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emmak109
Level 3
April 20, 2026
Solved

Adobe Target Visits

  • April 20, 2026
  • 1 reply
  • 53 views

If an AB activity is running on Page X, then help me understand how a visit is counted in A4T for below scenario?

User comes to Page X and leaves. This user comes back again in a new visit but doesn’t visit Page X (where activity is running) - Will this new visit be included in my AB activity? 

NOTE: We only do Visits level reporting in A4T for AB tests.

Best answer by Gokul_Agiwal

Hi ​@emmak109 

In first reply, I think ​@PrasanthV  covered really well. on your follow up questions, here are my thoughts on your question -  
Does that mean for the below scenario metric success is attributed to non-Page X? 

Short answer: Yes — but only at the visitor level, not at the visit level  

your scenario : 

Visit 1

  • User lands on Page X
  • Activity is served 
  • No Add‑to‑Cart event 
    Visit is included in the activity, but no success yet

Visit 2 (new visit)

  • User lands on non‑Page X
  • Add‑to‑Cart fires 
  • Activity NOT served 

So, The metric technically occurs on a non‑Page X visit, but it will not count in Visits‑level A4T reporting, because that visit was not eligible.

This article gives you more clarification in terms of Visitor Identification process in AT 
https://experienceleague.adobe.com/en/docs/experience-cloud-kcs/kbarticles/ka-14003


So, to ensure accurate Visits‑level A4T reporting, Use Same‑Touch attribution. 

Below is one more thread which similar to what you looking for 
 


Reference link for same touch attribution model  
https://experienceleague.adobe.com/en/docs/analytics/analyze/analysis-workspace/attribution/models

Hope this helps. 

Thanks

1 reply

P
PrasanthV
Level 3
April 24, 2026

Hi ​@emmak109,

The short answer is Yes, the second visit will be included in your A/B activity report, provided the user is recognized as the same person (via ECID) and the activity is still active.

Here is the technical breakdown of why this happens:

1. The "Sticky" Assignment

When a user first lands on Page X, Target assigns them to an experience (e.g., Experience A). This assignment is "sticky." Adobe Target sets a cookie (and a state in the underlying profile) that maps that specific user to that specific activity and experience for the duration of the activity.

2. A4T Attribution (The "Halo Effect")

In A4T, once a user is qualified for an activity, every subsequent hit they make—and every subsequent visit they start—is attributed to that activity until one of the following happens:

  • The activity is deactivated.

  • The user clears their cookies (losing their ECID).

  • The user meets the "un-enrollment" criteria (though this is rare in standard A/B tests).

3. Visit-Level Reporting Logic

Since you are using Visit-level reporting, Adobe Analytics looks at the data this way:

  • Visit 1: User qualified for the activity on Page X. This visit is counted in the report.

  • Visit 2: The user returns. Even though they didn't see Page X, the Analytics "Context Data" sent by the Web SDK (or at.js) still carries the Target Activity ID and Experience ID in the background. Analytics recognizes the user is still part of that test.

Crucial Note: Because the user is still "in" the test during Visit 2, any conversions or metrics they trigger during that second visit will also be attributed to the experience they saw in Visit 1. This is intended, as it allows you to see the long-term impact of an experience on a user's behavior.

    E
    emmak109Author
    Level 3
    April 24, 2026

    Thanks Prasanth, Very helpful!

    We typically use top funnel metrics (eg, Add to Cart event) in Target Goal Settings, and these metrics are accessible across multiple pages - Does that mean for the below scenario metric success is attributed to non-Page X?

    1. User comes to Page X (where activity is running) and do not hit event metric
    2. User comes back in a new visit to non-Page X and hit event metric 

    We do a lot of experiments throughout pages at the same time, and often optimizes for the same goal - curious what is the best way to analyze these test results given our Visits level constraint?

    Gokul_Agiwal
    Community Advisor
    Gokul_AgiwalCommunity AdvisorAccepted solution
    Community Advisor
    April 25, 2026

    Hi ​@emmak109 

    In first reply, I think ​@PrasanthV  covered really well. on your follow up questions, here are my thoughts on your question -  
    Does that mean for the below scenario metric success is attributed to non-Page X? 

    Short answer: Yes — but only at the visitor level, not at the visit level  

    your scenario : 

    Visit 1

    • User lands on Page X
    • Activity is served 
    • No Add‑to‑Cart event 
      Visit is included in the activity, but no success yet

    Visit 2 (new visit)

    • User lands on non‑Page X
    • Add‑to‑Cart fires 
    • Activity NOT served 

    So, The metric technically occurs on a non‑Page X visit, but it will not count in Visits‑level A4T reporting, because that visit was not eligible.

    This article gives you more clarification in terms of Visitor Identification process in AT 
    https://experienceleague.adobe.com/en/docs/experience-cloud-kcs/kbarticles/ka-14003


    So, to ensure accurate Visits‑level A4T reporting, Use Same‑Touch attribution. 

    Below is one more thread which similar to what you looking for 
     


    Reference link for same touch attribution model  
    https://experienceleague.adobe.com/en/docs/analytics/analyze/analysis-workspace/attribution/models

    Hope this helps. 

    Thanks

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