This help page contains recommended use cases for each Adobe
Analytics tool. Tools should be considered in the order they are listed. If a
certain tool does not meet the need, move to the next one for consideration.
For more on Adobe Analytics Product Comparisons, go
Adobe Analytics Reporting User Interfaces
Analysis Workspace should be the go-to
user interface for all of your reporting and analysis needs. Adobe continues to
invest in and release monthly updates to this product. If there is a task you
cannot do in Analysis Workspace, consider the other interfaces below.
Reports & Analytics should be used:
- By beginner users who need
access to pre-built reporting that is easier to navigate.
- For accurate counting of
A4T Activity Impressions & Conversions.
- To understand Target
activity (Analytics for Target/A4T) lift and confidence.
- To access real-time data
in the UI.
- To set up Calendar events.
- To set up Targets.
- To view Bot reporting.
- To look at multiple report
suites in a single UI dashboard.
- To access unique Video
visualizations of Concurrent Viewer, Video Daypart, and Viewer Drop-off.
- To leverage Publishing
Lists in scheduled reporting .
Mobile Services UI
should be used:
- If a siloed view of
Mobile App data is desired.
- To manage the
implementation of your mobile app SDK.
- To set up mobile
advertising, such as in-app messaging, push messaging, and location targeting.
- If more interactive
visualizations are desired for App data (Sunburst).
- To visualize points of
interest on a map.
- For Lifetime value
Ad Hoc Analysis
should be used:
If true table builder functionality is desired. For example, a)
Analysis Workspace is not able to support what you need to build, b) you want
to be able to control when your table rebuilds, c) you want the table to
remember the various breakdown levels you would like applied to all rows, d)
you want to order metric rows manually
- To export 50,000 rows of
- If tab organization of
project work is desired.
- To use the Site Analysis
report (3D-pathing report).
Data Workbench should be used:
- As the most flexible
Analytics tool option (down to visitor-level, hit-level analysis).
- To create a multi-channel
dataset of online and offline interactions from CRM to POS to Web.
- For advanced attribution
(rules-based & algorithmic models).
- For predictive,
statistical modeling (propensity scoring, clustering, correlations, etc.).
- For Latency analysis (time
before / since an event).
- For identification and
export of complex segments throughout Adobe Experience Cloud.
Importing Data into Adobe Analytics
Classifications should be used:
- When there is metadata you
want to associate to a collect value (eVar, prop, marketing channel)
- Rule builder: use when
you have predictable formatted-values being collected for a variable, e.g.
delimited values. This approach allows you to set up rules once and largely
"set-it and forget-it".
- Browser importer: use
when you don’t have predictable values, or when you have a finite list of
values that requires a one-time update. This approach requires that you do
ongoing monitoring of the classifications for new values.
Data Sources should be used:
- When there is offline data
you want permanently written into Adobe Analytics
- Summary: simple data
uploads, by day or limited dimensions
- Transaction ID: data
uploads that connect an online endpoint to offline data, and fully associate
imported data to a visitor snapshot captured online (e.g. orders complete
online, and get returned offline)
- Full Processing:
time-stamped data sources, processed as if it was a hit collected by Adobe
servers. I.e. data gets inserted directly into the visitor journey.
(formerly known as Genesis) should be used:
- When you engage with a
3rd-party provider that has built a supported connection with Adobe Analytics.
Data Connectors typically incorporate summary-level data into Adobe Analytics
permanently and automatically, on a recurring basis.
Data Insertion API should be used:
- When you need to upload
data into Adobe Analytics, and cannot use the Adobe AppMeasurement or mobile
Customer Attributes should be used:
- If you capture enterprise
customer data in a customer relationship management (CRM) database and want to
upload the data to the Experience Cloud.
- If you want to use CRM
data for deeper analysis in Analytics, or as targeting criteria in Adobe
Audience Analytics should be used:
- If you want to incorporate
Adobe Audience Manager (AAM) audience data such as demographic information
(e.g. gender or income level), psychographic information (e.g. interests and
hobbies), CRM data, or ad impression data into any Analytics workflow.
- If you want uploaded CRM
data to be time based, because this integration sends new information to
Analytics hit by hit.
Exporting Data from Adobe Analytics
Report Builder should be used:
- If the customized layout
options of Workspace are limiting (anything is possible in Report Builder,
within the limits of Excel).
- To loosely tie in user
inputs or offline data sources (impressions, cost) to Adobe data. More
permanent solution for tying in data is Data Sources (see Importing Data to
- To merge data together
from different dimensional reports (e.g. promo impressions report joined with
promo click-to-conversion report).
- For cross-report-suite
- If automation through
scheduling is desired (XLSX, XLSM, CSV, PDF, TXT, XML, MHT).
Data Warehouse should be used:
- To access variables
otherwise hidden in the UI – IP address, Experience Cloud ID, Analytics Visitor
ID, Page URL)
- To access more granular
data than the UI (denormalized table view)
- To download data in a
format suitable for a Pivot Table input
- If the client wants to
input Adobe data into a 3rd-party data visualization tool (slightly summarized,
and not hit-level)
- To access all unique
dimension values if you are running into “Low Traffic” in Adobe Analytics
Data Feeds should be used:
- To utilize the most
granular data feed we can provide (visitor ID, hit).
- If the client wants Adobe
data stored in a client-side database, at the most granular level we can send.
- If the client wants to
develop a Business Intelligence (BI) tool or input hit-level Adobe data into a
Reporting APIs should be used when
the other visualization options do not meet your needs. The 3 API options
- Fully Processed:
when you want feature-rich data (including visits, visitors, and segments).
This is typical Analytics UI summarized data, available within ~30-90 minutes.
Can be used through Report Builder.
- Real-Time: when you
want to view a few metrics and dimensions with seconds of latency. This is
limited, partially processed, summarized data that is available within ~30
seconds. Includes unique algorithms of most popular, gainers, and losers. Can
be used through Report Builder.
Stream: when you want a stream of partially-processed hit-level
Analytics data within seconds of collection. This is partially processed data,
available within ~30 seconds. Available for Analytics Premium only. Requires
some way to visualize the data, typically through an Engineering Services
Engineering Services should be used when:
- The other Adobe tools
don’t meet your needs.
- You want a custom
- You want a fully automated
- You want to reach many
- You have multiple data
- You have complex data ETL
- You want custom branding.
- You want to visualize
Analytics Live Stream.