Introduction to Target

Adobe Target is the Adobe Experience Cloud solution that provides everything you need to tailor and personalize your customers’ experiences. Target helps you maximize revenue on your web and mobile sites, apps, social media, and other digital channels.

The Adobe Target solution can be licensed as Target Standard or Target Premium.

Target Standard section_ACD5EFF17AAB4E979CBEFA0145CCD905

Target Standard is the front end to Adobe Target that helps you visually create and manage A/B tests and rules-based targeting activities. Target Standard supports custom code insertion both in and out of the Visual Experience Composer (VEC) workflow. Target Standard offers a simplified implementation strategy with your digital properties. A single line of code on each page manages all communication required between your site and Target.

Industry best practices are built into Target Standard. Target Standard is designed for both new and experienced users. You can share data and results and collaborate easily with other team members who use the Adobe Experience Cloud.

Target Premium premium

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Target Premium is an advanced Target offering that requires a license to add premium features to Target Standard.

All Target Premium articles in Target guides include the Premium badge at the top of each page or inline near the affected text. The Premium badge is clickable and includes a link to this section.

Target Premium includes the following features:

Automated Personalization

Automated Personalization (AP) provides advanced machine learning algorithms to drive personalized experiences and improved conversion rates for digital experiences.

Automated Personalization records visitor activity on the site, building a profile of visitors so content can be targeted to similar visitors. AP tracks responses to content, both for individuals and for the population as a whole. AP then uses sophisticated modeling approaches to automatically target each individual. AP considers everything known about each visitor.

Automated Personalization learns by itself and requires minimum human analysis. Fully automated, AP learns continuously. The system builds models and automatically learns which products an individual visitor is most likely to be interested in. Every time a visitor interacts with the site, information is collected and stored in that visitor’s profile. Multiple algorithms are available to provide the best model for your system.


Auto-Target uses advanced machine learning to identify multiple high-performing marketer-defined experiences. Auto-Target then serves the most tailored experience to each visitor. Delivery is based on individual customer profiles and the behavior of previous visitors with similar profiles. Auto-Target helps personalize content and drive conversions.


Recommendations activities automatically display products or content that might interest your customers based on previous user activity. Recommendations help direct customers to relevant items they might otherwise not know about.

A recommendation determines how a product is suggested to a customer, depending on that customer’s activities on the site. For example:

  • Encourage people who purchase a backpack to consider buying hiking shoes and trekking poles.

    Create a recommendation that shows items that are often purchased together, using the “People who bought this also bought that” criteria.

  • Increase the time visitors spend on your media site by recommending similar video content to what they are currently watching.

    Create a recommendation that suggests other videos, using the “People who viewed this viewed that” criteria.

  • Suggest that customers who viewed information about savings plans at your bank also read about IRA accounts.

    Show other products people purchased after viewing one product without showing the first product in the recommendations, using the “people who viewed this also bought” criteria.

Recommendations as an offer

Recommendations as an offer lets you include recommendations inside A/B Test, Auto-Allocate, Auto-Target, and Experience Targeting (XT) activities.

This functionality opens up entirely new capabilities, such as:

  • Test and target recommendations and non-recommendations content within the same activity.
  • Easily experiment with placement of recommendations on the page, including the order of multiple recommendations.
  • Automatically push traffic to the best-performing recommendations experience using Auto-Allocate.
  • Dynamically assign visitors to tailored recommendations experiences based on individual profiles using Auto-Target.

Enterprise User Permissions

Enterprise User Permissions functionality lets you create different projects (called “Product Profiles” in the Adobe Admin Console for Enterprise). Enterprise User Permissions let you assign different permissions for a single user that dictate that user’s access rights for each project. These distinct projects can be compared to the way that report suites work in Adobe Analytics. Each project can have specific users with specific roles that apply to a set of properties. The result is that customers are able to restrict the view, edit, approval, and publish access to their users. You can restrict users based on region, environment (dev/stage/prod), channel, or other custom criteria.

Beta features beta

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The Adobe Target team often enables new features for select customers for testing and feedback purposes. After the testing period completes, these features are enabled for all customers in future Target Standard/Premium releases and announced in release notes.

Articles in Target guides describing Beta features include the Beta badge at the top of each page or inline near the affected text. The Beta badge is clickable and includes a link to this section.

Recommendations Classic section_9554068100054D2DBDB298CBE5A0E413

Recommendations Classic is a legacy product and is no longer licensed to new customers. For the best Recommendations experience, upgrade to Recommendations activities available in Adobe Target Premium, described above.

Recommendations Classic automatically displays products or content that might interest your customers based on previous user activity on your website. Recommendations help direct customers to items they might otherwise not know about, improving sales generated on your website.

For more information, see the Recommendations Classic documentation.

Experience League: The Adobe Target Welcome Kit kit

Build your optimization and personalization program on Adobe Target with this Welcome Kit. The Welcome Kit includes key information, tools, and resources to help you prepare for and launch your first Target activity. The kit includes ideas for short-term quick wins and long-term optimization strategies.

The Adobe Target Welcome Kit

Training video: Activity Types (9:03) Overview badge

The following video explains the activity types available in Target Standard/Premium and how the Target three-step guided workflow can help you achieve your site goals.

  • Describe the types of activities included in Adobe Target
  • Select the appropriate activity type to achieve your goals
  • Describe the three-step guided workflow that applies to all activity types