What is Adobe Analytics

Adobe Analytics is a leading analytics platform that lets you understand end-to-end customer journeys and empowers businesses with powerful insights to make better decisions.

Technological advancements have shifted the business from offline to online and it has become essential for brands to maintain a digital presence to improve sales, deliver better service, and stay competitive. Websites, applications, advertisements, etc are the standard digital platforms used by businesses to market & sell their products and services.

Generally, business wants to understand the customer's digital experiences, interactions, conversions, and more. Having a clear picture of end to end customer journey enables businesses to find ways to improve customer experience, build better products & services, segment customers into different groups, adjust marketing campaigns, build personalized recommendations, and a lot more. Adobe Analytics is the one-stop analytics solution that helps you revolutionize your digital presence and achieve desired growth.

Let's understand more about this platform,

Introduction to Adobe Analytics?

Adobe Analytics is a leading data analytics solution that collects customer data from various digital platforms, offers tools to analyze data, and supports customer journeys. In simple terms, adobe analytics collects customers' key digital interaction data and allows marketers and business analysts to understand below things:

  • Specific content or groups of content types that are getting popular.
  • Paths that help in high conversions.
  • How each channel is performing, etc.

Wish to Become an Adobe Analytics Certified Professional? Get more details about our popular "Adobe Analytics Training & Certification Course."

How Does Adobe Analytics Work?

Once the data collection is completed, marketers and analysts can build various reports using built-in data visualization tools, and produce meaningful insights. Having a clear understanding of what a customer is looking for helps teams make the required changes, deliver the best customer experiences, and drive better business outcomes. Moreover, adobe analytics will also support you with advanced tools like adobe target to deliver customer-centric content, A/B testing to determine the best version, and more.

Related Blog: Adobe Analytics Vs Google Analytics

Adobe Analytics Key Components:

All the Adobe Analytics components contribute their share to empower your data analysis process: Following are the core components:

  • Dimensions
  • Metrics
  • Segmentation
  • Virtual report suites
  • Cross-Device Analytics
  • Real-time reporting
  • Marketing channels

Let’s explore each component in detail and understand its working process.

1) Dimensions

In Adobe Analytics Dimensions are variables that contain string values (home page, product page, purchase page, etc). Metris is tied to a dimension that consists of numeric values ( ex: home page visits 200). Common web dimensions are page, eVar, or a Referring domain.

Using dimension you can analyze the accurate visits of a particular page on a website. It is possible to combine different dimensions with the desired number of metrics and build customized reports.

 2) Metrics

Using the Metrics component you can get to know the numeric values of a dimension. In layman terms, metrics allow you to figure out, the most visited pages, least visited pages, orders each day, etc.

3) Segmentation:

Adobe Analytics Segment component acts as a powerful tool to segment customers based on various metrics. Segmentation helps you identify customers (age, gender, geography) devices used, their website navigation, and a lot more. Using segment builder you can build segments, run tests, set security, and manage and share segments.

4) Virtual Report Suites

Virtual report suite component segments your data and gives you greater control over each segment. It acts similarly to the branching concept and eliminates the need for multiple report suites. Virtual Report Suite (VRS) helps in delivering a better user experience by applying data segmentation.

5) Cross-Device Analytics

Cross-Device Analytics is another important component of Adobe Analytics that creates unified analytics using data coming from different devices. This will allow analysts to clearly understand user behavior irrespective of data coming from different browsers, apps, or devices.

6) Real-time reporting

This Component helps users with real-time metrics such as web page traffic, page views, etc. Real-time reporting enables you to act fast and accurately by relying on data.

7) Marketing Channels

Adobe Analytics Marketing Channels component will present you with clear data on which channel your customers are using to visit your website. This will present you with clear data on how each channel is performing and enables you to optimize channels for better results.

Adobe Analytics Tools:

Adobe Analytics offers advanced tools to simplify your analytics journey. Following are some of the advanced tools offered by Adobe analytics:

Analytics Workspace: This tool provides canvas and drag-and-drop functionality to meet your unique reporting requirements.

Adobe Analytics Dashboards: This is a mobile app using which users can have access to Scorecards.

Activity Map: This application offers a dashboard for real-time analytics and lets you know audience engagement.

Report Builder: It is an Excel plug-in that allows you to import real-time analytics.

Reports & Analytics: This tool comes with different types of pre-built reports.

Advantages of Adobe Analytics:

Following are some of the notable Adobe analytics advantages:

  • Personalized Experiences
  • Better Ad Spending
  • Content Monetization
  • Campaign ROI


It is clear that all the advanced components & features have contributed to making adobe analytics a leading Analytics tool in the market. So far we have got an overview of what adobe analytics is, its components, tools, and advantages. In the next blog, we will be exploring more features of adobe analytics in detail.

By Tech Solidity

Last updated on April 17, 2023