Learn about the latest innovations announced at Adobe Summit 2018


Adobe Analytics is constantly improving. See what’s new.

With Adobe Analytics, you always have access to the new features as soon as they’re released. Take a look at the latest.

Fall 2017 Release

Audience Analytics

You can now bring Adobe Audience Manager segments into Adobe Analytics. By combining third-party advertising, demographic, and psychographic data with first-party data within Analytics, you can enhance audience discovery and gain insights to help you improve content personalization, audience composition, and media execution.

Analysis Workspace enhancements

We've made further enhancements to Analysis Workspace to deliver customer insights more intuitively and easily than before, like expanded Contribution Analysis entitlements, virtual report suite component curation, mobile reporting enhancements, server-side forwarding, map visualization of location data, and more.

Context-Aware Sessions

Introducing Context-Aware Sessions, the industry's first flexible session-reporting solution for multi-channel customer experience analytics.

Fall 2016 Release

Flow Exploration

Visualize how customers move through your sites and mobile apps. Easily overlay key metrics to further break down and explore user behavior, allowing you to drive improvements on content and flow. When you discover a common usage pattern, you can create a dynamic audience segment of that cohort of users.

Fallout Analysis

Easily drag, drop, and rearrange steps along the user experience to better understand where users are disengaging — and where they go. Compare multiple segments at one time to see how they differ. And finally, use the conversion funnel segment builder to create audience segments of those who fall out at any stage to drive remarketing and personalization.

Intelligent Alerts

The algorithms from Anomaly Detection ensure that you’re sent alerts based on your organization’s unique data, eliminating false positives. Alerts, which can be delivered through email or SMS, contain links to auto-generated Analysis Workspace projects displaying all related anomaly details.

Analysis Workspace Starter Projects

The new Starter Projects in Analysis Workspace provide a natural ramp-up if you’re trying Analysis Workspace for the first time. Get out-of-the-box answers to common business questions across the web and mobile apps, as well as specific templates for vertical industries.

Enhancements to Anomaly Detection and Contribution Analysis

Performance improvements to the algorithms used in Anomaly Detection and Contribution Analysis include year-over-year comparisons, holiday detections, and weekend/weekday identification. There’s also added support for hourly, weekly, and monthly granularities.

New Time Dimensions

The new Dynamic Time Segments allow you to build segments that contain rolling date ranges to answer questions about ongoing campaigns or events. Additionally, the new Time Comparison feature in Analysis Workspace lets you take any column containing a date range and create a common date comparison, such as year over year.

Custom Histograms

The new histogram visualization in Analysis Workspace allows you to visualize distributions of customer behavior quickly and easily. This feature helps you spot outliers quickly, so you can concentrate marketing or product development on the right sources — not generalized averages.

Improved Segment Management

The new experience for editing multiple requests provides the ability to add, remove, and replace all segments within the target requests block. This enables better management and editing of segments across multiple requests.

Expanded User and Group Management

Changes to the user and group management controls allow Adobe Analytics administrators to individually determine permissions and edit predefined groups (for example, all report access.) Additionally, Adobe Experience Cloud administrators can create Experience Cloud users and assign them to permission sets in the Admin Console.

Spring 2016 Release

Activity Map

Understand your data better through real-time contextual information that shows the most valuable elements of individual pages and experiences. Activity Map gives you advanced visual intelligence for digital analysis so you can measure traffic, conversion, and success metrics overlaid on the pages of a site.

Virtual report suites

Virtual report suites help you define permissions so you can determine which groups of users can see which subsets of data. Use this ability to improve privacy and access controls for data management and ensure that end users can have a relevant, personalized analytics experience.

Analysis Workspace updates

Download and schedule Analysis Workspace reports for delivery in PDF and CSV formats.

Support for Facebook Instant Articles and Google AMP

Adobe has partnered with Facebook and Google to support the measurement of Instant Articles and Accelerated Mobile Pages (AMP) to help solve the problems that affect the mobile web experience — namely slow content loads and difficulty understanding audience engagement. Both Instant Articles and AMP allow content to load instantly and provide a better mobile web experience for all.

Segment IQ

Segment IQ compares and surfaces the significant behavioral differences between segments through the automated analysis of all your metrics and dimensions. Gain new visibility into which segments are most important to your businesses and why, in order to acquire and convert customers more efficiently.

Fall 2015 Release

Analysis Workspace

Use flexible data views and multiple shaping tools to speed up analysis so you can quickly answer questions. Easily organize the data elements and tools for non-analysts so the right data is displayed based on the user’s role in your organization. This puts data into an environment that encourages discovery for all users.

Cohort Analysis

Better understand customer engagement by comparing groups of people who share common characteristics over time. Build user groups based on certain activities such as first purchase, sign-up date, and product order — and then track these groups over time to see how they continue to interact.

Federated Analytics

With federated analytics, you can automate and streamline the sharing of video data in real time, sending it to the right people in standardized formats. Those sharing the data are able to control how it will be shared during each video playback, down to the level of individual videos. Those receiving the data can specify where it should be sent (a specified report suite), based on defined triggers.

Over-the-top (OTT) Analytics

Adobe Analytics now provides standardized measurement of both video and apps for the following OTT IP connected devices: Roku, Apple TV, Chromecast, and Xbox One. Measure these devices to get a complete view of content engagement. And learn how OTT is driving viewer behavior, which will ultimately increase opportunities for ad monetization.

Quality of Experience (QoE) metrics

See how video quality affects engagement, time spent, ad impressions, and videos viewed. Collect data on buffering, bitrates, errors, and viewer drop-offs based on poor experiences to gain better vision on how customers interact with your videos. Respond to these QoE insights to create higher viewer engagement.

Push Messaging

With Adobe Analytics for Mobile Apps, send personalized push notifications to engage customers. Create, test, manage, and report on push messages in a single workflow. With data collection, you can track the right metrics for success and discovery, which will help you know when to send out messages that will actually connect. Use prebuilt templates for multiple message types and preview what they’ll look like for various mobile devices.

Enhancements to mobile app acquisition tracking

With mobile apps, you can more accurately and easily measure acquisition and download activity, using third parties to help you understand attribution and success events. Build dynamic URLs and collect data on affiliate traffic for reports.

Updated search metrics

The “searches” metric now includes data generated on Linktrack hits, increasing the accuracy of the searches metric. Break the searches metric into any increment when it is the first action of the visit.

Time stamp data

Combine time-stamped mobile data with non-time-stamped live data from a browser in a single report suite. This update allows you to add support for offline data to mobile apps without having to change report suites.

Spring 2015 Release

Contribution Analysis

You no longer need to spend countless hours searching for explanations to changes in metrics. Contribution Analysis intelligently identifies “causes” or contributing factors for changes in trended data and anomalies. Save even more time by automating hundreds of reports comparing and contrasting results to deliver statistically relevant conclusions.

Customer Attributes (Enterprise Data)

Customer Attributes helps you combine descriptive data with online behavioral data to get more from your customer analysis and uncover new customer segments. It also allows you to bring in data from a CRM system or any other source of online or offline enterprise data.

Industry-leading and new Mobile App Analytics capabilities

Now it’s easier to understand customer engagement with your mobile apps. Cohort analysis allows you to compare your first-time users with your repeated visitors to tailor apps to their distinct wants and needs. Measure the retention of new and acquired users with side-by-side segmentation and comparison.

Freeform Analysis (Beta)

Freeform Analysis is a new workspace that helps you create custom analysis projects out of component parts (dimensions, segments, date ranges, metrics) in real time, and in an intuitive visual way. Allow your business to work with data safely, bringing insights to the surface at the speed of thought.

Report Builder support

We’ve improved the Report Builder scheduling process against errors like servers running out of memory. In addition, we’ve included safety scheduling to prevent you from accidentally submitting workbooks with a high probability of error.

Personalized Site Overview Dashboards

Enjoy a more personalized landing experience in Reports & Analytics with a dashboard dynamically based on your most viewed reports.

Additional eVars and events

Adobe Analytics customers can now access 100 total eVars and 1,000 events. Adobe Analytics Premium customers can access 250 total eVars (plus the 1,000 events).

Fall 2014 Release

Navigation reimagined

To make it easier to access your most used features, we’ve created a My Favorites list, a frequently viewed list, and a report history. Keyboard-sensitive navigation lets you easily maneuver the menus with the arrow keys and navigation hot keys. We’ve enhanced search to make it less strict on spelling and to display report details and breadcrumbs in search results — not just report names. This helps whenever a report name is used in categories, like fallout reports.

In-App Messaging

Create, manage, and report on in-app messages, which are delivered to users in real time, based on their actions, user traits, or location. Mobile App Analytics also provides prebuilt templates for multiple message types, including full-screen banners, alerts, and local notifications. The messages are delivered to the app without any app updates or new submissions to the app store needed.

Algorithmic Attribution

Use advanced statistics and machine learning to determine the fractional impact of each marketing touch along a customer’s journey toward conversion. This econometric model gives analysts a simple way to see which marketing touches were most impactful by analyzing incremental lift. The rules-based models then let you explore reasons why certain campaigns were more successful and how a combination of different campaigns may have had an impact.

Chord Visualization

Chord Visualization gives analysts a more visual way to explore the strength of relationships. It displays the correlation between different elements and gives analysts an alternative, faster way to visualize relationships than a correlation matrix.

Regression Analysis and Trend Lines

The new trend lines can be overlaid on graphs to present a visual and easy way to interpret the data. Regression analysis on the graph visualization allows analysts to perform what-if scenarios (for example, If visits increase to a certain level, what impact will this have on revenue?).

Latency Table

The latency table measures the period around a target event and all surrounding activity to give you insight into what activities customers perform before and after an event like a purchase. The latency table can now be based upon measurements other than days, such as visits. Instead of thinking of a customer’s journey strictly by time, you can understand it by actions.


For customers in large environments, the option of using K-means++ clustering will produce faster results as well as an alternative method for balancing the audience sizes of each cluster.

Updated Segment Export

Continuing our effort to make it easier to export data into systems such as Excel and R, there is an option for a new header along with CSV and TSV formats.

Transformation performance improvements

We have identified ways to improve the processing time during the transformation stage up to 50%. This allows analysts to run queries on the full dataset even faster after new data is loaded into the system.

Spring 2014 Release

Live Stream

In real time, access the marketing data that flows from your digital assets and campaign activities in order to rapidly respond to events of interest. This data is highly granular and is surfaced within seconds of collection. It also allows real-time correlation of trend data with causal factors, with access to all custom and standard variables (over 300 variables per hit), with no site retagging required.

Unified Segment Builder

Discover and analyze audiences more precisely and quickly. Easily drag and drop dimensions, events, and even other segments (segment stacking) to create the perfect segment definition you’re looking for. As you create segments as building blocks, you can ask questions and get answers without building a complex segment each time. The segment builder is fully integrated with all of the Adobe Analytics capabilities and the rest of Experience Cloud.

Segment Management

Create, edit, delete, tag, share, and approve segments. Perform actions on multiple segments at once for significant time savings. All segments are cross-report suite, so there’s no need to build the same segment multiple times across all your properties. Also, share segments with other users at the individual, group, or organization level so every user has access to the segments they need. Users can publish segments to analytics-powered targeting and mark segments as favorites.

Descriptions for dimensions and metrics

We’ve included the ability to add a short description for all custom dimensions and metrics (props/eVars/events). These dimensions are then displayed contextually in the web UI to help all users understand what they’re looking at. This is particularly helpful for non-analysts, who will now have a better understanding of the reports they are using.

Import dashboards and bookmarks into report builder

For Report Builder, we’ve added many additional features for Excel users. You now have the ability to import bookmarks and dashboard reportlets created in Reports & Analytics, as well as create Pathing and Fallout requests. This provides a more seamless workflow and integration point between Adobe Analytics on the web and analysis you are doing in Excel.

Macro support in Report Builder

We’ve added interactive controls for dates and segments, as well as support for macros, to make scheduled workbooks even more powerful. You can also lock down workbooks to prevent recipients from editing your requests, allowing analysts to create more functional and interactive workbooks for user consumption while maintaining integrity in workbook configuration. Finally, you can choose to work offline and pause requests to work more efficiently.

New OS Types Report

This report rolls up the items in the existing Operating Systems reports into higher level categories for simplified reporting.

Analytics for Target

Build segments in Adobe Analytics to help you analyze your Adobe Target activities and campaigns, and then leverage those same segments within Target for reporting on things like lift and confidence around your tests. You no longer need to prebuild segments in Target before running a test or creating an activity. All of your traffic, conversion, and pathing metrics from Analytics are also available within Target, in addition to the standard campaign entry and campaign exit metrics, to provide better analysis of the downstream impact of an activity.

Decision trees

Evaluate audience characteristics and engagement in a tree-like graph to express potential relationships to particular outcomes. For instance, marketers can predict the most likely decisions a customer will make and attempt to influence whether that customer will buy a product or service, watch a video, or perform another action. Traits such as geography, gender, and purchase history, among others, are factored into predicting a customer’s digital journey.

Density Visualization

With Density Visualization, you can select a dimension and pick a metric to display the top elements by metric size in an area graph. Elements will be organized from top left to bottom right from biggest to smallest, letting you see the relative size comparison of the elements you are visualizing. This visualization type supports trend and comparison analysis.


Finders are a new set of visualizations that organize and make accessible all the dimensions, metrics, and filters available for analysis. You can drag the items directly into a current visualization or open a new visualization directly from the Finder. With Finders, items necessary to perform analysis will be more readily available and easier to track down for users. You’ll spend less time searching through menus and more time performing and exploring the analysis.

Standard report types

Additional options under the new workspace menu include preformatted report templates based on common report types. These reports can provide initial starting points for reporting or analysis to help users find immediate value and ease them into the new experience.

3D scatter plots

With the recently released audience clustering capabilities, 3D scatter plots allow analysts to spatially understand how different metrics and attributes relate to one another and quickly visualize how they are correlated.

Rules-based Attribution Modeling

Adobe now provides out-of-the box rules-based attribution modeling to quickly expose the most impactful marketing channels and customer journeys. You can now evaluate your marketing touches with several prebuilt models and gain new perspective on the relationships between marketing interactions and conversion. You can also dynamically explore the impact of different weighting allocations to help you assess the full impact of marketing channels across the customer journey.

Mobile app acquisition analytics

We can now integrate pre-download activity with app usage data to get an accurate picture of campaigns for mobile apps. This means you can now tie mobile app downloads to a campaign and attribute that campaign to a broad set of user behaviors after the app is downloaded, providing deep insights into the lifetime value of users.