Adobe Analytics as the reporting source for Adobe Target (A4T)

Adobe Analytics for Target (A4T) is a cross-solution integration that lets you create activities based on Analytics conversion metrics and audience segments. The A4T integration lets you use Analytics reports to examine your results. If you use Analytics as the reporting source for an activity, all reporting and segmentation for that activity is based on Analytics data collection.

Overview section_92B66069210C40DBA937790E8CC596CF

The Analytics for Target integration between Analytics and Target provides powerful analysis and timesaving tools for your optimization program.

The three primary benefits of using Analytics data in Target are:

  • Marketers can dynamically apply Analytics success metrics or reporting segments to Target activity reports at any time. It is not required to specify everything before running the activity.
  • A single source of data eliminates the variance that occurs when collecting data in two separate systems.
  • Your existing Analytics implementation collects all required data. There is no need to implement mboxes on pages for the sole purpose of collecting data for reports.

If you use Analytics as the reporting source for an activity, all reporting and segmentation for that activity is based on Analytics.

All Analytics metrics, including calculated metrics, are available in Target and the Target Activities report in Analytics, with one exception. The calculated metrics for Lift & Confidence are not supported. Likewise, any segment available in Analytics can be applied to both solutions. You can apply the metric or audience to the report in Target after the activity has started, or even after the activity has completed.

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

After the classification period, data appears in these reports approximately an hour after it is collected from the website. All metrics, segments, and values in the reports come from the report suite you selected when you set up the activity.

Keep the following points in mind when considering using A4T:

  • To use Analytics as the reporting source for Target, both you and your company must have access to Analytics and to Target. Contact your account representative if you need either solution.

  • The reporting source is set for each activity. Target continues to collect data to use in reporting and Target data is still available if you prefer to base an activity on data collected by Target.

  • Use one reporting source or the other. You cannot collect data for a single activity from both sources.

  • When using A4T, all success metrics available to your activities are Analytics metrics. However, your goal metric can be based on an mbox call if using at.js. For example, you can use Target’s out-of-the-box click-tracking capabilities with A4T instead of having to implement Analytics click-tracking code.

  • When viewing reporting of an A4T activity in the Target UI, you are viewing Analytics data. For example, if you use the Visitor metric in Target, you are using the Analytics Visitor metric, not the Target Visitors metric, which is now called Entrants. This difference is especially important for basic traffic metrics (Visitors, Visits, Page Views) and conversion metrics.

  • Any existing Target activities continue to use Target data collection and are not affected by enabling A4T.

  • Only one mbox-based metric is allowed when using A4T.

  • A server-to-server call from Target to Analytics sends activity and experience information to Analytics. This integration does not result in extra server calls for either Target or Analytics.

    In some situations, the classifications from Target to Analytics fail and activities do not show data in Analytics. See Troubleshoot the Analytics and Target integration (A4T). You can also contact Client Care for further assistance.

Implement A4T

For information about implementing A4T with at.js and the Adobe Experience Platform Web SDK, see Analytics for Target implementation.

Supported activity types section_F487896214BF4803AF78C552EF1669AA

The following sections contain information about supported activity types when using the Adobe Experience Platform Web SDK or at.js:

Activity Types
A4T Compatible?
Notes, if applicable
A/B activity with manual traffic split
A/B activity with Auto-Allocate
See A4T support for Auto-Allocate and Auto-Target activities.
A/B activity with Auto-Target
A4T support for Auto-Target activities is now supported for both Platform Web SDK and at.js.
Experience Targeting (XT)
Multivariate test (MVT)
Requires mbox-based goal metric goal to get the Element Contribution report. The Element Contribution report does not currently support Analytics metrics.
Automated Personalization (AP) activity
Recommendations activity
Any activity using a redirect offer

Because all activity types do not yet support A4T, it is recommended that you keep or implement important conversion mboxes, such as the orderConfirmPage mbox.

Examples of A4T reports section_F0A43A1CB2F04E8282B909E4D7034361

To view A4T reports in Target, click Activities, click the desired activity from the list that uses Analytics as its reporting source, then click the Reports tab.

You can use the Reporting Source drop-down list at the top of the Activities page to display only activities that use A4T.

You can toggle between the Table View and Graph View of the report by clicking the appropriate icon at the top-right side of the report.

The following illustration shows the Graph View of an A4T report with the Report Metric drop-down list displaying the available Analytics goal metrics:

a4t_report_graph1 image

The following illustration shows the Graph View of an A4T report with the Audience drop-down list displaying the available Analytics audiences:

a4t_report_graph2 image

The following illustration shows the Table View of an A4T report:

a4t_report_table image

To view the report in Analytics rather than in Target, click View in Analytics along the top of the report.

Analytics & Target: Best Practices for Analysis Tutorial section_3438E6E77A464424B717A4FD333B84B2

Open the Analytics & Target: Best Practices for Analysis tutorial, provided by Adobe Experience League.

Training videos:

The following videos contain more information about the concepts discussed in this topic.

Analytics for Adobe Target (A4T) (4:32) Overview badge

This video explains how to use Analytics as a reporting source in Target to drive the analysis of your optimization program.

  • Explain what A4T is and why you would use it
  • Explain how A4T works
  • Understand the prerequisites needed before using A4T

Analytics / Adobe Target Integration (A4T) (40:33) Tutorial badge

This video is a recording of " Office Hours," an initiative led by the Adobe Customer Care team.

  • How to set up and validate that the integration is working
  • How the integration works
  • Learn about the ideal reports to use in Analytics
  • Answers to common questions about A4T

Analytics/Target Integration (A4T) Office Hours