Adobe Analytics (former: Omniture) is a powerful Web analytics tool that provides a user with information of different levels of complexity and for different purposes. After having been working with this solution for three months, I can point out its ten best user features.
Feature one: flexibility in adding metrics. All reports already contain data, but Adobe Analytics allows you to select additional metrics for most reports. Those include: bounce rate, visits, visitors, exits, entries, etc. In addition, you can create calculated metrics from existing ones, using a variety of mathematical functions.
Feature two: segment creation. Segments basically filter data by different parameters, e. visit number or device type. To create a segment, select the parameter and one of the following: value equals/does not equal, value exists/does not exist, value is larger than…, smaller than..., then enter the value. You can segment your audience on hit, visit, or visitor basis. Examples of segments: all page URLs that contain “product”, all visitors with more than one visit, all visits from mobile devices, etc. You can also compare segments— display the metrical data from two segments side by side and see the difference in percentage. E.g. you can compare users of smartphones to users of tablets.
Feature three: visual representation. Every report includes a graph that can be either hidden or adjusted: the chart type can be changed, metrics can be selected or deselected or even split to be displayed on two different graphs. Data visualization helps you to perceive the trends or shares at first glance.
Feature four: Favorites and Bookmarks. Favorites function lets you save the created reports in your personal account and display their names on the right-hand side when you log in. Bookmarks is a similar function, however, you can share the bookmarks with other users of Adobe Analytics reports. One more way of sharing is a report is generating a short link to it and sending it per email.
Feature five: Dashboards. You can include any existing report into a custom dashboard. You can arrange repotlets in the dashboard the way you need and select if only the graph, the data table or both should be displayed. The dashboard allows you to set rolling or fixed time range for all the reports it includes. It is also possible to print, share and download dashboards. Dashboards are a convenient way to to summarize the performance of your website and monitor how business goals are being met.
Feature six: download options. Each report can be downloaded and saved in different formats, e.g. XLS, CSV, PDF, etc. You can set up automatic download and forwarding of a certain report to a stakeholder.
Feature seven: pathing reports. There are several reports in Adobe Analytics that enable you to record and analyze the user journey on the site to improve its usability. The most flexible reports are Path Finder and All Paths. In Path Finder, you can select user journeys that start with, end with or contain any page you are interested in. All Paths report shows user journeys on the site for a selected period, and you can additionally filter the report by path length.
Feature eight: Activity Map. This browser extension is easily installed and visualizes user activity on a given page. It records what links on a page were clicked within a reporting period and presents the data as bubbles with numbers or as a heat map. This is especially useful if you want to investigate where to place the most important information on your page or how the links placed “below the fold” perform.
Feature nine: Workspace. Workspace is a tool that allows you as a user to create customized reports and visualizations as well as print and share them. For example, you can select any segments and present them on a Venn diagram or a doughnut chart. Other diagram types include: bar charts, scattergrams, cohort tables, etc. Workspace gives you immense flexibility in working with data and presenting the results to stakeholders.
Feature ten: Targets and Alerts. Target empowers a company to access its current performance against a business goal (e.g. a desired number of visitors or page views). Adobe Analytics will generate a report that shows how the target is being met. Alerts, once you set them up, is a basic way to oversee the stability of the system. Should the main indicators fall below or rise above a secure span, the system will send out an email alert to the specified users.
As you see, Adobe Analytics offers a number of possibilities for deep-dive into the data. However, due to its complexity and cost, this software is only useful for large companies with significant amount of traffic on their website.