This technical integration guide provides information about the reference architecture, guidelines, configuration steps and tests that implementation specialists need to follow while integrating Adobe Analytics to Target.

This technical integration guide is intended for Adobe Consultants, Adobe Partners, and other experienced implementation specialists. Configuring this integration requires a full understanding of the implementation process for each individual solution covered in this guide.

Adobe customers can contact Adobe Professional Services or an Adobe Partner to learn more about this integration. 

Integration Overview

A server-to-server call from Target to Analytics sends the campaign and experience information to Analytics. The visitor ID service is used to track the visitor across both the Target and Analytics platforms. This results in a much better uniformity of data between the two solutions.


Benefits Limitations
  • The "Target Activities" report in Adobe Analytics provides data about Target experiences and activities. Target Standard uses Analytics web services to pull the data into Target Standard.
  • All Analytics metrics (including calculated, etc) are available in Target Standard and the Target Activities report in Analytics. Likewise, any segment available in Analytics can be applied to ​the Target Activities report in Analytics, as well as in Target Standard.
  • This integration does not result in additional server calls for either Target or Analytics.
  • Segments created in Analytics can be applied to any test, even if the segments are created after the test has completed.
  • Only one mbox-based metric is allowed while using Analytics as the reporting source.

Solution Planning And Integration Architecture

Pre-requisites (License, Con​nectivity, Initialization)

  • Adobe Analytics Standard fully provisioned
  • Adobe Analytics implementation (H.27+ or AppMeasurement 1.7.0+)
  • Adobe Target (Standard or Premium) fully provisioned
  • Adobe Target implementation (mbox 61 or at.js:0.9.1)
  • Marketing Cloud Visitor ID Service: visitorAPI.js: 1.8.0

Installation, Provisioning and Configuration

Pre-requisites (License, Con​nectivity, Initialization)

With the help of the installation provisioning phase, the implementation specialist provides access and installs the solutions in the client's platform.

Set-up/ Provisioning​

The first step you need to take is to request the provisioning of A4T, if it has not been done previously. In order to do that, you need to navigate to and fill in the request. You need to select the following in the form:


User Account:

In order to see the full A4T integration, you need the following:

  • Marketing Cloud:
    • A user that can access both Target and Analytics
    • A similar user in Analytics and Target
  • Analytics:
    • Be part of a group with access to the report suites in which you want to show the reports
    • Be part of the Web Services Access group
  • Target: 
    • Regular user with access to Target

Note: Although there are three users, all these three are linked and are considered as a single use

Configure Target

  1. In Adobe Target Standard or Premium, go to the preferences page:

  2. In "Results and Reporting", you need to select either "Select per activity" or "Adobe Analytics" as the "Marketing cloud solution used for reporting":



    You will see this dropdown only when you have at least one Report Suite enabled for A4T.

    If you are still using mbox.js, unless you know what you are doing, you should not configure it to use the SiteCatalyst plugin, as this is the legacy plugin. With A4T, no plugins are needed, everything happens server-side.

Configure an Activity

  1. With the previous steps already completed, you can now create your activities as usual. On the "Goal & Settings" steps, the most important configuration detail is the Report Source, in which you must select Adobe Analytics:

  2. Then select the report suite in which you want to see the results. Obviously, this report suite should be the same report suite used in the website. For example, in the case of multi-suite tagging, VISTA rules moving hits to other report suites, etc.

    The Goal Metric should have no effect on the A4T integration, as in Adobe Analytics you will have all metrics/conversions available. However, it is usually recommended to use a conversion mbox.

Implementation Delivery

Verify the calls

A quick check can be done to make sure the data is being captured. Go to any page where the code has been deployed and launch the Digital Pulse Debugger. You should see an additional parameter in both the mbox and Analytics call, as highlighted below. This additional parameter should have the same value on both calls:



This is precisely the objective of performing the integration in order to be be able to see the reports in the Reports & Analytics column. In this tool, you should be able to see this menu:


Click on "Target Activities"  to get the list of activities that have been set up in Target and Analytics is being used for reporting.


Finally, click on one of the activities to go to the report with the different experiences:



  • You need to log in via the Marketing Cloud to get the Lift and Confidence metrics; if you cannot see them, it might mean that you do not have permissions or you have logged in directly to Analytics via
  • Sometimes, other metrics will show by default and not Lift and Confidence. You need to deselect these other metrics and add unique visitors.

Other Resources