When we talk about web analytics tools , it is common to think of the already established Google Analytics. However, the Adobe Analytics tool also appears as one of the market leaders.
Although these platforms are similar in many ways, Adobe’s software has exclusive functions that make it a favorite for many large companies.
Therefore, it is worth understanding how Adobe Analytics works and how you can use it in your business.
Are you curious? We have prepared an article with everything about the tool. Check out the main content topics below – and enjoy reading!
What is Adobe Analytics?
Adobe Analytics is web analytics software launched in 2009 by Adobe, one of the largest technology companies in the world.
The tool works similar to Google Analytics, that is, it is capable of collecting, structuring and analyzing data from the web.
However, what sets it apart is the ability to track this data in real time, monitoring what happens minute by minute on your website.
This differentiates Adobe Analytics from the competition and means that the tool is widely used in large companies, since Big Data is already a reality in the corporate world.
After all, Adobe software uses this feature to process large amounts of collected data in an agile and precise way, providing results for your website and your marketing campaigns almost immediately .
But, beyond this essential factor, how does Adobe Analytics work? Let’s check it out in the following topic.
How Does The Tool Work?
As it is a tool designed for significant companies, Adobe Analytics has a more complex operation than its competitors.
To start using the platform, you need to fill out a registration form so that the company can contact you and schedule a demonstration.
It is worth mentioning that Adobe Analytics is a paid tool, with values that can exceed US$100,000 per year.
It all depends on the level of service contracted and your company’s traffic – which, if it is very high, requires greater collection and processing efforts to continue providing data in real time.
One way to make your initial experience with the product easier is to watch the complete Adobe Analytics course that the company created on YouTube .
This way, it is possible to get a good idea of the tool’s features and understand how the interface works. If you still have questions about the product, you can contact Adobe support.
What Are The Benefits of Adobe Analytics?.
There’s a reason Adobe Analytics is one of the biggest players in the web analytics market: it has several valuable benefits for companies that hire it.
These advantages become even more important if your business is interested in carrying out efficient marketing campaigns that are subject to constant adjustments for better results.
Let’s better understand these benefits:
Current data
One of the biggest advantages of Adobe Analytics is the so-called “current data”, reports provided in real time on the platform.
Traffic reports can be viewed almost immediately, with constant and detailed updates on user behavior on the website.
Conversion data takes up to 20 minutes to be generated, a very satisfactory number for measuring the success of campaigns and CTAs.
Data storage
Adobe Analytics stores all data collected from a website, as long as the domain is a client of the platform.
So, you don’t have to worry about losing valuable information over time, since the tool’s supply is constant and continuous.
Because of this, it is possible to consult old data and compare it with current data, create extensive reports and take advantage of everything that access to the entire network of collected information allows.
Custom Variables
The Adobe tool has 75 traffic and conversion variables, in addition to 100 event variables.
These numbers are very important to give us a dimension of how assertive the ability to analyze web data within Adobe Analytics is.
Compared to Google Analytics, for example, the number of variables available is up to 5 times greater.
And speaking of which, how does Adobe Analytics differ from Google Analytics? Let’s understand in the following topic:
Adobe Analytics VS Google Analytics
Adobe Analytics and Google Analytics are similar tools, but with fundamental differences.
Both are aimed at collecting and processing web data, allowing companies to monitor the results of their websites and optimize the digital marketing strategies adopted.
What many professionals don’t know is that, with the arrival of GA4 – the new standard version of Analytics –, the Google tool underwent fundamental changes in its operation.
Starting with the ability to track information from the web + applications, and no longer just websites. New features such as engaged sessions, average time and engagement rate also stand out.
With these new features in context, let’s look at the differences between the two tools:
Price
Google Analytics is a free tool, but it also has a paid version – Analytics 360 – which offers a much more robust platform for data processing.
Therefore, the target audience for this version is the same as Adobe Analytics, which does not mean that GA has the same support from these companies as its competitor.
Because of this, Google Analytics is much better known for its free version, which is unanimous among small and medium-sized companies – but which is also present in several larger companies.
Adobe Analytics, as we have already explained, has a single property, which is paid, but is a protagonist among the most robust businesses on the market due to its operation.
Agility
As it became clear throughout the article, Adobe Analytics is very agile in collecting and processing data.
Google Analytics, especially GA4, takes a day to count all visitors to a website within the stipulated period, and may offer inaccurate results before the first 48 hours.
Data history
One of the biggest challenges with Google Analytics 4 is that the historical data available for custom reports is only 14 months.
In other words, if you want to consult older information to create specific comparisons, you will have problems using the tool.
The Adobe platform, as we know, stores all collected data and makes it available to its customers.
Customization
GA4 allows the creation of up to 500 events, 30 of which are conversion events, per property.
These numbers are unlimited in Adobe Analytics, which proves to be more flexible and customizable than Google’s feature.
In fact, you can even create your own acquisition and attribution rules on the platform.
