Adobe Target Reviews

Name: Adobe Target
Brand: Adobe
Rating: 3.9 (19 reviews)

Vendor: Adobe

3.9 out of 5

19 reviews
84% willing to recommend

Leave a review

What is Adobe Target?

Adobe Target is a robust digital marketing tool primarily used for A/B testing, personalization, mobile app optimization, and automated recommendations. It enhances user engagement, personalizes visitor experiences, and boosts overall business performance. Users appreciate its user-friendly interface, precise audience segmentation, and the ability to launch campaigns efficiently, making it essential for effective digital marketing strategies and organizational efficiency.

Get the Adobe Target Buyer's Guide and find out what your peers are saying about Adobe Target, BloomReach, Dynamic Yield and more!

Adobe Target is the #1 ranked solution in top Personalization Engines. PeerSpot users give Adobe Target an average rating of 7.8 out of 10. Adobe Target is most commonly compared to BloomReach: Adobe Target vs BloomReach. Adobe Target is popular among the large enterprise segment, accounting for 72% of users researching this solution on PeerSpot. The top industry researching this solution are professionals from a financial services firm, accounting for 28% of all views.

Helped 864,053 peers since 2012

Featured Adobe Target reviews

Nitish Lamba

Technology Lead at Infosys

There is room for improvement in the way Adobe Target handles single-page applications. Single Page Applications Handling --------------------------------- If they want to handle single-page applications, they should not require website owners or their developers to implement additional functionalities for it to work. There should be a built-in solution within the tool itself. Currently, they ask for changes like sending trigger views for each page (e.g., product landing page and product details page) to make single-page applications work. This approach creates double effort—one on their end and one on the website owner’s end. Adobe Target should provide more comprehensive options within the tool to handle these situations efficiently. Documentation and Recommendations --------------------------------- Regarding recommendations, the way they are configured in Adobe Target is not very well-explained. Only developers can create recommendations effectively. Business users won't be able to do so efficiently just by reading the documentation. The documentation is very general and superficial; it doesn't go in-depth. Improving the documentation to make it more detailed and accessible for all users would be beneficial.

Read full review

Elavarasan Devarajan

Target Team Lead at Tata Consultancy

This is a significant concern due to the absence of a lower environment for testing activities. This can lead to issues if changes are pushed to production by mistake. Additionally, the effectiveness of Adobe Target is heavily dependent on the Target library; if the library files are blocked, no changes will be visible on the website or mobile app. We have some bugs. For example, suppose I'm creating the activity because of all the activities we create. In that case, we have to get the data from user interaction and understand how this activity was performed. In some rare scenarios, we couldn't capture the data after the activity was published in production because of some issues on Adobe Target's end. It doesn't provide the proper data in Adobe Analytics. After that, we have to contact the Adobe customer support team and work with them to get that data. A few times, the particular libraries' location is also not properly detected. For example, if I were in London, it would take some other location, like Scotland or some other place. In a few of the implementations, I noticed that the library also is not taking the proper location.

Read full review

Viraj Bankar

Senior Consultant at KPMG India

The most valuable feature of the solution is the personalization area. The other valuable feature of the solution is the AB test. If we are planning to have a new UI, you can push that new UI to a limited number of folks in the initial phase, and then eventually, you can replicate the older version and bring your new version. In the whole process, you can evaluate whether your new UI is working or not or if you need to stay with the existing UI. You can make some analysis based on your old UI. You can do the analysis since data is collected in Adobe Analytics. We can analyze whether the user is clicking or not and whether he or she is converting or creating a lead, and based on that, we can do an A/B test as well, and then we can have some automated personalization. For multiple personalizations, we have to configure them in the back end, and then automatically, it will start flowing to your browser or the application randomly, so it is not, like, fifty-fifty or seventy-thirty and is not fixed. It will randomly show you Abc, for example. Ten times 'a' will appear, ten times 'b' will appear, and ten times 'c' will appear. If you eventually click on 'a' multiple times over a period of time, you will get 'a' as an experience or your default experience. It will mitigate your low-performing personalizations or experience over a period of time, and it will make it like a high-performing default experience. Then, we have the product recommendations or content recommendations. The recommendation is something that if you have viewed a specific product, like Nike shoes, then what will happen is that we can retarget that particular user with some offers on that specific product. We can also have default algorithms that talk about how people who viewed this also viewed that. We can look at the most viewed products or top products. We have these algorithms built into Adobe Target, which we just need to use and retarget the users.

Read full review

Adobe Target mindshare

As of July 2025, the mindshare of Adobe Target in the Personalization Engines category stands at 30.3%, up from 27.6% compared to the previous year, according to calculations based on PeerSpot user engagement data.

Personalization Engines

PeerResearch reports based on Adobe Target reviews

Type	Title	Date
Product	Reviews, tips, and advice from real users	Jul 31, 2025	Download

Valuable Features

Users highlight its capability for A/B testing which allows for effective experimentation with different content types to determine what best engages users. The personalization options are also a standout, enabling tailor-made visitor experiences that boost engagement and conversion rates.

Another significant advantage noted is the user-friendly interface; it allows marketers to create and launch marketing campaigns without extensive technical knowledge swiftly. The audience segmentation tools are commended for their precision and flexibility, aiding businesses in targeting specific user groups with customized strategies and messages.

"I find Adobe Target very good for long optimization tests. After testing, it tells you which version is the winner and what improvements can be made. This gives me the confidence to provide a better customer experience by adopting the winning version of the page I'm testing."
"The most valuable feature of the solution is the personalization area."
"It is a scalable solution."

Room for Improvement

There is a consensus on the need for a more user-friendly interface, as novices find the platform's complexity daunting. Improvements in simplifying the navigation and making the setup process more intuitive could significantly enhance usability.

There is a call for better support and documentation. Users feel that more comprehensive guides and responsive support would help them leverage the tool's capabilities fully. Enhanced reporting features are in demand.

Users seek deeper insights and more customizable reporting options to better analyze performance data. Lastly, the integration capabilities with other tools and platforms should be streamlined. Many have noted that smoother integrations would facilitate a more efficient workflow and broaden the tool's applicability in multi-tool environments.

"I think Adobe Target needs more AI features to automate some things. Regarding integration, it is easy to integrate with their AM platform for hosting websites, but it isn't easy. They need to do more work to ensure their tools are easily connected and work together. That's something I'd suggest they improve."
"From a mobile application standpoint, we have very limited resources. Maybe my knowledge is limited in terms of testing and validating my experiences, making it areas that need to be made more user-friendly."
"The solution's technical support team is an area with certain concerns where improvements are required."

ROI

Adobe Target users highlighted its ability to facilitate more personalized customer experiences, leading directly to increased conversion rates and sales. The platform's robust testing and optimization features were particularly valued, enabling businesses to fine-tune their marketing strategies efficiently. Some users mentioned a steep learning curve and initial setup costs, but these were often offset by the gains in revenue and customer engagement over time.

Pricing

Adobe Target is recognized for its comprehensive capabilities but often noted for its high cost. Users find the initial setup and implementation to be rather complex, requiring significant time and technical expertise, which can lead to additional expense, especially if external consultants are needed.

Licensing for Adobe Target isn't flexible, and users suggest it can be expensive, making it more suitable for larger organizations or those with extensive digital marketing budgets.

"The solution's pricing is reasonable."
"It has a high cost, so it is not a product that everyone can afford."
"The product is expensive."

Popular Use Cases

Adobe Target is primarily employed for several key marketing activities. It is extensively used for A/B testing, allowing users to compare different versions of their web pages and determine which version performs better in terms of user engagement and conversion rates. Adobe Target is leveraged for personalization, enabling marketers to provide tailored content and experiences to different segments of website visitors based on their behavior, demographics, and buying habits.

It is utilized for optimizing mobile applications by testing various user experiences and functionalities, which is crucial for enhancing app performance and user satisfaction. Businesses use Adobe Target for recommendations, automatically suggesting relevant products and content that align with the users' past interactions and preferences.

Service and Support

The service and support provided by Adobe Target are generally appreciated for their responsiveness and helpfulness. Users have highlighted that the support team is knowledgeable and capable of addressing technical issues effectively. However, some users mentioned that the complexity of the platform can lead to challenges that require frequent support interactions.

Deployment

The initial setup of Adobe Target can be somewhat complex, particularly for new users. The configuration process requires a solid understanding of both marketing principles and technical aspects like audience segmentation and content delivery. Although the initial learning curve is steep, users appreciate the extensive customization options and the capability to conduct detailed A/B testing and multivariate testing. Users suggest that leveraging Adobe's documentation and possibly investing in training sessions or workshops can significantly facilitate the setup process while ensuring the full range of features and benefits are utilized effectively.

Scalability

Users generally consider Adobe Target to be highly scalable, effectively handling the growth and increased demands of large enterprises. They appreciate its ability to manage large volumes of traffic and complex testing scenarios without significant issues.

Stability

The stability of Adobe Target is generally regarded as reliable. Users report that the platform operates smoothly with minimal disruptions, maintaining consistent performance even under heavy use. The overall impression is that it provides a dependable environment for executing marketing strategies and testing.

These insights are based on the in-depth reviews provided by peers to help you make a better buying decision.

Download our Adobe Target Buyer's Guide for additional reliable information.