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Unless your website is large, avoid Adobe Analytics
February 16, 2016

Unless your website is large, avoid Adobe Analytics

Anonymous | TrustRadius Reviewer
Score 2 out of 10
Vetted Review
Verified User

Overall Satisfaction with Adobe Analytics

We used Adobe Analytics when clients already had that platform. While multiple departments use it (SEO, PPC, etc.), it's up to our analytics department to find the necessary information for all teams involved. It's used to answer basic questions of any analytics platform; how many visitors/pageviews are on this site? Which channels provide the best traffic?

While there are supposedly very informative reports on conversions and revenue, we rarely have access to this type of data. This is either due to no information from the implementation of Adobe Analytics, or simply an inability to clearly identify these metrics.
  • Access to all data points with no sampled reports
  • Reports are not intuitive. If you use other platforms such as Google Analytics or Kissmetrics, Adobe is by far the hardest to understand and fluidly navigate.
  • Time intervals don't remain intact across report tabs. This means every time I open a new report, I have to reset the time intervals I desire.
  • The most important metrics (conversions, revenue, events) are hard to find and even more difficult to add to your reports. This makes the final analysis for channels, campaigns, and other marketing endeavors much less informed than you'd want from your analytics platform.
  • Once Adobe is set up, there are no ways to edit or add aspects to your platform. Flexibility is not a strong suit overall for this platform.
  • Lower margins on data analysis due to difficulty in navigating the platform. While a lot of this is due to our team being trained primarily in Google Analytics, the platform is not intuitive even for expert analysts.
  • Negative impact on effective communication. The narrative in the data is harder to communicate to team members and clients on this platform.
Adobe Analytics is our least favorite of all of these platforms. We only use it when incoming clients exclusively use Adobe, this leaving us with no choice. Between the lack of control in implementation, usability issues and extra time for digging through complex reports, we never recommend using this unless the site is just too large for other platforms.

Adobe Analytics is well suited for massive ecommerce sites. The benefits of unsampled reporting goes a long way for a company's statisticians and other members who require data to compliment their decisions. As long as the setup is correct, having access to all revenue figures is a plus.

This platform is not great for measuring campaigns based around user engagement and behavior. Simple actions such as link clicks and form submissions are much more difficult to track in Adobe Analytics than other platforms on the market. Considering the high cost of Adobe, there's no reason to use this platform when taking a closer look at the actions of your audience.