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Definitions of terms.


A/B test
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.
Activities list
Dashboard that displays a quick overview of activities.
Enables you to test page designs and target content to specific audiences.
activity collision
An activity collision occurs when multiple activities are set up to deliver content to the same page. If an activity collision occurs, you may not see the expected content on your page.
activity URL
The default URL used for an activity.
Useful for testing marketing from sites that do not have an mbox, such as affiliates.
The at.js library is a new implementation library for Adobe Target designed for both typical web implementations and single-page applications. The at.js library replaces mbox.js for Target implementations.
A group of similar activity entrants who will see a targeted activity.
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.
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.
automated personalization
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.


behavioral ads
Tests and tracks visits to ads and other offsite content. You can also use behavioral ads to identify the same user on and off your site and deliver a consistent experience throughout their web experience.


Tests different experiences to determine which will be most successful.
campaign change log
A record of who changed your campaigns and when the changes occurred.
capture score
An engagement metric that calculates an aggregated score based on the value assigned to pages visited on the site, from the point the visitor first sees the campaign's first display mbox.
The entire set of products or content that are eligible to be recommended.
category affinity
Automatically captures the categories a user visits and calculates the user's affinity for the category so it can be targeted and segmented on. This helps to ensure that content is targeted to visitors who are most likely to act on that information.
A subset of products or content that are eligible to be recommended.
The content variations created when you test multiple content options in multiple locations in a multivariate test. For example, if you are testing three locations, each with three content options, then there are 27 possible combinations (3x3x3). A visitor to your site will see one combination, also referred to as an experience.
The text or image comprising a test variation within a location. In a multivariate test, a number of content options within multiple locations are compared. In MVT methodology, the content is sometimes referred to as a level.
conversion mbox
Logs your test or campaign results, such as registrations, orders, or sales. Typically, a conversion mbox displays nothing but merely listens. Common locations for the conversion mbox are a registration completion page, an order thank you page, or a click-through. You might also use a global mbox to calculate conversion metrics.
Rules that determine which products or content to recommend. Criteria can be based on popular trends, a visitor's current and past behaviors, or similar products and content.


Digital Asset Manager. The library containing items to be used as content in Target.
default content
Displays if the visitor does not meet the requirements of the test, or if default content is used as a control in the test.
Template-enabled HTML that displays your recommended items to the web page. A design defines the appearance of the recommendations in a Recommendations activity.
display ad campaign
Used for offsite Flash ad testing.
The length of time than an activity runs, from the start date and time to the end date and time.
dynamic content
Can be part of any type of test or campaign. No additional programming is required. The visitor's session on your domain is preserved.
dynamic mbox
Enables Rich Internet Applications (RIAs) to manipulate HTML after the page has already loaded by using technologies like DHTML and AJAX.
dynamic offer
Uses dynamic page technology to pass values to the offer.


The measurement of a visitors interest in a site, measured my time on site, clicks, conversions, and other engagement metrics.
enhanced experience composer
The Enhanced Experience Composer is an extension of the Visual Experience Composer that helps you edit an experience for an iframe-busting site or pages that do not yet include the Target implementation. If you have trouble opening your page in the Visual Experience Composer, try the Enhanced Experience Composer.
entity attributes
Custom parameters used to pass product or content information to Recommendations.
An entrant is a visitor who meets the criteria to enter an activity.
Hosts are bundled into environments for ease of management. The preset host groups are Production, Staging, and Development. However, you may add new host groups and rename your existing host groups. Environments were called "host groups" in Target Classic.
Defines the content (or offer) that displays in an mbox. Sometimes called a recipe.
experience targeting
Experience Targeting (XT) delivers content to a specific audience based on a set of marketer-defined rules and criteria.


Provides methods to get product or content information into your recommendations.
flash campaign
Used for onsite Flash testing.
Returns content elements to a Flash file.
flow diagram
The visual representation of an activity in Target Standard.


geo location parameter
Allows you to target campaigns and experiences based on your visitors' geography. Also known as geo targeting parameter.
The conversion or result that signals a successful activity. It is best practice never to run a test without having a goal to improve in some specific way.


Any Web server (or Web domain) from where you serve content during any stage of your project.
host group
See Environment. Host groups are called "environments" in Target Standard/Premium.


In-mbox profile parameter
Visitor-specific parameter passed to the visitor's cookie from the mbox. Returning visitor is an example of an in-mbox profile parameter.


landing page campaign
A landing page campaign allows you to use targeting to display different landing page content for different visits. Otherwise, the landing page shows the same content for each visit. A landing page campaign compares different versions of the page to help you see which version of the landing page produces more successful results. In Target Standard, replaced by experience targeting.
A specific content area on a page, often contained by a single DOM element. In MVT methodology, a location is sometimes referred to as a factor. A full-factorial multivariate test compares all possible combinations of offers in your locations.


"Marketing box," the location on your Web page where content is displayed and visitor behavior is recorded. Some mboxes do not display anything. They might track a visitor's progress through your Web site, or might track whether the visitor completes a specific success metric, such as adding an item to the shopping cart or completing a purchase. One such type of mbox is a conversion mbox.
Prior to Target 16.3.1, Target required a call to mbox.js to create the global mbox required for Adobe Targetto deliver Target activities, track clicks, and track most success metrics. This file contains the libraries needed for all of your activities. You do not need to maintain different activity-specific versions of the file. The at.js library replaces mbox.js for Target implementations.
mbox parameter
Passed in the page, not the URL. Rendered uniquely for each visitor, they are used to pass data from your database and to track sales data or to run Adobe Recommendations. Also known as page parameter.
monitoring campaign
Tracks the performance of a conversion, success metric, or segment over time, independently of tests or campaigns run to affect it.
multivariate test
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


An activity field where you enter a description of what you'd like to learn from an activity.
An offer is the content displayed within an mbox during campaigns and tests. An experience determines which offer displays when particular conditions are met.
opt-out link
Enables visitors to opt-out of all counting and content delivery.
optimizing campaign
Ensures the most effective experiences are shown more often by automatically distributing traffic to the best performing segments.


page count
An engagement metric that measures the number of pages seen in a visit from the point the visitor first sees the campaign's first display mbox.
Priority is used if multiple activities are assigned to the same location with the same audience. If two or more activities are assigned to the location, the activity with the highest priority displays.


Deprecated term defining the content that displays in a location. See experience.
Redirects a visitor to a different web page. Use this Redirector similarly to how you use an mbox in your tests to track clicks from display ads to your site, vary display ad destinations, and similar tasks.
referring URL parameter
Passes values to the destination page's mbox as referring URL parameters and values. Use these to target on the visitor's source, for example.
A group of users with a specific set of privileges.
remote offer
Use remote offers to host content outside of Target that Target references and delivers to users' websites. This content might be in a content management or other system, either for ease-of-use or for security reasons.


script profile parameter
Similar to in-mbox profile parameter, but defined with JavaScript in Target itself rather than in the page code.
A specified set of criteria used for targeting a campaign. Only visitors who meet the criteria see the content of a campaign targeted to that segment. Some segments are reusable across multiple campaigns and other are specific to a campaign.
segment filter
A report filter used to display reports related to a specific segment.
single-page application
A single-page application (SPA) is a web application or web site that fits on a single web page to provide a more fluid user experience similar to a desktop application.
smart targeter profile parameter
Similar to script profile parameter, but predefined to provide useful targeting functionality.
success metrics
The parameters used to measure the success of an activity.


A campaign that compares two or more experiences against the success metrics you specify so you can choose the experience that is most likely to provide the results you want.
time on site
An engagement type that represents the time spent in the visit (in seconds) from the point the visitor sees the campaign's first display mbox to the load of the final page in the session with an mbox.


URL parameters
All referring page and page URL variables are automatically passed to an mbox whenever the page with the mbox is viewed by any visitor. These URL variables are then available to use through the for display targeting or segment filters in reports.


A visitor is any person who accesses your site. A visitor is evaluate against activity criteria to determine whether the visitor is included in an activity. See entrant.
Visual Experience Composer
In Target Standard, a representation of your page that provides a way to visually identify the components of a Target-enabled page and to modify portions of the page directly rather than requiring you to use the Target application.


winning experience
The best performing experience in a test.