Reporting and Analysis
What to know
Reporting questions test reading and interpreting Target reports. Know report types (A/B, MVT, XT, AP, Recommendations), metrics (conversion rate, revenue per visitor, AOV, engagement), reporting audiences, confidence intervals, and segmentation. Understand Audiences vs. reporting audiences, date ranges, attribution, and exporting data. Also know the difference between Target reporting and Adobe Analytics as the reporting source (A4T).
Traps in questions
- Confusing reporting audiences (segment results after the fact) with activity audiences (gate entry).
- Misreading confidence intervals or treating correlation as causation in segments.
- Forgetting A4T requires Analytics linkage and changes where metrics are computed.
- Ignoring that changing an activity mid-test can invalidate or split reporting data.
Worked example / rule of thumb
Overall lift is flat, but a reporting audience of mobile users shows strong lift. Interpretation: segment results to find differential effects, but avoid over-interpreting small segments (multiple comparisons). Rule of thumb: define reporting audiences before launch; treat small-segment results as directional, not decisive. If A4T is enabled, pull metrics from Analytics to align with other channels.