How to debug an Adobe Analytics implementation

In my previous post, I stated that you, as a Web analyst, should know the details of the web analytics implementation. It is not enough to just understand how to navigate through the Adobe Analytics UI; you also need to know how the data arrived there in the first place. In this post, I am going to show three different ways to debug an Adobe Analytics implementation.

Although this post might look a bit too technical, I believe that everybody involved in web analytics should read it. I know that, too often, we tend to categorise ourselves in “technical” or “business”, but some areas are common to both of these categories and what I am going do describe in this post is one of those areas.

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Learn the Adobe Analytics implementation before reporting

As I mentioned in my previous post about the differences between intent and success, today I am going to talk about my point of view of what a web analyst needs to know regarding the implementation.

A few years ago, I was talking with an intern in my office. While talking about her tasks in the company, she told me that she had not followed the official Adobe Analytics training and, instead, she had taught herself the tool. That sentence surprised me a lot and I did not know what to say. I have devoted 5 years to Adobe Analytics and there are still some areas in which I could learn more. How could an intern learn in a few days or weeks enough of Adobe Analytics to use it with confidence, without proper training? Over time, I have been thinking a few times about that comment she made.

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Differentiating intent and success in web analytics

Most of you will agree with me that the main task of a web analytics is to analyse the success metrics under different conditions. In general, this means analysing these metrics against different dimensions, segments, dates… This is precisely where Adobe Analytics excels. I will get into more details in a later post, but, as an analyst, you need to know how the data has been collected. One of the typical examples I give to my customers is when I explain them the different between intent and success.

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