Web Tracking with Adobe Analytics

The biggest advantage we have discovered during our long-lasting relationship with Adobe is the flexibility of its analytics solution. Unlike Google, Adobe Analytics has no predefined structures or mandatory templates that you use to transfer data to a database.

The data layer structure provided by Google, while very logical and easy to understand, also puts a certain limit on what you can do. For most websites, this is totally fine and sufficient. However, you can come at a cost when you start scaling your solution from a web to a customer journey analytics solution.

When it comes to system integration, Adobe Analytics gives you the flexibility to implement what makes the most sense for your solution. Of course, this flexibility comes with a higher development cost, but in our experience, it always pays off.

The Adobe Workspace data analysis and visualization tool is also very flexible. It allows you to create very detailed reports by simply dragging and dropping the various dimensions and metrics onto a board.

Of course, Adobe also provides standard reports to help you quickly gain valuable insight into your systems. However, you can easily customize and rebuild these. While Google only enables you to combine certain metrics and dimensions, Adobe gives you full flexibility in how you create your reports. However, you must also ensure that your chosen combination delivers meaningful results. 

Since Adobe's tools are multifaceted, you'll keep discovering new exciting functionalities and features over time.

Working with Adobe now encompasses other areas besides the analysis of websites or mobile apps. In recent years, Adobe has successfully launched its customer data platform (CDP) under the name Adobe Experience Platform. It offers a range of highly interconnected tools to facilitate real-time user analysis and user activation. The technological basis here is also a very powerful tag management tool for web tracking.

Customer Journey Analytics - the "big brother" of Adobe Analytics - is at the heart of the Adobe Experience Platform. Whereas previously you were limited to a single real-time data source (e.g., your website or mobile app), with Customer Journey Analytics you can now easily connect additional sources of data, such as CRM, to your analytics data. This gives you additional important insights.

The Adobe Launch integration on your website continues to serve as the basis here. The highly flexible and intuitive tag management system introduced by Adobe helps you associate data from additional sources and serves as the foundation for the Adobe Experience Platform.

If you want to build your CDP and you're already using Adobe Analytics, it's the first place to start your implementation.

If you're looking for a flexible analytics tool for your app or website and don't want to limit yourself to a specific vendor, Adobe Analytics offers a wide range of features and a high level of scalability. The data integrates well with third-party data visualization tools. Plus, the ability to build a comprehensive CDP with Adobe's tool stack ensures that your solution will be ready for years to come.

Like all solutions, this one has its price. Not only in monetary terms, but also with regard to the small barrier to entry when working with the complex tool.

Apart from that, Adobe offers a high degree of flexibility, scalability and data quality - making it one of our preferred technologies for website and app tracking and customer journey analysis.