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Adobe Analytics

Adobe Analytics

Overview

What is Adobe Analytics?

Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management. SiteCatalyst is one of the leading vendors in…

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Recent Reviews

Adobe Analytics Review

8 out of 10
September 07, 2023
Incentivized
The main purpose of Adobe Analytics is how better you understand your customer and how better you provide your service to your customer. …
Continue reading

Adobe Analytics Review

10 out of 10
September 07, 2023
Incentivized
The company uses it to understand the behavior and the performance of our acquisition efforts. In my team, in experimentation, we use it …
Continue reading

Adobe Analytics Review

9 out of 10
September 06, 2023
Incentivized
I use Adobe Analytics to run all of our weekly performance reporting. We use Adobe Analytics to wire frame data feeds that will then pull …
Continue reading

Adobe Analytics Review

8 out of 10
September 06, 2023
Incentivized
We have apps, we have websites, we have Adobe tagging on there, and we want to understand what our users are doing from an informational …
Continue reading
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Reviewer Pros & Cons

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Video Reviews

12 videos

User Review: Adobe Analytics Proves Profitable With It's Data Organization Tools
02:29
Adobe Analytics Provides Ease of Integration In Conjunction With Other Adobe Software: User Review
04:00
User Review: Adobe Analytics Is a Robust & Powerful Tool For Large Enterprise Data Pools
03:14
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Pricing

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What is Adobe Analytics?

Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management. SiteCatalyst is one of the leading vendors in the web analytics category and is…

Entry-level set up fee?

  • No setup fee

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services

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Alternatives Pricing

What is Google Analytics?

Google Analytics is perhaps the best-known web analytics product and, as a free product, it has massive adoption. Although it lacks some enterprise-level features compared to its competitors in the space, the launch of the paid Google Analytics Premium edition seems likely to close the gap.

What is Heap?

Heap is a web analytics platform captures every user interaction on web iOS with no extra code. The tool allows you to track events and set up funnels to understand user flow and dropoff. It also provides visualization tools to track trends over time.

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Product Details

What is Adobe Analytics?

Adobe Analytics lets users mix, match, and analyze data throughout the customer journey. It supports web analytics, marketing analytics, attribution, and predictive analytics.

Adobe Analytics Video

Adobe Analytics Product Tour

Adobe Analytics Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management. SiteCatalyst is one of the leading vendors in the web analytics category and is particularly strong in combining web analytics with other digital marketing capabilities like audience management and data management. Adobe Analytics also includes predictive marketing capabilities that help users find trends in customer behavior patterns leading up to conversion. According to the vendor, these insights can help predict which campaigns will be most successful.

Piano Analytics, Coremetrics / IBM Digital Analytics (discontinued), and Parse.ly are common alternatives for Adobe Analytics.

Reviewers rate Device and Browser Reporting highest, with a score of 9.4.

The most common users of Adobe Analytics are from Enterprises (1,001+ employees).
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Comparisons

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Reviews and Ratings

(818)

Attribute Ratings

Reviews

(1-25 of 177)
Companies can't remove reviews or game the system. Here's why
Kelvin Morgan | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
ResellerIncentivized
Among all the Adobe platforms, Adobe Analytics is the most powerful with responsive features which can handle big and large amount of different data and its analytical capability is perfect. The project documentation and data processing using Adobe Analytics is easy and creating impactful data reports is amazing and the easy product to migrate marketing data.
  • Creating effective marketing data analytics.
  • Migrating data through other tools.
  • Workflow management.
  • Data management.
  • Not much just the configuration of some tools.
  • Processing big data via poor machine.
  • Creating big project data analytics as a new user.
Through using this Adobe product it can be easy creating real time data analytics, integrating various data from third party tools and the content management this is the right solution. Data management and collection of marketing feedback and easy to share content and other information with team members is faster and to visualize data Adobe Analytics is amazing.
Steve Biggs | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Adobe Analytics is my "go to" tool when analysing websites, creating dashboards & undertaking discovery work. We do have other analytics tools available, but Adobe Analytics' Workspace module is generally the starting point. It enables me to quickly drag 'n' drop dimensions and metrics while initially exploring the data. Subsequently, I tend to remain on Adobe Analytics to create any required scheduled dashboards using its selection of tables and visuals. I feel Adobe Analytics better allows me to "analyse" whereas some other tools are more set up for basic "reporting".
  • Usability of its Workspace module
  • Ability to crunch large numbers without any sampling issues
  • Reliability - very rarely does anything error
  • Certain visual functionality is missing, especially when compared to Excel, e.g. in line graphs
  • Looker's dashboards land better with clients due to their improved look 'n' feel
  • For less experienced users improved on-page help and tooltips would be appreciated
Adobe Analytics is better than some other tools as it feels better set up for actual "analysis", rather than simply "reporting". The power of Workspace allows you to drag 'n' drop at ease which makes you are far more in control of your own analysis/discovery/exploration.

However, regards the final reports and dashboards' look 'n' feel the Workspace PDF output is lacking visually compared to other products like Google's Looker. To engage with less technical end users sometimes Looker feels the better, more polished option.
September 14, 2023

A+ for Adobe Analytics

Lisa Parshan | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We are looking for:
1. How visitors to our site behave on our site
2. If we spend $$ on ad campaigns, we need to see their effectiveness
3. Always looking for ways to improve our site so that we can get users into our funnel and convert them into custotmers
4. To ensure that our site stays complaint with data privacy
  • measures KPI - and it's easy to interpret and understand
  • i can easily customize my dashboard to focus on what i need to see at any given time
  • if i'm running a promotion, i can see real time analytics
  • i have not used cross-platform analytics yet - next phase
  • somewhat costly, but i do understand the value
  • some you tube tutorials were MUCH better than the adobe ones
I thought that Adobe Analytics was just a more expensive version of Google Analytics. But I realized that they're really not the same at all, and in some cases, both are needed. One REPORTS, one ANALYSIZES. and Analysis is super important. So, I really think that there's no comparison to what each tool does. And each is needed when trying to stay ahead of the competition and being self-reflective and willing to change up the UI and UX to keep customers coming back.
September 07, 2023

Adobe Analytics Review

Score 9 out of 10
Vetted Review
Verified User
Incentivized
So we are a pretty high volume reference website, so the goals for us are probably a little bit different than somebody who might be e-commerce. Typically people come and rely on us for looking up definitions and synonyms. It's really our bread and butter between the dictionary and the source side. So from a business point of view, obviously that is our mission. We want to be a resource for education and for literacy from a business standpoint. We are largely ad-supported so that's a primary source of revenue. We think about ways to optimize the page to be able to try to get people to spend more time going to different pages. You know, like another big reference site. Wikipedia is famous for getting people going down Wikipedia rabbit holes. So we'd love to be doing the same stuff for etymology and words you know, things to get people to spend a little bit more time on the page.

From an analytics standpoint, we're using Adobe Analytics in a few ways. One is tracking KPIs, tracking revenue, tracking performance. We have certain ads that are getting low viewability and we need to make some tweaks and adjustments on it. We also love to use our Adobe Analytics as just part of general research.

For the content team, it's often the case that there are stories within the data that we find. A really good example of that recently for us was we just had our Word Of The Year towards the end of last year which is always a fun time of year for us. And we chose the word "woman" as the word of the year. And the big reason we did was that we looked at the data and there were a few of these key events where the very definition of the word woman became a pretty major story. You know, a bigger one was Ketanji Brown Jackson, who was confirmed to the Supreme Court. Somebody asked her, "can you define woman?" She, in a legal context, didn't try to provide the exact definition. But when that happened, as a dictionary, searches soared, searches went over by a factor of about 14 what they usually are. We saw it happen a few other times in the year, too. Just related to certain events with trans rights being at the forefront of so many things. That definition of woman has really become this flash point. It did come down to the data for us because the more we looked at it, the more of an obvious pick it was. But we do love when we can do things like that. Oftentimes some really interesting stories surface just in the words that people look up and how those change over time.
  • They've been really an industry standard tool in analytics for a long, long time. They've got the trusted brand and the reputation, a wonderful community behind it. It is always nice, having that level of support where you can meet other practitioners. It's a great benefit because I can meet other people who have already pushed the tool a lot farther than I have. And it's a great place to get ideas in that way. We came from a world where we were running on a homegrown system that we'd use to do click tracking. You get some advantages on that of the customization, but losing out on community of support was one of the big reasons why we decided to move beyond that and implement Adobe Analytics instead.
  • Our site has about 250,000 definitions pages on dictionary.com. We've got about 150,000 synonym pages across the source.com. So very high volume of pages. As you can imagine, most of these are pretty low traffic. You've got maybe that top 5%, 10% are really driving a huge amount of traffic, but then you have all these really obscure things out there. There's still a lot of important information you can get there and oftentimes in our Adobe Analytics reporting suite, it'll kind of bundle things at low traffic at a pretty low threshold for us to get to. So that can be a limitation when we're trying to do some really detailed keyword analysis. The way we've gotten around that is we make use of the data feed and the export. So we make the data available to our analyst in more of that raw state. So when they really do need to truly get into that weeds data, we don't run into that low traffic limitation.
Where it's particularly well suited, figuring out just the ins and outs of how we drive traffic to certain editorial articles that we're using. That Word Of The Year was a good example of that. We have a team of lexicographers that a few times a year put out collections of new entries. The thing about a dictionary is even in the old days when it was just print dictionaries, the day it goes into print is the day it starts going out of date. It really just has to constantly be updated. So we have a lot of good content that comes from the lexicographers team about which words are getting updates and why that is. We try to put some thought based on influence and how they organize their queue. If they find words that are particularly high volume, that might be a good reason to kind of get that up in the work queue, relative to where something else might be. For example, I know the team got really excited recently. Only the kind of thing a lexicographer can get excited about, but the word "at" can now be a verb because of all the use in Twitter of "Don't at me." So they added a separate entry for "at" to be a verb. That's just one of those words that you never even think about. So they got real jazzed about it.

So with using the tool, we love using it to spark ideas and to dig up ideas. It's testing our own performance. For example, we had to make some changes to our crossword last year, so we were keeping a very close eye on session duration and how long people were taking. And that time on duration, Adobe Analytics has it set up in the reporting. You can do it kind of bucketed into groups or you kind of run your straight average, which is helpful because that sort of data, you always have some wonky outliers that can skew it. So I find it really helpful to be able to show that distribution because if you take something like our crossword puzzle and games, that's something where we hope people can come play word games and learn, but obviously there are ads going along the side, too. We want to maximize that time. We use the tool to see if we've made these changes - is time going up or down - and we can adjust based on that.
September 07, 2023

Adobe Analytics Review

Score 8 out of 10
Vetted Review
Verified User
Incentivized
The main purpose of Adobe Analytics is how better you understand your customer and how better you provide your service to your customer. That is the main goal, at least from my point of view. So in order to do that, first thing is you just understand how your users are coming, through which channel marketing channel they're visiting your website, how much time they're spending, what kind of products they're looking at on your site, are they're happy with your products, the UI design, and finally are they purchasing your products? That's sort of the main goal.
  • Reporting-wise, I think Adobe Analytics workspace analysis is a very powerful tool in terms of reporting. It provides very good insights and this is well integrated with the other Adobe products like Target Audience Manager and the content creation. So it's a good product to use.
  • Most of the problems that Adobe Analytics as of now is having, it is getting addressed in a newer tool called Web Desk DK from implementation. They are already addressing that issue with the new tool and also the time data with the customer general analytics. So there is something not in workspace analysis and this is what they're addressing in customer general analytics. Which is good.
Any customer, any enterprise that has an online presence and wants to target the audience online - definitely Adobe Analytics is the one. Adobe Analytics is not that mature when handling heavy e-commerce sites. That's where Tealium is good at, in terms of tag management implementation. So that's where I think Adobe Analytics should improve because Tealium handles heavy customizations or heavy e-commerce sites when compared to Adobe Analytics. I think that is the area where they have to focus on.
September 07, 2023

Adobe Analytics Review

Score 10 out of 10
Vetted Review
Verified User
Incentivized
The company uses it to understand the behavior and the performance of our acquisition efforts. In my team, in experimentation, we use it to slice and dice all of the experiment data.
  • It's very customizable, so that means that the depth of analysis we're able to make in Adobe Analytics, we wouldn't get anywhere near with Google Analytics or other solutions that say that they play in the same space.
  • So the first con is that the experimentation reporting is sort of lacking, right? So it's just the very standard significance calculation, but you don't get to do the same thing for segments. So if you segment it, you will also segment the amount of users that entered that data. So we want to know actually from all of those, okay, what does this segment do? Not just reduce the whole result to that segment.
  • The second one is that it's very complicated to implement custom tracking for each experiment. If you need that, you need to go back to the tag manager convince someone in there to put your tag and approve it and launch it. So customizability is a blessing and a curse.
For a colleague, it's always 10. Outside of the company, that's also a 10, but you need to understand that this is enterprise-level software. So at least in Romania, I think we have two or three companies that leverage the Adobe Suite, and that's because of the cost, not of the product itself. It's very hard for us to also hire people because of that. So unless you work for those two or three companies, you can't learn. You need to actually be able to access this and there's no demo count, like in Google's case, for example.
September 07, 2023

Adobe Analytics Review

Score 6 out of 10
Vetted Review
Verified User
Incentivized
I think more than ever, our organization is trying to become more data-driven. Just because you're tracking data doesn't mean you're data-driven. So we have a huge effort this year that I'm personally working on to kind of bring together and leverage the Adobe Analytics tool as one of the tools that we use out of probably about 15 different things that we track metrics in. But I'm bringing on a piece of software that actually brings in all that data into one view, one dashboard that'll have the whole health of your pages or your product. And it's just a couple of clicks, right? But with Adobe Analytics obviously being our main tracking tool, it will allow us to start surfacing some of those insights and be able to start moving quicker in regards to what we see out of the tracking to really push it to the software engineers to implement. So really just teaching and changing an organization's mindset of data-driven - just because you can report something out, it's like, what actions do we need to take from that data?

Right now there are some issues with it just released a little while ago, multifactor authentication for our account manager. So some folks were having issues with that the other day that it wasn't coming into their email. Then we had some issues in the code where we were locking them out of their account. So I actually talked to Adobe yesterday about it and they're going to get someone to come help us.

But just stuff like that, for example, are you a problem? Like that comes in because we see a dip or increase right? Rate of something, whatever we were tracking and we're like, okay, that's an anomaly, right? So we go to the Adobe Analytics tool, along with some of our observability tools to really say, okay, we're in the customer journey potentially, right? Is the error happening? What page were they on? Did they go somewhere after? Did they click around somewhere after? It gives us an idea of how to address those kinds of issues that sort of pop up.
  • I would say as far as setting up dashboards, for me personally, it's pretty easy, but it does have a learning curve along with it. Once you do know where to find things and how to bring it to life, it just makes sense. After a minute you're like, okay, I realize that's why they have set up that way.
  • I really like the feature of having its omni bug track tracking tool. You can be on your own website, and if you don't know what the tag is called or some of those kind of details that you need when you're building out dashboards, you can take a look and use that. That's a web add-on. So you have your page open, and as you're clicking around it's giving you that data on the right hand side of like, okay, here's the page name, here's the E V A R, here's the event. Like all those kind of things that come with analytics tagging. So I really like using that.
  • I've given this feedback to them already, but I'm getting tasked with setting up executive dashboards and have become the go-to person to set up scheduled reports for our CIO, our CEO, and all the vice presidents. So one of our senior vice presidents challenged me to get them all in one email because they're getting probably 10 emails (or however many reports I have out there depending on the person). I was trying to set up some automation, and I ended up having to use a different tool, Microsoft Power Automate, to combine those links for those reports to click in there. There's no way in the tool that you can do those things. Sharing is not great in my opinion, and I've spoken to them about that and it sounds like they're coming out with some better sharing capabilities. So that would be my biggest thing is like AI automation and then how do I share this in a really efficient manner to executives that don't necessarily want to get 10 emails just from this in the morning when they already get a ton of other emails.
I think there's much room for improvement. And I think they can do it right. When I go take a look at other pieces of software like Google Analytics, Tealium, and some other competitor products, it seems like the UI and UX, the way you build reports, is a lot easier. I just feel like for the amount of money we're paying, we should be getting a little bit better product.

Areas where it's well suited: I think baseline it's a great product to just be able to create those dashboards, create those reports, collaborate with people. I do a lot of training for it and, you know, once it clicks, it makes sense. Like I mentioned earlier, it's all use case-based, right? I don't think I have a strong opinion on where it wouldn't be suitable I guess. People have a choice on what platforms they use today, so I mean, you can either use it or not use it, in my opinion.
September 06, 2023

Adobe Analytics Review

Score 9 out of 10
Vetted Review
Verified User
Incentivized
I use Adobe Analytics to run all of our weekly performance reporting. We use Adobe Analytics to wire frame data feeds that will then pull out via the API connection or the warehouse and that kind of thing. I work with my stakeholders to help them build their own workspaces to answer their business questions, understand what metrics to use versus other ones, how to break them down to answer what they're trying to figure out. So it's a lot of data management with stakeholder support and then actual analysis in my free time.
  • It's very user-friendly. The drag and drop features are great. I really like how you can do the multi-panel stacks to create different views within the same workspace. I like that the panels can either have date ranges applied to individual ones or all of them. It's just easy to use. It's one of those where it's like kind of intimidating on the upfront and then you get in and once that bandaid rip goes away, it's like, "All right! This is actually very intuitive."
  • We had actually can I share like an actual thing that happened? So we had a segment, again, a lot of our performance reporting we do out of Adobe and I do mid funnel, lower funnel me media specifically. And we have a whole set of segments down to like our sub-channel tactics. And because our agency kind of trafficked one of our M C I D tags wrong, we had to pull in placement IDs that were appended to the tags. And that number resulted in a lot of lines of like campaign code contains these 700 placement IDs. it was a giant segment, but the segment worked the day it was created for at least a year and a half, two years. And then one day it just broke. We couldn't pull multi-month data pulls out of Adobe using this segment. But it wasn't just like the date range was too long.
Well suited is definitely for last touch channel reporting. A key piece of our education is the difference between a last touch channel and an MCID tag and how that data is attributed differently. That's a big educational point in our company because we have the digital teams that tell a digital story and then we have marketing telling the marketing story. Marketing is trying to get down to the ad unit that served and how it performed and that cross-dimensional view of the data can sometimes contradict itself a little bit and just look different. I don't know how to bridge that gap really. It's something I get stuck on a little bit. At Hilton we also have a media mix model, which is measuring all of our incremental and our non-digital upper funnel media and all of that stuff and how it's going to contribute to all of our performance and that kind of thing. But because it's not last touch, there's maybe some big disconnects there related to the data coming out of Adobe Analytics.
September 06, 2023

Adobe Analytics Review

Score 9 out of 10
Vetted Review
Verified User
Incentivized
I always start very broad. It's always performance-based, so overall visits, shop visits, conversion bookings, and then that goes down from there. So regions, marketing channels, and device types. We're looking at it from a high level and then digging down into what the performance story really is and what are the drivers.
  • I would say it's very user-friendly. When I started my job at Hilton, I'd never worked with Adobe Analytics before. From day one it was kind of taught to me, but it was more of like initiation by fire. So honestly that can be kind of stressful a lot of times, but Adobe Analytics was one of the best experiences I've had from picking up something quickly and it's easy to become really good at using the tool. That is definitely unique to Adobe. A lot of the other tools that we use in analytics, it's not as user-friendly, the learning curve is way bigger. That was my favorite thing early on.
  • The thing that annoys me the most is I don't think it's very easy to do comparative periods. For example, when we're looking at year over year by all of these different metrics, such as when we're looking at device type, marketing channel, you're digging into it. A lot of times we want to look at year over year, how year over year compared to the prior week. It takes a lot of finagling sometimes to get it to work out the way you want it to with the time periods in comparisons.
Well-suited. I think customer journey analytics, it is extremely well-suited for. It just allows you to delve into the details so easily and quickly and action on those insights very quickly. I feel like now in my current job, I've been looking more at customer experience level data, and I've learned even recently how great the tool is for that.

What is it not good for? I mean I guess this is really obvious, but my job is Hilton's performance. So you have to bridge the gap between the digital story and the overall story, then if there are discrepancies between what we're seeing in Adobe Analytics and what we're seeing in our data lake. You're getting one piece of data from Adobe Analytics, even just bookings. And then we have our other set of data that also has bookings data in there - and it's not just digital but it's all of our other channels. That can be difficult at times.
September 06, 2023

Adobe Analytics Review

Score 8 out of 10
Vetted Review
Verified User
Incentivized
We have apps, we have websites, we have Adobe tagging on there, and we want to understand what our users are doing from an informational perspective, a conversion perspective, who's booking rooms, how often are people looking at their honors accounts, where are they coming from, which of our ad partners are sending us good leads or whatever. Any of those kinds of things. We have a whole host of teams that actually use Adobe Analytics and perform whatever analysis is important for the business questions at hand.
  • We're really able to dive into really nitty-gritty behavioral activities. So the pages, the buttons that people are clicking on, how they're converting, how often they're converting. In the case of analytics in the AEP world, we are now coming up with the ability to be able to link that to outside sources through CJA. And so not just what's happening from a digital behavioral perspective, but how that ties into reservation center activity, call center activity from a breaking them down by our CRM data, things like that.
  • I think the visualization offerings, although they're starting to get better for sure, could definitely continue to use some upgrading. They've had the same set of visualizations for a lot of years, and while they're improving the ability to alter them or to change the settings on them, they definitely could use more of them. We saw a demo where they announced some new visualizations that are going to be possible and are definitely a good step in the right direction to do that.
  • I think in terms of the tool, especially when you're talking about workspace, is fairly stable as a tool. I think the support side is probably where a there could be a little bit more of an improvement. Adobe hasn't always been great on the support side, especially if you're not a premier member or have a special connection, some type of connection with them in that respect. If you're just an average company using the tool and you run into trouble and you need some help, you can file a ticket and get support, but it's not always been the greatest support. But the tool itself, I don't know that I have a ton of complaints at this point, especially with workspace. It's been fairly stable for a few years now. So just the support part I think is probably the bigger one and the visualization.
It's a good thing that they came up with CJA and AAP because cross-device, cross-channel analysis is something that it doesn't do really well. Being able to hang on to the ability to identify a user and then follow them through multiple visits or across their devices or through other touch points within your company. It's not great at doing that. And even within the CJA world, there are certain configurations your data has to adhere to really make that work. And if you're off by just a little bit, it doesn't quite work the way it's supposed to. It mostly does, but there are definitely still some improvements that can be taken in that respect. In terms of just handling your digital data and segmenting out your data and really digging into it and getting down to fairly nitty gritty digital behavior, it's really good.
September 06, 2023

Adobe Analytics Review

Score 10 out of 10
Vetted Review
Verified User
Incentivized
The way we use it is we have websites that are constantly innovating, so we want to launch campaigns and get more customers. We are trying to get them on an energy plan. So I work with the digital transformation teams on all the things that they are launching into the website. I help them figure out how are we going to track it to Adobe Analytics, how are we gonna send the data? I give them requirements like "when we get to this point, send these," and then on the back end there's some configuration so that we can send it to translate to a visible variable. Then once you are on workspace you just pull it and see how many users are doing X, Y, and Z. So I pull reports and also do a lot of reporting.
  • Customization. There's no limit to what you wanto to track. I mean you have a limited amount of evar so you have to be conscious about, what's worth getting. But I will say that you can just pick and choose whatever you think is important for your business.
  • When I first started working on Adobe Analytics, I tried to use the trainings. There's a lot of information when you're new to Adobe. Some of those things are more about telling you what the product is, sounds more like a sales pitch. But when you're like, "tell me, how do I make a report?" I think that's a little bit challenging to find, but maybe I wasn't looking right. That's the challenge that I had with learning how to use it. And again, I guess it goes hand in hand with being customizable to the company, so you have to learn that.
When you're trying to get the product information, and I think it's called the product variable because it captures a lot of information that you wanna track for your products (like what people are seeing, what prices, SKU numbers), and that's pretty neat to be able to get that.

If you don't have much to track, like if you're a small company and you just want to see that your website is visited, then don't spend that much money on Adobe Analytics.
September 06, 2023

Adobe Analytics Review

Score 8 out of 10
Vetted Review
Verified User
Incentivized
We do use Adobe Analytics to answer how the products are being used. Products meaning software, products on site, and apps and user engagement, especially to understand user behavior and fallouts and the flow on the website. We also use Adobe Analytics to address some issues on the site and see the dropouts and conversion and the opportunities to improve on within the website and apps.
  • The fallout reports. We can deep dive in to see where users are having issues on what pages so we can see exit rates and help to build a better customer experience on those particular pages.
  • The flow reports, we can also do flow analysis on where users tend to navigate from the homepage and to see their full-funnel until they check out.
  • We can get online experience and user behavior patents on websites and apps, but it doesn't stitch the data to something we want. We wanted to stitch the online data to in-store sales data or just the 360 view of customers is one of the lags and Adobe doesn't also have a DEXA analysis. It's more like heat mapping to see how users tend to navigate within the page. We use Adobe Analytics mainly for page loads and clicks on the website, but we don't know like zonings and things like that on the page.
  • Adobe Analytics doesn't have the ability to integrate with other solutions, like in-house solutions, such as data platforms and data lakes, and where we want to bring in data into Adobe when it's a huge data set.
Well suited is to help understand the picture of users on the site. The drawback goes back to how sometimes business users or business stakeholders want to understand the 360 view of users, like what marketing channels they came from and if they converted in-store or not. We can run online campaigns or email campaigns - we use Epsilon and we see the site engagement, but what if the campaign is more about in-store, how are we stitching that data for in-store data is a lack.
September 06, 2023

Adobe Analytics Review

Score 9 out of 10
Vetted Review
Verified User
Incentivized
It's used to identify patterns and trends of user behavior across our web and mobile platforms. We use it to answer wants and needs, and types of questions from our business stakeholders who want to understand the digital experience, like what did the user click on its clickstream data. We use that data to optimize the user's experience on the site and to understand the effectiveness of digital as a channel.
  • It makes the analysis the central part. It almost has a front end as a graph database bolted onto a column or backend, which means a lot to some people and nothing to other people. But my analysts don't have to write SQL. They can drag and drop and they literally can have a conversation with their data. They can ask a question and simply drag something over and get the answer to that question.
  • Currently, the cost model is by server calls. Due to the nature of our architecture, we are charged server calls when there are errors on our web pages. And I wish it wasn't. 404 error, 500 error, we even get 200 errors saying everything's okay when everything's not okay. So that's not Adobe's fault, it's our own architecture. But the answer is, I wish there was more flexible pricing with respect to how server calls are charged. Some of them are non-material in terms of what the product is supposed to do for us and we could delete that kind of data, but it's read-only once it's collected. So we have no way of recouping any value.
It's well suited when you're trying to understand customer activity. In other words, not just what did you do on the website, but what did a hundred million people do on the website. There's not a lot of tools that can analyze that kind of scale, speed, volume and do it accurately. So we use it to understand high-volume industry traffic across web and mobile.
Nitesh Rana | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
It helps in better ROI on market expenditure . It helps in analysing the Financial reports in organisation.
  • Superior data model
  • Provide more comprehensive insights
  • Allow limitless segmentation
  • Its not that easy it needs support of experts
  • It doesn’t track the apps on url base
It helps understand the marketing source and device for traffic,orders and Revenue.it helps in report and dashboards as well.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Adobe has been used in my organization to track how the Visitors are enagaging and converting on our website. The problem is we never understand which campaigns are bringing in the customers, what pages are they starting their journey and how they are moving ahead in the journey. Adobe just helps us know what are visitors are doing on our websites
  • Spliting visits by channels
  • Splitting visits by devices
  • Funnels based on various landing pages
  • Forward flows
  • dobe implementation has always been a challenge
  • the tool takes lot of time to run the data
Adobe Analytics has been well suited when it comes to understanding the journey, forward flows, creating fallouts and understand where are users exiting from. This helps us understand what pages to improve to enhance the engagement and conversions on our website. The major drawback that I see is that for a smaller busines this tool is too expensive and we need experts to manage it
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Ours in an e-commerce business and therefore we always need tracking of what users are doing while they are using our platform either Desktop, Mobile Site or any of the Apps. Adobe Analytics helps us understand what channels and device are user using and what route are they taking to convert. It helps check the funnels and drop offs at each stage
  • Helps understand the Marketing Source and Device for Traffic, Orders and Revenue
  • Helps us understand how users are exiting at each stage of the journey
  • Informs about the Tech aspects as in Browser, Operating system, Mobile device being used
  • Implementation of Adobe Analytics is not that simple and hence need support of the experts
  • Latest release on the Geographies has started impacting the data
  • Adobe doesn't track the APPs on url basis
Adobe Analytics is well suited if you have huge team of ANalytics, Marketing, Product and Merchandising who are continuously checking the data and are able to create funnels/ fallouts/ reports and Dashboards to check the daily business. Also, if its an e-commerce business and you want to enhance the journey based on the gaps.
August 08, 2023

Adobe Analytics Review

Score 10 out of 10
Vetted Review
Verified User
Incentivized
We are using Adobe Analytics every day for making business decision by analyzing our website traffic and user behavior. We check the funnels to see the drop and check the trend if website fails. The scope is to create trigger points and help whenever we see drop.
  • tracking
  • marketing channels
  • data visualization
  • hard to learn
  • use to regex
  • high pricing
Best scenario is when we need to track any campaign performance
and least is it is hard to learn, documentation should be intuitive
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We use abobe analytics as our main web analytics platform. We pair it with Adobe Target for ab testing when launching new features on our site. Adobe Target is also used for personalization experiences, to provide specific product recommendations to indivial customers. Adobe analytics is also used to perform exploratory analyses, and create dashboards to monitor site performance.
  • Pathing analyses
  • Integrations with target for ab testing
  • Good data export options
  • Better options for searching for and sorting components
  • More label options for visualizations and freeform tables
  • Exporting more than 50,000 rows
Adobe analytics is great for making custom components, allowing analysts to perform deep dive analyses on a variety of topics. It is not well suited to joining to offline data sources. Although CJA is, it is still missing several features (such as A4T panels) that make workspace very useful. Additionally, there aren't many incentives for companies to switch over to cja.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Adobe Analytics is our main tool to measure and analyze traffic across web and mobile applications. Our use-case was related to understanding the type of browsers and devices used by users for accessing web and mobile platforms. Adobe analytics gathers a vast volume of data and gives a direction towards action in real-time. We used this data to understand trends of cross-browser usage in the online platforms and app support required for mobile.
  • Great Visualizations
  • Good level of accuracy in its measurement
  • Ability to integrate vast volumes of data from different sources
  • Requires expertise in development
  • Some of the visuals could be richer
  • Better customer support
  • Costing could be lower
Adobe analytics has a few performance issues. When there is a lot of website traffic data, it gets slow, otherwise during normal traffic - it works well and is smooth. The 2nd issue is related to data accuracy for capturing the usage on a browser of a mobile device instead of the native apps. This is not accurately captured by the tool. The iOS version and device capture is sometimes inaccurate.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use adobe analytics across different teams to track customer behavior on the website platform, figure out errors and other issues users are seeing, analysis of a/b and multivariate tests and ad-hoc analyses to answer business questions. Since we have users of varying level of skills to use adobe analytics we publish dashboards as reports in pdf formats so that is easily accessible across different teams.
  • Ability to perform quick ad hoc analysis
  • Drag and drop functionality makes it less complex to use that some other data tools
  • Features that allow us to make custom variables and segments easily
  • Breaking down dimensions by other dimensions or segments is easy but users need to know which ones go together and make sense. If they don't, it can lead to looking at irrelevant or incorrect data.
  • The diagonal cascading effect when looking at breakdown can be a little annoying, the breakdown display could look better
  • There could be more in-depth documentation about a/b tests and test analysis online. What is currently available seems to be at the surface level.
I think adobe analytics is well suited for organizations of all sizes because of its ease of use. It is especially useful when users might not have advanced technical skills to access and work with the available data. It can be a hub or source of truth when multiple teams have to function together since everyone can look at available data the same way.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Adobe Analytics informs a lot of decision making, especially when it comes to testing or pivoting quickly. We also use it to monitor and identify areas of the site that could be facing issues that we’re unaware of with automated alerts. It helps answer a very important question: what is working?
  • Site Monitoring - it’s incredible for this, trend lines are easy to see and powerful to share
  • Alerts - automated alerts are simple to set up and are useful on the site to know if there’s a problem
  • Data Analysis - “should we test this?” “Is this still performing the way we expect it to?” “When did the decline/increase start?” It’s so adept at answering these questions that it’s practically indispensable.
  • Order/Visit Volume Tracking - slice this as many ways as your data allows: loyalty members, mobile vs desktop, browser type, the possibilities are seemingly endless and there’s almost always gold hidden inside.
  • Onboarding new users - it’s a powerful tool and does its best to make new users feel like they’re creating meaningful reports, but it has some pitfalls and very custom language
  • Ease of implementation - it requires a big team of highly skilled professionals, not that this is necessarily a bad thing, but very little is out of the box
  • Integration of new features - it feels like using some of the newer features requires additional implementations or integrations with other parts of Adobe, sometimes this isn’t too tough, but it can mean a lot of cooperating across the business.
I always say Adobe Analytics is a 9 of 10 for me, I think its biggest struggle for me is a lot of parts of the business want to use it, but don’t want to dedicate the time to getting to learn it. It’s well suited for monitoring the site and finding a lot of specific details on how customers behave on your site, but requires understanding the product and dedicating time to learn. It’s also not well suited as a system of record, AA is not 100% perfect in my experience in this regard, it’s a powerful directional tool to help inform actions the business can take in near real-time. The problem comes when people don’t understand this though and start quibbling over a 1% difference between Adobe and another system, when both sets of data point to the same overall conclusion, like a product/offering becoming more or less popular with customers.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use Adobe Analytics for web and app reporting across our enterprise. With a large website and properties across the country, we have a lot of different use cases for Adobe Analytics. The somewhat basic capabilities are still light years ahead of other products, creating an opportunity for gains from all the available learnings.
  • Segmentation
  • User experience
  • Speed and agility
  • Needs date math
  • Implementation skills are hard to acquire
  • Steep learning curve
Simple web analytics goes SO FAR with Adobe Analytics. Once implemented, which takes forever, the learnings can come quickly. If a lot of offline data exists, Adobe Analytics is not able to provide any value.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
I use Adobe Analytics to further our clients’ understanding of their web and app properties.
  • Adobe Analytics is stable
  • Adobe Analytics is very customizable
  • Adobe Analytics is scalable
  • Adobe Analytics could have better documentation
  • Adobe Analytics could have a better price tag
I give Adobe Analytics a ten.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
The insights generated by having Adobe Analytics implemented are essential for improving your online presence as it shows how users behave on your applications and websites. This data can then be acted upon and thus the re-iteration process of constant improvement begins.
  • Capturing campaign data
  • Creating dashboards
  • Tracking user journeys
  • Creating Marketing Channels
  • API based
  • Greater flexibility in the workspace
  • The inability to create segments from calculated metrics
  • UI can be slightly buggy at times
Adobe Analytics was quite useful in tracking purchase conversions. We used the eVars [Conversion Variables] as a method of tracking what stage the customer was in when going through the purchase funnel. In combination with the Flow and Fall Out visualisations, it showed key stages of the funnel when the users were dropping out which made for a good start for the investigation phase.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Adobe Analytics, along with Adobe Target, is used widely throughout the organisation for web performance tracking to understand the overall ecommerce performance. Via the Report Suite, Adobe Analytics is used for monitoring a large variety of metrics - sales, revenue, conversion rates, along with page performance and A/B testing tracking. The flexibility provided in reporting and ability to save and email to different groups of users automatically is very useful.
  • Flexible reporting tools with ability to create detailed custom reports
  • Fast view generation (compared with Google Analytics)
  • Flexible implementation that can easily scale to Enterprise level
  • Usability of the interfaces has always lagged behind competitors
  • Non-standard naming conventions that often aren't intuitive
  • Steeper learning curve than other tools - pre-built reports often aren't the best
Adobe Analytics is suitable for a large enterprise environment, where the data needs of users is broad and varied. The reporting options here are excellent, as the ability to build custom reports with a view that reflects their specific needs is excellent. Expect confusion over naming conventions, which feel very linked to web reporting in the late 90s/early 00s. For smaller teams or where there is less of a need/capacity to deeply interrogate the data, then Google Analytics is a more intuitive, learnable alternative. Cost is also likely to be a factor when choosing Adobe Analytics - costs can scale steeply.
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