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Understand visitor behaviors and quickly access the data you need to solve analytical problems.
Log in to your Adobe Experience Cloud account, click on the grid icon in the top navigation bar, and select Analytics.
If this is your first time accessing Adobe Analytics, make sure the account owner and/or your IT department has given your Adobe account permission to access Adobe Analytics via the admin console.
Open a project or click on Create new project at the top of the workspace to start a new one.
- If you’re analyzing page metrics from a pre-existing Adobe Analytics project, click on the project you want.
- If this is your first time running an analytics report, first create a new project.
Build your analysis by selecting data points in the metrics column and dimensions in the left column.
Common metrics include:
- Page views
- Average session length
- Clickthrough rate
For example, select the visits metric and page dimension to view a ranked report that lists your most-visited page URLs combined with the number of visits.
Add or remove layers of data to your report to view specific user behavior and analyze aspects of your website’s performance.
Some general positive trends to look for include:
- Increased page views over time.
- Increased unique visitors over time.
- Stable or reduced bounce rates.
- Stable or increased time spent on page.
Analyze your traffic, pages per visit, and return visitor metrics to find actionable steps that can improve engagement and sales.
Now that you have your Adobe project built and basic metrics added, dig into these metrics for an analysis-driven guide to what you can improve or change on your website or marketing plan. Pay special attention to:
- Your total traffic in the platform’s acquisitions reporting): Monitor your weekly and monthly traffic. Then, review with your content or editorial team to see what content you were publishing in those same time periods. If a certain week or month sees traffic rise, do more of what went well and keep building that traffic momentum.
- Pages per visit: The more pages per visit, the more engaged your users. The more engaged your users, the more likely they’ll subscribe to your emails, make a sale, and become a loyal brand enthusiast. If you see a drop in pages per visit, your on-site navigation and linking strategy needs updating. Increase internal linking, update your navigation with clear funnels towards high-performing sales content, and find ways to push people from popular pages to other related areas of your site.
- Return visitors: A viable content marketing strategy isn’t just about bringing in new visitors, but also keeping past visitors engaged and coming back. If your page metrics show primarily new visitors with few return visits, you may need to find ways to re-engage your past visitors. This includes more email marketing, and a social media strategy that’s aligned with your content publishing.