Adobe Analytics Review
Updated November 17, 2020

Adobe Analytics Review

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Adobe Analytics

Adobe Analytics is used by almost everyone on my team on a daily basis. We work with many clients who use AA as their primary reporting source, and we both consult with them on best practices on how to use the tool, as well as execute our own analysis within the tool.
  • Integrates extremely well with Adobe Target.
  • Clean interface with excellent usability, without sacrificing features (although this mainly applies to the Discover platform in my opinion, which is being sunset pretty soon).
  • Easily the most robust reporting tool I have used personally.
  • In my opinion, the largest con will be stopping support and functionality for Discover (aka Ad Hoc Analysis).
  • Ad Hoc is DRASTICALLY better than what we will be forced into moved towards (Workspace) in just about every aspect. It's cleaner, clearer, smoother, etc. Workspace will be the new norm shortly, but it's extremely clunky and can be much slower due to its webpage interface (as opposed to Discover's app interface).
  • The technical support from Adobe is less than stellar; while the tools themselves are near the top of the list, in our experience, Adobe's help and support is easily dead last. They are rarely punctual, knowledgeable, or particularly helpful, and often try to place the blame on the customer (e.g. your implementation is out of date), without providing assistance to help remedy.
  • I would say the biggest plus Adobe Analytics has had on overall business objectives is being the most robust tool out there that we have used, which allows us to gather deeper insights for our clients, driving home more ROI.
  • I would also say the biggest downside to using Adobe Analytics is how frequently the tool will have issues and/or be under maintenance. Additionally, as stated previously, Adobe's support is pretty horrendous in times such as these.
Adobe Analytics (or any natural reporting tool), will always be my vote over any testing tool's reports (like Adobe Target & Optimizely) due to a much larger universe of reporting options available to the user. Amplitude has a lot of flashy bells and whistles, and is relatively reliable (assuming correct implementation of the tool, which is difficult for Amplitude), but lacks some basic features which will hopefully be added in short time. Additionally, Google Analytics is by far the worst tool in basically every category discussed in this review, and regardless of client, I'd be hard pressed to ever advocate for using GA for much more than basic site traffic data (and even then, have seen it extremely unreliable).
I think Adobe Analytics is a no-brainer IF you utilize Adobe Target as your testing tool. While I would typically still advocate this for other testing tools, this needs to be discussed on a case-by-case basis to determine what makes the most sense for each testing tool, and each company.

Using Adobe Analytics

50 - We have Adobe Analytics users from many different departments including analytics, business development, marketing, and data science. While a portion of us (including myself) predominantly use Adobe Analytics for site strategy data, personalization campaigns, a/b testing, and other site optimization efforts, there are many other use cases including QA, bug fixes, marketing data pulls, sales data, marketing campaign tactics, etc.
1 - I am not totally certain, but we may actually have a few others who support in this area as well, but I would think of one specific individual who is involved in all things Adobe Analytics support; to me, this would include a few different areas, including implementation, access, training, bugs and downtime, etc.
  • A/B testing
  • Personalization activities
  • Customer engagement across our many web properties
  • Marketing campaigns
  • QA
  • Reporting on all activities from Adobe Target using A4T (Analytics for Target)
  • Quality assurance on recently released code pushes, as well as optimization efforts, either within Target, Pendo, or straight to our web property
  • Launching A/A campaigns to validate that new areas we are adding to the site(s) and/or with new code/tools being placed on pages are performing as desired
  • Migrating more so into deeper personalization efforts down the line, as we attempt to move closer to the holy grail of 1:1 personalization
  • Stitching Adobe Analytics with more tools that we use across our entire organization to unlock its full potential (right now mainly used directly with site data or with Adobe Target)
  • Integrate salesforce data into Adobe Analytics, or probably more feasibly pull Adobe Analytics data and salesforce data into our data lake to manage locally.
I'm not personally in charge of the decision to renew our use of Adobe Analytics; however, I do know there are dozens of associates that personally use it on a daily basis, with subsequent hundreds - if not thousands - of internal stakeholders who rely on the findings and insights supported by this tool. I've also personally used multiple other site analytics tools (mainly Google Analytics), and nothing that I have seen comes even close to Adobe Analytics in terms of how robust and customizable this tool is. It's especially a must if you have and utilize Adobe Target or other resources within Adobe's Experience Cloud. It's not without its downside, and the main ones would be their customer support, more than ideal amount of downtime/bugs, and the sunsetting of Ad Hoc Analysis (aka Discover Analytics), which was Adobe's best product in my personal opinion.