Data used by Target machine-learning algorithms

Last update: April 21, 2025

Topics:
Automated Personalization

Adobe Target automatically collects and uses various data to build its personalization algorithms in Automated Personalization (AP) and Auto-Target (AT) activities. When a visitor enters an Automated Personalization or Auto-Target activity, a snapshot of information is passed to a set of “training records” (the visitor data that the personalization algorithms learn on).

To learn more about the Target personalization algorithms, see Random Forest Algorithm.

Default Target attribute categories

The following table shows the data collected by Automated Personalization and Auto-Target activities by default, without any configuration of Target or other Adobe solutions. The table also includes the naming convention used to indicate these attributes in Personalization Insights Reports. You can augment the input data set at any time. To learn more about how to upload additional data, see Uploading data for the Target personalization algorithms.

Data category	System prefix	Description	Display name in Insights reports
Environment parameters	ENV	Information about a user’s environment, including operating system, browser, and time of day/day of week.	Browser - [Attribute Name] Operating System - [Value]
Geography	GEO	Information about a user’s geography, obtained via IP lookup.	Geo - [geo attribute]
Mobile device	MOB	Information about a user’s mobile device.	Device - [device attribute] Mobile - [mobile attribute]
Target reporting segments	SEG	Reporting segments configured in Target reporting.	Reporting Segment -[Segment Name]
Session behavior	SES	Information about user behavior, such as the number of pages viewed.	Visitor Profile - [Attribute Name]

Custom Target attribute categories

The following table shows the customer-provided data collected by Automated Personalization and Auto-Target activities. This data is collected only if you provide it. Specific attribute names and sample values are particular to your system configuration.

Data category	System prefix	Description	Display name in Insights reports
Page parameters	BOX	Custom page parameters (“mbox parameters”) passed in the call to Target.	Custom - Mbox Parameter - [parameter name]
Target profile	PRO	Custom profile attributes are directly uploaded to the Target profile via API or page parameter and Target profile scripts.	Custom - Visitor Profile - [attribute name]
Customer attributes	CRS	Customer Attributes uploaded to the Target profile via the Adobe Experience Cloud Customer Attributes Service.	Custom - Visitor Profile - [attribute name]
URL parameters	URL	URL and any URL parameters for the currently viewed page.	Custom - URL Parameter - [URL Parameter]
Referring URL	REF	Referring URL and any URL parameters for the referring URL.	Custom - [Referring URL Parameter] - [Parameter value]
Adobe Experience Cloud shared audiences	AAM	All audiences shared with Target from other Adobe Experience Cloud solutions (for example, Adobe Audience Manager and Adobe Analytics, via the Experience Cloud Audience Library).	Custom - Experience Cloud Audience - [Audience Name]
Adobe Experience Platform Real-time CDP audiences	UPS	Platform Real-time CDP Audiences shared with Target via Destinations.

Blocking features from Target machine-learning algorithms

Features can be blocked from Target machine-learning algorithms, preventing them from being used in any Automated Personalization or Auto-Target model or activity.

For more information, see Models API (Blocklisting) Overview in the Adobe Target Developer Guide.

Device and mobile data

Attribute name	Attribute description	Sample values	System name
Mobile - Device - Brand	The brand of the mobile device the visitor used to access the activity.	Apple	MOB_targeting.mobile.vendor
Mobile - Device - eReader	Specifies whether the device is an eReader.	0 is False, 1 is True	MOB_targeting.mobile.ereader
Mobile - Device - Game Console	Specifies whether the device is a game console.	0 is False, 1 is True	MOB_targeting.mobile.gamesConsole
Mobile - Device - Media Player	Specifies whether the device is a media player.	0 is False, 1 is True	MOB_targeting.mobile.mediaPlayer
Mobile - Device - Mobile Phone	Specifies whether the device is a mobile phone.	0 is False, 1 is True	MOB_targeting.mobile.mobilePhone
Mobile - Device - Model Name	The model name of the mobile device the visitor used to access the activity.	iPhone XS	MOB_targeting.mobile.model
Device - Set-Top Box	Specifies whether the device is a set-top box.	0 is False, 1 is True	MOB_targeting.mobile.setTopBox
Mobile - Device - Tablet	Specifies whether the device is a tablet.	0 is False, 1 is True	MOB_targeting.mobile.tablet
Mobile - Pixel Density (ppi)	The mobile device’s pixel density the visitor used to access the activity.	1, 2, 3, and so on.	MOB_targeting.mobile.displayPpi
Mobile - OS – OS X (Android, Windows, and so on)	Specifies whether the user used an OSX (or Android, Windows, and so on) device to access the activity.	0 is False, 1 is True	MOB_targeting.mobile.os[OS] For example, MOB_targeting.mobile.osOSx, MOB_targeting.mobile.osWindows, MOB_targeting.mobile.osAndroid, MOB_targeting.mobile.osLinux
Mobile - Screen Height (px)	The mobile device’s screen height (in pixels) the visitor used to access the activity.	1, 2, 3, and so on.	MOB_targeting.mobile.displayHeight
Mobile - Screen Width (px)	The mobile device’s screen width (in pixels) the visitor used to access the activity.	1, 2, 3, and so on.	MOB_targeting.mobile.displayWidth

Environmental data

Attribute name	Attribute description	Sample values	System name
Browser - Day of Week	The day of the week when the visitor accessed the activity.	0 – 6. (0 is Sunday)	ENV_DayOfWeek
Browser - Hour of Day	The hour of the day when the visitor accessed the activity.	0 – 23 (0 is midnight)	ENV_UserHour
Browser - Hour of Week	The hour of the week when the visitor accessed the activity.	0 – 168 (Sunday midnight is 0)	ENV_WeekHour
Browser - Language Setting	The language specified in the visitor’s browser used to access the activity.	English German	ENV_Language
Browser - Time of Day	The browser’s time of day when the visitor accessed the activity.	0, 6, 12, 18 (0 is night, 6 is morning, 12 is afternoon, 18 is evening)	ENV_LocalTimePeriod
Browser - Timezone	The visitor’s time zone while accessing the activity.	Pacific Time Eastern Time GMT	ENV_BrowserTimezoneOffsetMinutes
Browser - Type	The type of browser the visitor used while accessing the activity.	Chrome Firefox Internet Explorer Safari Other	ENV_Browser
Browser - Weekday/Weekend	The work status when the visitor accessed the activity (weekend, work hours, or weekday free-time).	Saturday and Sunday are weekend Monday-Friday 0900 – 1800 is work time Monday-Friday after 1800 until 0900 is weekday free time	ENV_UserHourType
Browser - Window Height (px)	The browser’s window height (in pixels) the visitor used to access the activity.	1, 2, 3, and so on,	ENV_BrowserHeight
Browser - Window Width (px)	The browser’s window width (in pixels) the visitor used to access the activity.	1, 2, 3, and so on,	ENV_BrowserWidth
Device - Screen Height (px)	The device’s screen height the visitor used to access the activity.	1, 2, 3, and so on,	ENV_ScreenHeight
Device - Screen Width (px)	The device’s screen width the visitor used to access the activity.	1, 2, 3, and so on,	ENV_ScreenWidth
Operating System	The operating system on the visitor’s device used to access the activity.	Mac OS Windows Linux Search Bot Unknown OS	ENV_OperatingSystem
Operating System - Version	The operating system’s version the visitor used to access the activity.	Windows 10 Mac OS 10	ENV_OperatingSystemVersion
Traffic Sources - Referring Landing Page URL	The first page the visitor saw when accessing your site.	`https://www.adobe.com/ecloud.html`	ENV_Referrer

Geographical data

Attribute name	Attribute description	Sample values	System name
Geo - City	The city from which the visitor accessed the activity.	San Francisco	Geo_City
Geo - Country	The country from which the visitor accessed the activity.	Germany	Geo_Country
Geo - DMA	The Designated Marketing Area (DMA) from which the visitor accessed the activity.	Charlottesville	Geo_DMA
Geo - Latitude	The latitude from which the visitor accessed the activity.	47.269 Rounded to 3 decimal places (approximately 100-meters accuracy)	GEO_Latitude
Geo - Longitude	The longitude from which the visitor accessed the activity.	-122.269 Rounded to 3 decimal places (approximately 100-meters accuracy)	GEO_Longitude
Geo - State/Region	The state or region from which the visitor accessed the activity.	Utah New South Wales	GEO_State GEO_Region
Geo - Zip Code	The Zip Code from which the visitor accessed the activity.	84004	GEO_ZipCode
Mobile - Carrier	The mobile carrier the visitor used when accessing the activity.	Vodafone T-Mobile	GEO_mobileCarrier
Network - Connection Speed	The network connection speed of the device when the visitor accessed the activity.	Broadband Cable DSL Mobile Wireless Satellite	GEO_ConnectionSpeed
Network - Domain Name	The name of the network domain from which the visitor accessed the activity.	`nnt.net`	GEO_DomainName
Network - ISP	The network from which the visitor accessed the activity.	nnt communications corporation	GEO_IspName

Session data

Attribute name	Attribute description	Sample values	System name
Visitor Profile - Activity Lifetime Order Value	Specifies the sum of all order values across all visits/sessions to a particular activity.	Double	SES_CUMULATIVE_ORDER_VALUE
Visitor Profile - Activity Lifetime Time on Site	Specifies the visitor’s total time spent on site, excluding the current session, and is updated when the session expires.	Double, milliseconds	SES_TOTAL_TIME
Visitor Profile -Average Page Views per Visit during Activity	Specifies the average number of page views per session, excluding the current session.	Double	SES_REQUESTS_PER_SESSION
Visitor Profile - Average Time per Visit	Specifies the average time spent per visit/session. This does not include the current session.	Double, milliseconds	SES_TIME_PER_SESSION
Visitor Profile - First Visit	Specifies the time of the first visit that the user interacted with Target.	Double, milliseconds	SES_PROFILE_CREATION_TIME
Visitor Profile - Hours since Last Visit	Specifies the hours since the last visit to this particular activity.	Double (Only integer positive number) 1, 2, 3, and so on.	SES_HOURS_SINCE_LAST_VISIT
Visitor Profile - Impressions of Location/Content	Specifies the number of impressions to a particular location/content combination in a particular activity.	Double (Only integer positive number) 1, 2, 3, and so on.	SES_CUMULATIVE_ACTION_[LOCATION_ID]_[CONTENT_ID]
Visitor Profile - Last Target Interaction	Specifies the time of last interaction with Target. Interaction happens on every Target request because the current implementation of Target updates the profile on each request.	Double, milliseconds	SES_PROFILE_UPDATE_TIME
Visitor Profile - Pages Seen Before Activity	Specifies the number of total page views (impressions), including the current visit/session until the visitor enters the activity.	Double (Only integer positive number) 1, 2, 3, and so on.	SES_TOTAL_PAGE_VIEWS
Visitor Profile - Page Views in Current Visit	Specifies the number of page views in the current visit/session until the visitor enters the activity. More precisely, the number of impressions. These impressions are not real page views, rather this is the number of times the request reached Target. Target is not capable of distinguishing between timeouts or any other reasons that the user did not receive or view the content.	Double (Only integer positive number)	SES_SESSION_POSITION
Visitor Profile - Start of Current Visit	Specifies the time when the current visit/session with Target started. The visit with Target can be initiated without entering an activity. All that is required is a call to any Target request. A visitor might take a while until entering the activity and the snapshot is taken.	Double, milliseconds	SES_SESSION_START
Visitor Profile - Start of Most Recent Visit	Specifies the time of when the last visit/session with Target started. This attribute gets updated when the session expires. If this is the first session for the visitor, it results in `LAST_SESSION_START = 0.`	Double, milliseconds	SES_LAST_SESSION_START
Visitor Profile - Time Since Most Recent Visit When First Enter Activity	Specifies the duration between the previous session and the time when the user enters the activity and the snapshot is performed.	Double, milliseconds	SES_RECENCY
Visitor Profile - Time in Visit Before Enter Activity	Specifies the difference between the last interaction with Target and when the current visit started. This attribute could be considered visit/session duration until the user enters the activity and the snapshot is performed. Negative values happen when the session start and the last update time are triggered by the same Target call. Negatives values should be considered as 0 (zero).	Double, milliseconds	SES_SESSION_TIME
Visitor Profile -Total Visits	Specifies the total number of visits/sessions. Does not include the current visit/session.	Double (Only integer positive number) 1, 2, 3, and so on.	SES_TOTAL_SESSIONS
Visitor Profile - Total Visits to Activity	Specifies the number of visits to a particular activity. If there is no previous visit, returns 0 (zero).	Double (Only integer positive number) 1, 2, 3, and so on.	SES_PREVIOUS_VISIT_COUNT
Visitor Profile - Total Visits to Activity with Conversion	Specifies the number of visits/sessions to a particular activity when there was at least one conversion during the visit.	Double	SES_CUMULATIVE_SUCCESSES
Visitor Profile - Visits to Activity with No Conversion	Number of visits/sessions with no conversions to a particular activity. This value is reset to zero after conversion, or -1 if conversion never happened.	Double (Only integer positive number) 1, 2, 3, and so on.	SES_SUCCESS_RECENCY

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