Adobe DTM is a flexible, customized, secure web analytics solution, but with a learning curve
June 05, 2018
Adobe DTM is a flexible, customized, secure web analytics solution, but with a learning curve
Score 9 out of 10
Vetted Review
Verified User
Overall Satisfaction with Dynamic Tag Management by Adobe
It is being utilized across all global customer-facing websites coupled with a KPI, metrics and tagging strategy to measure and report online behaviors via the Adobe Analytics tool. From the data, we analyze and identify opportunities to improve the web visitor's online experience.
- The ability to measure the start and end of an online process to determine where web visitor's are falling out or not completing things such as login, web forms, and shopping cart
- Measure website traffic
- Measure and report shopping cart funnel
- Can be customized to fit your unique business needs
- Because Adobe Analytics requires adding DTM tags to the site, it does require some basic web development skills to ensure it does not impact pageload speed. When working across a large organization with many developers, it is equally important the developers do remove the code, lacking the understanding of what it is.
- The utilization of eVars, Sprops, and events to tag a website, creates a learning curve for technical teams. There is a gap in knowledge of UX | UI design and the strategy of what should be measured and treated as a click event vs. pageload.
- The Adobe consultants provide very little "real world" examples and they do not look at your web design and the user's functionality to recommend a DTM tagging strategy
- All implementations should start first with a tagging strategy: 1) define what are the most important, critical actions or behaviors on the website 2) Write out the details within the Adobe provided spreadsheet for assigning eVars, Sprops and Events 3) Tag the site
- When consulting within the business team, try to refrain from talking eVars, Sprops and events. It is simply too confusing and is much easier to ask what are the online behaviors or interactions that are most important across the site or on the page and then translate those into a DTM tagging strategy and prioritization.
- Don't try to tag everything! Which often results in over engineering, too many technical resources spending too many hours tagging and testing. Quantity of data is not the same as quality.
- Excellent ROI investment "if" strategy and roll out are prioritized appropriately. Because this is a custom solution, Adobe does not provide this level of guidance.
- From a project management timeline perspective, if the team rolling this out tries to tag everything, then they will quickly run out of time and overextend resource hours.
Adobe DTM provides a more secure data analytics solution. It is customized and best used on large scale deployments of websites with pages 10,000+. The Adobe Analytics tool, once learned, is very easy to use and provides more robust, customized graphics and ability to export data to "securely" via FTP from the cloud to SQL database.