Categories for Targeting

You can target on any of several categories. Each category functions as a tab that enables you to create targeting rules (or groups) for each category.

You can create targeting rules for each of the following categories.

Category Description

Site Pages

Target visitors who are on a specific page or have a specific mbox parameter.

Visitor Behavior

Target visitors based on their behavior. Examples of visitor behavior include their choice of operating system or browser, number of times they visit the site, and the number of conversions.

Traffic Sources

Target visitors based on the search engine or landing page that refers them to your site.


Target visitors who arrive on your site from Facebook, Twitter, Pinterest, and URL shorteners.

URL shorteners include any landing page referrer URL that contains,,,,,,,,,,,,, or

For a complete list of social sites included in the Test&Target social sites suite segment see the Social Sites spreadsheet.


Target users based on their geographical location. This option is only available for accounts configured with the geo option. Contact your account manager for details.

A visitor's IP address is passed with an mbox request, once per visit (session), to resolve geo targeting parameters for that visitor.

Success Metrics

Target users based on entries and conversions.

Target Library

Target users based on your saved target rules. Target rules are set under Locations > targets.


Target mobile devices based on parameters such as screen width and height, cookie acceptance, operating system, device vendor, and more.

Mobile targeting is delivered by DeviceAtlas, a service of DotMobi. DeviceAtlas is a comprehensive database of mobile devices built on data compiled from numerous sources, including manufacturers and network operators. This data is then verified, cross-referenced, and validated to build a large and accurate mobile device database available.

"False" in the Device Atlas data set is interpreted as 0. "True" is interpreted as 1. Use 0 and 1 when setting up targeting. There is a value for each attribute for every device (0 if it is false for that device). Therefore, parameter is present or value is present should not be used for mobile device targeting.

When configuring mobile targeting in a profile script, use the following syntax:

.add("", "displayWidth", NUMBER)

"displayWidth" is the name of the attribute you can use in profile scripts. The value is a number. To use this, the value is This is not available directly for token replace in an offer; instead, it must first be set as a profile script.

View the Mobile Testing & Optimization Webinar Recording and the accompanying slide deck to learn about mobile testing and optimization best practices, and access links to tools that will help you develop your testing program for mobile website and applications.

Suite Segments

Segment and target against the same populations you measure against in other Marketing Cloud products (within the limitations of each product) such as Analytics and Discover, giving you a consistent view of your website visitors. The same segments exist in all products in the suite. These segments are defined in Target using Target profile information. This means that the definition is the same for all of these segments across the suite, but the populations included in each segment might vary slightly.

Purchasers and non-Purchasers are determined by using the orderTotal mbox parameter to see if they have ever spent money on the site. See About Conversion Mboxes.

Data Workbench Segments

(Requires Data Workbench and Analytics.) If enabled, Data Workbench segment integration allows you to identify populations of your visitors across channels via Insight and then push those segments to Target. Once in Target, you can use those segments to deliver more meaningful campaigns to those visitors with messaging that resonates better.

A Data Workbench user can analyze populations within Data Workbench for meaningful segments using all of the available data (including off-line conversions through channels such as phone, a store, and so on). For example, a visitor looks for shoes on your website. The visitor doesn’t convert but downloads a coupon for 20% off their next purchase. The visitor then purchases a shirt in your store. Data Workbench can be used to gather that data then push profile data to Target showing that the visitor purchased a shirt off line. You can then target a campaign offering a necktie to that visitor, when normally Target might try to remarket shoes to that visitor.

For information about setting the parameters in each category, refer to Setting Targeting Rules For information about target pages, see Targeting Based on Site Pages.

When a particular category is selected, you can apply one or more targeting conditions. For example, in the Geo category, define a rule like City=San Francisco. Adding multiple values creates an OR condition. The visitor only has to match one of the values to meet the targeting condition. For AND conditions on the same parameter, create a custom expression target,

After you have created a rule, click Done. A summary of the rule displays next to the targeting link for the level you are targeting. The following example shows the rule created above, at the Campaign level:

You can further refine a rule by adding more conditions, or by creating additional rules in other categories. For example, to target only Firefox users from San Francisco who accessed your site from Google, set the Geo category to target users from San Francisco, the Visitor Behavior category to Firefox, and the Traffic Sources category to Google. All of the rules created across categories are combined with "AND." To create complex targeting rules that include "OR" operations across categories, create an expression target.