Activities let you test page designs and target content to specific audiences.

All activity types other than Automated Personalization give you the choice to use either Target or Adobe Analytics as the data source. Automated Personalization always uses Target data.

Note: Archived and ended activities do not appear in the Activities list. To view these activities, filter them using the advanced filter settings on left rail.

This video explains the activity types available in Target Standard/Premium.

Activity Types 9:03

  • Describe the types of activities included in Adobe Target

  • Select the appropriate activity type to achieve your goals

  • Describe the three-step guided workflow that applies to all activity types

Activities are available to several channels:

  • Web and mobile sites
  • Internet-connected screens and devices, including kiosks and ATMs
  • Email and other acquisition channels or partner sites
  • Mobile apps
  • Anywhere else you can deliver tagged content

This page includes the following information:

Activities List

The Activities list provides an overview of all activities.

This video explains how to use the Activities list to manage activities.

Managing Activities 5:55

  • Define the term activity

  • Find activities in the Activities list

  • Edit, deactivate, copy, and delete activities

The Activities list displays the following information:

Element Description

The activity type, such as A/B or MVT.


The name of the activity.


The objective appears in lighter text next to the name. If the objective is too long for your screen width, it is truncated.


The URL appears in lighter text below the name.

The URL for the activity identifies where the activity is displayed. This helps you quickly identify an activity, and determine whether a particular page already has a test running on it.

If a test runs on multiple URLs, a link shows how many more URLs are used. Click the link to view the complete list of URLs for that activity.

You can sort or search based on URL. Use the dropdown next to either the Sort or Search box and select to sort or search by URL.


The status of the activity can be one of the following:

  • Live: The activity is currently running.

  • Inactive: The activity has been paused or deactivated.

  • Scheduled: The activity is ready to be activated when the specified start date and time arrives.

  • Ready: The activity is ready to be activated.

  • Draft: The activity setup has started but it is not yet ready to run.

Note: When you perform certain actions, such as activating an activity outside of the UI using API methods, the update can take up to ten minutes to propagate to the UI.

Shows where the activity was created:

  • Adobe Target
  • Adobe Target Classic
  • Adobe Experience Manager (AEM)
  • Adobe Mobile Services (AMS)
Estimated Lift in Revenue

Shows the predicted increase in revenue if 100% of the audience sees the winning experience.

Calculated using the following formula:

(<winning experience> - <control experience>)*<total number of visitors>

This number is rounded to one decimal place, maximum, if the condensed form has only a single digit before the decimal. For example: $1.6M, $60K, $900, $8.5K, $205K

This column shows "---" for activities that do not have enough data to call a winner show or do not have a cost estimate.

See Estimating Lift in Revenue for more information.


The amount of lift generated by the activity as compared to default content.

Last Updated

The date when the activity was last updated, and by whom.

Mouse over an activity to see the available actions. Possible actions include:

Action Description

Change the activity. Any activity can be edited.

For more information about the various ways you can edit activities, see Edit an Activity or Save as Draft.


Stop a live or scheduled activity. A deactivated campaign can be reactivated or archived.


Start an inactive or ready activity.


Send the activity to the archive. By default, archived activities no longer appear in the Activities list. Change the filter for the activities list to include archived activities to see them. You can activate an archived activity to use it again.


Copy an activity. Any activity can be copied. Copying an activity creates a new activity with the same name, appended with "Copy." For example, a test called "Browser Offers" is copied to "Browser Offers Copy."

Visual offers are copied with the activity. You can safely edit the offers in the copy without impacting the original activity. The only exception is saved offers and images in the Content/Assets folder.


Delete a draft or ready activity. Deleted activities cannot be recovered.

Note: As soon as an activity originally created in Target Classic is deactivated or deleted, it is deleted from Target Standard/Premium. Deleted activities originally created in Target Classic are not sent to Archive folder in Target Standard/Premium. The archived folder functionality applies only to activities created in Target Standard/Premium.

Click the > icon to view details about the activity.

Sorting and Filtering the Activities List

By default, the list is sorted by the date the activity was last modified, with the most recent on top. However, there are several filtering options to help you customize the list to show the activities you want to see.


Use the search field to search for activities that match your search criteria.

The search field includes a drop-down menu to help you narrow your search by specifying one of the following search filters:

  • Activity Name
  • URL
  • Source

Activity List Filters

You can determine which activities appear in your Activities list by selecting list filters.

You can filter by the following options. In each category, if nothing is selected, the default is All.

Filter Category Filter
Type A/B Test: Manual and Auto Allocate
Automated Personalization
Experience Targeting
Multivariate test
Status Live
Reporting Source Target
Experience Composer Visual
Metrics Type Conversion
Activity Source Adobe Target
Adobe Target Classic
Adobe Experience Manager
Adobe Mobile Services

Sort by Activity Attribute

Click one of the following headings to toggle whether the activities are listed in ascending or descending order according to the selected heading.

  • Status
  • Activity Name
  • URL
  • Source


Each Target activity has the following content limitations:
Item Limit

Unique selectors


if a selector is repeated in a different experience, it is counted once. However, if it is repeated in the same experience, it is counted again.

Offers in each experience


Click track selectors in metrics


Mboxes in metrics


Audiences and locations


Audiences and locations (mbox) combination should not be more than 50.

If you exceed any of these limits, the activity cannot be saved.

Increasing the numbers of these items in your activity also increases the length of time it takes to synchronize the activity across Target.

For additional limits of the Visual Experience Composer, see Visual Experience Composer Limitations.

Attributes Imported into Target for Activities Updated Outside of Target

If activities created in Target are updated from outside of Target (for example, via Adobe I/O), the following activity attributes are imported back into Target:







This import job will run when the activities page is opened, with a maximum delay of ten minutes. (KB-1526)