Marketing teams today are under more pressure than ever to prove impact — quickly, credibly and across an increasingly complex mix of channels. Budgets are under scrutiny, campaigns move fast and performance is shaped by far more than media execution alone. Yet many teams remain stuck stitching together disconnected data, waiting months for insights or debating results they don’t fully trust.

At Adobe Summit, we’re introducing Adobe Marketing Campaign Analytics, which is a new solution designed to help marketing teams measure, plan and optimise campaign ROI with greater confidence in hours or days, not months or quarters.

Adobe Marketing Campaign Analytics brings together the advanced marketing measurement and AI-powered insights previously available in Adobe Mix Modeler into a single, marketer-first experience, delivering decision-grade incremental signals that teams can act on quickly. Built on Adobe’s proprietary causal inference foundation and supported by easy-to-use connectors, it enables faster in-flight optimisation and smarter scenario planning, as well as full-funnel ROI measurement and performance reporting across channels.

What’s new?

True marketing performance isn’t driven by a single channel or campaign. It emerges from a complex mix of signals across paid media, owned and earned channels, creative execution, promotions, seasonality and broader market conditions. Understanding what actually drives results requires bringing these data sources together. The challenge isn’t just collecting the data but organising it in a way that makes sense so teams can clearly see what moved performance and quickly decide what to do next.

Marketing Campaign Analytics addresses this challenge directly by building on a unified measurement framework that makes true incrementality measurement at scale possible, while also supporting future planning. Brands can now expect a new user experience with agentic capabilities to surface insights and help teams work more seamlessly to take action. They’ll be able to automate the ingestion of additional datasets to power their models and leverage this data for multiplatform analysis across Adobe solutions.

From insight to action — a new canvas for conversation and collaboration.

Insights shouldn’t live in static slides or siloed dashboards. They should spark conversation and collaboration. Oftentimes, enterprise marketing teams spend more time reconciling numbers than acting on them. Paid media, analytics and finance teams each walk into meetings with different reports. When performance shifts, everyone has an explanation, but they’re rarely the same. As teams pursue answers independently using different methodologies, misalignment grows and collaborative decision-making slows.

Adobe Marketing Campaign Analytics changes that dynamic by bringing data and dialogue into the same place. Within a single, AI-powered canvas, marketing teams can surface insights through conversational AI, ask natural-language clarification questions and immediately tag teammates to weigh in and take action. A drop in incremental lift can trigger a direct conversation between the performance lead and the media manager to adjust strategy. If ROI projections change, finance can join the discussion to approve the shift. What starts as an insight becomes a hub of team activity and aligned action.

Rather than being trapped in rigid slide decks or disconnected dashboards, insights live where the work happens. Comments, context and decisions live with the data, enhancing workflows and strengthening cross-functional collaboration. The result is faster alignment, clearer accountability and decisions grounded in incremental impact.

Unified foundation for agility and speed.

Expanding your marketing data footprint should enhance measurement without sacrificing speed. However, in practice, ingesting and preparing marketing data remains one of the biggest friction points for enterprise teams. Paid media platforms, CRM systems, commerce data and off-line sources provide reporting in different ways, at different levels of granularity. Before insights can surface, teams and partners export files, clean spreadsheets and standardise taxonomies — introducing manual effort where speed can and should exist.

As a platform-native application, Marketing Campaign Analytics makes data ingestion seamless. With out-of-the-box connectors to data warehouses, CRM systems, commerce platforms and now leading ad platforms like Google and Meta, data flows through standardised, governance-ready pipelines designed for enterprise scale, privacy and security. Data inputs are aligned to a shared taxonomy that powers Adobe applications, ensuring consistent definitions, comparable metrics and a unified view of performance across teams.

From a paid media standpoint, publisher-level data is ingested down to the creative asset, preserving campaign hierarchy and fidelity as defined within each platform while standardising it across channels. The result is modelling-ready data from the start. By removing the friction at the data layer, organisations can tap into a shared, full-funnel view of marketing performance, accelerate decision-making and generate stronger returns across the entire marketing mix.

Causal intelligence, operationalised.

Since the inception of Adobe’s modern measurement capabilities in 2015, our approach has been grounded in a causal-first foundation. From the beginning, we’ve believed that understanding correlation isn’t enough — marketers need to know what truly caused performance to change. Adobe Marketing Campaign Analytics carries that philosophy forward, applying rigorous causal AI to identify the real drivers of business outcomes.

Built on a unified measurement framework, proven causal inference techniques and patent-pending innovation, Marketing Campaign Analytics isolates true marketing impact from external influences like seasonality, competitive shifts and broader market conditions. This removes ambiguity around marketing’s role in revenue generation and equips CMOs with defensible proof of growth impact.

Designed to reflect real marketing behaviour, the models account for channel interactions and how returns evolve as investment scales. Insights surface practical trade-offs between revenue and ROI, enabling more informed forecasting and scenario planning. Because modelled results will now extend into applications such as Adobe Customer Journey Analytics and show up alongside Adobe Content Analytics, marketers can connect incremental impact to real customer behaviour across touchpoints. This helps answer questions like “What’s the right message, for the right customer, at the right time?” as well as “What does that message cost?” or “What’s the impact of that message on paid media versus TV?” and “Did this campaign require a message at all?” The result is a holistic, closed-loop marketing measurement that doesn’t just explain performance, but unlocks measurable growth from a brand’s most valuable asset — its data.

Built on a proven foundation.

Adobe Marketing Campaign Analytics builds on the trusted foundation of Adobe Mix Modeler — expanding its capabilities, improving accessibility and positioning it for the full scope of modern campaign analytics needs. Existing Mix Modeler customers, the likes of The National Football League, Fandango and H&R Block to name a few, will have access to the same rigour and credibility, now delivered through a more unified, marketer friendly experience designed for faster decision making.

One of the alpha users of the initial product was Major League Baseball. One of their clubs used our solution to uncover high-return opportunities mid-campaign, increasing marketing investments and generating a 3x marginal ROI. Mix Modeler was such a success across the five clubs that piloted it that the League has since built models for all 30 clubs.

H&R Block leveraged the application for both modelling and planning to understand how best to allocate spend for the 2026 tax season. Speaking about their success, Kristen Harris, Director of Marketing, Data, Analytics and Technology says, “Adobe has helped us move beyond proxy metrics to understand what truly drives completed tax returns — connecting digital and in-office performance into one view. We’re excited to keep innovating with Adobe as we expand attribution and unlock deeper insights with Marketing Campaign Analytics.”

Experience the next generation of campaign intelligence.

Whether you’re focused on maximising ROI, defending budgets with confidence or aligning teams around trusted insights, Marketing Campaign Analytics helps you to measure what matters and act on it faster.

Learn more or request a demo to discover how Adobe Marketing Campaign Analytics helps brands cut waste, optimise spend and improve business performance.

Marisa McKay Tarantino is a Principal Product Marketing Manager in Adobe’s CX Analytics organisation, leading go-to-market strategy of Marketing Campaign Analytics. She’s passionate about helping marketers answer their most critical business questions through actionable, full-funnel insights powered by Adobe’s leading AI innovations. Marisa’s long career at Adobe also includes leadership in the Real-Time CDP business and contribution to measurement initiatives in Adobe Advertising. A proud University of Michigan alumna (Go Blue!), Marisa now lives in San Francisco with her family.

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