Web analytics informs your marketing decisions by collecting, organising,
measuring and visualising customer activity on your web and mobile
properties. Using insights gained from analytics, you can build, optimise,
and deliver experiences that are engaging, relevant and personal.
Implementing a web analytics strategy can be challenging without the right toolset.
Difficulty measuring customer journey.
Lack of audience discovery and clustering capabilities.
Inability to create a unified customer view.
Inability to share data easily across teams.
You can experience multiple benefits when you go beyond collecting data and use web analytics to drive your marketing decisions.
With visualisations of the information extracted from website data, you can create, update and expand your views of individual consumers, audience segments and entire audience populations.
Use artificial intelligence and machine learning to automatically segment and cluster visitors, which helps provide insights on your most valuable audience segments, so you can uncover missed opportunities and improve targeting.
With web analytics, you can optimise experience that customers can engage with. Capabilities such as fallout and flow analysis, cohort analysis and machine learning help you to understand traffic patterns and anomalies so you can lift performance metrics.
Move beyond a siloed analytics approach and share insights immediately across internal and external teams, allowing your data to inform all your business needs.
Adobe Analytics exposes your website traffic with brilliant visualisations, revealing how your customers navigate, interact and convert. You can turn insights into engagement and conversion opportunities.
Watch leading-edge brands deliver engaging experiences using insights from Adobe Analytics.
“You need to use data to capture and segment the right audiences, so you can create and assemble content for those audiences.”
— Joost Van Dun,
Corporate Experience Manager, Philips
“We never see [customers] in person, but we know everything they look at, every search term the enter.”
— David Williams,
Head of Customer Intelligence, ASOS
How are web analytics and marketing analytics different?
Web analytics measures technical dimensions of your web and mobile properties. Marketing analytics goes beyond those metrics to measure and reveal the customer journey.
Can I see the path customers take while on our site?
Yes. Adobe Analytics provides activity maps and pathing analysis capabilities such as fallout and flow analysis that measure activity touchpoint to touchpoint, helping you to surface what is working or not working along the way.
Can I create customised reports and dashboards to see the dimensions we are interested in?
Yes. AA allows you to create ad hoc reports that run in real time. And you can build unique dashboards with drag-and-drop ease.
Can I manage web analytics for multiple sites through a single interface?
Yes, in some cases. Adobe Analytics, for example, allows you to manage data from sites, mobile apps, video and more.
Can I manage marketing tags using web analytics?
Tag management is not offered widely among analytics solutions. However, we include dynamic tag management, which runs much leaner than traditional tag managers, as part of Adobe Analytics.
Why is Adobe Analytics better than a free web analytics programme?
The capabilities of Adobe Aanlytics go beyond basic site metrics like bounce rate and time on site provided by free solutions. For example, we provide fallout, flow and pathing analysis, plus audience discovery and segmentation capabilities. The flexibility to create a variety of reports helps support your unique business needs.