Adobe Analytics: A Mini Guide

TAP London
29 Aug 2020

Adobe analytics is a cutting edge analytics platform developed by world-renowned software company Adobe. The analytical software offers organisations a whole host of new ways to track and manage their data, and the resultant insights can be informative for companies operating in all kinds of different industries.

Whether you’re completely new to Adobe Analytics or you’re looking to brush up on your skills, our Adobe Analytics guide is for you. Take a look at our mini guide to how this platform works, and what you can use it for, and before you know it you’ll be an Adobe Analytics whizz.

What is Adobe Analytics?

Adobe Analytics is a trailblazing platform developed by Adobe. Part of the company’s award-winning Experience Cloud, Adobe Analytics is the new go to dashboard for all things data. The software has been designed with marketing professionals in mind, and enables teams to keep track of a huge number of different metrics and customer interactions.

With Adobe Analytics, teams have access to more data than ever before. And this data can easily be used to inform decisions and improve services. The platform goes much further than many of its competitors, bringing marketing professionals and business leaders a more detailed look at the metrics that matter to them.

Adobe Analytics Metrics

Adobe Analytics provides complete visibility on almost any metric a business needs to measure. The platform allows the easy monitoring of metrics relating to web traffic, campaign interactions, marketing communications and much more. The complexity of the platform also affords teams huge amounts of flexibility, offering marketers the chance to scale up their data requirements as their understanding of customers grows.

Adobe Analytics is most commonly used to record data centering around visitor activity and web traffic. These metrics include numbers of page views, click-throughs, reloads and page abandonment. But it doesn’t stop there.

The software provides insights into how long users spend on particular pages, and which actions they take as they move through the site. Via a user-friendly dashboard, teams can see exactly how users arrived at their sites, and keep an eye on how these entry points differ according to the devices they use.

Behaviour metrics such as bounce rates and pages per session can be fully tracked, and teams can see how long, on average, users tend to spend browsing during each visit. Teams are able to see how many unique visitors they’ve had during particular timeframes, and how many of these visitors were viewing the site for the first time. Sales metrics can also be tracked with ease. These include orders, revenue, abandoned carts, repeat orders and the average number of orders per visit.

Understanding Customer Journeys

Adobe Analytics enables companies to fully understand every single one of their customers’ journeys. And this understanding can quickly translate to enhancements across all interactions. By providing marketing professionals with all the information on how their customer journeys work, from the high points to the low points, the software gives teams the insights they need to grow.

Understanding the customer journey is crucial if a company is hoping to make life easier for its customers, and ensure they leave with a positive lasting impression. Adobe Analytics gives marketers all the data they need to figure out every one of their diverse groups of customers, so that they can create customer journeys that really work. In doing so, marketers have the opportunity to make a real difference to a company’s growth, by providing an experience that customers find completely irresistible.

Predicting the Future

When we discuss analytics, we’re usually talking about recording data relating to events that have already happened. And in marketing this information is, of course, enormously useful. But if the detail of the data is sufficient, and enough information is being recorded, then these insights can also be used to predict the future.

There are no crystal balls required here. In fact, it’s all down to the data that many businesses already have at their fingertips. Adobe Analytics provides marketers with innovative predictive tools, created using cutting edge algorithms and machine learning. The tools make full use of the predictive capabilities of AI, and they’ll show you exactly what you could do once the real power of big data is put to work.

Reporting with Adobe Analytics

 Adobe Analytics provides marketers with a huge range of different reports, all of which are accessible at the touch of a button. The reports can be quickly adapted to answer specific questions, or make better informed predictions.

Viewing reports is as simple as clicking ‘view all reports’ on the dashboard. Users will then see a range of different reports and visualisations. Segments can be used to tailor the report to specific requirements. It’s possible to apply several segments at once if needed, and reports will show any overlaps in these.

The top navigation of the reports page enables users to change the metrics of their report, and other options relate to how the report is to be used. For example, users can choose to email a report in a single click, change the date range of the information or bookmark it for further analysis later.

Adobe Analytics vs Google Analytics: What’s the Difference? 

Adobe Analytics is essential for teams looking to maximise the potential of their data and access the most detailed insights for their brand. But often users are left confused by the differences between the platform and another well-known analytical platform, Google Analytics.

In terms of metrics, many of these are similar across Google and Adobe’s services. However, the names of metrics can vary between the two platforms. For example, Adobe uses the term “entry page” to denote any page that users first arrive at. The same metric is described as a “landing page” by Google. Similarly, Adobe refers to “sessions” rather than “visits”, and Google’s famous “goal completions” become “success events” in Adobe Analytics. These naming differences are subtle, but worth noting – particularly for teams looking to switch from Google to Adobe.

Other differences in the platforms center around the detail of the metrics being measured, and how far this information can be used to inform business decisions. Adobe Analytics uses a greater number of calculated metrics, taking into consideration a larger number of variables. Google Analytics caps its metrics at 50, by comparison.

Adobe’s dashboard, while it may be less intuitive than that of Google, is more flexible. Adobe uses drag and drop options to help users create a dashboard that meets their needs, whereas Google’s dashboard isn’t quite as adaptable. For more comparisons take a look at this guide.


Adobe Analytics is an intuitive and highly versatile analytical platform, which provides marketers with incredible opportunities to record, use and manage their data.

The software helps marketers to get to know their customers better, by enhancing their understanding of data. From keeping an eye on web traffic and sales, to monitoring the effectiveness of specific campaign tweaks, Adobe Analytics has it all in hand. The platform is as flexible as it is comprehensive, so it can easily be adapted to meet the specific requirements of a wide range of different businesses.

Find out more about Adobe Analytics and how you could use it for your business by visiting

Adobe Services

Adobe Experience Cloud Adobe Campaign

Adobe Target


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