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Adobe Analytics Offers Insight into Growth, Comparable to Google Analytics
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November 09, 2017

Adobe Analytics Offers Insight into Growth, Comparable to Google Analytics

Score 7 out of 101
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Overall Satisfaction with Adobe Analytics

Adobe Analytics is used across our entire organization to track multiple conversions and goals from basic visits to downloads and cart additions. The product is used to find pages that are under-performing in terms of organic search, and to improve these pages and increase lead generation. The charts and data from Report Builder are often used in reports to senior leadership, marketing professionals, and upper management for overviews and drill-downs into specific products and sections of the site.
  • Trended reporting shows growth and declines for pages, site sections, and specific marketing channels.
  • Customized channels, tracking and insights for multiple aspects of digital marketing efforts.
  • Report Builder allows access to larger sets of data imported directly into excel for easier and faster data manipulation.
  • Segmentation to report on sections of interest and create more detailed, accurate reports.
  • Page reporting is difficult, Adobe needs a more robust way to handle duplicated pages in reporting.
  • Dash-boarding has improved but this could be easier to manipulate.
  • Data into the platform can be skewed by site redirects and other aspects of your typical website, some form of data validation would be nice as there are some cases where data is clearly inaccurate.
  • It has offered a valuable tracking tool that all businesses can use as a similar reporting platform. This allows for insights into growth and targeting of specific channels in need of improvement.
  • It has reported on strong growth in SEO and given the business a solid understanding of how important this is to the organization and growth.
Adobe is fairly robust and similar to Google Analytics however as a paid service it is not exceptionally better. It provides much the same data that Google Analytics does and in some areas is not as strong. Page-level reports are more difficult in Adobe. Selecting a group of pages for a simple report that trends growth to a handful of similar pages, for instance, is more difficult in Adobe for our organization. Tracking revenue is also a challenge but this is a site-specific issue and occurs with Google Anlaytics as well. That being said, as a paid platform, Adobe should be able to work around this issue. Data Warehouse and report builder functions are great, but require another plug in, GA allows easier download of data in this regard.
Adobe is well suited for graphical representations of growth and declines in specific areas of your web property. It also allows for customization to meet your specific needs. Segmentation and channels allow accurate tracking of which areas of your site perform the best. Report Builder and Data Warehouse are ideal for managing larger data sets and integrations with other platforms. However, data can be impacted by site implementation, and getting page-level data is difficult. A more robust search feature and a way to handle multiple pages or page-groupings of identical content hosting on different URLs is needed.