2. Adobe Analytics Overview
• Adobe Analytics is part of the Adobe Experience Cloud suite of
products, which help online marketers apply real-time analytics and
detailed segmentation to all their marketing channels.
• Tool:- Analysis Workspace, Segment Builder, Report Builder, Data
warehouse and Ad Hoc Analysis.
3. Analytics Concepts
Coming up to speed on these concepts will accelerate the value you get out of Adobe Analytics!
• Projects
Analysis Workspace provides a robust, flexible canvas for building custom analysis projects.
• Report Suites
Learn about report suites and how to change from one report suite to another.
• Dimensions
Descriptions or characteristics of metric data that can be viewed, broken down, and compared in
a report. They are non-numeric values and dates that can be broken down, or are a classification
of the original report type metric.
• Metrics
Learn the basics of metrics in Analytics reports and projects.
• Segments
• Date Ranges
In the calendar, you can specify dates and date ranges, or select a preset.
4. Analysis Workspace?
• Analysis Workspace is a robust, flexible canvas for building custom
analysis projects. You have complete control over the visualizations,
metrics, dimensions, and segments you want to use. Drag and drop
them on the canvas to gain deep insights into your website's
performance.
In Analysis Workspace, you can:
• Drag-and-drop any number of data tables, visualizations, and
components (dimensions, metrics, segments, and time granularities)
to a project.
• Instantly create breakdowns and segments,
5.
6. Report Suites
A report suite defines the complete, independent reporting on a chosen
website, set of websites, or subset of web pages. Usually, a report suite is
one website, but it can be a global segment where you have combined
several sites' numbers to get totals.
• Virtual Report Suites let you restrict data access for users based on specific
segments by applying a segment to a report suite and creating a new view
(virtual report suite) based on that combination. Virtual report suites can
be accessed just like a base report suite.
• Global Report Suite
• A view of all properties in one report suite. To create a global suite, multi-
suite tagging is implemented, which sends image requests into a 'global'
report suite in addition to individual report suites.
7. Dimensions
Descriptions or characteristics of metric data that can be viewed, broken
down, and compared in a report. They are non-numeric values and dates
that can be broken down, or are a classification of the original report type
metric.
Examples of dimensions include:
• Page, page names
• Products
• Gender
• Month
• Age
• Day, week, month, etc.
• Loyalty
• Custom dimensions
8. Metrics
Metrics are quantitative information about visitor activity, such as
Views, Click-Throughs, Reloads, Average Time spent, Units, Orders, and
Revenue.
They are the foundation of reports and help you view and understand
data relationships. They let you perform side-by-side comparisons of
different data sets about your website.
9. Metric Definitions
Page View A Page View is counted for each server call that is sent. This metric represents total instances
of Page View.
Instances The number of times that a value was set for a variable. Instances are counted for all hit types,
but are not counted when a value is recorded for a variable on a subsequent hit due to
persistence.
Entries Entries represents the number of times a given value is captured as the first value in a visit.
Visits A sequence of page views in a sitting. The visits metric is commonly used in reports that
display the number of user sessions within the selected time period.
Orders The number of orders made on your website during the selected time period.
Unique Visitors A person that comes to your website within a specified time period.
Bounces A visit that consists of a single server call. For example, a single page visit is a bounce if a
visitor does not interact with the page in a way that sends data to Adobe, such as clicking a
link or a video start. If more than a single hit is received in a visit, a Bounce is not counted.
Time Spent The sequence calculation, and metrics that report on the amount of time visitors spend on a
page, site, or per visit. (Total Time Spent; Time Spent per Visit; Time Spent per Visitor).
Revenue Revenue is captured on the purchase event, and is defined as the total dollar amount for the
sum of the order for each product. This value comes from the purchase event.
10. Difference Between GA and AA
Metrics
Google Analytics Adobe Analytics
1 Cost
Google Analytics is free and will process up to 10 million
hits per month. Google Analytics Premium offers a number
of enhanced features such as processing 1 billion hits per
month, more customization, and strong technical support,
but it costs a flat $150,000 annually.
SiteCatalyst/ Adobe Analytics will likely cost you
well over $100,000 per year. Cost varies according
to traffic volume and the service level, and depends
on the needs of your company. SiteCatalyst does
not have a monthly hit limit.
2 Real Time Data
Google Analytics “Real-Time” allows the user to see how
many people are on their site at that moment, what traffic
sources referred them, where they are located
geographically and what content they are viewing. Real-
Time lets the user immediately discover what daily
promotions, content, Facebook posts or tweets are driving
the most traffic their site
Adobe Analytics (version15) offers “Current Data”
reports that provide low latency real-time
reporting. Current Data reports allow the user to
view nearly real-time data on traffic reports, and
about a 20 min delay on conversion data. This
enables the user to check the effectiveness of a
campaign or piece of content almost immediately
after it launches
3
Ease Of
Implementation
Google Analytics is easily implemented on your website,
and requires no IT skills. In fact, it’s usually as simple as
applying the Google Analytics Java Script to your site. For
those looking to get the most out of Google Analytics,
custom implementation is an option.
Implementation demands the skills of a trained
professional and requires a significant amount of
upfront work. However, due to the fact that
implementation is highly customized, the data
SiteCatalyst gathers will be tailored to your specific
metric needs and possibly more valuable than what
you’d get from Google Analytics.
11. Metrics
Google Analytics Adobe Analytics
4 Tag Management Tools
Implementation is easier through various tag management
tools to configure complex tracking where no exclusive
developer skills are required. DTM or Dynamic Tag
Management is one of the tools to implement Universal
Analytics/Google Analytics.
Implementation is easier through various tag
management tools to configure complex tracking
where no exclusive developer skills are required.
DTM or Dynamic Tag Management is one of the
tools to implement Adobe Analytics.
5 Custom Variables
5 Custom Variables with old version; 20 Custom Variables
with Universal Analytics. Variables can be set to expire at
different times, such after a page view, completion of an
event, or at the visit level
SiteCatalyst allows up to 75 traffic variables, plus
100 event variables, and 75 conversion variables.
Variables can be set to capture whatever data
you want, and can expire after a specific time
(just like Google Analytics) but they can also be
stacked on top of each other, giving you the
chance to identify a sequence of events.
6 Customer Support
Google Analytics does not provide a chat or support line,
but does have an official User Forum, Help Center and a
“Digital Analytics Fundamentals” course. The three week
course helps students understand the core principles of
digital analytics, and how they can be used to enhance
business performance.
SiteCatalyst offers 24/7 support and account
management, but training is an additional fee.
For those who prefer to track down solutions
online, a wealth of SiteCatalyst videos, guides
and tutorials are offered through Adobe for free.
7 Data Backup Google Analytics keeps data up to 25 months.
SiteCatalyst keeps all website data collected as
long as you’re a customer.
