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Adobe Analytics: A Powerful Tool
April 06, 2023

Adobe Analytics: A Powerful Tool

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

Overall Satisfaction with Adobe Analytics

Adobe Analytics informs a lot of decision making, especially when it comes to testing or pivoting quickly. We also use it to monitor and identify areas of the site that could be facing issues that we’re unaware of with automated alerts. It helps answer a very important question: what is working?
  • Site Monitoring - it’s incredible for this, trend lines are easy to see and powerful to share
  • Alerts - automated alerts are simple to set up and are useful on the site to know if there’s a problem
  • Data Analysis - “should we test this?” “Is this still performing the way we expect it to?” “When did the decline/increase start?” It’s so adept at answering these questions that it’s practically indispensable.
  • Order/Visit Volume Tracking - slice this as many ways as your data allows: loyalty members, mobile vs desktop, browser type, the possibilities are seemingly endless and there’s almost always gold hidden inside.
  • Onboarding new users - it’s a powerful tool and does its best to make new users feel like they’re creating meaningful reports, but it has some pitfalls and very custom language
  • Ease of implementation - it requires a big team of highly skilled professionals, not that this is necessarily a bad thing, but very little is out of the box
  • Integration of new features - it feels like using some of the newer features requires additional implementations or integrations with other parts of Adobe, sometimes this isn’t too tough, but it can mean a lot of cooperating across the business.
  • A4T - Analytics for Target
  • Order Tracking
  • Event Tracking
  • A4T has had a huge ROI for us, testing culture has become part of the organization as a whole. We’ve had tests show double digit percent increases in clicks and orders.
  • How is this performing? Product owners want more data now than ever!
Google is Adobe Analytics direct competitor in this space and while I think they do a slightly better job onboarding new users in the space, I have found that Adobe Analytics is more flexible and powerful in the long term.

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

I always say Adobe Analytics is a 9 of 10 for me, I think its biggest struggle for me is a lot of parts of the business want to use it, but don’t want to dedicate the time to getting to learn it. It’s well suited for monitoring the site and finding a lot of specific details on how customers behave on your site, but requires understanding the product and dedicating time to learn. It’s also not well suited as a system of record, AA is not 100% perfect in my experience in this regard, it’s a powerful directional tool to help inform actions the business can take in near real-time. The problem comes when people don’t understand this though and start quibbling over a 1% difference between Adobe and another system, when both sets of data point to the same overall conclusion, like a product/offering becoming more or less popular with customers.