Rules-based Targeting

Instantly target specific groups of site visitors with rules based on concrete, real-time data, like how a visitor reached your site, geographic data and visitor behaviour attributes. Immediately deliver the right content to your visitor segments using out-of-the-box tools — with little or no coding required.

Targeting at the granular level for better user experiences.

You want visitors to spend time on your website — click through the pages, browse content and view ads. But this only happens when users see content that’s interesting and relevant. Customers now expect websites to be customised to their needs, but your team doesn’t have the time or expertise for complex coding.

With rules-based targeting, you establish targeting parameters and then visitors are shown content based on the criteria. You can group visitors based on information gathered during the site visit, such as mobile device, how they reached the site, browser, operating system, their current location and the actions they take on your website. You also can use audience information, including gender, age, location and spending patterns. By using a simple forms-based interface, you select or build the rules — no need to write a single line of code.


See what makes it work.

Form-based set-up

A simple interface lets you quickly select and activate rules from the largest out-of-the-box rules library. You also can customise an existing rule or create your own from scratch.


Know the location for each visitor and target content based on local trends, activities or weather.

Customer profile targeting

Create more robust and progressive targeting by uploading customer profile data from Adobe Target, Adobe Analytics, your CRM and third-party sources.

Adobe Campaign integration

Streamline emails with the Experience Manager integration for Adobe Campaign. Use Experience Manager Assets to create variations of emails for Campaign, so you can easily turn one email into several versions.

Read integration tips

Learn more about rules-based targeting in Adobe Experience Manager Sites.


Uncover targeting in action.

See how to personalise and target directly to each individual customer in our tutorial video.

Create personalised customer experiences.

Learn how to use Adobe Experience Manager and Adobe Target to create experience fragments and use them to enhance personalisation in our Help section.


See related features

Responsive web design

Streamline and reuse content across devices, with elements like layout, text size, content, navigation and images that automatically adjust to fit the device your customer prefers.

Content insights

Use web analytics and SEO recommendations to get performance data on every page you author, so you can make better content decisions with reports on total page views, unique visitors and other related data.

Targeting insights

Understand how your activities are performing by accessing reports on conversion rate, average order value (AOV), revenue per visitor (RPV) and engagement of each audience.

Learn about what Adobe can do for your business.