Adobe Analytics Features
Digital Analytics for Web and Mobile
Examine visitor behavior across digital properties by collecting and processing data, running in-depth analyses and reporting, and delivering behavioral insights to any destination.
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.
Digital insights
Optimize 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 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.
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.
- Analytics dashboards. Give executives and other business users easy access to view insights anytime 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.
