What is digital analytics?

Digital analytics is Adobe Analytics — the web and mobile behavioral analytics product that Adobe has offered for over 15 years. It collects and processes digital behavioral data, enables deep analysis in Analysis Workspace, and delivers insights to teams across your organization.

Is digital analytics the same as Adobe Analytics (the application)?

Yes. “Digital analytics” is how we describe it on business.adobe.com. “Adobe Analytics” is what you see in the product when you sign in. They are the same product.

Is Adobe Analytics being discontinued?

No. Digital analytics (Adobe Analytics) is a mature, fully supported product with an active customer base and ongoing investment. It is not being discontinued. Adobe will continue to develop, support, and invest in it.

Is digital analytics still getting new features?

Yes. Adobe continues to invest in digital analytics with regular feature updates. The most recent release notes are available on Experience League.

I'm a current Adobe Analytics customer. What do I need to do?

Nothing immediately. Your product, data, and contract are unchanged. If you want to understand your options for the broader CX Analytics product collection, your Adobe account team is the best starting point.

Should I be moving to Customer Journey Analytics instead?

That depends on your analytics needs. Customer Journey Analytics is the right choice if you need cross-channel journey analysis beyond web and mobile. If your analytics needs are primarily focused on web and mobile behavioral data, digital analytics may continue to be the right product.

DIGITAL ANALYTICS

Digital analytics for web and mobile.

As part of Adobe CX Analytics, digital analytics examines visitor behavior across digital properties by collecting and processing data, running in-depth analyses and reporting, and delivering behavioral insights to any destination.

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Meet Adobe Customer Journey Analytics.

Customer Journey Analytics builds on everything digital analytics does — adding cross-channel journey stitching, real-time Adobe Experience Platform data, offline touchpoints, and account-level B2B analytics. Many digital analytics customers are moving to Customer Journey Analytics to unlock the full customer journey – and your existing data and reports can come with you.

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Everything you need for web and mobile digital analytics.

Collect, process, and report on web and mobile behavioral data at scale — with AI-powered insights built in.

Data collection and processing

Collect digital behavioral 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.

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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 behaviors, and to recognize and analyze 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.

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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 custom analysis projects using a robust and flexible canvas that lets teams across your organization — 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 operationalize 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 visualize 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.