Locations

Primarily, a location is a page on your website. It could also refer to a place in a mobile app, an email, or any other place where you run an optimization.

Locations are essential to activities and experiences. You decide whether any location can do one, both, or none of the following:

  • Display and swap content for visitors.
  • Log visitor behavior.

In Target Standard, a location can be any element on a page, as long as the page contains a single line of code that enables Target in the <head> section of each page you want to track. This line of code calls the JavaScript libraries needed to collect information and deliver targeted experiences to your visitors.

Locations are combined with audiences to provide an almost endless number of options for targeting information to your customers. For example, if a visitor has never been to the site before, you might display a discount coupon for new customers. Likewise, the page might be changed to display offers that are more optimized to returning customers.

You can also use locations to track a visitor’s progress through your Web site. You can also use locations track whether the visitor completes a specific success metric, such as adding an item to the shopping cart or completing a purchase.

Experiences and Page Designs

An experience, sometimes called a recipe, defines the content that displays on your page, and other page elements, such as links.

An experience determines which offer displays in a certain location when specific targeting conditions are met. For example, the experience determines that, when a return visitor visits your site, an offer for two-day shipping displays at the top of the page. The experience also determines that, when a first-time visitor views the page, a 10% discount appears in the same location.

An experience consists of the offers, image assets, or other HTML elements (such as links) that appear on the page to help drive the visitor toward the result you desire. Target combines locations, offers, and experiences to determine which content displays on your site during a specific test.

An experience can also be a different page design. For example, one experience might have one set of links across the top of the page, where another experience has different links or the same links arranged in a different order. You might want to test whether one image provides more lift than another, or whether an ad is more likely to be clicked near the top of your page or in a different location.

Target optimizes experiences for each of your visitors across your digital touchpoints and to test different experiences to determine which will be most successful. By carefully planned targeting of experiences, you can make sure that your site visitors see the most relevant offers in the right locations on your page, improving your chances of a successful visit.

Offers

An offer is the content displayed on your webpages during campaigns or activities.

When you test your webpages, you measure the success of each experience with different offers in your locations.

An offer can contain different types of content, including:

  • Image
  • Text
  • HTML
  • Link
  • Button

For example, a webpage might display either of two offers, depending on whether the visitor has been to your site before.

An experience determines which content displays when particular conditions are met.

Audiences

Optimize your targeted content to activity entrants who meet specific criteria.

Audiences define the target for your activity and are used anywhere where targeting is available.

Target audiences are a defined set of visitor criteria. Offers can be targeted to specific audiences (or segments). Only visitors who belong to that audience see the experience that is targeted to them.

For example, you might target an activity to an audience made up of visitors who use a particular browser or operating system.

Or, your activity might be targeted at visitors from one geographical region, or people who access your page from a certain search engine.

Audiences can be saved for reuse in multiple activities, or they can be created for a specific activity.

Audience TypeDescription
Reusable audiencesReusable audiences can be selected for any activity. Changing one of these audiences changes it for all activities that use it.
Custom segmentsCustom segments (also known as campaign-specific segments) are specific to a campaign in Target Classic. They are created as a part of the campaign and cannot be reused in other campaigns.
Shared audiencesAudiences can be shared across Adobe Experience Cloud solutions. See Audiences for examples.

For information about how the visitor profile tracks information about visitors to your site, see Visitor Profiles.

Training videos:

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

Activity Types (9:03) Overview badge

This video explains the activity types available in Target Standard/Premium.

  • 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
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Using Audiences in Adobe Target (6:21) Overview badge

This video explains how to use audiences in Target Standard/Premium.

  • Explain the term “Audience”
  • Explain the two ways audiences are used for optimization
  • Find audiences in the Audiences list
  • Target an activity to an audience
  • Use audiences for passive reporting in an activity
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