Adobe Analytics vs. Customer Journey Analytics: A Comprehensive Comparison

Adobe Analytics has been a powerhouse in web analytics for years, helping businesses analyze web and mobile app data effectively. However, as with any enterprise-level tool, it comes with challenges that can limit its capabilities in today’s dynamic, data-driven world.

So, is there a solution to these challenges?

The answer is a resounding YES: Customer Journey Analytics (CJA).

CJA, built on Adobe Experience Platform, is a cutting-edge analytics solution designed to provide a unified, real-time view of customers across multiple channels by integrating diverse data sources, both online and offline. It complements Adobe Analytics, offering powerful enhancements for businesses that need deeper insights and broader data integration.

In this article, we’ll compare Adobe Analytics and Customer Journey Analytics (CJA) across key features to help you determine which solution best fits your needs.

Adobe Analytics: The Current Industry Standard

Adobe Analytics excels at capturing and analyzing web and app data. Let’s break down its key capabilities:

1. Data Capture

• Utilizes AppMeasurement libraries (client-side), Mobile SDKs (app-side), Data Insertion APIs, and Bulk APIs (server-side).

2. Data Usage

• Data is organized in Report Suites for flexible reporting.

• Virtual Report Suites (VRS) allow for segmentation by channel, region, or custom rules.

3. Reporting and Analysis

• Analysis Workspace offers robust visualization options like Freeform, Cohort, and Fallout.

• Supports calculated metrics, anomaly alerts, and marketing channel analysis.

• Export options include PDF, CSV, and raw data feeds.

4. Identity

• Relies on cookies, ECID, and device graph data for cross-device tracking.

5. Segmentation

• Provides powerful Visitor, Visit, and Hit-based segmentation with sequential and exclusion filters.

6. Data Limitations

• Restricted to 200 eVars/props and 1,000 events.

• UI supports up to 500,000 unique rows of data monthly.

7. Data Latency

• Data is available within approximately two hours.

Customer Journey Analytics (CJA): The Next-Gen Solution

CJA represents a transformative approach to analytics, moving beyond traditional clickstream data to incorporate multiple data sources.

1. Data Capture

• Requires data to conform to Adobe Experience Platform’s XDM schema.

• Real-time data streaming via Web SDK; server-side options are on the way.

2. Data Usage

• Stores data in Adobe Experience Platform datasets, linked as CJA Connections.

• Data Views provide flexible analysis options with unlimited metrics and dimensions.

3. Reporting and Analysis

• Shares Analysis Workspace’s visualization features with Adobe Analytics.

• Currently lacks marketing channel support and anomaly alerts but plans to include them.

4. Identity

• Tied to custom namespaces within Adobe Experience Platform (e.g., loyalty IDs, CRM data).

5. Segmentation

• Mirrors Adobe Analytics' UI, offering Person, Session, and Event segment containers.

6. Data Limitations

• No limit on rows, unique values, or metrics in datasets.

7. Data Latency

• Data processing takes about two hours; real-time capabilities are under development.

Key Differences: Adobe Analytics vs. Customer Journey Analytics

Which Solution is Right for You?

Consider Adobe Analytics if:

• Your focus is primarily on web and mobile app data.

• You require out-of-the-box solutions for reporting and visualization.

Choose Customer Journey Analytics if:

• You need a unified customer view across multiple channels.

• Your business requires integrating vast datasets and analyzing complex customer journeys.

• Scalability and real-time data capabilities are critical for your success.

Learn More:
Explore the full capabilities of CJA on the Adobe Experience Platform. Watch video tutorials to master both Adobe Analytics and CJA.

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