Types of A/B Testing activities

In addition to the manual A/B Test activity, Target provides two additional types of A/B Testing activities: Auto-Allocate and Auto-Target.

Activity TypeDescription
Manual A/B Test

Compares two or more experiences to see which experience best improves conversions throughout a pre-specified test period.

This section describes how to set up a manual A/B Test activity, but the steps for the other types of A/B Test activities are similar.

Auto-Allocate

Identifies a winner among two or more experiences, and then redirects traffic to the winner, increasing conversion as the test runs and learns.

To learn about the benefits of using an Auto-Allocate activity, see Auto-Allocate in How long should you run an A/B Test and Auto-Allocate overview.

Premium badge Auto-Target

Uses advanced machine learning to personalize content and drive conversions by identifying multiple high-performing, marketer-defined experiences. The most tailored experience is then served to visitors based on their individual customer profiles and past behaviors of similar visitors.

For more information, see Auto-Target.

For more information about which of these A/B Test activities is right for you, see the interactive Adobe Target Activities Guide PDF.

The steps for creating the three types of A/B Test activities are similar. To create an Auto-Allocate or Auto-Target activity:

  1. Start by creating an A/B Test activity.

  2. When you get to the Targeting page, click the Traffic Allocation control, then choose the desired traffic allocation method in the right pane, as shown below:

    • Auto-Allocate to best experience
    • Auto-Target for personalized experience

    Traffic Allocation Method settings

Include recommendations inside A/B activities

You can include recommendations inside A/B Test, Auto-Allocate, and Auto-Target activities (and Experience Targeting (XT) activities). For more information, see Recommendations as an offer.

This functionality requires that you have a Target Premium license.

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