Web Analytics

Adobe Analytics: Pros and Cons of a Powerful Tool

Adobe Analytics is an analytical tool that gives you valuable insights into your website visitors’ behavior. It provides a variety of metrics, based on an extensive measurement framework, and takes into account website traffic, engagement, and sales. It is designed to help you answer questions related to user location and device type, e-commerce conversion rates, channel performance, and audience demographics.

Adobe Analytics collects data based on user preferences and allows marketers to target users effectively. It can also help you identify good sources of targeted traffic and optimize your overall marketing activity.

This blog post will discuss this solution’s advantages and disadvantages.


  • It offers a rich set of tools, including Reports & Analytics, Analysis Workspace, and Report Builder. We find it useful in particular the Analysis Workspace, which is a flexible tool that allows you to quickly build analyses and share insights. The drag-and-drop interface makes it easy to create an analysis, then add visualizations and datasets, with the ability to share your work with other people in your organization.
Adobe charts
  • The segmentation available within the reporting tool is quite flexible and you can create customized calculated metrics.
  • You can build automatized reports and request to receive them via email on a schedule (in pdf or CSV format)
  • Easy to build conversion funnel. This is useful when you want to visualize the full customer journey to the purchase page or thank you page.
Adobe funnel
  • You can set alerts for a given threshold and receive notifications when the alert is triggered. This will be particularly useful for example if you have a sudden drop in traffic. You would then get notified and can look closer into it and investigate further.


  • Adobe Analytics is a costly tool. It starts at $500 per month which is more expensive than the industry average. Although there are different plans available, it does not offer a free version.
  • It lacks solid technical support. There are several disadvantages of AA for new users, including the fact that the support services are somewhat lacking from a technical standpoint. The answers you get are often incorrect or not very helpful.
  • It is not the easiest analytic tool to use. Adobe Analytics is considered to be not beginner friendly and it also needs high a level of expertise in the implementation phase.

Adobe Analytics VS GA4:

Here we put together some of the differences between Adobe Analytics and Google Analytics GA4:



According to enlyft.com in 2022 AA was used by 69,270 companies with 1M-200M dollars in revenue, 85% located in the United States. Several Adobe users are happy with the tool and would not want to switch to another. However, it should be noted that Adobe Analytics is intended for users with a basic understanding of digital analytics.

We would be happy to assist you if you would like advice or support in implementing the Adobe Analytics solution.

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