Typically that would be the right way to go, but in this instance my colleague cannot use A4T. Adobe Analytics is not available to them and they need to use Adobe Target exclusively as the reporting source
I looked here: adobe.target.trackEvent(options) and although I see how to report on traditional on-click metrics and page views, I don't see any way of reporting on things like:
Tracking viewed pop-ups.
Content is added to the page as the user moves through a flow
Tracking dropoff within forms
My colleague is used to the flexibility of adding custom metrics in Optimizely to achieve this and is struggling to find the equivalent in Adobe Target.