Analyze and Report on Activities
Reading the report
Target reports present visitors, conversions, conversion rate, lift, and confidence. Understand that lift is the relative difference between an experience and the control, while confidence expresses the probability the difference is real. A common trap is treating a high conversion rate on low traffic as a win - always check sample size and confidence together.
Segments and breakdowns
Reports can be segmented by audience, geo, device, and custom parameters. Segment analysis often reveals that an overall flat result hides a strong win in one segment and a loss in another. However, slicing too many ways invites false positives; the exam expects you to recognize that post-hoc segments should be treated as hypotheses for the next test, not as proof.
The order confirmation / A4T model
When Target is integrated with Adobe Analytics (Analytics for Target), reporting shifts to Analytics, and you must understand the difference between the Target report and the A4T report. A4T requires a correctly configured report suite and tracking; mismatches appear as missing data or as visitors counted differently.
Statistical literacy
Know the meaning of statistical significance, the risk of stopping a test early (peeking), and the effect of unequal traffic allocation on confidence. Automated activities report differently because allocation is dynamic.
Worked rule of thumb
A test showing 95% confidence with only a few hundred visitors per experience is not actionable - require both confidence and a minimum sample before declaring a winner.
Common traps
Confusing lift with absolute percentage-point change; ignoring the control; misreading A4T versus native Target reports.