Adobe Analytics Features
Digital Analytics for Web and Mobile
Examine visitor behaviour across digital properties by collecting and processing data, running in-depth analyses and reporting and delivering behavioural insights to any destination.
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
Optimise content, channel and marketing performance by easily exploring high-volume data across web and mobile channels. Discover visitor patterns, spot anomalies and uncover insights — such as friction points, conversion contributions and loyal customers or churn signals.
- 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.
- Analytics dashboards. Give executives and other business users easy access to view insights any time and from any device, with generative AI helping to surface key trends and event insights using natural language.
More about Digital Analytics for Web and Mobile.
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.
