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https://main--bacom--adobecom.hlx.live/assets/videos/products/customer-journey-analytics/media_1416a3a352bdf94607802e5217630e8b55a1536ca.mp4#_autoplay1 | Marketer asking AI Assistant about audience conversion rates

Adobe Customer Journey Analytics

Insights into every customer and journey.

Customer Journey Analytics connects customer identities and interactions across channels, devices, and time for fast, holistic analyses that deliver accessible and precise customer insights.

Watch overview | Watch overview video Customer Journey Analytics Try for free | Try for free Adobe Customer Journey Analytics

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Looking for B2B journey analytics? Go to Adobe Customer Journey Analytics B2B Edition

Explore the benefits of Customer Journey Analytics.

Purpose-built to support a modern, first-party data strategy, Customer Journey Analytics processes billions of data points in milliseconds and unlocks powerful, actionable, customer-level insights to drive better experiences.

  1. Customer analysis
  2. Data flexibility
  3. Data governance
  4. AI-driven insights
  5. Full journey view
  6. Actionable intelligence
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Announcing Adobe Customer Journey Analytics B2B Edition.

Give marketing and sales teams cross-channel data visualization and actionable insights across the B2B customer lifecycle — at the individual stakeholder, buying group, account, and opportunity levels.

  • Optimize account marketing. Analyze and explore the impact of campaigns, channels, and content on buying groups, sales pipeline, upsell and cross-sell opportunities, and account health.
  • Grow key accounts. Monitor customer lifetime value and identify high-value touchpoints across key buying groups to inform the next-best marketing and sales actions.
  • Build product value. Measure the impact of product releases and usage on customer satisfaction to inform feature and capability optimizations at both the account and user level.
  • Visualize account journeys. Use visualization tools to shape strategies that personalize and optimize opportunity, buying group, and account experiences, which further drive engagement, conversions, and pipeline acceleration.

Learn about Customer Journey Analytics B2B Edition

B2B marketing lifecycle chart showing engagement and qualification metrics of four buying groups.
Forrester report cover

Forrester report

The Total Economic Impact™ of Adobe Real-Time Customer Data Platform, Journey Optimizer, and Customer Journey Analytics.

Learn how this Adobe solution delivered a 431% return on investment.

Read report | Read the report on The Total Economic Impact of Adobe Real-Time Customer Data Platform, Journey Optimizer, and Customer Journey Analytics.

Providing comprehensive customer analytics to enterprise brands around the globe.

The Home Depot logo

62% more personalized campaigns.

TSB Bank logo

90% reduction in data latency.

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Increased sales across 10 million products.

https://main--bacom--adobecom.hlx.live/customer-success-stories/ey-case-study | EY customer story

“I’ve always had a vision of looking at marketing data more holistically from an account perspective — not an easy task when dealing with global clients and organizations. Adobe solutions work together to help us connect teams and find more proactive ways to work with clients.”

Karen Hopkins, Global CMO
EY
Read the EY story

Learn more about Adobe Customer Journey Analytics.

Content as a Service v3 - adobe-customer-journey-analytics - Friday 16 May 2025 at 20:34

Unlock more with Adobe integrations.

Customer Journey Analytics + Adobe Journey Optimizer

Get real-time customer insights and use them to reach customers instantly across channels with tailored offers.

Learn more about Journey Optimizer

Customer Journey Analytics + Adobe Real-Time CDP

Enrich customer profiles with cross-channel behavioral insights for enhanced audience creation and activation.

Learn more about Real-Time CDP

Questions? We have answers.

What is Adobe Customer Journey Analytics?

Adobe Customer Journey Analytics (CJA) is a cross-channel analytics application built on Adobe Experience Platform. It gives brands a complete, real-time view of the customer journey by combining online and offline data, resolving identities, and enabling visual, AI-assisted exploration at scale.

  • Connects behavioral and trait data across channels and devices to a single customer profile
  • Supports flexible, ad hoc analysis with no-code tools and retroactive data manipulation
  • Uses AI and ML to discover insights, predict outcomes, and surface next-best actions
  • Designed for business users, not just analysts
Who is Customer Journey Analytics for?

CJA is purpose-built for enterprise teams who need to align marketing, product, and analytics on a single source of truth. It’s especially valuable for:

  1. CMOs and marketing leaders who need to:
    • Optimize journeys across paid, owned, and earned channels
    • Measure campaign performance at the creative and audience level
    • Access real-time insights without technical roadblocks
  2. Product and digital teams aiming to:
    • Improve app, web, and in-store experiences
    • Understand how features impact conversion and engagement
    • Collaborate on data-driven optimizations
  3. Analysts and insights teams who:
    • Require scale, speed, and flexibility to explore complex datasets
    • Need to run retroactive queries and publish live dashboards
  4. CIOs and data leaders focused on:
    • Enforcing privacy and governance policies at scale
    • Enabling safe self-service access to governed customer data
    • Supporting first-party data strategies across the organization

With AI-assisted insights, retroactive data transformation, and built-in governance, CJA helps marketers and business teams act faster, smarter, and with full confidence in the data.

What problems does Customer Journey Analytics solve?

CJA helps brands overcome the biggest barriers to customer intelligence:

  • Data silos — unify cross-channel data into a single journey
  • Time-to-insight — enable near-instant analysis and retroactive queries
  • Talent bottlenecks — empower non-technical users to self-serve insights
  • Privacy complexity — apply policy-based data governance with confidence
  • Measurement gaps — measure marketing, product, and content impact holistically
Why do enterprises need journey-based analytics instead of traditional tools?

Traditional tools often focus on channels or sessions. CJA focuses on the customer.

  • Tracks sequential behavior across channels (web, app, email, call center, in-store)
  • Connects anonymous and known interactions over time
  • Supports identity stitching and retroactive event transformations
  • Measures content and campaign performance tied to the full journey
How is Customer Journey Analytics different from Adobe Analytics?

While both products offer powerful analytics capabilities, they serve different purposes and are built for different scopes of insight:

Adobe Analytics is designed to measure channel and web performance, primarily focusing on digital properties like websites and mobile apps. It uses Adobe’s native data collection methods to gather event data and generate reports.

Customer Journey Analytics, on the other hand, provides a comprehensive view of the full customer journey—across online and offline channels, devices, and touchpoints—by ingesting any data source via Adobe Experience Platform.

Where Adobe Analytics typically tracks interactions based on session or cookie identifiers, CJA uses person-based identity stitching to connect behaviors over time and build unified profiles.

In terms of user interface, Adobe Analytics relies on prebuilt workspace reports tailored for analysts and developers. In contrast, CJA offers an interactive drag-and-drop environment that enables marketers, product teams, and analysts alike to explore data, build visualizations, and generate insights in real time.

Ultimately, CJA extends Adobe Analytics into a modern, cross-channel analytics environment, empowering business teams with the flexibility, speed, and governance needed for today’s customer experience demands.

How is Customer Journey Analytics different from other analytics solutions?

CJA combines composability, scale, and usability like no other platform:

  • Ingests any online or offline data, structured or unstructured
  • Runs report-time transformations — no need to pre-define schemas
  • Enables self-serve exploration with AI-assisted queries
  • Connects insights to action through native integrations with Adobe Campaign, Journey Optimizer, Real-Time CDP, and Target
How flexible is Customer Journey Analytics when it comes to data changes?

Customer Journey Analytics lets business users adjust data fields and views in real time—without reprocessing pipelines or rewriting code.

Update and fix data retroactively, instantly, and non-destructively

  • Modify data views directly in the UI without impacting the source dataset
  • Empower marketers and analysts to self-serve new questions without waiting on IT

This level of agility supports faster decision-making and continuous insight refinement.

How does Customer Journey Analytics support data privacy and governance?

CJA is built on Adobe Experience Platform, which includes a patented data governance framework designed for enterprise compliance.

  • Create and enforce data usage policies with labeling and customizable templates
  • Set role-based permissions and restrict sensitive data access
  • Display in-product alerts to prevent policy violations before they happen
  • View and audit the algorithms used to model or transform data

These capabilities help ensure trust, transparency, and control — without slowing teams down.

How does Adobe Customer Journey Analytics support audience segmentation?

Adobe Customer Journey Analytics lets you move beyond basic demographic segmentation to create rich, behavior-based audiences — in real time.

  • Define audiences based on historical or real-time behaviors, traits, and campaign response
  • Segment customers using web, app, call center, and offline data stitched to individual profiles
  • Use drag-and-drop tools to explore segments without coding or SQL

Whether you’re optimizing a campaign or identifying churn risk, CJA makes it easy to pinpoint high-value audiences based on how people engage — not just who they are.

How does Customer Journey Analytics help you understand and improve the customer journey?

CJA connects identity and interaction data across all touchpoints — online and offline — to give you a complete, real-time view of the customer journey.

Track every step sequentially across channels with visualizations that show full context

Analyze what drives engagement, drop-off, or conversion — at every stage

Compare paths taken by different customer segments to uncover friction or missed opportunities

  • Use AI-assisted analysis to surface key trends, anomalies, or conversion drivers
  • Measure and validate how content, campaigns, and product changes impact the journey over time

With this full-journey context, business teams can shift from reactive reporting to proactive experience design — improving outcomes across acquisition, engagement, and retention.

Can insights from Customer Journey Analytics be activated in real time?

Yes. CJA is deeply integrated with Adobe Real-Time CDP, Journey Optimizer, and Target to put insights directly into action.

  • Build and publish high-value audiences for real-time targeting
  • Share segments to orchestrate journeys across channels
  • Re-ingest performance outcomes to continuously refine audience strategies

This turns analysis into activation—speeding up decision cycles and maximizing ROI.

Do I need Adobe Experience Platform to use CJA?
Yes, Customer Journey Analytics is built on Adobe Experience Platform. A CJA license is required to access the application.
Do I need to use Experience Manager Assets or a specific DAM?
No. As long as content assets are tagged properly, they can be tracked—regardless of the asset management system used.
Is the Adobe Experience Platform Web SDK required?
Yes, for measuring content performance within Content Analytics. However, Web SDK is not mandatory for all event tracking.

What is a customer journey?

The customer journey is a path customers take as they interact with your brand — from awareness to engaging with your content to performing a conversion action. Customer journey maps are often used to track customer journeys and can be a very useful reference point for businesses. They provide a visual representation of each stage, from brand discovery, to purchasing, and beyond.

What are customer journey analytics?

Customer journey analytics let you track and analyze the interactions customers have with your business throughout each stage of the customer journey. They can help you better understand your customer’s journey, identify their pain points along the way, and provide you with unique insights to help optimize the customer experience.

What is audience segmentation?

Audience segmentation is the process of dividing your audience into different groups or segments based on certain shared characteristics. Each group or audience segment can be used to create a more personalized marketing campaign, letting you deliver more tailored messaging that resonates with your target audience.

Does Adobe Customer Journey Analytics provide omnichannel analysis?

Yes. Adobe Customer Journey Analytics is an application that lets you rapidly analyze cross-channel interactions using any data available to you in Adobe Experience Platform. It lets organizations empower anyone responsible for the customer experience to visualize the customer journey in full context across all the data channels. It also lets teams discover omnichannel insights in real time by bringing the interactive, self-serve query experience of Analysis Workspace to customer data.

What is the difference between Adobe Analytics and Customer Journey Analytics?

Adobe Analytics provides actionable analytics, audience segmentation, and reporting for websites and mobile applications, while Customer Journey Analytics offers an end-to-end visualization of the entire customer journey, not limited to web-based touchpoints.

Let us show you the full power of Adobe Customer Journey Analytics.

Marketo Configurator Wednesday, March 12, 2025 at 11:14
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