You can configure an activity in Target to use Adobe Analytics as the reporting source (A4T).
Before you set up an activity that uses Analytics as the reporting source, establish the goal for the activity, such as improving revenue per visitor (RPV) or increasing clicks on your shopping cart. Choose a final success metric for the activity. Although you can select additional metrics at any time in Analytics, you must still specify a particular metric you expect this test to affect.
Create an activity that uses Analytics as the reporting source
Creating a Target activity that uses Analytics as the reporting source is similar to setting up a regular Target activity, with a few important differences. For example, you cannot select a segment for reporting while creating the activity because all segments available in Analytics can be applied when viewing a report.
- Click Create Activity .An activity name cannot include the "%" character if Analytics is used as the reporting source.
- Select the activity type and begin setting up the activity.
- When you get to the Settings portion of the activity creation flow, choose Adobe Analytics and specify your company.
- Select a report suite.You can choose any report suite that is available to you in Analytics. The report suite defines where the collected data will be available. Virtual report suites are not included in the report suite list.You might encounter two possible errors while selecting the report suite:
If the report suite(s) is still missing from the list, please contact Customer Care .
- You get an error that no report suites are available, but your account is properly set up.You might need to check your Analytics company. If your Adobe Experience Cloud account is tied to more than one Analytics company, log out of Target, and log in to Analytics under the right company. Then return to Target, and the report suites will load.
- You don't see the report suite that you expect.Only report suites that are provisioned to connect to Target will be available for selection. If you don't see the report suite(s) you expect, first try logging out and logging back in to the Adobe Experience Cloud to try again.
- Specify your tracking server.
- Define the experience.
- Specify the activity goal.You are required to select a success metric to use as a goal for each activity. Your activity goal is the conversion activity that signals a successful activity. It is best practice never to run a test without having a goal to improve in some specific way. You can choose any Analytics metric available in the Analytics metric selector.You can send a custom Target-based metric to Analytics rather than relying only on Analytics data. For example, you can monitor clicking on a page, which is usually not tracked by Analytics. This custom metric is sent to Analytics automatically from the Target server, and appears as the "Target Conversion" metric in the metrics selector in Analytics. The Target Conversion metric is empty if you choose to use Analytics metrics.Setting a goal doesn't mean you can't use another metric when evaluating test results. The goal is, however, a reminder of the one thing you want to improve with the activity.The visitor remains in the activity after they reach the goal. The visitor continues to see activity content but is not counted as a new activity entry.When setting up an activity after setting up Analytics as your reporting source, there is no option to set up audiences for reporting. Analytics segments are available in the Target Activities report.
- Click Save .
Analytics for Target (A4T) support for Auto-Allocate and Auto-Target activities
We’ve upgraded the Adobe Target-to-Adobe Analytics integration, known as Analytics for Target . Auto-Allocate and Auto-Target activities now support Analytics for Target.
This integration allows you to:
- Use Auto-Allocate ’s multi-armed bandit capability to drive traffic to winning experiences
- Use Auto-Target ’s ensemble machine learning algorithm to choose a best experience for each visitor based on their profile, behavior, and context
all while using an Adobe Analytics goal metric and Adobe Analytics’ rich reporting and analysis capabilities.
If you’ve already implemented A4T for use with A/B Test and Experience Targeting activities , there’s no additional setup required, you’re ready to go!
To get started:
- While creating an A/B Test activity, on the Targeting page, select one of the following options as the Traffic Allocation Method :
- Auto-allocate to best experience
- Auto-target for personalized experiences
- Select Adobe Analytics for your Reporting Source on the Goals & Settings page and select the report suite corresponding to your desired optimization goal.
- Choose a Primary Goal metric.
- Choose Conversion to use Adobe Target to specify the optimization goal.
- Choose Use an Analytics metric and then select a metric from Analytics for use as the optimization goal. You can use an out-of-box Analytics conversion metric or an Analytics custom event.
- Save and activate your activity.Auto-Allocate will use your selected metric to optimize the activity, driving visitors to the experience that maximizes your goal metric.OrAuto-Target will use your selected metric to optimize the activity, driving visitors to a personalized best experience.
- Use the Reports tab to view your activity’s reporting by your choice of Adobe Analytics metrics. Click View in Analytics to dive deep and further segment your reporting data.
Supported goal metrics
A4T for Auto-Allocate and Auto-Target allow you to choose any of the following metric types as your primary goal metric for optimization:
- Adobe Target conversion metrics
- Adobe Analytics conversion metrics
- Adobe Analytics custom events
A4T for Auto-Allocate and Auto-Target requires you to choose a metric that is based on a binomial event, that is, an event that either does or does not happen, for example a click, a conversion, an order, etc. (These types of events are also sometimes referred to as Bernoulli, binary, or discrete events.)
A4T for Auto-Allocate and Auto-Target does not support optimization for continuous metrics such as revenue, number of products ordered, session duration, number of page views in session, etc. (These unsupported types of metrics are also sometimes referred to as non-binomial or non-Bernoulli metrics.)
The following metric types are unsupported as primary goal metrics:
- Adobe Target engagement and revenue metrics
- Adobe Analytics engagement and revenue metricsIt might be possible to select an Analytics engagement or revenue metric as your primary goal metric because Target cannot identify and exclude all engagement and revenue metrics from Analytics. Take caution to select only binomial conversion metrics or custom events from Analytics.
- Adobe Analytics calculated metrics
Limitations and notes
- The reporting source cannot be changed from Analytics to Target or vice versa after an activity has been activated.
- Although calculated metrics are not supported as primary goal metrics, it is often possible to achieve the intended result by instead selecting a custom event as the primary goal metric. For example, if you want to optimize for a metric such as "form completions per visitor," select a custom event corresponding to "form completions" as your primary goal metric. Target automatically normalizes conversion metrics on a per-visit basis to account for uneven traffic distribution, so it is not necessary to use a calculated metric to perform normalization.
- Target uses the "Same Touch" attribution model in the Auto-Allocate A4T implementation.
- Auto-Allocate models continue to train every two hours, as usual.
- Auto-Target models continue to train every 24 hours, as usual. However, conversion event data coming from Analytics is delayed by an additional six to 24 hours. This delay means the distribution of traffic by Target will trail the latest events recorded in Analytics. This will have the largest effect in the first 48 hours after an activity is first activated; the activity’s performance will more closely mirror Analytics conversion behavior after five days have elapsed. You should consider using Auto-Allocate instead of Auto-Target for short-duration activities where most traffic occurs within the first five days of the activity’s life.
- When using Analytics as the data source for an Auto-Target activity, sessions are considered to be ended after six hours have elapsed. Conversions occurring after six hours will not be counted.
For more information, see Attribution models and lookback windows in the Analytics Tools Guide .