How the Contentsquare-Adobe Analytics integration completes the picture of your digital experience

What is Adobe Analytics?

Adobe Analytics is a tool within Adobe's suite of marketing and analytics solutions that helps its users gain insights and enhance their digital marketing strategies.

Powered by machine learning and artificial intelligence (AI), Adobe Analytics uses Adobe Sensei to analyze customer segments to find differences, attribute conversion factors, and predict future behaviors.

This robust tool highlights where customers interact on web, mobile, and app, the channels they prefer, and the experiences they engage with most. Users can see how interactions with specific touchpoints across all channels impact conversion, based on rules-based and advanced attribution models.

It also offers predictive analysis, drawing on advanced statistical models to sift through large volumes of data and find patterns to help predict future behaviors, such as the likelihood of a customer converting.

How does the Contentsquare-Adobe Analytics integration work?

Adobe is part of our partner ecosystem, which is designed to enhance our platform, empower and promote our partners, and deliver benefits to our customers.

Our Technology Partners, of which Adobe is one, provide products and technologies that integrate with, and extend, our platform. This means you can access our crucial behavioral data and experience insights across a host of other third-party tools and applications.

By combining Adobe Analytics' in-depth segmentation with Contentsquare's in-page metrics, you get the full picture of each user journey, across existing and future segments.

With the Adobe Analytics integration, you can

• Analyze customer journeys by segment, and track how visitors progress from entry to exit

• Visualize how visitors interact with page elements using unique engagement, conversion, and revenue metrics

• Import Adobe Target test variations and get visual insights as to why a certain test won and how to improve on future tests.

Once you add a snippet of code to import your Adobe segments into Contentsquare, you're all set. You can then:

1. Visualize customer journey activity for Adobe segments

Adobe segments let you identify subsets of users based on their attributes, site interactions, or custom variables. Segments can identify a range of user characteristics, including who your users are, what devices they use, and where they navigated from.

With the integration, you can import Adobe segments into Contentsquare's Experience Intelligence platform to visualize your segments' activity through a number of capabilities, including:

Heatmaps, which shows how each user segment interacts with every element on your website or mobile. This feature can help you improve your segments over time, improve customer acquisition, return on investment (ROI), focus testing, and develop superior digital journeys that consistently lead to conversion.

Contentsquare's Heatmaps lets you track every click, hover, scroll a user takes

Journey Analysis, which lets you analyze navigation patterns for imported segments based on specific behaviors (Ex: bounced, engaged with hero banner, etc.) If you're already an Adobe Analytics user, you know how many of your customers start their journey on your site and exit before converting—imagine what you could do if you knew what exactly made them drop off, and why?

2. Adobe Target test variation insights

Adobe Target helps its users conduct A/B tests and multivariate tests. It provides detailed quantitative data on how each variation performs in a number of ways, including conversion rates or click-through rates.

By integrating Adobe Target tests into Contentsquare's all-in-one platform, you can dive deeper into your tests to better understand why some variations perform better or worse.

3. Review individual user sessions

Use Contentsquare's Session Replay capability to reconstruct an individual visitor session directly in Adobe Analytics.

You can unlock customer pain points, validate hypotheses, and share replays with key stakeholders—all of which can help you optimize your customer experience and boost engagement.

Contentsquare's Session Replay lets you watch key sessions to reveal what customers experience in their journey

3 core benefits of the Contentsquare-Adobe Analytics integration

Now you know what the integration can do, it's time to discover its benefits.

1. A deeper understanding of top-of-funnel behavior

Contentsquare's integration with Adobe Analytics provides a deeper understanding of your top-of-funnel behavior so you can optimize your acquisition cost and return on ad spend (ROAS). You can target certain segments to improve your marketing channel performance and optimize your customer journey and onsite engagement.

Contentsquare's platform collects all data without the need for you to pick and choose what to track, so you can dive into the data retroactively. This means you can make data-driven optimizations that result in a better customer experience, right from the start.

2. A powerful integration for a better customer experience (CX)

Contentsquare's integration with Adobe Analytics provides a complete view of your customer behavior. Businesses can optimize their top-of-funnel journeys to boost ROAS, acquisition spending, and channel performance, as well as optimize their site and mobile activity to boost conversions.

3. A single source of truth

The integration relies on the same segment definition so you can trust Contentsquare's data from your imported segments is identical to Adobe's. There's no need to onboard a new analysis workflow and no need to create segments multiple times.

Use Cases

Uncover new opportunities

Contentsquare AI is your always-on, expert analyst to help you gain insights for making data-driven decisions, without the need to learn in-depth analytics.

The integration with Adobe Analytics means you get smart alerts and recommendations to uncover previously unseen test opportunities, or point to where you could focus your efforts. Contentsquare AI can also auto-surface any friction points in your customer journey so you can act fast.

Paired with Contentsquare's AI CoPilot, you can talk through the data without any of the jargon so you can refine your analysis on the go.

Contentsquare's AI CoPilot answers any questions you might have about your data, making analysis easy and quick

Enhance your segments

Knowing what your customers are doing is invaluable, but the best way to improve conversions and optimize the digital experience is to understand why they engage with your content and how to avoid any friction points.

Use Contentsquare's Journey Analysis capability to get a deeper understanding of your segments—how they behave, what they engage with, which parts of their journey make them convert or drop off. With this key information, you can optimize their journey and refine your segments to target them more effectively.

Contentsquare's Journey Analysis lets you track segments to dive deeper into their journeys

Deep-dive analysis

With Contentsquare's Heatmaps, you can quickly analyze the results from your Adobe Target A/B tests. By comparing the test variations, you can, at a glance, understand why and how visitors acted differently from the control.

Heatmaps also work across devices, set metrics, and segments, so you can learn the impact of different behaviors and optimize based on your key business goals.

Use Contentsquare's Heatmaps to better understand A/B test results

How to become a Contentsquare partner

Adobe Analytics is just one of over 100 trusted technology and service providers who make up our partner ecosystem.

We work closely with:

• Solutions partners,  who deliver strategy, design, implementation, consulting, and integration services leveraging Contentsquare

• Technology partners, who provide technology and products that integrate with Contentsquare to deliver an end-to-end customer experience (CX) solution

• Business partners , who act as trusted advisors and help to identify the best martech stack for the biggest brands

Partners are vital to our mission of bringing digital experience analytics to brands that will help them accelerate their digital goals. Think we could work together? You might be onto something.

This could be the start of a beautiful partnership. So get in touch.

FAQs about the Contentsquare-Adobe Analytics partnership