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.
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.
Content as a Service v3 - digital analytics for web and mobile - Thursday, 16 October 2025 at 13.42
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.
What is digital analytics?
How does Adobe Analytics give you a complete picture of your website analytics?
Adobe Analytics is built to unify all your website analytics data — from web and mobile to product interactions — into a single source of truth. Instead of managing separate tools, your team gets one platform where website analytics from every channel is combined, cleaned and ready to act on.
- Unified website analytics across web, app and product
- Real-time dashboards with customisable metrics
- AI-powered anomaly detection flags changes instantly
What does Adobe Analytics capture beyond standard web tracking analytics?
Adobe Analytics extends web tracking analytics beyond page views. You can track scroll depth, video engagement, form abandonment, in-page clicks and any customised event that matters to your business. This gives your web tracking analytics the depth needed to optimise every stage of the user journey.
- Customised events for any user interaction
- Video and media tracking built in
- Exit links, downloads and form events out of the box
What website visitor tracking tools does Adobe Analytics provide to understand user journeys?
Adobe Analytics includes a suite of website visitor tracking tools — Flow visualisation, Fallout analysis and cohort tables — designed to show how visitors move through your site and where they drop off. These website visitor tracking tools let you trace the full path of any audience segment from first touch to conversion without writing code.
- Flow diagrams for path analysis
- Fallout funnels for conversion optimisation
- Cohort tables for retention analysis
Is digital analytics the same as Adobe Analytics (the application)?
Is Adobe Analytics being discontinued?
Is digital analytics still getting new features?
I'm a current Adobe Analytics customer. What do I need to do?
Should I be moving to Customer Journey Analytics instead?
Let us show you the full power of digital analytics for web and mobile.
