Reasons for choosing or migrating to Adobe Analytics for web tracking
Updated December 01, 2022

Reasons for choosing or migrating to Adobe Analytics for web tracking

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Overall Satisfaction with Adobe Analytics

Adobe Analytics is being used for web analytics, tracking and web personalization in my organization. Website user behavior is tracked to optimize customer experience. Customer segments are created and shared with Adobe Target and Campaign for web personalization and targeting customers across multiple channels for a cross-device experience. Based on analytics reports, decision-making is enabled by understanding the most and least effective channels, products etc. Currently, Adobe Analytics is been used on an enterprise level and managed by my team which is the Marketing Technology team.
In my experience, Analytics combined with tag management solution such as launch helps my team to roll out new products on website with reduced TAT by adding tracking rules on webpages, testing them through debugger and adding values to the report suite.

Pros

  • Segment creation
  • Integration with other marketing cloud suite like campaign and target
  • Interactive report suite
  • Real time reporting
  • Report accuracy
  • Attribution modelling

Cons

  • Costing
  • Customer suppport
  • Training
  • Increase in customer revisits
  • Decrease in operating cost
  • Increase in customer acquisition
  • Increase in ROAS
We selected Adobe Analytics considering our website traffic volume, as our website traffic volume goes into the few millions every month. Also, we were already using Adobe Campaign for our email, notification campaigns where we had to implement website and app drop-off use cases, which were easily implemented with the help of Out of the box integration between Adobe Campaign and adobe analytics.

Also, we are planning to expand our digital efforts by including audience manager and web personalization solution where Adobe has a strong presence and would work very well with all the digital marketing technologies product suite. Also, the variables storage limit is pretty vast as compared to GA or Kissmetrics
Well suited for both web and mobile app setup using Adobe launch and mobile app extensions. If a client is using Adobe marketing product suite, then Adobe Analytics is most recommended as it integrates easily with applications and creates the best customer experience. Also, for enterprise clients with no cost constraints, Adobe Analytics works best.
However, for client with budget constraints, they can go with Google Analytics. Google Analytics provides web analytics solution on a very low cost as compared to adobe analytics. Also, for lower web traffic GA would provide same results as compared to adobe analytics. Also, if the digital marketing stack doesn't consist of any product from Adobe marketing cloud suite, then Adobe Analytics won't add any additional value like out of the box integrations.

Customer Experience

The portal to raise support tickets is very streamlined by Adobe which only requires access to the admin console.
The support folks need to be more responsive and proactive while supporting customers especially for P1 incidents.
The overall experience has been good and there is scope for improvement in terms of quality support.
Adobe analytics is very simple to navigate and use even for beginners.
The dashboards and reports can be accesses very easily and with initial trainings from Adobe it becomes easy to go through and filter the reports.
For creating advanced dashboards users need to get some level of training, however Adobe has structured those very well.
The professional services team is one of the best teams for complex adobe analytics implementations, especially for clients having multiple website and mobile applications.
However, the cost of professional services is a bit high which makes few clients opt out of it, but for large scale implementations they are very helpful.
I have rarely seen any outage with adobe analytics as it's setup on experience cloud which has over 99% availability.
For planned upgrades, adobe would publish a calendar indicating them.
Even if there's an outage the systems are brought back to normal very quickly and clients are updated regularly on system status.
Adobe analytics is a robust platform in terms of data management, reporting and dashboards etc.
The only problem is the data sync timeframe which requires even 24-48 hours to sync the data completely which becomes an overhead and time consuming process for proof of concept and demo projects which needs to be fixed.

Do you think Adobe Analytics delivers good value for the price?

Yes

Are you happy with Adobe Analytics's feature set?

Yes

Did Adobe Analytics live up to sales and marketing promises?

Yes

Did implementation of Adobe Analytics go as expected?

Yes

Would you buy Adobe Analytics again?

Yes

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