--- title: Adobe Target Reviews meta_title: 'Adobe Target Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 70 reviews by the users' company size, role or industry to find out how Adobe Target works for a business like yours. aggregate_rating: rating_value: 4.0 review_count: 70 scale: '5' date_modified: '2026-07-22' parent_category: name: Conversion Rate Optimization Tools url: https://www.g2.com/categories/conversion-rate-optimization-tools --- # Adobe Target Reviews **Vendor:** Adobe **Category:** [A/B Testing Tools](https://www.g2.com/categories/a-b-testing-tools) **Average Rating:** 4.0/5.0 **Total Reviews:** 70 ## About Adobe Target Adobe Target is an enterprise-level personalization and optimization platform designed to enhance digital customer experiences across various channels, including websites, mobile apps, emails, and more. By leveraging advanced machine learning algorithms and real-time data, Adobe Target enables businesses to deliver tailored content and offers, thereby improving key performance metrics such as conversions, customer retention, and revenue. Key Features and Functionality: - A/B and Multivariate Testing: Conduct A/B tests and multivariate tests to identify the most effective content, designs, and strategies for specific audience segments. - Automated Personalization: Utilize machine learning to deliver personalized experiences by analyzing visitor behavior and preferences, ensuring content relevance across digital touchpoints. - Recommendations: Automatically display products or content that might interest customers based on previous user activity, enhancing engagement and discovery. - Auto-Target: Employ advanced algorithms to identify high-performing experiences and deliver the most tailored content to each visitor, optimizing for individual profiles and behaviors. - Mobile Optimization: Test and personalize mobile web and app experiences, ensuring seamless and engaging interactions tailored to mobile users. Primary Value and Solutions Provided: Adobe Target empowers businesses to create and deliver personalized, data-driven experiences that resonate with individual customers. By optimizing digital interactions through testing and automation, companies can enhance customer engagement, increase conversion rates, and drive higher revenue. The platform's integration with Adobe Experience Cloud ensures a unified approach to personalization, enabling organizations to scale their efforts efficiently across multiple channels. ## Adobe Target Pros & Cons **What users like:** - Users value the **personalization capabilities** of Adobe Target, enhancing their marketing efforts and user experiences. (4 reviews) - Users value the **ease of A/B testing setup** in Adobe Target, enabling quick and efficient experiment launches. (3 reviews) - Users value the **capabilities for A/B testing** in Adobe Target, enhancing personalized experiences and targeting efficiency. (3 reviews) - Users appreciate the **accessible and helpful customer support** of Adobe Target, enhancing their overall experience and efficiency. (2 reviews) - Users value the **customization options** in Adobe Target, allowing precise targeting of business decision makers effectively. (2 reviews) - Users find Adobe Target very **easy to use and implement** , enhancing their ability to create effective tests effortlessly. (2 reviews) - Implementation Ease (2 reviews) - Analytics (1 reviews) - Campaign Management (1 reviews) - Easy Creation (1 reviews) **What users dislike:** - Users find a **learning curve** with Adobe Target, as setup can be time-consuming and somewhat cumbersome. (3 reviews) - Users report frequent **bug issues** with Adobe Target, especially after updates, impacting custom experience creation and support. (2 reviews) - Users find the **difficult setup** of Adobe Target cumbersome, requiring significant time and effort to configure effectively. (2 reviews) - Users find Adobe Target **not intuitive** , with a manual setup process that detracts from overall usability. (2 reviews) - Users face a **steep learning curve** with Adobe Target, requiring time for setup and adaptation compared to other modules. (2 reviews) - Complex Features (1 reviews) - Complexity (1 reviews) - Complex Navigation (1 reviews) - Developer Dependence (1 reviews) - Error Handling (1 reviews) ## Adobe Target Reviews ### 1. Drag & Drop A/B Testing For Simplified Tests **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Consumer Services | Enterprise (> 1000 emp.) **Reviewed Date:** January 05, 2018 **What do you like best about Adobe Target?** Its drag and drop for a lot of the basic tests you'd like to do so they learning curve for the basics isn't bad. This makes the average user able to setup tests quickly and get going with the tool. Also has decent integration with Adobe Analytics if you also have that. Additionally it has some capabilities for site personalization to change parts of the site based on user actions, analytics and segments which is powerful depending on your data set. **What do you dislike about Adobe Target?** When you want to do more complicated tests across a variety of page elements or with complicated goals it can make it hard to use the drag and drop tooling. I often have to include custom scripts and css to the pages which requires development assistance so plan for that staffing need if you want to complicated testing. Not necessarily a knock on Target, but as with all A/B testing you have to really understand setting up your goals correctly so you are getting valid results that are meaningful. Not comparing apples to apples can screw your results up quickly. We may also need to buy the Premium version to get all the segmentation and personalization we want. **Recommendations to others considering Adobe Target:** Consider testing other lower cost options. If you just need drag and drop without any tight integration with Analytics and aren't already in the Adobe ecosystem there are plenty of worthy competitors as far as I've seen. **What problems is Adobe Target solving and how is that benefiting you?** We wanted a solution that integrated tightly with our existing Adobe Analytics package and could provide us with both A/B testing, but also personalization. A/B testing has uncovered some gems for us already, but we have only scratched the surface of personalization and may need to get Target Premium to get all the personalization options we need and want. ### 2. Great tool for A/B test **Rating:** 3.5/5.0 stars **Reviewed by:** Javier J. H. | Marketing Operations Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** July 03, 2017 **What do you like best about Adobe Target?** As a Marketing Analytics A/B testing is part of your every day live. Few tools that I have used in the past are as good as Adobe Target when it comes to doing tests on your site. The interface is so user friendly and getting data is both quick and easy. **What do you dislike about Adobe Target?** Maybe this is not an universal issue but on my personal case it tends to fail when I try to use Google Chrome. The site doesn't render properly or things aren't save etc. **Recommendations to others considering Adobe Target:** If money is not an issue is a no brainier. **What problems is Adobe Target solving and how is that benefiting you?** We use Adobe to improved our site by creating A/B test to test changes on our sites such as content, images, design etc. Test are easy to set, use and report on it. That's the biggest benefit from this tool. The data seems to be accurate and it is really easy to export the relevant information to Excel and crunch the numbers you need. ### 3. User Friendly Solution But Keep Your Dev Team Handy **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Publishing | Enterprise (> 1000 emp.) **Reviewed Date:** February 01, 2018 **What do you like best about Adobe Target?** Their UI is friendly and much improved over the previous iteration of their product (Test & Target) **What do you dislike about Adobe Target?** Despite the elevator pitch that your marketing team can execute A/B testing without involving your dev team, it's often not entirely true. **Recommendations to others considering Adobe Target:** Implementing a testing/targeting solution is a huge undertaking. You not only need resources to implement, you need tech resources to handle ongoing tests, marketing teams with skill in launching and interpreting test data, and a company receptive to feedback that what they are doing might not be working. **What problems is Adobe Target solving and how is that benefiting you?** Developing internal understanding about what site layouts perform best ### 4. Director, Digital Analytics **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Sports | Enterprise (> 1000 emp.) **Reviewed Date:** December 13, 2017 **What do you like best about Adobe Target?** The ease of use and how quickly it is in setting up A/B tests **What do you dislike about Adobe Target?** Adobe Target needs better functionality in setting up MVT tests **Recommendations to others considering Adobe Target:** dont use any other a/b testing tool. this is the one for you **What problems is Adobe Target solving and how is that benefiting you?** Allowing us the ability to do A/B tests we can quickly gain learnings on how to create better UXs. ### 5. Zen of desk **Rating:** 3.5/5.0 stars **Reviewed by:** Minerva L. | Associate Director, IT Business Solutions, Enterprise (> 1000 emp.) **Reviewed Date:** December 07, 2017 **What do you dislike about Adobe Target?** It’s hard to sort a bunch of ticket by custom filters **What problems is Adobe Target solving and how is that benefiting you?** Personalization and notification ### 6. A decent digital marketing product that can be improved **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Enterprise (> 1000 emp.) **Reviewed Date:** November 17, 2017 **What do you like best about Adobe Target?** One can buy it and get it running quickly. Launching a simple AB test is simple and doesnt need any sort of expertise except basic understanding of the DOM and JavaScript. **What do you dislike about Adobe Target?** Poor implementation of the Cloud App user interface. Slow UI **What problems is Adobe Target solving and how is that benefiting you?** Simple AB tests to highly targetted Multivaruate Experience tests. Helps in understanding customer preferences and trouble points in the application. ### 7. Adobe Target can solve your advance personalization needs. **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Insurance | Enterprise (> 1000 emp.) **Reviewed Date:** January 05, 2017 **What do you like best about Adobe Target?** Adobe Target is easy, fast and quick to implement on even the most complex websites. Built with UX/UI to ease digital marketing to create experiences from AB testing to Recommendation testing. You can now integrated Adobe Target with all Adobe Marketing Cloud products using the Adobes Visitor Service ID. **What do you dislike about Adobe Target?** Adobe Target can cause timing and delay issues if experience is too heavy to load. Also, Adobe Target requires initial setup and licenses for other Adobe Marketing cloud products to get full use. **What problems is Adobe Target solving and how is that benefiting you?** Provide the best user experience and the customize their journey on the site in order to impact goals in a positive way. Looking for a fast and simple solution to help optimize user experiences with data being collected from analytics ### 8. Simplifying content testing **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in International Affairs | Mid-Market (51-1000 emp.) **Reviewed Date:** September 08, 2016 **What do you like best about Adobe Target?** Adobe Target is so easy to use it has simplified my life and streamlined my workflow. The mobile app optimization is crucial since a majority of content these days is consumed via smartphones. Its so much easier than other work around mobile optimization tricks I've resorted to in the past. A/B testing is super easy and the targeting is part of the process! No need to build your targets outside of the platform and add it in later. Can't tell you how happy this feature makes me. Customizing segments is seriously useful as well. The amount of data feedback : Reporting and analytics give the depth and breath I need. **What do you dislike about Adobe Target?** If you are a non technical person, it may be little difficult to use at first. I would also have appreciated a post-hoc segmentation capability. Also its not very intuitive. **Recommendations to others considering Adobe Target:** Adobe Target does give insightful results to help improve user experience and performance but make sure you have technical staff that is adequately trained in order to fully maximize the potential of it and leverage its capabilities to benefit your operation. **What problems is Adobe Target solving and how is that benefiting you?** Targeting audiences and building strategic fundraising campaigns. Deploying emails for clients. This is way better than other glitchy programs we previously used. ### 9. Only personalized tool for the Client Targeting **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Information Technology and Services | Enterprise (> 1000 emp.) **Reviewed Date:** March 30, 2017 **What do you like best about Adobe Target?** Very optimal and best features which can target different customer personas. **What do you dislike about Adobe Target?** More integrations with third party tools helps to peak the tool usage drastically. **What problems is Adobe Target solving and how is that benefiting you?** Marketing and Content Teams day-day content authoring cycle. Very easy and less technical for the users to use and get to what they want from end customer standpoint. ### 10. It is a decent product for creating targets for your page views & website. **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Design | Small-Business (50 or fewer emp.) **Reviewed Date:** September 08, 2016 **What do you like best about Adobe Target?** I like that I am able to specifically able to create a goal that I want for my page views to increase. That is one of the better features of the site. **What do you dislike about Adobe Target?** I dislike that it does not offer a large variety of options for digital targeting (or maybe I haven't figured it out yet). I think that Google currently offers a better way to track conversations, target demographics, and analytics. I wish that it would add more features like this. **What problems is Adobe Target solving and how is that benefiting you?** I am going to my clients with more information and statistics for their websites that I know not every company is giving them, and I think this tool is not widely enough used so it is differentiating me in the field of design currently. ### 11. Easy tool to set up A/B and multi variate testing **Rating:** 4.5/5.0 stars **Reviewed by:** Alison T. | Optimization Specialist, Information Technology and Services, Mid-Market (51-1000 emp.) **Reviewed Date:** June 06, 2016 **What do you like best about Adobe Target?** I like how easy it is to set up the variations, either A/B testing or Multi Variate. The tool is very robust and the reporting is quick and easy to see. I like how easy it is to see how the test is going and whether one variant has reached significance. **What do you dislike about Adobe Target?** Adobe has allowed many features and almost too many options that it can be a little cumbersome when setting up testing. It took some of our development resources to just set up some of the targets for testing. I have experience with other tools like Optimizely that have much easier implementations and ease of use. **What problems is Adobe Target solving and how is that benefiting you?** The tool is really good with solving the problem of solutions to test and optimize websites. ### 12. Better than most, measurement could be improved **Rating:** 3.5/5.0 stars **Reviewed by:** Kris Y. | Manager, Marketing and Advertising, Enterprise (> 1000 emp.) **Reviewed Date:** January 05, 2016 **What do you like best about Adobe Target?** If you are already using Adobe Analytics for your web site optimization tool then you should use Test and Target for your A/B testing. The significance calculation in the reporting UI is very nice and gives you a quick visual if the test reached significance. You can have more than one test running at a time which is nice. **What do you dislike about Adobe Target?** The pricing structure with Mbox calls kinda makes sense but is different than other platforms like Opitmizely. The reporting and setup of the campaigns needs to be improved, especially when it comes to setting up the KPIs for a given campaign. The fact that you have to create a segment first and then apply that segment to a given KPI, vs just assigning what you want in the KPI is still confusing to me and confusing to most people. There should be an out of the box integration already with T&T and Analytics and vice-versa **Recommendations to others considering Adobe Target:** You need to have a dedicated team, not just part time folks, that are only focused on testing and optimization. You must have a marketing person, an analytics person, and most importantly a tech/dev person who knows how to write the html or js code to get the tests up and running correctly. **What problems is Adobe Target solving and how is that benefiting you?** Basically its an optimization engine. Does experience A work better or B....don't know, test it real time with real people using Test and Target. It make marketers rely on data and not intuition. ### 13. Great for marketing data **Rating:** 4.0/5.0 stars **Reviewed by:** Storm W. | Logistics Manager, Transportation/Trucking/Railroad, Enterprise (> 1000 emp.) **Reviewed Date:** May 21, 2016 **What do you like best about Adobe Target?** The user interface and different marketing options **What do you dislike about Adobe Target?** It seems to work better on PC rather than MACs **What problems is Adobe Target solving and how is that benefiting you?** Being able to use a full array of marketing services including analytics. ### 14. Adobe Test & Target is a robust web testing tool **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** June 01, 2016 **What do you like best about Adobe Target?** Adobe Test and Target is a great way to test conversion optimization for landing page tests (copy, experience, etc.) **What do you dislike about Adobe Target?** Initial set-up is rarely flawless, so there's always a bit of human back and forth to launch tests. **What problems is Adobe Target solving and how is that benefiting you?** We are creating the best web experience for our converting customers. Increasing conversion allows us to deliver additional value to our client. ### 15. Adobe Target Is My Weapon of Choice **Rating:** 4.0/5.0 stars **Reviewed by:** Wesley H. | Analytics Solution Engineer, Marketing and Advertising, Small-Business (50 or fewer emp.) **Reviewed Date:** December 04, 2014 **What do you like best about Adobe Target?** Adobe Target has an extensive system for targeting and measuring content. From multivariate to landing page testing, you can compare experiences and determine the result all in one platform. Adobe Target has some easy to use out of the box features which can be deceiving. The product can pull of some advanced statistical modeling to underpin the tests you launch. **What do you dislike about Adobe Target?** The deeper features of Adobe Target can be a bit challenging to learn. The best Adobe Target implementation involves a team of Business Analysts, Statisticians, and Developers. Some companies may find Adobe Target price prohibitive. It can be an expensive system to implement and maintain. You should closely consider the potential ROI for a platform this powerful. Every company that I have seen properly utilize Adobe Target has realized a great benefit. **Recommendations to others considering Adobe Target:** Since Adobe Target requires input from several disciplines, make sure you have the proper team in place prior to implementation. If you don't have staffed experienced in Adobe Target specifically, I recommend hiring a competent outsource that can help you setup your system and train your staff. An Improper implementation or underuse of this product can be a large waste of resources and money. **What problems is Adobe Target solving and how is that benefiting you?** I use Adobe Target mostly for multivariate testing (comparing user experiences and layouts). Because I can launch user experiences into production based on segments that we define, I also use Adobe Target for personalization and optimization. Organizations use Adobe Target as a proof of concept for proposed site changes and as a rapidly deployable way to test campaigns and promotions. ### 16. Target creates the demand for a technical role for Marketing **Rating:** 3.0/5.0 stars **Reviewed by:** Michael C. | Online Program Specialist, Computer Software, Enterprise (> 1000 emp.) **Reviewed Date:** December 17, 2014 **What do you like best about Adobe Target?** Because of the popular testing solutions are now moving towards 'drag and drop' type of campaign set up, it moves away from a need to have a technical person in marketing (specifically for optimization). I like how Target would still need a technical role to maintain the tool and it still keeps the demand for a technical person, like myself, within Marketing. **What do you dislike about Adobe Target?** The slow run time of the tool. My company has a lot of mboxes. Target needs to accommodate big companies that do so. **Recommendations to others considering Adobe Target:** You need to learn jQuery, CSS, HTML to get maximum benefit. **What problems is Adobe Target solving and how is that benefiting you?** Optimize and Learn our online business. The benefits is it helps my company out to measure valuable insights on our business. ### 17. A quick look at Adobe Target from a data perspective **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** December 23, 2014 **What do you like best about Adobe Target?** 1) The best feature in my opinion is the quick implementation of any ideas/wireframes that have already been designed on the platform. 2) It is very easy for non-data/technical users to learn after a few introductory sessions 3) The ability to cross certain things between Target and other products in the Adobe Suites **What do you dislike about Adobe Target?** 1) To take advantage of the full capabilities you have to implement it with SiteCatalyst - implementing the two is not an easy process, even though they are both made by the same company. 2) Data discrepancies between Target and SiteCatalyst - they contribute to metrics differently and numbers may be off between the two 3) Slow load times that can affect data pulling 4) User interface will occasionally reset after you have selected multiple options from the drop down menus **Recommendations to others considering Adobe Target:** If you are considering buying Adobe Target then I would research what it actually is and ensure that it will do everything you need it to do. If it won't then I would recommend looking into other Adobe products to see if they will fulfill your requirements. It is important to ensure that you know which products you will need before you buy one and not the other. After buying it I would recommend you immediately watch training videos on it to ensure you are using everything it has to offer. **What problems is Adobe Target solving and how is that benefiting you?** Using it for web analytics where it has the benefit of quick implementation of ideas already placed on the platform. Allows marketers to take control of a portion of their development work and not rely on another team. ### 18. Content targeting experience using Adobe Target with Adobe Experience Manager **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Information Technology and Services | Enterprise (> 1000 emp.) **Reviewed Date:** December 23, 2014 **What do you like best about Adobe Target?** We have used Adobe Experience Manager with Adobe Target for content targeting and testing for our managed websites. Target has helped the business stakeholders identify content options most viewed by certain visitor roles. This has provided important inputs in campaign targeting and content placement on the website **What do you dislike about Adobe Target?** Business stakeholders needed support from Marketing IT folks and Adobe services to correctly configure the product and content templates along with the integration with Adobe SiteCatalyst for getting the correct reports for analysis of the configured business cases. This went into iterations before we saw light at the end of the tunnel. **Recommendations to others considering Adobe Target:** The product needs business and technical skills for implementation of end-to-end business case. Technical skills include web technologies like JavaScript, JQuery and HTML. For implementation need to have right hands on deck before kick off. **What problems is Adobe Target solving and how is that benefiting you?** Business challenges • Provide the right content options to the user based on his role • Provide the correct content labels for navigation Benefits: • Most liked content options derived from the metrics • Users spending more time on the website with easier access to more personalized content aligned to their interest based on roles ### 19. Helpful software **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Entertainment | Enterprise (> 1000 emp.) **Reviewed Date:** December 17, 2014 **What do you like best about Adobe Target?** Adobe will be able to look at historical data to make predictions about how changes in the mix of marketing spend will affect overall performance. Adobe’s ability to cover the full “digital marketing lifecycle,” from making ads to managing the campaigns, measuring them, and making money. **What do you dislike about Adobe Target?** Nothing! I like that it's easier for developers to build apps and for marketers to adjust the content without any coding work. **What problems is Adobe Target solving and how is that benefiting you?** We're using Marketing Mix Planning and to allow companies to optimize their full range of online and offline marketing. That includes online display, search, and social ads, as well as TV, print, PR, and events. Adobe will be able to look at historical data to make predictions about how changes in the mix of marketing spend will affect overall performance: “It removes a lot of the guesswork.” Adobe will be integrating with the third-party data sources that customers choose. ### 20. Great product, but may be overly robust for certain users **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising **Reviewed Date:** December 17, 2014 **What do you like best about Adobe Target?** Capability to track very specific things. **What do you dislike about Adobe Target?** Not as user-friendly as Google Content Experiments **Recommendations to others considering Adobe Target:** Very robust, GA may be easier if your needs aren't too intensive. **What problems is Adobe Target solving and how is that benefiting you?** Online testing and optimization. - [View Adobe Target pricing details and edition comparison](https://www.g2.com/products/adobe-adobe-target/reviews?page=2§ion=pricing&secure%5Bexpires_at%5D=2026-07-22+19%3A20%3A08+-0500&secure%5Bsession_id%5D=bb6cfbe7-5c4d-4364-8c3c-18f01d8b3d4b&secure%5Btoken%5D=8fdb5bd3ac3ca75d99deaff7c5d2be73d762a232e2f15fd5cae62795f84f337c&format=llm_user) ## Adobe Target Features **Computing** - WYSIWYG - AI/Machine Learning - Little to No Coding **Agentic AI - Personalization** - Autonomous Task Execution - Cross-system Integration - Adaptive Learning - Natural Language Interaction - Proactive Assistance - Decision Making **Experimental Design** - Multivariate testing capacities - Concurrent Testing - Mobile Testing - AI Assisted Testing - AI Generated Variations **AI Personalization - Personalization** - Predictive Recommendations - Audience Segmentation - Adaptive Content **Analytics** - Reporting and Analytics - Heatmaps **Agentic AI - A/B Testing** - Autonomous Task Execution - Cross-system Integration - Adaptive Learning - Proactive Assistance **Variation Testing** - A/B Testing - WYSIWYG Editor - Conversion Goal - Percentage of Traffic - Confidence Level - Multivariant Testing **Reporting** - Segmentation - Reports and Dashboards **Personalization** - Standard Targeting - Custom Targeting - Data Segmentation **Administration** - API / Integrations - QA Testing - Performance and Reliability - User, Role, and Access Management ## Top Adobe Target Alternatives - [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews) - 4.4/5.0 (915 reviews) - [AB Tasty](https://www.g2.com/products/ab-tasty/reviews) - 4.4/5.0 (406 reviews) - [Optimizely Web Experimentation](https://www.g2.com/products/optimizely-web-experimentation/reviews) - 4.2/5.0 (401 reviews)