Analytics

Adobe Analytics Dashboard Tutorial

Let’s face it, when most of us get a client using Adobe Analytics (Omniture SiteCatalyst) for the first time, we are dazed and confused to say the least. Moving from Google Analytics to Adobe is not an easy transition.

For starters, URLs are replaced by PageNames. The first thing you need to do is learn this naming convention which is unique to every implementation. To a major extent that is the point of Adobe Analytics. Everything is custom, you own your data, and there is no sampling.

The instructions for the dashboard below are to monitor mobile organic traffic which became particularly important since Google’s Mobilegeddon update. But the major takeaway is that this can be used to create any dashboard and introduce you to the Segment Manager capabilities of Adobe Analytics.

Here are the steps to create each widget for your dashboard:

Omniture Mobile Dashboard

Organic Traffic Mobile Site Sections Visited

Why: To prioritize site sections for mobile optimization

1. Start with Site Content > Site Sections Report (this can be Pages if site sections is not configured)

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2. Change Metric from Page Views to Visits (eliminates double counting when the same visitor hits a page more than once)

3. Create Segments:

Organic (this may be already created): Hit: Last Touch Channel equals “Natural Search”

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Visits from Mobile Devices: Visit: Mobile Device “exists”

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Side note:

4. Apply segments: click “Show Segments,” check off your newly created segments, and then click “Apply Segments,” at the bottom left hand corner of the page.

Change to pie graph for extra credit. I think it’s easier to read at a glance this way.

5. Add Reportlet to Dashboard: create new > Organic Mobile Trends

First click on “Dashboard” in upper navigation:

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Then add reportlet to the dashboard:

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Organic Mobile Visits

Why: To see if any algorithm changes are affecting the website. This is crucial to establish buy in with stakeholders and get development resources if needed to make changes.

Start with Site Metrics > Visits Report

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Apply Segments:

Same as above: “Visits From Mobile Devices” & “Organic”

Add to Dashboard: Organic mobile trends

Mobile Visits – Source Google

Why: To take a more granular look at organic mobile visits.

Start  with Site Metrics > Visits Report

Apply Segments:

Visits from Mobile Devices: (created above)

Source Search Engine Google: Visit: Search Engine equals “Google”

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Add to Dashboard: Organic mobile trends

Organic Traffic Devices Report

Why: To learn what what mobile devices are most commonly used to visit your site. This will allow you to prioritize test devices and optimization.

Start with Mobile > Devices Report

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Apply Segments:

Visits from Mobile Devices: (created above)

Organic (created above)

Add to Dashboard: Organic mobile trends

Organic Mobile Revenue

Why: To learn how a Google algorithm update is affecting mobile revenue, if at all. This will vary from site to site but this may be the most important KPI you are measuring.

Start with Site Metrics > Purchases  > Revenue Report

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Apply Segments:

Visits from Mobile Devices: (created above)

Organic: (created above)

Add to Dashboard: Organic mobile trends

In the end, you should end up with a dashboard that looks like this:

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Please add any comments or questions (or hit me at @zwickerhillfoto) and let’s demystify Adobe Analytics together.