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A Beginner’S Guide To Adobe Analytics

Benefits of Learning Adobe Analytics

    1. Similar to tools like Google Analytics 360, Adobe Analytics  offers notable benefits and features (avoiding sampling, custom tracking flexibility, etc.), justifying the notable yearly cost associated to it.
    2. Becoming familiar with Adobe will naturally expand your analytics skills! While many elements of Google Analytics tracking are applicable to Adobe; Adobe’s new features, tools, and caveats will deepen and enrich your analytics knowledge base.
    3. If you understand the features within Adobe, you will  save yourself time as well as others by quickly solving complex analysis problems, creating expansive and actionable reporting, and setting up strategic tracking.

Comparing Dimension and Metric Set-Ups in GA and Adobe

Now that we’ve established why Adobe Analytics is important, let’s look at some high-level dimension and metrics differences between Google Analytics and Adobe Analytics, and establish why the scope of dimensions and metrics is so critical to understanding any analytics set-up.

Adobe Entry Page vs. GA Landing Page

Looking at Adobe data, one of the first things you will likely notice is that sessions are now visits, and landing page is now entry page. As these are two extremely visible aspects of GA & Adobe, it’s important to note the high-level naming difference.

Google Analytics


Adobe Analytics


GA Goal Completions vs. Adobe Success Events

Another notable difference is GA goal completions vs. Adobe success events. For Google Analytics, each goal completion is counted once per session, where in Adobe, each success event counts each time the item occurs in a visit.
For example, if a conversion/success event in each platform is playing a video on the site, and you watch 5 videos in a single session/visit, in Google Analytics that will trigger only 1 video play goal completion, but in Adobe Analytics that will trigger 5 video play success events. When you think of Adobe success events, think of total events in Google Analytics.

Dimension and Metrics Scope

An important aspect of all analytics is the scope of dimensions and metrics. Scope affects data collection, aggregation, and even the way you analyze data.
Ensure that you are matching the correct dimensions and metrics by scope when doing analysis, otherwise you run the risk of misleading your report stakeholders which leads to poor decisions based on this data.
So what are these scopes, and how do they differ between Google Analytics & Adobe?

Hit:

  • Definition: The building block upon which all other data is formed. Measures each individual interaction on the site (think pageviews, events).
  • Google Analytics vs. Adobe Analytics: Standard across Google Analytics and Adobe.
  • Main Takeaway Tip: You want to match hit dimensions to hit metrics (i.e. page with pageviews).

Visit/Session:

  • Definition: Multiple hits make up a session/visit. The most heavily featured scope across both platforms.
  • Google Analytics vs. Adobe Analytics: Different in naming across Google Analytics (session) & Adobe (visit).
  • Main Takeaway Tip: These session/visit-level items can occur once in this scope, such as entry page, region, etc. Should match session/visit dimensions with session/visit metrics (i.e. entry page with visits and bounce rate, etc.)

Visitor/User:

  • Definition: While multiple hits make up a session/visit, multiple sessions/visits make up a visitor/user.
  • Google Analytics vs. Adobe Analytics: Different in naming across Google Analytics (user) & Adobe (visitor).
  • Main Takeaway Tip: This typically is the most hidden scope in both platforms, but can provide powerful analysis, allowing you to be more audience-focused. Should match visitor/user dimensions with visitor/user metrics (i.e. new/repeat visitor with unique visitors).
See a more visual example of this breakdown below:
Now that you understand the scope of  dimensions and metrics and how they differ between Adobe and Google Analytics, you are ready to jump into the Adobe interface. Let’s do it!
Read Full Article at seerinteractive.com

Comments

  1. hkrsupports26 June 2019 at 23:23


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    Great post . thanks for sharing a clear step by step process on getting in the nice.
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