Introduction
Adobe Analytics is a leading platform for web and app analytics, enabling businesses to track and measure user interactions across multiple digital channels. With powerful tools for collecting, analyzing, and visualizing data, Adobe Analytics helps organizations optimize user experiences and make data-driven decisions. This course is designed to introduce you to the fundamentals of Adobe Analytics, focusing on how to get started with web and app analytics to maximize the value of your digital data.

Prerequisites

• Basic understanding of digital marketing concepts
• Familiarity with web analytics terminology and metrics
• Basic knowledge of HTML and JavaScript is helpful but not required

Table of Contents

1. Introduction to Adobe Analytics
1.1 What is Adobe Analytics?
1.2 Key Features and Benefits of Adobe Analytics
1.3 Overview of the Adobe Experience Cloud
1.4 Setting Up Your Adobe Analytics Account and Interface

2. Understanding Web and App Analytics
2.1 The Importance of Analytics in Digital Marketing
2.2 Tracking Web Traffic and User Interactions
2.3 App Analytics: Understanding Mobile User Behavior
2.4 Differences Between Web and App Analytics

3. Adobe Analytics Interface Overview
3.1 Navigating the Workspace
3.2 Customizing Dashboards for Your Needs
3.3 Accessing Reports and Data Views
3.4 Understanding Report Suites

4. Setting Up and Configuring Adobe Analytics
4.1 Configuring Tracking Code for Websites and Apps
4.2 Creating and Managing Report Suites
4.3 Implementing Variables: eVars, Props, and Events
4.4 Setting Up Custom Metrics and Dimensions

5. Collecting Data from Websites and Mobile Apps
5.1 Tracking Page Views and Visits
5.2 Configuring Mobile App Analytics Tracking
5.3 Integrating Adobe Analytics with Third-Party Tools (e.g., Google Tag Manager)
5.4 Data Collection Best Practices

6. Analyzing Web and App Performance
6.1 Creating Custom Reports and Dashboards
6.2 Segmenting Data for Deeper Insights
6.3 Analyzing Traffic Sources and Conversion Paths
6.4 User Behavior Analysis: Heatmaps, Clickstreams, and Funnel Analysis

7. Tracking Conversions and ROI
7.1 Setting Up and Tracking Conversion Goals
7.2 Measuring ROI from Digital Campaigns
7.3 Analyzing E-commerce Metrics (e.g., Average Order Value, Cart Abandonment)
7.4 Attribution Models and Multi-Channel Reporting

8. Visualizing Data with Adobe Analytics
8.1 Using Visualizations to Present Key Metrics
8.2 Building Custom Graphs and Charts
8.3 Exporting Data to Excel and Other Formats
8.4 Sharing Reports and Insights with Stakeholders

9. Advanced Analytics Features
9.1 Leveraging Adobe Sensei for Automated Insights
9.2 Predictive Analytics: Forecasting Trends and Behavior
9.3 Analyzing Customer Segments and Personalization
9.4 Setting Up Alerts for Key Metrics

10. Troubleshooting and Data Quality
10.1 Identifying Common Data Collection Issues
10.2 Verifying Data Accuracy and Completeness
10.3 Troubleshooting Implementation Errors
10.4 Best Practices for Maintaining Data Quality

11. Integrating Adobe Analytics with Other Adobe Solutions
11.1 Integrating Adobe Analytics with Adobe Target for Personalization
11.2 Leveraging Adobe Campaign for Marketing Automation
11.3 Integrating with Adobe Audience Manager for Audience Segmentation
11.4 Using Adobe Experience Manager (AEM) for Content Management

12. Case Studies and Use Cases
12.1 Optimizing Web Experiences for Increased Conversions
12.2 Analyzing Mobile App Usage to Improve Engagement
12.3 Driving Marketing Campaign Success through Data-Driven Decisions
12.4 Case Study: Using Adobe Analytics to Improve Retail Website Performance

13. Best Practices for Ongoing Analytics Optimization
13.1 Continuously Improving Data Collection Strategies
13.2 Analyzing Long-Term Trends and User Behavior
13.3 Collaborating Across Teams to Leverage Analytics
13.4 Keeping Up with New Features and Updates

Conclusion
Adobe Analytics is a powerful tool for web and app analytics, offering valuable insights into user behavior, conversions, and overall digital performance. By mastering the fundamentals of Adobe Analytics, you can optimize your website and app strategies, improve user experiences, and drive better business outcomes. This course will help you gain the foundational skills to navigate the platform and start making data-driven decisions that align with your business goals.