Explore pricing for specific Adobe CX Analytics solutions.
Find the analytics solution that best fits your needs and explore the specific pricing considerations that come with it. Each product page will provide more detail and options to engage with our team.
Adobe Customer Journey Analytics
Unify and analyse cross-channel customer data to gain a complete view of every interaction. Customer Journey Analytics helps you to understand complex journeys and optimise experiences.
Adobe Customer Journey Analytics B2B Edition
Aggregate individual behaviours up to the account level to measure engagement across the entire organisation. Customer Journey Analytics B2B Edition lets you optimise the account buying journey.
Adobe Analytics
The industry-leading solution for deep insights into your website and mobile app performance. Available in flexible packages such as Select, Prime and Ultimate to match your needs.
Adobe Content Analytics
Understand the performance and impact of your specific content assets on user engagement and conversion through AI-powered insights.
Adobe Marketing Campaign Analytics
Leverage advanced causal AI models to measure the true incremental effectiveness of your campaign spend across paid, earned and owned channels so you can maximise your marketing budget to drive growth and plan strategically for the future.
Adobe CX Analytics Solutions: Strategic Focus & Audience
This table outlines the primary goals, intended users and unique positioning of each analytics product.
Explore our detailed comparison tables below to see how each Adobe CX Analytics product stacks up across various strategic and functional aspects. For a personalised recommendation or to see these tools in action, contact an Adobe expert today or request a personalised demo.
We've broken down the comparison into key areas to help you quickly scan and find the information most relevant to your decision-making process.
Aspect
Customer Journey Analytics
Customer Journey Analytics B2B Edition
Adobe Analytics
Content Analytics
Marketing Campaign Analytics
Primary User Need
Understand the complete, cross-channel customer journey and interactions over time, connecting disparate data points.
Understand and analyse the B2B buying‑group and account-level journey.
Analyse and optimise website and mobile performance and user behaviour within these specific digital properties.
Measure and understand the performance and impact of specific content assets such as images, text or creative on user engagement and conversion.
Measure and optimise full-funnel campaign performance with causal inference modelling and a unified marketing mix modelling plus multitouch attribution (MMM + MTA) measurement framework.
Target Audience
- Marketing analysts
- Data scientists
- Customer experience (CX) professionals
- Business strategists
- Teams needing a holistic customer view.
- B2B marketing analysts
- Revenue ops
- Account-based marketing (ABM) teams
- Sales operations
- Go-to-market strategy teams
- Teams needing account-based and buying-group insights.
- Digital marketing managers
- Web analysts
- Mobile product managers
- SEO and SEM specialists
- Teams focused on owned digital property optimisation.
- Content strategists
- Creative teams and designers
- Brand managers
- Teams focused on creative performance and ROI.
- Performance marketers
- Growth marketers
- Marketing operations
- Media planners
- Finance planning
- Teams needing cross-channel campaign analysis, budget and ROI optimisation.
Key differentiators
- Broadest view. Connects online and off-line data for a complete customer picture.
- Flexibility. Designed to stitch disparate data sources into a unified customer profile for holistic analysis. Enables analysis beyond web and mobile.
- Account-based insight. Purpose-built account, buying-group and opportunity analytics unify customer relationship management (CRM) and marketing data for full-funnel B2B life cycle visibility.
- Revenue-driven analysis. Provides guided insights into pipeline progression, deal velocity, retention and upsell to align sales and marketing on measurable business impact.
- Established & deep. Deep focus on owned digital properties such as websites and apps.
- Core Digital Analytics. Well-established for comprehensive web-centric and mobile app-centric behavioural analytics.
- Creative intelligence. Unique AI-driven analysis of content attributes and their direct impact on user behaviour.
- Asset-level ROI. Focuses on the why behind content performance at a granular, creative element level.
- Unified measurement. Integrates MMM + MTA using causal AI‑powered transfer learning to deliver consistent, holistic ROI measurement across channels.
- Optimisation intelligence. Provides incrementality insights, scenario planning and predictive forecasting to guide optimal budget allocation and expected performance outcomes.
Adobe CX Analytics Product Solutions: Core Functionality & Use Cases
Aspect
Customer Journey Analytics
Customer Journey Analytics B2B Edition
Adobe Analytics
Content Analytics
Marketing Campaign Analytics
Core solutions and capabilities
- End-to-end journey mapping with online and off-line data.
- Cross-channel attribution.
- Advanced segmentation across diverse datasets.
- Person-centric analysis.
- Data stitching from multiple sources such as CRM, loyalty, call centre and others.
- Account- and buying-group-level journey mapping (e.g., CRM, sales, marketing, product data).
- Opportunity and pipeline progression analysis (e.g., role-based engagement, deal velocity)
- Account-level attribution across sales and marketing touchpoints
- Buying-group segmentation and behavioural clustering
- Multi-source stitching for B2B (e.g., CRM, events, off-line activities)
- Web and mobile app traffic analysis
- Conversion tracking and funnel analysis
- Real-time data reporting.
- Segmentation based on digital interactions
- Pathing analysis within sites or apps.
- AI-powered content attribute analysis (e.g., colour, emotion, keywords).
- Asset performance tracking.
- Correlation of content elements with user behaviour and conversion.
- Identification of content fatigue and optimisation opportunities.
- Campaign and channel mix performance insights.
- Streamlined paid media analysis.
- Proactive campaign optimisations.
- Unified MMM + MTA measurement with incrementality scoring.
- Full-funnel ROI modelling across paid, owned and earned media.
- Automated scenario modelling and forecast simulations
- Budget optimisation and spend recommendations.
- Accessible insights for marketing professionals.
Common Use Cases
- Mapping the entire customer life cycle from acquisition to retention.
- Understanding cross-channel marketing effectiveness and attribution.
- Identifying points of friction or churn across the entire journey.
- Powering advanced personalisation strategy based on a holistic customer view.
- Mapping B2B buying-group journeys from first-touch to closed-won.
- Understanding account health, product adoption and multipersona engagement.
- Identifying deal-stage friction, stalled opportunities and churn risk.
- Aligning sales and marketing motions using unified account analytics.
- Supporting ABM strategies with account-level behavioural and intent insights.
- Optimising website conversion funnels and landing pages.
- Improving mobile app engagement, retention and task completion
- Understanding content consumption patterns on web or mobile.
- Measuring marketing campaign impact on site or app traffic and other specific actions.
- dentifying which image attributes or copy styles drive higher engagement and conversion.
- Optimising creative assets and ad variants for better performance.
- Understanding content fatigue and informing content refresh strategies.
- Informing future content creation with data-backed insights on what resonates.
- Understanding incremental ROI of channels and campaigns.
- Diagnosing which investments drive true lift versus noise.
- What-if scenario planning to compare budgets.
- Forecasting impact of future spend on revenue or conversions.
- Prioritising channels, regions or products based on modelled outcomes.
Adobe CX Analytics Product Solutions: Data Handling & Integrations
When you connect with our team to discuss the specific Adobe CX Analytics solution(s) you're considering, we'll work to understand your unique situation.
Aspect
Customer Journey Analytics
Customer Journey Analytics B2B Edition
Adobe Analytics
Content Analytics
Marketing Campaign Analytics
Typical Data Sources
- Web and mobile analytics data.
- CRM data.
- Point-of-sale (POS) data.
- Call centre logs.
- Loyalty programme data.
- Marketing automation data.
- Adobe Experience Platform (AEP) data.
- CRM data such as accounts, opportunities, contacts or roles.
- Marketing automation data (Marketo Engage touchpoints).
- Buying‑group and opportunity event data.
- Off-line B2B sales interactions such as meetings, demos or field notes.
- Product usage tied to account.
- AEP B2B schemas and account profile data.
- Website tracking tags (e.g., JavaScript, Web SDK).
- Mobile software development kits (SDKs).
- Server‑side data collection for web and app interactions
- Data primarily from digital front‑ends.
- Website image data and attributes.
- Digital asset management (DAM) systems (metadata).
- Web analytics data for behavioural context.
- Adobe Experience Manager (AEM) Assets.
- Creative element data.
- Marketing spend and media investment data (paid, owned, earned).
- Channel performance data (impressions, clicks, conversions).
- External signals (macroeconomics, seasonality, competitor activity).
- Event‑level data for MTA inputs.
- Off-line media and promotions data.
- CRM revenue outcome data.
Granularity of Analysis
- Individual customer journeys across all touchpoints.
- Long‑term customer behaviour patterns.
- Unified profiles for deep dives.
- Account‑level journey analytics for marketing and sales.
- Buying‑group analysis (roles, sequences, engagement).
- Opportunity‑stage progression insights (velocity, stagnation).
- Account health scoring and intent segmentation.
- Aggregated website or app trends and metrics.
- Session‑based and hit‑level analysis.
- User flows within specific digital properties.
- Specific content elements (e.g., image attributes, copy variations).
- Performance of individual creative assets.
- Attribute‑level impact on engagement.
- Channel‑ and tactic‑level contribution modelling (incrementality).
- Modelled impact at weekly or monthly granularity.
- Scenario‑level ROI forecasting across spend allocations.
- Business‑outcome modelling versus user‑level detail.
Key Integration Capabilities
- Adobe Experience Platform (AEP). Native, foundational integration.
- Adobe Experience Cloud. Real-Time CDP, Journey Optimizer, Target, Adobe Analytics.
- Off-line systems. Integration via AEP connectors (CRM, POS, enterprise resource planning (ERP) etc.).
- Open APIs for customised data ingestion.
- Native B2B integrations with AEP B2B schemas.
- Direct Marketo Engage integrations (programmes, campaigns, journeys).
- CRM connectors (accounts, opportunities, contacts, roles).
- Account, buying‑group and opportunity identity stitching.
- Integration with Journey Optimizer B2B for orchestration and activation.
- Adobe Experience Cloud. Target, Audience Manager, Campaign, Adobe Advertising, Real-Time CDP (for audience sharing and activation).
- Data ingestion. Bulk Data Insertion API, Data Sources.
- Data export. Warehouse, Data Feeds, Reporting API.
- Various third‑party connectors via Adobe Exchange.
- Adobe Experience Manager (AEM) Assets for direct analysis of managed assets.
- Adobe Analytics to correlate content attributes with broader web and mobile behavioural data.
- Adobe Experience Platform for ingesting content interaction data for wider use.
- APIs for customised DAM or content source integration.
- AEP-native ingestion for harmonised measurement datasets.
- Connectors for paid media platforms (search, social, display, TV).
- Unified MMM + MTA pipeline execution.
- Automation of data normalisation across spend and outcomes.
- Export of modelled insights to activation systems (AJO, ad platforms, CRM).
Learn more about which Adobe CX Analytics solution is right for you.
Navigating the powerful Adobe CX Analytics portfolio can transform how you understand your customers, optimise digital experiences and drive growth. With specialised tools like Customer Journey Analytics, Customer Journey Analytics B2B Edition, the classic Adobe Analytics, insightful Content Analytics and focused Marketing Campaign Analytics, Adobe offers a comprehensive toolkit.
Adobe can help to choose which solution is the right fit for your specific challenges, data sources and integration needs. This guide provides a clear, SEO-optimised comparison to help you to delineate user needs, identify the best solutions, understand target audiences, explore integration capabilities and ultimately choose the most effective analytics product for your team. We aim to provide an easy-to-understand overview that empowers you to make data-driven decisions with confidence.
Choosing the right Adobe CX Analytics tool depends heavily on the primary questions you're trying to answer and the data you need to analyse, as outlined in the tables above.
- Customer Journey Analytics is ideal for a holistic, cross-channel view of the entire customer journey.
- Customer Journey Analytics B2B Edition delivers a unified account view to clarify buying group engagement and pipeline impact.
- Adobe Analytics is your go-to for deep optimisation of website and mobile app performance.
- Content Analytics provides unique AI-powered insights into your creative asset performance.
- Marketing Campaign Analytics pinpoints incremental ROI and guides smarter budget allocation.
Beyond selecting a product type, if you’re considering the standard Adobe Analytics offering for web and mobile or evaluating the strategic need for a unified customer view, further factors come into play.
Once you've identified the primary Adobe Analytics product type that aligns with your needs, several strategic factors should guide your investment, particularly when considering the different packages of Adobe Analytics for web and mobile or the overarching need for a unified customer journey view with Customer Journey Analytics.
Adobe Analytics solutions offer a robust, enterprise-focused suite of analytics tools, often structured across tiers of Select, Prime and Ultimate to cater to varying levels of organisational need and analytical maturity.
Consider the following strategic factors.
- Organisational maturity. An honest assessment of your organisation's current analytics capabilities is crucial.
- Are teams just beginning to consolidate data and move beyond basic reporting? Adobe Analytics Select might be appropriate.
- Are they actively working on cross-channel personalisation and leveraging segmentation? Adobe Analytics Prime offers the necessary tools.
- Is the organisation highly data-driven, with dedicated analysts demanding advanced AI and deep data integration? Adobe Analytics Ultimate aligns with this level of maturity or Customer Journey Analytics which extends these AI and integration capabilities.
- Investing in a package far exceeding current capabilities can lead to underutilisation.
- Data complexity and scale. Consider the volume of data, the number of digital properties and the importance of cross-device or cross-channel analysis.
- High traffic, multiple brands or critical cross-device analysis needs may point to identity stitching and capabilities in Adobe Analytics Ultimate or Customer Journey Analytics, which adds cross-channel stitching.
- Significant off-line or CRM data integration needs also lean toward Customer Journey Analytics.
- Need for AI-driven insights. Evaluate the strategic importance of leveraging AI.
- For primarily descriptive reporting, Adobe Analytics Select might suffice.
- If proactive identification of change drivers (Contribution Analysis), audience discovery (Segment IQ) and predictive features are key, Prime or Ultimate becomes necessary.
- Existing Adobe ecosystem. Investments in other Adobe Experience Cloud products (e.g., Adobe Experience Manager, Adobe Target, Adobe Campaign, Adobe Audience Manager) enhance the efficacy of Adobe Analytics. Higher tiers often unlock deeper integrations. Organisations envisioning a future centred on Adobe Experience Platform should factor this in, as Customer Journey Analytics might be part of a longer-term roadmap.
- Budget and total cost of ownership (TCO). Adobe Analytics solutions are a significant commitment. Factor in licence fees, implementation, training, administration and potentially specialised resources. Weigh TCO against anticipated ROI.
- Need for unified journey view. If the primary strategic goal is a truly unified view of the customer journey across all touchpoints such as online, off-line, call centre, POS, standard Adobe Analytics packages may have limitations.
- This requirement strongly indicates the need to plan for and incorporate Customer Journey Analytics. It’s built on Adobe Experience Platform, specifically designed for this holistic, cross-channel analysis. Customer Journey Analytics Select provides a robust foundation for centralising data and understanding website, app and off-line performance leveraging field-based stitching. Customer Journey Analytics Prime significantly enhances capabilities with expanded cross-channel visibility leveraging identity resolution through the AEP Identity graph. Customer Journey Analytics Ultimate delivers the most comprehensive feature set, geared toward data-mature organisations requiring deep AI integration, extensive data enrichment, real-time reporting and maximum flexibility for complex experience optimisation.
Understanding these factors will help you not only choose the right product type but also the appropriate investment level and strategic approach to leveraging Adobe's powerful analytics capabilities for maximum business impact.
When you connect with our team to discuss the specific Adobe CX Analytics solutions you're considering, we'll work to understand your unique situation.
Common factors that help us to create a tailored quote include:
- Scope of implementation. The number of websites, apps or data sources for each solution.
- Expected data volume. Monthly server calls, events or data rows relevant to the chosen products.
- Specific features and capabilities. Access to advanced AI features, anomaly detection etc., within a solution.
- Number of users. How many team members will need access to each product, potentially requiring more reporting concurrency.
- Cross-product integrations. Leveraging multiple Adobe Experience Cloud solutions together.
- Customisation and professional services. Needs for customised set-up, training or ongoing strategic support for your selected tools.
- Contract length and terms. Multi-year agreements may offer different pricing structures.
Choosing an Adobe CX Analytics solution is an investment in understanding your customers, optimising specific experiences , such as digital analytics and optimisation, customer analysis, buying group analysis, content intelligence, marketing planning and ROI and driving significant business growth.
Our solutions empower you to:
- Make data-driven decisions with confidence using the right tool for the job.
- Personalise customer and account experiences at scale.
- Streamline content strategy for maximum impact.
- Improve marketing ROI and campaign effectiveness.
We are committed to partnering with you to ensure that you realise the full value of your analytics investment, whichever solution(s) you choose.
Get customised pricing for Adobe CX Analytics solutions.
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Adobe CX Analytics Suite Pricing Guide
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Create and assign AI collaborators in Adobe Workfront — expanding you team’s capacity with tools that understand the strategy, work, people and rules.
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2025-10-13
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