Adobe Analytics serves as our primary tool for website tracking and journey creation, allowing us to understand how user behavioral activities occur on our website. We track user behavior using EVars and Props in Adobe Analytics, capturing the Marketing Cloud Visitor ID, which is a unique identifier assigned to each user. We capture that ID on every page along with the page URL and link clicks happening on the website. We plot reports in workspace in Adobe Analytics for page views and page URLs, and we can break down the Marketing Cloud Visitor ID with page URL to generate pathing reports. This shows how a user navigated, where the user clicked, what pages a user viewed, and how much time users spend on each page. In our organization, we receive leads from forms on our website. With Adobe Analytics, we determine how many people have started a form and how many people end up submitting the form. We have multiple steps in the form, which allows us to identify where users are dropping off. This helps us understand user pain points, and from an optimization perspective, we can determine if we need to make changes to our form flows.
Product Marketing Manager at a educational organization with 201-500 employees
Real User
Top 5
Sep 23, 2025
I am a user of Adobe Analytics. Oracle buys the software for us. I use Adobe Analytics for marketing and web analytics to understand more about how my web page performs. I use the tool for web page analytics. I set it up for our website as part of my marketing suite of tools.
Web Analytics solutions provide businesses with insights into their website performance and user behavior.
These tools collect and analyze data from website visits, allowing companies to optimize their digital presence. Through detailed reports and dashboards, businesses can monitor key metrics, analyze user journeys, and make data-driven decisions. Popular solutions include Google Analytics, Adobe Analytics, and Matomo.
Which features are critical in Web Analytics tools?
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Adobe Analytics serves as our primary tool for website tracking and journey creation, allowing us to understand how user behavioral activities occur on our website. We track user behavior using EVars and Props in Adobe Analytics, capturing the Marketing Cloud Visitor ID, which is a unique identifier assigned to each user. We capture that ID on every page along with the page URL and link clicks happening on the website. We plot reports in workspace in Adobe Analytics for page views and page URLs, and we can break down the Marketing Cloud Visitor ID with page URL to generate pathing reports. This shows how a user navigated, where the user clicked, what pages a user viewed, and how much time users spend on each page. In our organization, we receive leads from forms on our website. With Adobe Analytics, we determine how many people have started a form and how many people end up submitting the form. We have multiple steps in the form, which allows us to identify where users are dropping off. This helps us understand user pain points, and from an optimization perspective, we can determine if we need to make changes to our form flows.
I am a user of Adobe Analytics. Oracle buys the software for us. I use Adobe Analytics for marketing and web analytics to understand more about how my web page performs. I use the tool for web page analytics. I set it up for our website as part of my marketing suite of tools.