I'm new to Adobe Analytics - where do I start?
Check out our new user guide for Analysis Workspace, the primary reporting user interface in Adobe Analytics. Then, continue to bolster your Adobe Analytics knowledge by reviewing our Analytics tips from prior years (2018 | 2019 | 2020) and reviewing our most recent releases.
The rest of this page will build on the foundation set by those resources.
Bring on the tips!
You can watch a recording of our 2021 Analytics Tips & Tricks Summit session below:
On this page, we cover the following Adobe Analytics tips:
- Analyze journeys that lead to a key success event
- Share data effectively to your organization
- Detect inactivity with Website Bot Detection plugin
- Reduce the learning curve of Analysis Workspace
- Sneak: User Preferences (Generally available March 25, 2021)
- Sneak: Previous Versions (Generally available May 20, 2021)
- BONUS: Skills Exchange webinar: Workspace Tips & Tricks
Analyze journeys that lead to a key success event
Features Used: Flow visualization, Sequential segmentation
The Flow visualization lets you explore the top journeys your customers have with your brand, across pages, channels and more. How can you use Flow to understand which of these journeys are driving meaningful success for your business though? Which journeys lead to orders, leads, applications, etc?
To answer this question, we marry together our sequential segment tips from last year and the Flow visualization. Start by creating a Flow visualization, with marketing channel (or any other dimension) as your exit point. Then, click to expand the journey backwards.
Next, create your "All hits before first X" segment. In this case, we are using Orders as our "X" success event. The segment will return all hits leading up to the first order (including the order hit), and toss out everything after.
All hits before success event segment
To see all journeys that lead to orders, apply the segment to your panel. To help validate that the segment works as expected, add a marketing channel table side-by-side. The table will show the last channel to drive orders, while the Flow will show the full set of channel touchpoints that influence the order. Note: with larger datasets, the Flow and table numbers may not align exactly due to processing differences between visualizations.
This type of analysis expands even further with CDA (stitched digital touchpoints) or CJA (stitched digital + non-digital touchpoints). Rather than looking at just web/app touchpoints separately, you can web + app together and online + offline touchpoints that lead to success for your organization.
Share data effectively to your organization
Features Used: Report Builder, Scheduled projects, CSV downloads, Mobile app dashboards, Sharing roles (view, duplicate, edit), Images, Color palettes
There are several different ways you can share Adobe Analytics data with your organization. With this tip, we want to help you navigate the options and choose the right medium for your recipients.
The first step, before you even begin your analysis, is to think about your recipients' roles and responsibilities. Step through the questions below to determine how willing they will be to login to a new place (Adobe Analytics), how data curious they are, and if they will ask further questions of the data. This will help you decide which sharing method will work best.
For recipients who won't login
If your recipients are not likely to login, or are very new to Adobe Analytics and need a curated experience, consider these options:
- Report Builder provides a flexible dashboard canvas in Excel from which you can build curated experiences. Users do not need to login and interactions can be limited.
- Scheduled PDFs from Workspace are a great stepping stone for your users, getting them familiar with the data and visualizations they will experience in Workspace. Users do not need to login and interactions are restricted.
- CSV datasets enable you to share data points to analyst recipients that need data, but maybe are not fully ready to login to Adobe Analytics. You can share a CSV of all visible data in Workspace (Project > Download CSV, or scheduling) or share up to 50000 rows of a particular table.
- 2.0 API is available should CSV downloads fall short for your recipients' needs. The API allows you to build flexible queries to send data downstream to recipients or other systems that need Adobe Analytics data.
An additional "non-login" way to share data is through Adobe Analytics dashboards (Mobile app). Mobile app scorecards are a second project type in Analysis Workspace. Curators can create tailored scorecards and then share them to recipients to be viewed on their Adobe Analytics mobile app. The mobile app requires an initial login, but then can be unlocked using biometric login moving forward. It is the perfect sharing option for recipients who want to keep their fingers on the pulse of the business.
For recipients who will login
For those recipients that are willing to login and want to ask more questions of the data shared to them, consider giving them access to the project in the browser.
Prepare your project to be shared
Before sharing the project, you can add your corporate logo and branded colors so that the project resonates immediately with those that open it.
Color palettes can be applied under Project > Project info & settings, while images can be added through the text editor by referencing a public image URL. A couple image hosting options that have been working for our customers are imgur.com and AWS public links, but choose whatever service meets your organization's security policies.
Images can also help to add visual context to project. Rather than just sharing data points about what is being analyzed, add a visual image to represent what is being measured. E.g. a homepage image, marketing channel banner, A/B test variants, and more.
Granting access to your project
The quickest way to share a project is to generate a link under Share > Get project link. You can also get a deep link to a specific panel or visualization by right-clicking their headers. When sharing a project, you can place recipients in edit, duplicate, or view-only roles depending on the level of interactivity you want them to have in the project.
We've put together the cheat sheet below to help you determine which role is best for each of your recipients, or groups of recipients:
Comparison of project roles
The next time you are planning to share analysis or insights with your organization from Adobe Analytics, we hope this overview of non-login and login options helps you make the best decision for your recipients.
For more data democratization tips, watch our full recorded webinar on the topic:
Detect inactivity with Website Bot Detection plugin
Features Used: Plug-in, Segmentation, Virtual report suites
Identifying bot traffic drives greater accuracy in all types of reporting, providing a mechanism by which to better measure legitimate site traffic. It is an important topic for our customers which is why we continue to build on our bot tips year after year.
The Website Bot Detection plug-in is designed to dynamically identify bot desktop visitors by adding an event listener for mouse movement. To implement the plug-in, follow the directions provided at the documentation link below.
Once implemented, build a segment that looks for your Website bot detection dimension to exist within a Visitor container. By selecting a visitor container, the bot data will be removed historically as well (assuming the visitor ID for the bot has remained consistent).
Website bot detection segment
Apply the segment to a virtual report suite (VRS) to clean up your data views. The segment can also be added to existing VRSs, such as our "Clean VRS" that we've built on in past sessions with Internal traffic, Junk data, and additional bot segments.
VRS used in reporting to remove bot impact
BONUS TIP: In the example above, the line visualization has quite a few peaks and valleys to it. To create a cleaner view of the overall trend, you can apply trendlines under Visualization settings. Regression and moving average trendline options are available so you can choose which one fits your line best.
Reduce the learning curve of Analysis Workspace
Features Used: Quick insights panel, Blank panel, Auto-table building, Component dropdowns, Component creation
We know from working with all of you that a blank Workspace screen can be an intimidating place to start your analysis, especially as a new user to Analysis Workspace or Adobe Analytics.
Last year, we shared our training tutorial template to help new users get started in Analysis Workspace. Continuing along this train of thought, we want to share more tips for reducing the Workspace learning curve so that you can continue building a culture of analysis in your organization.
Start from a Quick insights panel
Encourage new users to start their analysis from the Quick insights panel. The panel structures the building process into a more logic business question, where the user can plug in the dimension and metric of interest to automatically generate a table and visualization.
BONUS TIP: With the newly released User preferences, encourage new users to choose the Quick insights panel as their starting point for all new projects.
Automatically generate tables
If starting your analysis from a blank state, you can easily get into an analysis workflow by dragging & dropping one or many components into the middle. We will automatically build a table for you by putting components in the “right” positions. This saves you the step of having to figure out what goes in the rows and columns of the table.
Hide the left rail and use components dropdowns
When working with non-freeform table visualizations, we encourage you to hide the left rail completely! With component dropdowns, you can select what you need from a list of compatible components. This saves you from having to decide what component from the left rail will fit in each space.
Seamlessly create new components
Within the dropdowns, if you can't find what you need, you can create new components (segments, calculated metrics, date ranges) directly in your workflow.
For even more tips on how to analyze & action from data using Analysis Workspace, visit our New user guide.
Note: This feature was released on March 25, 2021.
User preferences enable you to apply consistent settings to all new projects and new panels in Analysis Workspace. For example, instead of having to manually apply a preferred color palette to every project you open, you can now make that selection at the user-level to have it apply to all new projects.
For a list of all user preferences currently supported in Workspace, visit our documentation.
Previous Project Versions
Note: This feature will be generally available on May 20, 2021.
With the release of co-editing in June 2020, it became apparent that greater visibility into saved project history was necessary. Previous project versions gives editors the ability to save a project with change log notes, and open previous versions to revert unwanted changes.
Skills Exchange Webinar: Workspace Tips & Tricks
Join Jen Lasser, Principal Product Manager, as she shares tips to improve your workflow in the areas of analysis, segmentation, attribution, visualization and sharing within Analysis Workspace.
Ready for more content?
Visit adobe.ly/aaresources for a full list of Adobe Analytics Spark pages & other helpful resources.