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Data used by Target machine-learning algorithms
Adobe Target automatically collects and uses various data to build its personalization algorithms in Automated Personalization (AP) and Auto-Target (AT) activities. When a visitor enters an Automated Personalization or Auto-Target activity, a snapshot of information is passed to a set of “training records” (the visitor data that the personalization algorithms learn on).
To learn more about the Target personalization algorithms, see Random Forest Algorithm.
Default Target attribute categories
The following table shows the data collected by Automated Personalization and Auto-Target activities by default, without any configuration of Target or other Adobe solutions. The table also includes 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 category
System prefix
Description
Display name in Insights reports
Environment parameters
ENV
Information about a user’s environment, including operating system, browser, and time of day/day of week.
Browser - [Attribute Name]
Operating System - [Value]
Operating System - [Value]
Geography
GEO
Information about a user’s geography, obtained via IP lookup.
Geo - [geo attribute]
Mobile device
MOB
Information about a user’s mobile device.
Device - [device attribute]
Mobile - [mobile attribute]
Mobile - [mobile attribute]
Target reporting segments
SEG
Reporting segments configured in Target reporting.
Reporting Segment -[Segment Name]
Session behavior
SES
Information about user behavior, such as the number of pages viewed.
Visitor Profile - [Attribute Name]
Custom Target attribute categories
The following table shows the customer-provided data collected by Automated Personalization and Auto-Target activities. This data is collected only if you provide it. Specific attribute names and sample values are particular to your system configuration.
Data category
System prefix
Description
Display name in Insights reports
Page parameters
BOX
Custom page parameters (“mbox parameters”) passed in the call to Target.
Custom - Mbox Parameter - [parameter name]
Target profile
PRO
Custom profile attributes are directly uploaded to the Target profile via API or page parameter and Target profile scripts.
Custom - Visitor Profile - [attribute name]
Customer attributes
CRS
Customer Attributes uploaded to the Target profile via the Adobe Experience Cloud Customer Attributes Service.
Custom - Visitor Profile - [attribute name]
URL parameters
URL
URL and any URL parameters for the currently viewed page.
Custom - URL Parameter - [URL Parameter]
Referring URL
REF
Referring URL and any URL parameters for the referring URL.
Custom - [Referring URL Parameter] - [Parameter value]
Adobe Experience Cloud shared audiences
AAM
All audiences shared with Target from other Adobe Experience Cloud solutions (for example, Adobe Audience Manager and Adobe Analytics, via the Experience Cloud Audience Library).
Custom - Experience Cloud Audience - [Audience Name]
Adobe Experience Platform Real-time CDP audiences
UPS
Platform Real-time CDP Audiences shared with Target via Destinations.
Adobe Experience Platform Real-time CDP attributes
AEP
Platform Real-time CDP Attributes shared with Target via Destinations.
Blocking features from Target machine-learning algorithms
Features can be blocked from Target machine-learning algorithms, preventing them from being used in any Automated Personalization or Auto-Target model or activity.
For more information, see Models API (Blocklisting) Overview in the Adobe Target Developer Guide.
Device and mobile data device-mobile
Attribute name
Attribute description
Sample values
System name
Mobile - Device - Brand
The brand of the mobile device the visitor used to access the activity.
Apple
MOB_targeting.mobile.vendor
Mobile - Device - eReader
Specifies whether the device is an eReader.
0 is False, 1 is True
MOB_targeting.mobile.ereader
Mobile - Device - Game Console
Specifies whether the device is a game console.
0 is False, 1 is True
MOB_targeting.mobile.gamesConsole
Mobile - Device - Media Player
Specifies whether the device is a media player.
0 is False, 1 is True
MOB_targeting.mobile.mediaPlayer
Mobile - Device - Mobile Phone
Specifies whether the device is a mobile phone.
0 is False, 1 is True
MOB_targeting.mobile.mobilePhone
Mobile - Device - Model Name
The model name of the mobile device the visitor used to access the activity.
iPhone XS
MOB_targeting.mobile.model
Device - Set-Top Box
Specifies whether the device is a set-top box.
0 is False, 1 is True
MOB_targeting.mobile.setTopBox
Mobile - Device - Tablet
Specifies whether the device is a tablet.
0 is False, 1 is True
MOB_targeting.mobile.tablet
Mobile - Pixel Density (ppi)
The mobile device’s pixel density the visitor used to access the activity.
1, 2, 3, and so on.
MOB_targeting.mobile.displayPpi
Mobile - OS – OS X (Android, Windows, and so on)
Specifies whether the user used an OSX (or Android, Windows, and so on) device to access the activity.
0 is False, 1 is True
MOB_targeting.mobile.os[OS]
For example, MOB_targeting.mobile.osOSx, MOB_targeting.mobile.osWindows, MOB_targeting.mobile.osAndroid, MOB_targeting.mobile.osLinux
For example, MOB_targeting.mobile.osOSx, MOB_targeting.mobile.osWindows, MOB_targeting.mobile.osAndroid, MOB_targeting.mobile.osLinux
Mobile - Screen Height (px)
The mobile device’s screen height (in pixels) the visitor used to access the activity.
1, 2, 3, and so on.
MOB_targeting.mobile.displayHeight
Mobile - Screen Width (px)
The mobile device’s screen width (in pixels) the visitor used to access the activity.
1, 2, 3, and so on.
MOB_targeting.mobile.displayWidth
Environmental data env
Attribute name
Attribute description
Sample values
System name
Browser - Day of Week
The day of the week when the visitor accessed the activity.
0 – 6.
(0 is Sunday)
(0 is Sunday)
ENV_DayOfWeek
Browser - Hour of Day
The hour of the day when the visitor accessed the activity.
0 – 23
(0 is midnight)
(0 is midnight)
ENV_UserHour
Browser - Hour of Week
The hour of the week when the visitor accessed the activity.
0 – 168
(Sunday midnight is 0)
(Sunday midnight is 0)
ENV_WeekHour
Browser - Language Setting
The language specified in the visitor’s browser used to access the activity.
English
German
German
ENV_Language
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)
(0 is night, 6 is morning,
12 is afternoon, 18 is evening)
ENV_LocalTimePeriod
Browser - Timezone
The visitor’s time zone while accessing the activity.
Pacific Time
Eastern Time
GMT
Eastern Time
GMT
ENV_BrowserTimezoneOffsetMinutes
Browser - Type
The type of browser the visitor used while accessing the activity.
Chrome
Firefox
Internet Explorer
Safari
Other
Firefox
Internet Explorer
Safari
Other
ENV_Browser
Browser - Weekday/Weekend
The work status when the visitor accessed the activity (weekend, work hours, or weekday free-time).
Saturday and Sunday are weekend
Monday-Friday 0900 – 1800 is work time
Monday-Friday after 1800 until 0900 is weekday free time
Monday-Friday 0900 – 1800 is work time
Monday-Friday after 1800 until 0900 is weekday free time
ENV_UserHourType
Browser - Window Height (px)
The browser’s window height (in pixels) the visitor used to access the activity.
1, 2, 3, and so on,
ENV_BrowserHeight
Browser - Window Width (px)
The browser’s window width (in pixels) the visitor used to access the activity.
1, 2, 3, and so on,
ENV_BrowserWidth
Device - Screen Height (px)
The device’s screen height the visitor used to access the activity.
1, 2, 3, and so on,
ENV_ScreenHeight
Device - Screen Width (px)
The device’s screen width the visitor used to access the activity.
1, 2, 3, and so on,
ENV_ScreenWidth
Operating System
The operating system on the visitor’s device used to access the activity.
Mac OS
Windows
Linux
Search Bot
Unknown OS
Windows
Linux
Search Bot
Unknown OS
ENV_OperatingSystem
Operating System - Version
The operating system’s version the visitor used to access the activity.
Windows 10
Mac OS 10
Mac OS 10
ENV_OperatingSystemVersion
Traffic Sources - Referring Landing Page URL
The first page the visitor saw when accessing your site.
https://www.adobe.com/ecloud.htmlENV_Referrer
Geographical data geo
Attribute name
Attribute description
Sample values
System name
Geo - City
The city from which the visitor accessed the activity.
San Francisco
Geo_City
Geo - Country
The country from which the visitor accessed the activity.
Germany
Geo_Country
Geo - DMA
The Designated Marketing Area (DMA) from which the visitor accessed the activity.
Charlottesville
Geo_DMA
Geo - Latitude
The latitude from which the visitor accessed the activity.
47.269
Rounded to 3 decimal places (approximately 100-meters accuracy)
Rounded to 3 decimal places (approximately 100-meters accuracy)
GEO_Latitude
Geo - Longitude
The longitude from which the visitor accessed the activity.
-122.269
Rounded to 3 decimal places (approximately 100-meters accuracy)
Rounded to 3 decimal places (approximately 100-meters accuracy)
GEO_Longitude
Geo - State/Region
The state or region from which the visitor accessed the activity.
Utah
New South Wales
New South Wales
GEO_State
GEO_Region
GEO_Region
Geo - Zip Code
The Zip Code from which the visitor accessed the activity.
84004
GEO_ZipCode
Mobile - Carrier
The mobile carrier the visitor used when accessing the activity.
Vodafone
T-Mobile
T-Mobile
GEO_mobileCarrier
Network - Connection Speed
The network connection speed of the device when the visitor accessed the activity.
Broadband
Cable
DSL
Mobile
Wireless
Satellite
Cable
DSL
Mobile
Wireless
Satellite
GEO_ConnectionSpeed
Network - Domain Name
The name of the network domain from which the visitor accessed the activity.
nnt.netGEO_DomainName
Network - ISP
The network from which the visitor accessed the activity.
nnt communications corporation
GEO_IspName
Session data session
Attribute name
Attribute description
Sample values
System name
Visitor Profile - Activity Lifetime Order Value
Specifies the sum of all order values across all visits/sessions to a particular activity.
Double
SES_CUMULATIVE_ORDER_VALUE
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
SES_TOTAL_TIME
Visitor Profile -Average Page Views per Visit during Activity
Specifies the average number of page views per session, excluding the current session.
Double
SES_REQUESTS_PER_SESSION
Visitor Profile - Average Time per Visit
Specifies the average time spent per visit/session. This does not include the current session.
Double, milliseconds
SES_TIME_PER_SESSION
Visitor Profile - First Visit
Specifies the time of the first visit that the user interacted with Target.
Double, milliseconds
SES_PROFILE_CREATION_TIME
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, and so on.
SES_HOURS_SINCE_LAST_VISIT
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, and so on.
SES_CUMULATIVE_ACTION_[LOCATION_ID]_[CONTENT_ID]
Visitor Profile - Last Target Interaction
Specifies the time of last interaction with Target. Interaction happens on every Target request because the current implementation of Target updates the profile on each request.
Double, milliseconds
SES_PROFILE_UPDATE_TIME
Visitor Profile - Pages Seen Before Activity
Specifies the number of total page views (impressions), including the current visit/session until the visitor enters the activity.
Double (Only integer positive number) 1, 2, 3, and so on.
SES_TOTAL_PAGE_VIEWS
Visitor Profile - Page Views in Current Visit
Specifies the number of page views in the 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 that the user did not receive or view the content.
Double (Only integer positive number)
SES_SESSION_POSITION
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 Target request. A visitor might take a while until entering the activity and the snapshot is taken.
Double, milliseconds
SES_SESSION_START
Visitor Profile - Start of Most Recent Visit
Specifies the time of when the last visit/session with Target started. This attribute gets updated when the session expires.
If this is the first session for the visitor, it results in
If this is the first session for the visitor, it results in
LAST_SESSION_START = 0.Double, milliseconds
SES_LAST_SESSION_START
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
SES_RECENCY
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 are triggered by the same Target call. Negatives values should be considered as 0 (zero).
Negative values happen when the session start and the last update time are triggered by the same Target call. Negatives values should be considered as 0 (zero).
Double, milliseconds
SES_SESSION_TIME
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, and so on.
SES_TOTAL_SESSIONS
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, and so on.
SES_PREVIOUS_VISIT_COUNT
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
SES_CUMULATIVE_SUCCESSES
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, and so on.
SES_SUCCESS_RECENCY
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