Overall Satisfaction with Adobe Analytics
We use Adobe Analytics to understand how users are using our website. This feeds into our improving our products for our customers based around making them easier to use. Often done through experimentation and testing, which can then be analysed using our behavioural analytics tool. We also use the tool to measure our marketing efforts and understand how successful they are at driving traffic to our site and whether that leads to subsequent conversions. The data also feeds into helping us protect our customers and ensure that they can enjoy our products safely.
- Customizable tracking of conversions.
- Easily sharable and customizable report creation.
- Tracking of marketing channels and traffic sources.
- Multiple level of breakdowns available across all variables.
- Steep learn curve in comparison to more widely used Google Analytics alternative.
- Limited amount of best practice documentation available around implementation.
- Outdated set of standard reports.
- Lack of suitable real time reporting compared to some other web analytics tools.
- Understanding our customer behaviour is imperative to improving our products.
- Analysis of experiments using our web analytics tool helped us understand the value of our changes.
- Insights provided by the tool allows us to continue to optimise our marketing efforts.
- Google Analytics and Google Analytics 360 (formerly Google Analytics Premium)
Adobe Analytics is a more in-depth tool with some of the advanced features making it much easier for users to deep-dive themselves into problems. The workspace functionality is much better in terms of conducting analysis than tweaking the standard reporting functionality that Google Analytics provides. The customizable use of props, eVars, and conversion events allows for complex data collection and genuine flexibility in terms of what is captured and tracked. And the configuration aspect of the tool provides easy-to-access ways of tweaking what the data looks like and how it is presented. However, there is a steeper learning curve with Adobe Analytics and much wider use of Google Analytics. This means that marketers tend to be less willing to learn a new tool and show a distinct preference for the simplicity of Google.
Superb for tracking traffic and the channel from which that marketing has come to the site. Very customizable for a variety of use cases and can be tailored specifically to an organisation's need. The way it is implemented means anything can be tracked in some way, and therefore most questions posed by product teams can be answered with the correct Adobe Analytics setup.