Track Your Users and Know Where the Opportunities Are
December 19, 2018
Track Your Users and Know Where the Opportunities Are
Score 9 out of 10
Vetted Review
Verified User
Overall Satisfaction with Adobe Analytics
The marketing team uses Adobe Analytics to track usage of our website and to learn about user behavior. Though the marketing team "owns" the tool and is the primary hands-on user, the data that comes from the tool is frequently shared with other departments, including the executive team, product team and merchandising team. This allows us all to have a common source of truth for questions related to user activity on the website.
- What pages are most often viewed by users
- What paths users take when finding specific types of content
- What devices users are using to access our website
- Though the tool is very powerful, it can also be quite complex, making it hard to find what you are looking for.
- It is difficult to sync data from external sources if the data fields do not map natively.
- The data is there, but it is not always easily to visualize the data in a way that makes sense to non-marketers without taking the data out of the tool and doing that part in another tool.
- Allows us to put more resources into the pages that are getting used most
- Helps us to pinpoint pain points in the user journey and then fix them, so users find what they want and then buy more products
- Helps explain the effectiveness of a project with real data, which helps determine ROI
Adobe Analytics has better features for finding problems and highlighting areas of improvement on a website, but the Google products seem to integrate better into third-party tools, which can be very valuable in a complex business environment. All of the listed tools take care of the basics of website and user tracking sufficiently.