Adobe Analytics

Tracking, data analysis, multi-channel, customer journey: these are only a fraction of all the terms that performance marketing entails. Adobe Analytics is a web analytics tool that helps you to capture your data as well as insights and creates understandable reports. You can use those reports to gain relevant insights into user activity and use this information to prioritise actions within your department. Adobe Analytics promotes itself as giving you insights about your customers that tell you not only “what someone is doing” but also “why” – so you can give them exactly what they need with customised methods and actions.

What can you expect from Adobe Analytics? Functions & Tools

Adobe Analytics collects data from all available marketing campaigns and orders it to provide you with relevant KPIs regarding your current marketing activities.  This provides you with a holistic overview and you have all your data in one place. The data is not only collected, but also analysed. Using dashboards and reporting, aforementioned data helps you a great deal with understanding your performance marketing efforts. Thanks to new technologies, machine learning and artificial intelligence, Adobe Analytics also offers forecasts. Those predictions will help you with making data based decisions. Below, you will learn all the advantages Adobe Analytics offers:

The clear selling point of Adobe Analytics is multi-channel data collection. This means that customer data can be collected from almost every possible source: Mails, mobile devices, web apps, social media and much more. This is critical for a holistic insight, as your customers can interact with you or your brand across multiple channels and devices.  This applies to both online and offline data! At the same time, Adobe Analytics allows the integration of custom variables that make it possible to identify and measure specific user behaviour. For example, traffic variables that allow you to find out which areas of your website generate the most conversions.


In addition to segmentation and data collection, Adobe Analytics includes tag management, which provides tools for data collection and distribution to provide the insights you need. The data warehouse not only stores data, but also prepares it for informative reporting – according to your schedule. Intelligent forecasting also helps you with future strategic decisions.

Adobe Analytics Data Warehouse also provides storage capabilities and applications for data preparation and reporting. The data feed also delivers raw data repeatedly on your personal schedule.

Once all data has been collected, it needs to be understood and evaluated. KPIs can be combined to create statistical operations and segmented as desired in reports. Thanks to “Segment IQ”, statistically relevant differences are detected through an automatic analysis that shows you how your company’s KPIs are affected. Several helpful tools and features can then be used for comparisons, trend detections, cross-device analysis, and more. Adobe Analytics uses artificial intelligence, automation, as well as machine learning to help you with your data and its analysis, providing alerts, predictions, and simplified identification of key intervention points, in addition to real-time data.

The data, insights and reporting gained can then be effortlessly shared and managed by you at your convenience.

Adobe Analytics: Options & Packages

Adobe Analytics offers three different package options that you can use for your tracking. See the table below for the contents of each package and their differences:

Adobe Analytics Select - Fundamental Analysis Adobe Analytics Prime - Advanced Analysis Adobe Analytics Ultimate - Pro Analysis
Analysis with Analysis Workspace (unlimited amount of data, components like channels and key figures) in one project
Offline data integration (from CRM system or other sources als dimension anaylsis)
Rule based attribution (such as first and last contact)
Detection of unusual events
Weighting analysis (Pattern detection, identification, understanding connections)
10 rounds
20 rounds
Segment IQ - identifying relevant differences between segments - displaying characteristics of those segments that influence KPIs
Additional prognosis tools (statistic modelling, machine learning)
Algorithmic attribution (attribution among different channels, thanks to machine learning)
Upon request, about 20 Euros per month.
Upon request, about 50 Euros per month.
Upon request

Advantages of Adobe Analytics

The benefits of Adobe Analytics include holistic data mining. Thanks to modern and continuously improving technology, customer data is not only collected and processed – it also provides insights, identifies anomalies and prepares forecasts that are relevant for the company’s success.

This includes the fact that Adobe Analytics covers an immense number of channels and sources and can collect data both online and offline. Customer behaviour is not determined with a few clicks on websites, but by combining data from web, mobile, apps, social media, and more. The key benefits can be summarised as follows:

Disadvantages of Adobe Analytics

Compared to free tracking tools, Adobe Analytics offers more features, but also requires more time to be thoroughly understood. The user interface is not as intuitive and quickly understood as it is, for example, with a tracking tool like Google Analytics. For more efficient results, you need a suitable marketing expert who spares no time and effort to dedicate himself/herself to Adobe Analytics and dives into its many features. In addition, Adobe Analytics is not a free tool. Pricing is not disclosed by the provider, which makes the prices of individual packages opaque. Due to the large amount of data that has to be processed, users sometimes also complain about slower loading times.

Adobe Analytics or Google Analytics? A quick comparison

Google Analytics is often referred to as THE web analytics tool. Can it compare to the features and functionality of Adobe Analytics and is one of the tools perhaps the better choice?

First of all, Google Analytics is a free web analytics tool that tracks the traffic on your website and the actions of your visitors. It collects a lot of important data such as duration of a visit, bounce rate, click-through rate and more, which provide insights into your website performance. Adobe Analytics is also used for website analytics, but it is ahead in terms of multi-channel data collection and processing, e-commerce tracking, and report creation and sharing. Personalisation and broader campaign management can be done. While Google Analytics stores cookies and data for a limited time, Adobe Analytics allows unlimited access to the collected data, allowing for a bigger picture of development steps.

On the other hand, tracking with Adobe Analytics is not free of charge.  Adobe Analytics requires more time to be thoroughly understood. Google Analytics is relatively intuitive to use and much more limited in its applications, which is why onboarding is faster.

In summary, it is not so easy to answer which tool is the right fit for you. It depends not only on your company’s goals, your marketing experts and your requirements, but also on your budget.

You can find out what other tracking options are available, what their advantages and functions are in our overview of the best tracking tools.

Adobe Analytics: The perfect tracking solution?

Adobe Analytics offers plenty of opportunities to not only collect, structure and visualise data effectively – its big advantage is the overall picture of a customer journey on all available channels. The tool’s capabilities go beyond mere measurement, as it uses intelligent strategies to forecast developments and thus make business decisions in a data-driven and forward-looking manner. However, the pricing models of the individual packages mean that it is not necessarily suitable for small companies and start-ups, which may use one of the free solutions. Also, familiarization with the tool requires some prior knowledge and above all: time. However, those who can afford it and are willing to do so will gain a loyal helper in online marketing at their side with Adobe Analytics.

Are you looking for a competent partner when it comes to questions about web analysis, tracking and performance marketing? At IT-WINGS, we live and breathe data-driven online marketing and digital analytics – check out our offered seminars for the right training or contact us.


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