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Activities

Activities let you test page designs and target content to specific audiences. An activity determines the experiences a site visitor might encounter.
For example, you might design an activity that tests two different landing pages, one that highlights information about women's summer shoes, and another landing page that highlights more general summer apparel. The activity determines the conditions that control when each of these landing pages appears, and the metrics that determine which page is more successful. The activity is configured to start and end when specific conditions are met, such as between specific dates, or to start when the activity is approved and to end when it is deactivated.
When designing an activity, you should plan carefully. Determine when the activity will start and how long it will last. Then, list your offers and assign a target audience to each one.

Activity types

Target includes several activity types. The following table provides an overview of each activity type with links to help you learn more. To help you better choose the best activity type for your purposes, we have also created the Adobe Target Activities Guide.
Activity Type
Description
A/B Testing compares two or more versions of your Web site content to see which version best improves your conversions during a pre-specified test period.
Note: You can now include recommendations inside A/B Test activities. This functionality requires that you have a Target Premium license.
Auto Allocate identifies a winner among two or more experiences and automatically reallocates more traffic to the winner to increase conversions while the test continues to run and learn.
Note: You can now include recommendations inside Auto-Allocate activities. This functionality requires that you have a TThis functionality requires that you have a Target Premium license.
Auto Target uses advanced machine learning to identify multiple high performing marketer-defined experiences, and serves the most tailored experience to each visitor based on their individual customer profile and the behavior of previous visitors with similar profiles, in order to personalize content and drive conversions.
Note: You can now include recommendations inside Auto-Target activities. This functionality requires that you have a This functionality requires that you have a Target Premium license.
You can configure an activity to use Adobe Analytics as the reporting source. This activity type requires that you link your Adobe Experience Cloud account with both Analytics and Target.
Multivariate Testing (MVT) compares combinations of offers in elements on a page to determine which combination performs the best for a specific audience, and identifies which element most impacts the activity's success.
Experience Targeting (XT) delivers content to a specific audience based on a set of marketer-defined rules and criteria.
Note: You can now include recommendations inside Experience Targeting activities. This functionality requires that you have a Target Premium license.
Automated Personalization (AP) combines offers or messages, and uses advanced machine learning to match different variations to each visitor based on their individual customer profile, in order to personalize content and drive conversions.
A recommendation determines how a product is suggested to a website user, depending on that user's activities on the site.
For example, you might want to encourage people who purchase a backpack to consider buying hiking shoes and trekking poles. You could create a recommendation that shows items that are often purchased together, using the "People who bought this also bought that" algorithm. Or, you might want to encourage visitors to spend more time on your media site by recommending similar video to the one they are watching, using the "People who viewed this viewed that" algorithm.
Note: You can now include recommendations inside A/B Test (including Auto-Allocate and Auto-Target) and Experience Targeting (XT) activities. See Recommendations as an offer.

Activities list

The Activities list is the default view when you open Target. You can create new activities from this page and manage existing activities.
You can also display the Activities list by clicking the Activities tab at the top of the Target UI.
The Activities list provides an overview of all activities:
Element
Description
Type
The activity type, such as A/B or MVT.
Name
The name of the activity.
URL
The URL appears in lighter text below the name.
The URL for the activity identifies where the activity is displayed. This helps you quickly identify an activity, and determine whether a particular page already has a test running on it.
If a test runs on multiple URLs, a link shows how many more URLs are used. Click the link to view the complete list of URLs for that activity.
You can search based on URL. Use the drop-down list next to search box and select Search URL.
Status
The status of the activity can be one of the following:
  • Live: The activity is currently running.
  • Draft: The activity setup has started but the activity is not yet ready to run.
  • Scheduled: The activity is ready to be activated when the specified start date and time arrives.
  • Inactive: The activity has been paused or deactivated.
  • Syncing: The activity has been saved and is being synced to the Target delivery network.
  • Ended: The specified end date and time of activity has reached and the activity is no longer being served.
  • Archived: The activity has been archived. You can activate an archived activity to use it again.
Note: When you perform certain actions, such as activating an activity outside of the UI using API methods, the update can take up to ten minutes to propagate to the UI.
Source
Shows where the activity was created:
  • Adobe Target
  • Adobe Target Classic
  • Adobe Experience Manager (AEM)
  • Adobe Mobile Services (AMS)
Property
Shows the property for the activity.
Estimated Lift in Revenue
Shows the predicted increase in revenue if 100% of the audience sees the winning experience.
Calculated using the following formula:
(<winning experience> - <control experience>)*<total number of visitors>
This number is rounded to one decimal place, maximum, if the condensed form has only a single digit before the decimal. For example: $1.6M, $60K, $900, $8.5K, $205K
This column shows "---" for activities that do not have enough data to call a winner show or do not have a cost estimate.
See Estimating Lift in Revenue for more information.
Last Updated
The date when the activity was last updated, and by whom.
Mouse over an activity to see the available actions.
The following actions are available (depending on your permissions):
Action
Description
Edit
Change the activity. Any activity can be edited.
For more information about the various ways you can edit activities, see Edit an activity or save as draft.
Deactivate
Stop a live or scheduled activity. A deactivated campaign can be reactivated or archived
If you deactivate or archive an activity and then later reactivate it, a visitor will continue being a part of that activity after the reactivation if they were in it before it was deactivated or archived. Any conversion metrics recorded during the time between the two events won't be attributed to that activity.
Activate
Start an inactive or ready activity.
Archive
Send the activity to the archive. By default, archived activities no longer appear in the Activities list. Change the filter for the activities list to include archived activities to see them. You can activate an archived activity to use it again.
If you deactivate or archive an activity and then later reactivate it, a visitor will continue being a part of that activity after the reactivation if they were in it before it was deactivated or archived. Any conversion metrics recorded during the time between the two events won't be attributed to that activity.
Copy
Copy an activity. Any activity can be copied. Copying an activity creates a new activity with the same name, appended with "Copy." For example, a test called "Browser Offers" is copied to "Browser Offers Copy."
Visual offers are copied with the activity. You can safely edit the offers in the copy without impacting the original activity. The only exception is saved offers and images in the Content/Assets folder.
Delete
Delete a draft or ready activity. Deleted activities cannot be recovered.
Note the following details about the Activity list:
  • Archived and ended activities do not appear in the Activities list. To view these activities, filter them using the advanced filter settings on left rail.
  • As soon as an activity originally created in Target Classic is deactivated or deleted, it is deleted from Target Standard/Premium. Deleted activities originally created in Target Classic are not sent to the Archive folder in Target Standard/Premium. The archived folder functionality applies only to activities created in Target Standard/Premium.
  • All activity types other than Automated Personalization (AP), Auto-Allocate, and Auto-Target give you the choice to use either Target or Adobe Analytics as the data source. AP, Auto-Allocate, and Auto-Target always use Target data.
  • Activities are available to several channels:
    • Web and mobile sites
    • Internet-connected screens and devices, including kiosks and ATMs
    • Email and other acquisition channels or partner sites
    • Mobile apps
    • Anywhere else you can deliver tagged content

Sorting and filtering the Activities list

By default, the list is sorted by the date the activity was last modified, with the most recent on top. However, there are several filtering options to help you customize the list to show the activities you want to see.

Search

Use the search field to search for activities that match your search criteria.
The search field includes a drop-down menu to help you narrow your search by specifying one of the following search filters: Activity Name and URL.

Activity list filters

You can determine which activities appear in your Activities list by selecting list filters.
You can filter by the following options. In each category, if nothing is selected, the default is All.
Filter Category
Filter
Type
Status
Live
Draft
Scheduled
Inactive
Syncing
Ended
Archived
Reporting Source
Target
Analytics
Experience Composer
Visual
Form-Based
Metrics Type
Conversion
Revenue
Engagement
Activity Source
Adobe Target
Adobe Target Classic
Adobe Experience Manager
Adobe Mobile Services

Sort by activity attribute

Click one of the following headings to toggle whether the activities are listed in ascending or descending order according to the selected heading.
  • Activity Name
  • Activity Type

Tips and tricks

Get the most out of Adobe Target by learning more about various features and see why you should give them a try. The Tips and Tricks feature provides links to videos, use-cases, blogs, documentation, and much more.
The Tips and Tricks feature displays periodically on the Activities list page. After you read or dismiss a tip, it does not display again until the next tip is available. You can optionally disable all tips from displaying by clicking the Help icon > Disable Tip of the Day.

Limitations

Each Target activity has the following content limitations:
Item
Limit
Unique selectors
300 if a selector is repeated in a different experience, it is counted once. However, if it is repeated in the same experience, it is counted again.
Offers in each experience
350
Click track selectors in metrics
50
Mboxes in metrics
50
Audiences and locations
50 Audiences and locations (mbox) combination should not be more than 50.
The activity cannot be saved if you exceed any of these limits.
Increasing the numbers of these items in your activity also increases the length of time it takes to synchronize the activity across Target.
For additional limits of the Visual Experience Composer, see Visual Experience Composer Limitations.

Attributes imported into Target for activities updated outside of Target

If activities created in Target are updated from outside of Target (for example, via Adobe I/O), the following activity attributes are imported back into Target:
thirdpartyId
startDate
endDate
status
priority
marketingCloudMetadata(remoteModifiedBy)
This import job will run when the activities page is opened, with a maximum delay of ten minutes. (KB-1526)

Training videos

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

Activity Types (9:03)

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

Managing Activities (5:55)

This video explains how to use the Activities list to manage activities.
  • Define the term activity
  • Find activities in the Activities list
  • Edit, deactivate, copy, and delete activities