Adobe Analytics

Score8.2 out of 10

1,007 Reviews and Ratings

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 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.

Categories & Use Cases

Media

Screenshot of the Alert Builder in Adobe Analytics.

Screenshot of an Analysis Workspace Training Tutorial in Adobe Analytics

Screenshot of attribution in Adobe Analytics

Screenshot of the Segment Builder in Adobe Analytics

Screenshot of anomaly detection in Adobe Analytics

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Screenshot of the Alert Builder in Adobe Analytics.

Pageview Tracking
A feature that records and provides data on a specific page's popularity and the number of times it has been viewed by users.
Category average: 8.9
Event Tracking
This enables the tracking of specific actions or 'events' on your website, such as button clicks, form submissions, and engagement with other interactive elements.
Category average: 8.5
Device and Browser Reporting
This enables an overview of the type of devices or browsers users are using to access your website, helping in improving website design, usability, and visibility.
Category average: 8.4

Bounce Rate Measurement
This feature measures the number of users who visit only one page on your website before leaving, helping to identify issues with content quality or website design.
Category average: 7.9
Lead Conversion Tracking
This tool allows you to follow a user's path through your website until they complete a certain action, like making a purchase or signing up for a newsletter, enabling you to understand what leads to conversions.
Category average: 7.8
Reporting in real-time
This feature provides immediate data and analysis about web traffic and user behavior, facilitating real-time decision making.
Category average: 7.8

Juan Camilo Calderón View profile

Web Content Specialist Caribbean & Latin America in Marketing at Wesco Anixter (5001-10,000 employees employees)

Use Cases and Deployment Scope

We use Adobe Analytics to help us understand the stakeholders that visit our web page. Then, it allow us to identify the traffic on the web page, most important content pages and resources from those visits. All of this is made taking into account the different languages for our web service, so we are able to see the visitor behavior and help us to create more content and display it in different ways. If you want to know how certain group of stakeholders interact with our page, Adobe Analytics allow us to take better decisions and test new content.

Pros

Report performance
Identify resources and channels
Save historical data
chance to create your own view
Share projects with people inside our dptm/area

Cons

Please make it faster when loading data
Templates for custom reports
URL analysis should be great (to see 1 landing page performance)
World Map for visitors
AI for creation custom reports

Return on Investment

This tool save us time on the reporting season
You customize your dashboard so every time you login, you get info updated at the moment
Show us the best performance content and allow us to keep the engagement with our stakeholders
You can see the less performing pages and re-create them with new content and get comparative metrics
With training, you get a lot of work done with few team member

Usability

Alternatives Considered

Google Analytics, WordPress and HubSpot Marketing Hub

Other Software Used

Sprout Social, Lilt, seoClarity, Wrike

Tara Tomasko View profile

Marketing Operations Specialist in Marketing at AVEVA (1001-5000 employees employees)

Use Cases and Deployment Scope

Adobe Analytics is essential to our business because it can be difficult to really get into depth the details you need about the traffic coming to your website. We have multiple websites and domains to manage and Adobe Analytics is able to compile the data in one cohesive dashboard that any user can understand.

Pros

Digestible dashboard
Great detail
Breaks out each platform for in-depth reporting

Cons

Drill down further into each url
Greater insight into bot activity
Able to export larger data sets

Return on Investment

We are better able to review real time data as it's happening and notified if something is wrong
We are able to see referral traffic and who is linking to us
It helps drill down to lead conversions and great insight into their behavior

Usability

Swapnil Jha View profile

Manger in Product Management at United airlines (5001-10,000 employees employees)

Use Cases and Deployment Scope

Adobe Analytics help us understand the customer behavior on our campaigns. It records and measures traffic split across campaigns and help us generate sales funnel. Helps us evaluate which customer segments are dropping off, what their preferences are and at what stage to zero down on the appropriate targeting method for them. It provides customer journey data across platforms and different cuts helping marketing teams to come up with the best strategy.

Pros

Detailed granularity of data across campaigns, pages, devices etc.
Dashboards and reports makes analysis and deep dives easy
Seamless integration with other tools from Adobe experience cloud
Accurate and actionable insights

Cons

UI can be improved, legacy interface requires dedicated analysts/teams
Customizable reports or self-help reports can be made more intuitive and easier to use
Price can be quite high making other alternatives more valuable for smaller firms or startups with limited budgets

Return on Investment

100% accurate measurement of traffic activity (source of truth)
Real time data to adjust the campaign for maximum revenue
Native integration with Adobe experience cloud tools which makes end to end marketing and campaign management easy

Usability

Other Software Used

Salesforce Data Cloud, Google Ads, Google AdSense

Rosana Lin Ho

Analytics, Manager in Marketing at Living Spaces Furniture (5001-10,000 employees employees)

Use Cases and Deployment Scope

Adobe Analytics helps us track and identify opportunities from our website, helps us analyse ROI from the media we invest, Helps identify trends and improvements on where we need to focus our business on.

Pros

Provide Web data behavior in a robust way
Hability to classify and create segments within our web traffic
Reporting and Analytics

Cons

Alerts could be more flexible
Data Warehouse does not provide weekly data using ISO Week
Some Pages are grouped in a way we cannot have visibility of their metrics
Search terms from Google is not available anymore

Return on Investment

Optimized conversion rate from our paid media
Helps us identify qualified visits and also brand awareness traffic

Usability

Alternatives Considered

Google Analytics 360 (discontinued) and Google Analytics

Other Software Used

Tableau Desktop, Google BigQuery, Alteryx Platform

Matt Gross

Customer Analytics Manager in Marketing at Bridgestone (10,001+ employees employees)

Use Cases and Deployment Scope

I use them for customer analytics from a marketing perspective. Promotion usage, website usage, etc.

Pros

Insights into what promos performed well
What type of promo does better than others
Insights I can't get with our data warehouse

Cons

Usability right from the start
Clearer identification of what slicers can be used in the analytics

Return on Investment

Optimized marketing spend
Optimized promotional targeting

Usability

Adobe Analytics

What is Adobe Analytics?

Categories & Use Cases

Media

Key Features

Top Performing Features

Pageview Tracking

Event Tracking

Device and Browser Reporting

Areas for Improvement

Bounce Rate Measurement

Lead Conversion Tracking

Reporting in real-time

Reviews

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Return on Investment

Usability

Alternatives Considered

Other Software Used

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Usability

Use Cases and Deployment Scope

Pros

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Return on Investment

Usability

Other Software Used

Use Cases and Deployment Scope

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Cons

Return on Investment

Usability

Alternatives Considered

Other Software Used

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Usability

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