Adobe Analytics

Unified customer analytics across data, content, and journeys. business.adobe.com

Attribution & BI
★★★★☆ 4.3
1982 Founded
10001+ Employees
5000+ (estimated based on third-party customer lists and Adobe references). ([readycontacts.com](https://www.readycontacts.com/target-account-profiling/adobe-analytics/?utm_source=openai)) Customers
San Jose, California, USA Headquarters
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Quick Facts

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Website
business.adobe.com →
Starting Price
unknown
Pricing Model
custom
Free Trial
unknown days
Company Type
public
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About Adobe Analytics

Adobe Analytics is Adobe’s flagship digital analytics solution within Adobe Experience Cloud, giving marketing, product, and business teams a unified view of how customers engage across websites, mobile apps, products, and content. It combines real-time data collection, advanced analysis, and activation capabilities so teams can move from raw clickstream data to decision-ready insights and downstream actions. business.adobe.com

The product originated from Adobe’s 2009 acquisition of Omniture, whose SiteCatalyst platform evolved into what is now Adobe Analytics. Over the last decade and a half, Adobe has expanded analytics beyond traditional web reporting into a multi-product suite that includes Customer Journey Analytics, Web & Mobile Analytics, Product Analytics, and Content Analytics, all built on Adobe Experience Platform. This evolution reflects Adobe’s broader shift from creative tools into enterprise customer experience management. blog.adobe.com

Adobe Analytics emphasizes flexible, enterprise-grade analysis through its Analysis Workspace interface, where users can drag and drop dimensions, metrics, segments, and visualizations to build highly customized dashboards and reports. Under the hood, it offers near–real-time streaming collection, AI- and ML-powered features like anomaly detection and contribution analysis, cohort and funnel analysis, cross-device stitching, and sophisticated marketing attribution models. Deep integrations with other Adobe Experience Cloud applications—such as Real-Time CDP, Journey Optimizer, Target, Marketo Engage, and Experience Manager—allow organizations to pass insights and audiences directly into activation workflows. business.adobe.com

In the broader market, Adobe is consistently recognized as a leader in enterprise digital analytics, particularly for organizations with complex, omnichannel customer journeys and large data volumes. In The Forrester Wave: Digital Analytics Solutions, Q3 2025, Adobe was named a Leader, with analysts citing its forward-looking vision and the way Customer Journey Analytics extends Adobe Analytics into cross-channel, person-centric insights. Thousands of major brands across retail, financial services, media, telecom, and other industries rely on Adobe Analytics to drive experimentation, personalization, and data-driven growth initiatives. business.adobe.com

Key Features

Real-time digital data collection - Ingest behavioral data from web, mobile apps, kiosks, and streaming media in near real time. business.adobe.com

Flexible data views & governance - Adjust post-processed data views, correct tracking errors, and manage data residency and access without altering raw datasets. business.adobe.com

Analysis Workspace - Drag-and-drop canvas for building ad hoc analyses, dashboards, and rich visualizations across unlimited dimensions and metrics. business.adobe.com

AI-powered anomaly detection & contribution analysis - Use machine learning to automatically surface anomalies and identify drivers behind performance changes. business.adobe.com

Advanced segmentation & cohorts - Create unlimited segments and cohort analyses to understand retention, churn, and lifecycle behavior over time. business.adobe.com

Journey visualization (flow & fallout) - Visualize paths, drop-offs, and multi-step funnels across sites and apps using flow and fallout reports. experienceleague.adobe.com

Cross-device & cross-channel analytics - Stitch identities across devices and channels to build person-level journeys in conjunction with Customer Journey Analytics. business.adobe.com

Marketing attribution modeling - Compare rule-based and algorithmic attribution models (first-touch, last-touch, linear, time-decay, custom, and more) on any metric. business.adobe.com

Predictive insights & forecasting - Leverage AI/ML services for forecasting, propensity modeling, and automated insight generation to prioritize optimization opportunities. business.adobe.com

Customer Journey Analytics - Optional application that unifies online and offline data for cross-channel, person-centric journey analysis with AI-driven insights. business.adobe.com

Product & content analytics modules - Product Analytics for feature and journey usage in digital products and Content Analytics for asset-level performance and creative attributes. blog.adobe.com

Executive dashboards & mobile scorecards - Role-based dashboards and mobile-ready scorecards, including an Adobe Analytics dashboards mobile app for on-the-go access. business.adobe.com

Open APIs, SDKs & data feeds - Bulk and streaming APIs, data feeds, and warehouse exports to platforms like Azure, Amazon S3, Google BigQuery, and Snowflake, plus SDKs for custom integrations. business.adobe.com

Enterprise-grade privacy & governance - Role-based access, data usage labels, residency controls, and governance tooling aligned with Adobe Experience Platform's compliance framework. business.adobe.com

Pros & Cons

👍 Pros

  • Extremely flexible and powerful segmentation, with customizable dimensions and metrics that can be tailored to complex business needs. trustradius.com
  • Analysis Workspace provides a robust drag-and-drop interface for building rich dashboards, visualizations, and ad hoc analyses without writing code. business.adobe.com
  • Handles very large data volumes with high accuracy and minimal or no sampling, making it suitable for enterprise-scale traffic. trustradius.com
  • Deep integrations with other Adobe Experience Cloud products and many third-party tools enable seamless activation and cross-channel reporting. g2.com
  • Rich reporting capabilities (cohorts, funnels, paths, attribution, automated insights) give teams comprehensive views of customer behavior and marketing performance. business.adobe.com

👎 Cons

  • Steep learning curve and non-intuitive UI for new or non-technical users; many reviewers say it requires significant training and specialist support. g2.com
  • High licensing and total cost of ownership, often putting it out of reach for smaller organizations compared with free or cheaper alternatives. g2.com
  • Workspace and reports can feel slow or sluggish with very large datasets, and complex implementations can be time-consuming to maintain. capterra.com

User Reviews

G2
4.1
★★★★☆
Capterra
4.5
★★★★★
TrustRadius
8.3
★★★★★

Integrations

Adobe Experience Platform Adobe Customer Journey Analytics Adobe Journey Optimizer Adobe Real-Time Customer Data Platform Adobe Target Adobe Experience Manager Sites Adobe Experience Manager Assets Adobe Marketo Engage Adobe Commerce Adobe GenStudio for Performance Marketing Salesforce Salesforce Marketing Cloud Intelligence Microsoft Dynamics 365 Microsoft 365 Microsoft Power BI SAP Analytics Cloud Google Ads Google BigQuery Amazon S3 Snowflake Shopify WordPress.org Windows 11

Best For

Company Size

mid-market enterprise

Industries

Retail & eCommerce Financial Services Media & Entertainment Telecommunications Travel & Hospitality Technology & SaaS

Use Cases

Web and mobile analytics Cross-channel marketing attribution Customer journey and path analysis Conversion funnel and checkout optimization Audience segmentation and personalization measurement Experimentation and A/B test analysis

FAQ

What is Adobe Analytics?

+

Adobe Analytics is an enterprise-grade digital analytics platform within Adobe Experience Cloud that collects, processes, and analyzes behavioral data from web, mobile, and other digital touchpoints. It provides real-time reporting, advanced segmentation, journey and attribution analysis, and AI-powered insights, and can be extended with Customer Journey Analytics, Product Analytics, and Content Analytics for cross-channel, person-level intelligence. business.adobe.com

How much does Adobe Analytics cost?

+

Adobe Analytics uses a custom, quote-based pricing model rather than public list prices. Adobe structures its Web & Mobile Analytics offering into Select, Prime, and Ultimate packages, and overall pricing for the analytics suite depends on factors like monthly data volume (server calls or events), number of digital properties, required features (for example, Customer Journey Analytics), user seats, and contract length. Prospective customers must contact Adobe sales via the pricing page to receive an individualized proposal. business.adobe.com

What are the main features of Adobe Analytics?

+

Key capabilities include real-time digital data collection; flexible data views and governance; the Analysis Workspace drag-and-drop analysis environment; advanced segmentation and cohort analysis; journey visualization such as flow and fallout reports; cross-device and cross-channel analytics; rule-based and algorithmic attribution; AI- and ML-based anomaly detection, contribution analysis, and forecasting; and tight integrations with Adobe Experience Cloud, major cloud data warehouses, and BI tools. Optional modules such as Customer Journey Analytics, Product Analytics, and Content Analytics extend these capabilities across offline data, product usage, and creative assets. business.adobe.com

Who are Adobe Analytics's main competitors?

+

Common alternatives to Adobe Analytics include Google Analytics 4 (and its enterprise GA360 offering) for web and app analytics, Amplitude Analytics and Mixpanel for product and behavioral analytics, and Piwik PRO or Matomo for organizations prioritizing on-premises or EU-hosted deployments. Each of these tools tends to offer simpler onboarding and lower cost than Adobe Analytics, but generally with less depth in cross-channel enterprise use cases and weaker integration with Adobe's broader CX stack.

Is Adobe Analytics good for small businesses?

+

Adobe Analytics is technically capable of serving small businesses, but its pricing, implementation complexity, and learning curve are optimized for mid-market and enterprise organizations with dedicated analytics and marketing operations teams. Smaller companies or those just starting with digital analytics often find more value in lighter-weight or freemium tools like Google Analytics 4, and may consider Adobe Analytics later when their traffic, data complexity, and personalization ambitions justify an enterprise platform and supporting resources.

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