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DIGITAL ANALYTICS
Digital analytics for web and mobile.
As part of Adobe CX Analytics, digital analytics examines visitor behaviour across digital properties by collecting and processing data, running in-depth analyses and reporting and delivering behavioural insights to any destination.
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Everything you need for web and mobile digital analytics.
Collect, process and report on web and mobile behavioural data at scale — with AI-powered insights built in.
Data collection and processing
Collect digital behavioural data in real time from your paid channels and your owned and operated channels and convert it into a purpose-built format ready for fast, unlimited and in-the-moment visitor profile analysis.
- Data collection. Ingest data into Adobe Experience Platform from any digital source including web, mobile, kiosks or streaming media.
- Data views. Adjust your data views and fields of post-processed data on-demand to get answers to questions, update analyses and fix data errors — instantly and without altering or destroying the original dataset.
- Data governance. Use alerts, policies, residency and other features to prevent sensitive data access and manage storage by geography and regulations.
Digital insights
Improve content, channel and marketing performance by exploring large volumes of web and mobile data with ease. Identify visitor patterns, detect anomalies and uncover insights such as friction points, conversion drivers and signals of loyalty or churn.
- Automated insights. Use AI and machine learning services, such as anomaly detection and contribution analysis — to automatically process data points, discern differences between target audience segments and identify factors contributing to anomalies.
- Audience analytics. Leverage segmentation and cohort analysis to discover, create and compare similar visitor groups over time based on shared characteristics, traits and behaviours and to recognise and analyse key trends in retention, churn and latency.
- Channel analytics. Tap into channel analyses including visitor flow and fallout areas (such as friction, conversion and forks) to explore the exact digital journey that customers move through and identify customer conversion, disengagement and next steps.
Insight delivery
Data integrations and sharing capabilities let teams collaborate and use a single source of enriched digital data to improve customer outcomes.
- Accessible tools. Build customised analysis projects using a robust and flexible canvas that lets teams across your organisation — from the novice to the data scientist — apply the power of analytics to answer business questions and make informed decisions.
- Data mobility. Easily transfer and operationalise post-processed customer data across your business applications, cloud destinations and platforms.
- Channel analytics. Tap into channel analyses including visitor flow and fallout areas (such as friction, conversion and forks) to explore the exact digital journey that customers move through and identify customer conversion, disengagement and next steps.
- Journey canvas. Easily visualise complex customer journeys in a powerful, intuitive canvas — using visual nodes to map entry points, paths and drop‑offs while tracking key touchpoints and metrics.
Helping brands drive business impact.
Content as a Service v3 - digital analytics for web and mobile - Tuesday, 19 May 2026 at 11.48
Learn more about digital analytics for web and mobile.
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Learn how to use digital analytics for web and mobile features.
Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials and user guides.
Learn more | Learn more about how to use digital analytics for web and mobile
Digital analytics FAQs.
How does digital analytics fit within Adobe's CX Analytics portfolio and how is it different from Adobe Customer Journey Analytics?
Digital analytics is Adobe Analytics, the product for measuring web and mobile behaviour and it is one product within Adobe's CX Analytics portfolio. Adobe CX Analytics, introduced at Adobe Summit 2026, is the umbrella for Adobe's analytics products: Digital analytics (Adobe Analytics), Adobe Customer Journey Analytics, Adobe Customer Journey Analytics B2B Edition, Adobe Marketing Campaign Analytics and Adobe Content Analytics. Digital analytics is the piece that captures and analyses what happens on your site and app. Customer Journey Analytics is the sibling product for connecting that digital behaviour with offline, CRM and call-centre data into person-level journeys across channels and it runs on Adobe Experience Platform. In short, use digital analytics for web and mobile behavioural analysis and step up to Customer Journey Analytics when the question spans channels and identities.
Is digital analytics the same as Adobe Analytics?
Yes, they are the same product. "Digital analytics" is how it is described on business.adobe.com; "Adobe Analytics" is the name you sign in to and the label on your contract. The rename describes what the product does and it is not a new product. What changed around it is the portfolio: the broader analytics line is now branded Adobe CX Analytics and digital analytics (Adobe Analytics) is one product inside it, alongside Customer Journey Analytics and the others. So, the application you use is unchanged and only the surrounding naming has been tidied up.
What can I analyse with digital analytics that basic web analytics tools cannot?
Digital analytics captures the full range of web and mobile behaviour in one place and lets analysts explore it in Analysis Workspace, rather than reading fixed dashboards. Beyond page and screen views it records the interactions that reveal intent and friction: customised events for any interaction you choose to define; video and media engagement, tracked natively; downloads, exit links and form interactions out of the box; scroll depth and in-page clicks. From there, Analysis Workspace lets you segment that data, build your own metrics and interrogate it freely, which is the difference between counting visits and understanding behaviour.
Can digital analytics analyse customer journeys or do I need Customer Journey Analytics for that?
Digital analytics analyses journeys across your web and mobile properties using Flow, Fallout and cohort analysis in Analysis Workspace, so you can see the paths visitors take, where they drop off and how they return. Its focus is digital behaviour. When you need to connect those digital journeys with offline, CRM, point-of-sale or call-centre data at the individual-person level across channels, that is the job of Customer Journey Analytics, which is built on Adobe Experience Platform. Many teams run both: digital analytics for web and app behavioural analysis and Customer Journey Analytics for the cross-channel picture.
How does digital analytics fit with my data collection and the rest of my stack?
Digital analytics collects data through the Adobe Experience Platform Web and Mobile SDKs or the established AppMeasurement libraries and unifies web, app and product-interaction data into a single view for analysis. It works with the rest of Adobe’ business products and its report suite data can flow into Adobe Experience Platform through the Analytics source connector, so the same behavioural data can also power Customer Journey Analytics and Adobe Real-Time CDP when you are ready. That path is optional and digital analytics delivers value on its own.
Is Adobe Analytics being discontinued?
No. Adobe Analytics is a mature, fully supported product with a large active customer base and it remains available and maintained as part of the CX Analytics portfolio. It continues to receive updates, with changes published in the release notes on Experience League. Adobe's newest analytics innovation is delivered through the Experience Platform-based products such as Customer Journey Analytics and digital analytics remains fully supported and continues to serve web and mobile behavioural analysis.
I'm a current Adobe Analytics customer. What do I need to do?
Nothing right now. Your product, your data and your contract are unchanged by the naming and portfolio updates. When you want to plan ahead, you have options rather than a mandate: keep using digital analytics as it is, adopt additional CX Analytics products individually as needs arise or move to the combined CX Analytics offering, which is planned to be available as a single SKU. Your Adobe account team is the right starting point for mapping those options to your roadmap.
Should I move to Customer Journey Analytics instead?
It depends on the questions you need to answer and it is a matter of maturity rather than a forced migration. If your analysis is mostly web and mobile behavioural reporting, digital analytics remains the right product. If you need person-level, cross-channel analysis that combines digital behaviour with offline, CRM or call-centre data, Customer Journey Analytics is the step up and because it runs on Adobe Experience Platform it removes the props, eVars and unique-value limits of classic report suites. You can evolve from one to the other, run both side by side or feed your existing Adobe Analytics data into Customer Journey Analytics through the Analytics source connector. There is no requirement to switch.
Let us show you the full power of digital analytics for web and mobile.
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title
Get easy access to deep web and mobile analytics.
CardDescription
Adobe Analytics has powerful reporting capabilities and accessible tools that let you quickly transform digital data into actionable insights.
cardDate
2024-11-12
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Adobe Analytics has powerful reporting capabilities and accessible tools that let you quickly transform digital data into actionable insights.
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