Configure A/B Tests in Adobe Target for Advertising DSP Ads

Implement an Audience Manager impression event pixel in your ad tags and DSP placement settings.

For instructions, see “Collect Media Exposure Data from Advertising DSP Campaigns.”

Make sure you add DSP macros to capture all data you want the impression event pixel to pass back, including ${TM_PLACEMENT_ID_NUM} for the numeric placement ID.

Configure an Audience Manager segment from the DSP impression data:

1. Verify that segment data is available:

   1. Search for the signal for the key-value pair that determines at what level the segment users are grouped.

      Use a supported key with a value that corresponds to a macro that you added to the Audience Manager impression event pixel.

      For example, to group users for a particular placement, use the d_placement key. For the value, use an actual numeric placement ID (such as 2501853) that’s captured by the DSP macro ${TM_PLACEMENT_ID_NUM}.

      If the search results show user counts for the key-value pair, which indicates that the pixel was placed correctly and data is flowing, then continue to the next step.

2. Create a rule-based trait for segment creation in Audience Manager.

   • Name the trait so that it’s easily identifiable within test activities. Store the trait in whichever folder you prefer.

   • Select Ad Cloud as the Data Source.

   • For the trait expression, use d_event as the Key and imp as the Value.

3. Set up a test segment for the new trait in Audience Manager, selecting Ad Cloud as the Data Source.

   Audience Manager automatically splits the segment into a control group that receives the standard landing page experience and a test group that received a personalized onsite experience.

Log in to Adobe Target.

Create an A/B test:

1. In the Enter Activity URL field, enter the landing page URL for the test.

   note note
   NOTE
   You can use multiple URLs to test view-through site entry. For more information, see “Multipage Activity.” You can easily identify top entries by page URL by creating a Site Entry report in Analytics.

2. In the Goal field, enter the success metric for the test.

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   NOTE
   Make sure that Analytics is enabled as a data source within Target, and that the correct report suite is selected.

3. Set the Priority to High or 999 to prevent conflicts when users in the test segment receive an incorrect on-site experience.

4. Within Reporting Settings, select the Company Name and Report Suite connected to your DSP account.

   For additional reporting tips, see “Reporting best practices and troubleshooting.”

5. In the Date Range field, enter the appropriate start and end dates for the test.

6. Add audiences to the activity:

   1. Choose the segment that you previously created in Audience Manager to test view-through audiences.

   2. Select Site Pages > Landing Page > Query, and enter the DSP placement key in the Value field to use the Target query string parameters for click-through audiences.

7. For the Traffic Allocation Method, select Manual (Default) and split the audience 50/50.

8. Save the activity.

Use Target Visual Experience Composer to make design changes to the A/B test landing page template.

• Experience A: Don’t edit because it’s the default/control landing page experience without personalization.

• Experience B: Use the Target user interface to customize the landing page template based on the assets included in the test (such as headlines, copy, button placement, and creatives).