Adobe Analytics

Adobe Analytics is Adobe’s enterprise digital analytics product for measuring and investigating behavior across websites and mobile apps. Adobe now presents it as digital analytics for web and mobile within the wider Adobe CX Analytics portfolio, while the underlying product remains Adobe Analytics. Its Analysis Workspace lets analysts explore custom events, conversions, content interactions, and navigation behavior instead of being limited to predefined traffic reports. Teams can create segments and calculated metrics, analyze paths with Flow, identify drop-off with Fallout, compare retention or churn using cohort tables, and detect statistically unusual changes in metrics. Contribution Analysis can help identify factors associated with an anomaly, although access and monthly usage allowances depend on the Adobe Analytics package and entitlement.

1. Best fit: Enterprises that need detailed web and mobile behavioral analytics, flexible segmentation, conversion and path analysis, and integration with Adobe’s broader customer-experience stack. Adobe supports new web implementations through the Adobe Experience Platform Web SDK and mobile implementations through the Experience Platform Mobile SDK. Existing Adobe Analytics report-suite data can also be streamed into Adobe Experience Platform through the Analytics source connector, where it can be used by Customer Journey Analytics, Real-Time Customer Profile, and related Platform applications.
2. Check first: Whether the analysis needs to extend materially beyond owned digital properties. Adobe positions digital analytics primarily around website and mobile-app behavior, while Customer Journey Analytics is designed to combine those interactions with additional datasets such as CRM, point-of-sale, call-center, loyalty, and other offline or cross-channel data. Adobe Analytics is offered in Select, Prime, and Ultimate packages, with pricing provided through a tailored quote based on factors such as implementation scope, data volume, required capabilities, users, and integrations.

Bottom line: Adobe Analytics is most appropriate for organizations that need highly configurable analysis of website and app behavior and have the resources to maintain a detailed analytics implementation. Buyers seeking person-level analysis across digital and offline interactions should also evaluate Customer Journey Analytics rather than assuming Adobe Analytics alone covers that broader data model.