Types of Campaigns and Tests

This topic describes the types of campaigns and tests

Test Description

Monitoring Campaign

More of a long term tracking tool than a campaign, the Monitoring Campaign tracks the performance of a conversion, success metric, or segment over time, independently of tests or campaigns run to affect it. Set this up early to get a baseline and see how your tests affect Web site performance over months. These campaigns do not show content and are typically set to a percentage of traffic rather than to all traffic since they are designed to show trends.

A/B Test

Compare two or more versions of your Web site content to see which best lifts your conversions, sales or registrations. See Create an A/B Test.

A/B tests are well-suited for large changes that may involve new layouts or drastically different treatments of the elements. If your test design does not easily break down into individual page elements, you should run an A/B test before a Multivariate test. Also, if you anticipate large interactions between elements, an A/B test is the best choice.

Multivariate Test

Test many elements and variations with less traffic and fewer combinations than A/B tests require. A balanced test design is generated for you. See Multivariate Campaign.

Multivariate Tests are better used for optimizing a page. That is, you pretty much have the layout you want, and you're looking to optimize the individual assets on the page (i.e. what's the best image to have in this spot, what's the best headline, etc.). For a predetermined page layout, a Multivariate Test is your best bet for quickly and accurately optimizing the elements on the page.

Optimizing Campaign

The Optimizing Campaign ensures the most effective experiences are shown more often by automatically distributing traffic to the best performing segments. Optimizing Campaigns are powerful and allow marketers to use an automated approach to improving site performance.

With an optimizing campaign, fewer visitors see underperforming experiences. Automatically and over time, more traffic is sent to the best performing experiences. Visitors who fall in marketer-defined segments are sent to the best performing experience for that segment.

See Create an Optimizing (Auto-Targeted) Campaign.

Display Ad Campaign

The Display Ad Campaign is used for offsite Flash ad testing. Display Ad Campaigns require you to upload a set of .swf files that have been created using Test&Target flashbox action script classes. All elements in the .swf that have been designated as dynamic in either of those methods are automatically populated in the Test&Target Display Ad Campaign interface so that new versions of your Flash ad experience can be created without ever modifying the .swf. See Create a Display Ad Campaign.

Flash Campaign

The Flash Campaign is used for onsite Flash testing and, like the Display Ad Campaign, require you to upload a set of .swf files that have been created using the Test&Target flashbox action script classes. See Create a Flash Campaign.

Landing Page Campaign

Use a Landing Page campaign to convert more of your ad traffic. All campaigns, except the landing page campaign, display the same content the visitor saw when he last visited. The landing page campaign allows you to use targeting to override this feature and show unique content to the same visitor if arriving from different ads or sources. See Create a Landing Page Campaign.