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Data collection for the Target personalization algorithms

Target automatically collects and uses a variety of data to build its personalization algorithms in Automated Personalization (AP) and Auto-Target (AT) activities. When a visitor enters the AP or AT activity, a snapshot of information is passed to a set of "training records" (the visitor data that the personalization algorithms will learn on).
To learn more about the Target personalization algorithms, see Random Forest Algorithm .
The following table shows the data collected by Automated Personalization and Auto-Target by default, without the marketer having to do anything, as well as 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 Type
Description
Data Type Naming Convention
Example Attributes
Device and mobile-specific information.
See "Device and mobile data" below.
Device - [device attribute]
Mobile - [mobile attribute]
Mobile Device OS
Mobile Screen Size
Information about the visitor's operating system and how and when the visitor is accessing the activity.
Browser - / Operating System] - [Attribute Name]
Browser - Type
Experience Cloud segment
Audiences created in Audience Manager or Analytics and shared across the Experience Cloud
Custom - Experience Cloud Audience - [Audience Name]
Custom data
Information on where the visitor is located.
See "Geographical data" below.
Geo - [geo attribute]
City
Country
Region/State
Zip Code
Latitude
Longitude
ISP or Mobile Carrier
Profile attributes
Profile scripts or attributes directly uploaded to the Target profile via the Update API
Custom - Visitor Profile - [attribute name]
Custom data
Referring URL parameters
In general, the referring URL is the URL that referred to a particular page that initiated the mbox call.
Note that this variable can be impacted by the users' activity on your site as well as the technical implementation of your site.
Custom - [Referring URL Parameter] - [Parameter value]
Custom data
Reporting segments
Any segments set up in activity setup.
Reporting Segment -[Segment Name]
Custom data
Information about the visitor's behavior in the session when accessing the activity.
Visitor Profile - [Attribute Name]
Visitor Profile - Start of Most Recent Visit
URL parameters
Target inspects the URL to extract the URL parameters.
Custom - URL Parameter - [URL Parameter]
Custom data
The following sections contain detailed information about the various data types, including attribute names, descriptions, and sample values.

Device and Mobile data

Attribute name
Attribute description
Sample values
Mobile - Device - Brand
The brand of the mobile device the visitor used to access the activity.
Apple
Mobile - Device - eReader
Specifies whether the device is an eReader.
0 is False, 1 is True
Mobile - Device - Game Console
Specifies whether the device is a game console.
0 is False, 1 is True
Mobile - Device - Media Player
Specifies whether the device is a media player.
0 is False, 1 is True
Mobile - Device - Mobile Phone
Specifies whether the device is a mobile phone.
0 is False, 1 is True
Mobile - Device - Model Name
The model name of the mobile device the visitor used to access the activity.
iPhone XS
Device - Set-Top Box
Specifies whether the device is a set-top box.
0 is False, 1 is True
Mobile - Device - Tablet
Specifies whether the device is a tablet.
0 is False, 1 is True
Mobile - Pixel Density (ppi)
The mobile device's pixel density the visitor used to access the activity.
1, 2, 3, etc.
Mobile - OS – OSX (Android, Windows, etc.)
Specifies whether the user used an OSX (or Android, Windows, etc.) device to access the activity.
0 is False, 1 is True
Mobile - Screen Height (px)
The mobile device's screen height (in pixels) the visitor used to access the activity.
1, 2, 3, etc.
Mobile - Screen Width (px)
The mobile device's screen width (in pixels) the visitor used to access the activity.
1, 2, 3, etc.

Environmental data

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

Geographical data

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

Session data

Attribute name
Attribute description
Sample values
Visitor Profile - Activity Lifetime Order Value
Specifies the sum of all order values across all visits/sessions to a particular activity.
Double
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
Visitor Profile -Average Page Views per Visit during Activity
Specifies the average number of page views per session, excluding the current session.
Double
Visitor Profile - Average Time per Visit
Specifies the average time spent per visit/session. This does not include the current session.
Double, milliseconds
Visitor Profile - First Visit
Specifies the time of the first visit that the user interacted with Target.
Double, milliseconds
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, etc.
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, etc.
Visitor Profile - Last Target Interaction
Specifies the time of last interaction with Target. Interaction happens on every mbox request because the current implementation of Target updates the profile on each request.
Double, milliseconds
Visitor Profile - Pages Seen Before Activity
Specifies the number of total page views (impressions), including current visit/session until the visitor enters the activity.
Double (Only integer positive number) 1, 2, 3, etc.
Visitor Profile - Page Views in Current Visit
Specifies the number of page views in 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 the user did not receive or view the content.
Double (Only integer positive number)
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 mbox. A visitor might take awhile until entering the activity and the snapshot is taken.
Double, milliseconds
Visitor Profile - Start of Most Recent Visit
Specifies the time of when last visit/session with Target started. This attribute gets updated when the session expires.
If this is the first session for the visitor, it will result in LAST_SESSION_START = 0.
Double, milliseconds
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
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 is triggered by the same mbox call. Negatives values should be considered as 0 (zero).
Double, milliseconds
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, etc.
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, etc.
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
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, etc.