting outside of these metrics, however.

Why would unique visitors vary between Target and Analytics?

Learn more about the variances of unique visitors between products.

When I apply a hit segment for a specific Target activity in my analysis, why do I see unrelated experiences returned?

The Analytics for Target dimension is a list variable, which means it can contain many activities (and experiences) at once. Learn more

Does the confidence metric account for extreme orders or apply a Bonferroni correction for multiple offers?

No. Learn more about how Analytics calculates confidence.

Can lift and confidence metrics be used with other dimensions or breakdowns?

Lift and confidence are “locked metrics” to the Target Experiences dimension because they require a control and variant to calculate across. As such, they cannot be broken down or used with other dimensions.

When do lift and confidence re-calculate?

Lift and confidence re-calculate anytime the panel is build, the panel date range changes, or a segment is applied to the panel or table. When you apply a segment filter to the freeform table, the segment must be applied across all columns or the lift and confidence do not update correctly. Column-level segments are not supported.

For more information regarding Analytics for Target reporting, visit Analytics for Target reporting