How are "Goals" defined in an A/B test within Adobe Target?

In Adobe Target, "Goals" in the context of an A/B test are defined by specific user actions, such as clicks and purchases. This focus on user behavior allows marketers and analysts to measure the effectiveness of different variants within the test. For instance, if an A/B test is conducted to evaluate two versions of a webpage, the goal might be to determine which version leads to more users clicking on a call-to-action button or completing a purchase.

This approach aligns the objectives of the A/B test with tangible outcomes that indicate success or failure in achieving desired business results. By specifying actions like clicks and purchases as goals, teams can make informed decisions based on data-driven insights, optimizing web experiences to enhance user engagement and conversion rates.

Other options, while they pertain to user interaction or trends, do not directly define goals in the context of A/B testing. Instead, they may serve as supplementary metrics or data points for analysis but do not capture the specific actions that drive measurable results in a clear manner.