Website analytics tells you how users behave on your site.

Marketing analytics shows how your campaigns drive that traffic.

Customer analytics connects it all — revealing complete, person-level journeys across every touchpoint.

This article focuses on website analytics — and how Adobe Customer Journey Analytics helps enterprise teams go beyond traditional metrics to deliver real business outcomes.

Want to track campaign performance across the funnel? Read our guide to marketing analytics.

Looking for a unified view of customers across channels? Explore customer analytics.

What is website analytics?

Website analytics is the process of collecting, analyzing, and interpreting data about how people engage with your digital properties — primarily your website and web applications. It includes:

• Pageviews and bounce rate.
• Entry and exit paths.
• On-site interactions like clicks, scrolls, and form submissions.
• Traffic source attribution.
• Conversion events.

Traditional tools capture these signals in siloed dashboards, often based on cookies and session fragments. Adobe Customer Journey Analytics changes this by unifying website data with behavior from other channels — giving teams a complete view of customer journeys in real time.

Common website analytics metrics.

Understanding these core metrics is essential to interpreting website performance — and making better decisions:

While these metrics offer directional insight, they often fall short of explaining the reasons behind user behavior. That’s where Adobe Customer Journey Analytics makes the difference — connecting these data points to person-level journeys across the entire customer lifecycle.

Why traditional web analytics tools fall short.

Most analytics platforms were built to report on isolated events. They track what happens on your site — but not why it happens, or how that behavior fits into broader cross-channel journeys.

As customer experiences span multiple touchpoints — web, mobile, app, call center, and more — legacy systems struggle to keep up.

Adobe Customer Journey Analytics addresses these limitations by:

• Combining web data with other sources, including enterprise data.
• Using person-level identity resolution to stitch sessions together.
• Providing drag-and-drop tools for marketers, analysts, and product teams.
• Offering real-time insights without data sampling or exports to other systems.
• Enabling AI-powered anomaly detection, forecasting, and summarization.

These capabilities allow businesses to go from isolated web metrics to strategic journey insights that drive action.

Go beyond pageviews: What modern web analytics should do.

Here’s how Adobe Customer Journey Analytics transforms traditional web metrics into actionable journey intelligence:

Cross-channel pathing.

What it is: See how users move between email, social, paid media, and your website — understanding full paths to conversion or churn.

Why it matters: Without this visibility, teams can’t attribute outcomes accurately or identify the role each channel plays in driving business results.

Business benefit: Improves marketing attribution, reveals underperforming touchpoints, and helps allocate budget to the most effective channels.

Segmented analysis.

What it is: Compare how different audiences navigate the site or respond to content. Run journey analyses with the whole customer context in place, by customer type, traffic source, or behavioral traits.

Why it matters: Audiences behave differently. Treating them the same obscures insight and reduces performance. Segmentation reveals where specific user groups succeed or struggle.

Business benefit: Leads to more targeted optimizations, improves conversion rates, and increases the relevance of content and experience delivery.

Content performance.

What it is: Understand which articles, product pages, or features correlate with high-value actions — not just engagement.

Why it matters: Pageviews and time on page don’t reflect value. You need to know whether content contributes to meaningful outcomes.

Business benefit: Enables smarter content investment decisions, increases return on content creation, and helps remove low-performing or misleading pages.

Real-time anomaly detection.

What it is: Be alerted when key metrics shift — like a sudden drop in traffic or spike in exits — without needing to monitor dashboards.

Why it matters: Manual reporting delays reaction time. Real-time alerts surface issues (or opportunities) as they happen.

Business benefit: Reduces lost revenue from undetected issues, protects user experience, and supports faster operational response.

A/B testing results and lift analysis.

What it is: Evaluate the impact of design or content changes on conversions, with experimentation analysis built into the workflow.

Why it matters: You need to prove whether changes actually drive better outcomes — and by how much.

Business benefit: Improves decision confidence, validates UX or content investments, and enables faster iteration based on real data.

Real-world use cases.

Adobe Customer Journey Analytics supports advanced website analytics use cases across industries:

Funnel optimization.

Use journey canvas to visualize where users drop off during registration, checkout, or other key flows. Identify high-friction points and refine the experience.

Content ROI.

Connect engagement on specific web pages — like product detail pages or blog articles — to downstream outcomes such as lead capture, subscription, or purchase.

Support cost reduction.

Analyze site behaviors that precede help center visits or contact center calls. Use those insights to resolve friction points earlier in the journey.

Acquisition performance.

Understand how different traffic sources behave — from paid media to organic search — and which combinations lead to the highest-value results.

Customer segmentation.

Segment visitors by intent, lifecycle stage, or industry to compare journeys and personalize content strategies accordingly.

These use cases are available out of the box — no custom development required — thanks to Customer Journey Analytics' flexible schema, open data ingestion, and prebuilt analysis tools.

How Adobe Customer Journey Analytics compares to traditional tools.

Legacy analytics tools were designed for session tracking and siloed reporting. Customer Journey Analytics takes a fundamentally different approach — designed for real-time, omnichannel insight at enterprise scale.

By design, Adobe Customer Journey Analytics eliminates data silos, streamlines cross-functional analysis, and integrates directly with Adobe Experience Platform.

For CMOs and marketing leaders.

Adobe Customer Journey Analytics helps transform web analytics from a reporting tool into a strategic advantage.

With Customer Journey Analytics, marketing teams can:

• Attribute web engagement to pipeline, revenue, and retention.
• Understand how site content and structure impact conversion journeys.
• Compare high-value visitors to low-engagement audiences to identify optimization opportunities.
• Align marketing, content, and product teams with shared customer insights.
• React quickly to performance shifts using real-time data and AI-assisted analysis.

Instead of relying on backward-looking dashboards, Customer Journey Analytics provides the agility to make forward-looking decisions — based on complete, person-level behavioral data.

For CIOs and data leaders.

Adobe Customer Journey Analytics is built for enterprise scale, governance, and interoperability — without forcing teams to compromise on speed or access.

Key benefits for IT and data leaders include:

• Open ingestion: Customer Journey Analytics can accept structured or unstructured data from any source, including web logs, CRM, PoS, or offline systems.
• Zero-copy architecture: Analyze data without duplicating it — reducing overhead and ensuring alignment with governance models.
• Flexible schemas: Define data relationships based on your business logic, not rigid templates.
• Built-in data governance: Apply usage labels, policies, and access controls at the dataset level via Adobe Experience Platform.
• Composable analytics: Integrate with other tools and workflows as part of a modern data stack.

With Customer Journey Analytics, data teams can support marketing agility while maintaining compliance, performance, and architectural flexibility.

Modern journeys span multiple channels, devices, and systems. Session-based tools can’t keep up with these dynamic, identity-based experiences.

Adobe Customer Journey Analytics — our next-generation analytics solution – was purpose-built for:

• Unified, person-level insights.
• Real-time cross-channel reporting.
• Composable architecture on Adobe Experience Platform.
• Enterprise-grade governance and extensibility.

If you currently use Adobe Analytics, Adobe provides a supported migration path to Customer Journey Analytics that preserves your existing data models and reports — while unlocking broader capabilities.

Ready to move beyond dashboards?

Website analytics today isn’t just about who visited your site or how long they stayed.

It’s about understanding what they did, why it matters, and how to act on that insight in real time.

Adobe Customer Journey Analytics helps you:

• Link site behavior to customer journeys across all channels.
• Act on real-time signals without waiting for scheduled reports.
• Empower teams to self-serve insights through intuitive workspaces.
• Enforce data governance without limiting flexibility.
• Move from isolated metrics to unified, journey-level understanding.

Built on Adobe Experience Platform, Customer Journey Analytics offers scale, security, and interoperability — without compromise.

Watch the Adobe Customer Journey Analytics overview video or try Adobe Customer Journey Analytics for free.

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