ADOBE ANALYTICS

CURRICULUM
Introduction & How to
Use
Adobe Analytics is the industry-leading digital analytics platform today. The capabilities of this platform
are quite complex and allow for more customization and flexibility than any other platform. This
handbook is written to educate new users on these capabilities as well as take a pragmatic approach to
this complex tool.

Each of the learning modules contained in this handbook is written to give novice users an introduction
to Adobe Analytics and how to build web analytics reports for data analysis. In each module, readers
will find a section written to educate the user on new concepts followed by a set of learning activities
that should be completed using a sample data set provided by Adobe for students.

Introduction & How to Use 1

Introduction & How to
Use Introduction & How to Use 1
 Table of
Contents
Introduction to Web Analytics................................................................................................................... 4

What does that definition really mean?..................................................................................................... 4

Data Collection........................................................................................................................................... 5

Data Collection Framework...................................................................................................................... 5

Types of Report Suites........................................................................................................................................7

Accessing Report Suites.......................................................................................................................... 8

Adobe Analytics University Student Access Login....................................................................................9

Data Validation......................................................................................................................................... 9

Glossary of Terms..................................................................................................................................................... 11

Recommended Learning Activities......................................................................................................... 12

Data Strategy and Architecture..........................................................................................................................13

Data Strategy.....................................................................................................................................................13

Data Architecture................................................................................................................................... 14

Variables............................................................................................................................................................15

Metrics................................................................................................................................................... 16

Variables and Metrics Together.............................................................................................................. 21

Summary................................................................................................................................................ 22

Glossary of Terms.................................................................................................................................. 23

Recommended Learning Activities......................................................................................................... 24

Standard Adobe Metrics & Functionality................................................................................................ 26

Accessing Reports................................................................................................................................. 26

Standard Metrics.................................................................................................................................... 27

Metric Reports........................................................................................................................................ 28

Variable Reports................................................................................................................................................31

Table of 2
Contents
 The Pages Variable................................................................................................................................................... 33

Product Reports..................................................................................................................................... 36

Campaign Reports................................................................................................................................. 39

Visitor Profile Reports............................................................................................................................. 43

Standard Adobe Summary..................................................................................................................... 51

Glossary of Terms.................................................................................................................................. 52

Recommended Learning Activities......................................................................................................... 54

Analysis Workspace Fundamentals........................................................................................................ 55

Accessing Analysis Workspace.............................................................................................................. 55

Orientation of Workspaces..................................................................................................................... 56

Projects, Panels & Components............................................................................................................. 57

Understanding the Workspace............................................................................................................... 59

Freeform Tables..................................................................................................................................... 60

Introduction to Segmentation.................................................................................................................. 70

Data Visualizations................................................................................................................................. 80

Analysis Workspace Summary............................................................................................................... 98

Glossary of Terms.................................................................................................................................. 99

Recommended Learning Activities....................................................................................................... 101

APPENDIX...........................................................................................................................................................103

Chapter 2—Data Collection.................................................................................................................. 103

Chapter 3—Data Strategy and Architecture.........................................................................................106

Chapter 4—Standard Adobe Metrics & Variables.................................................................................108

Chapter 5—Analysis Workspace.......................................................................................................... 109