Introduction
In order to remain relevant, companies today need to make sense of the enormous amount of customer information available. Over the years, the Adobe Analytics (AA) tool has been useful for industry players in monitoring web and mobile activity. However, the growing complexity of customer journeys— which now include online, call center, and in-store interactions— has increased the demand for a singular analytics platform. A Forrester report recently published stated that 65% of organizations using unified analytics platforms also claim to have greater access to actionable customer insights (Forrester Report on Unified Analytics). This highlights an increased focus on solutions that provide integration of online and offline data. This report offers a comprehensive analysis of Adobe Analytics and Adobe Customer Journey Analytics (CJA) with a focus on their respective data models, reports, cross-channel integration, and identity merging functionalities in order to identify which platform better suits your business needs.
Historical Context & Evolution
Adobe Analytics
For most organizations, Adobe Analytics has been the foundation of measuring digital performance for years. AA uses pre-defined variables—like eVars, props, and events—to track data about user interactions on websites and mobile applications. Its mature data processing pipelines and strong reporting capabilities have made it popular with digital marketers and analysts. Adobe Analytics has matured over time to deal with growing volumes of data and more complex user behaviors. For a more in-depth exploration of its development, see the Adobe Analytics Documentation.
Adobe Customer Journey Analytics
To meet the growing need for cross-channel insights, Adobe introduced Customer Journey Analytics. Powered by the Adobe Experience Platform and driven by the Experience Data Model (XDM), CJA extends AA’s functionality by integrating offline data such as call center activity, CRM data, and in-store purchases. This single view enables organizations to break down the silos of digital analytics, giving them a complete understanding of the customer journey. Further information about the establishment of CJA appears in the CJA Overview documents.
Underlying Data Architecture & Model
Adobe Analytics Data Model
Adobe Analytics is built on a pre-processed data model where data is captured using custom variables and stored in report suites. This structure allows for fast query responses when accessing historical data. However, the reliance on predefined variables can sometimes lead to fragmented or inconsistent insights, particularly when integrating data across multiple channels. This model is optimized for digital data but can be less adaptable when incorporating offline touchpoints.
CJA’s XDM-Based Architecture
On the other hand, Adobe Customer Journey Analytics takes advantage of the flexible Experience Data Model (XDM) schema provided by the Adobe Experience Platform. This framework supports real-time and report-time computation, allowing organizations to process data dynamically as it is being queried. With CJA, there is no need for rigid variable definitions like eVars and props; instead, data structures can evolve alongside business needs. For more technical details, consult the CJA Overview Documentation.
Reporting & Processing Capabilities
Pre-Processed vs. Report-Time Processing
Adobe Analytics is based on pre-computed data, that is, aggregations and calculations are done ahead of time, prior to data storage. Such an approach enables fast responses for historical queries but may restrict flexibility for complex cross-channel analysis. On the other hand, CJA performs many calculations at report time. This dynamic processing allows for real-time adjustments and retroactive recalculations—such as with Derived Fields—offering a more adaptable approach to evolving business questions.
Advanced Feature Set
One of the standout features of CJA is its support for Derived Fields. These allow analysts to perform on-the-fly calculations without reconfiguring the underlying data ingestion process, offering a level of flexibility that traditional calculated metrics in AA cannot match. For more information on the differences in reporting capabilities, visit Adobe’s Reporting Tools Documentation.
Cross-Channel Analysis & Identity Stitching
Channel Focus
Adobe Analytics excels at tracking digital interactions, making it a sound choice for mobile and web analytics. However, its design is not very accommodating to the inclusion of data from non-digital sources. Such a limitation can be a major hindrance to organizations seeking comprehensive knowledge of customers’ journeys.
Unified Customer Journey
CJA is designed to address this gap by enabling seamless integration of data from both digital and offline sources. Whether it’s data from call centers, CRM systems, or in-store transactions, CJA consolidates all this information into a unified view. A critical component of this process is identity stitching, which replaces multiple fragmented identifiers with a single, unified Person ID. Although the process may require additional setup and refinement, it is fundamental for achieving accurate cross-channel insights. Additional guidance on managing identity stitching can be found in the Component Migration Documentation.
User Interface & Integration
Analysis Workspace Experience
Both Adobe Analytics and Customer Journey Analytics share the same Analysis Workspace experience. That familiarity will be a big plus for long-time users of Adobe Analytics. Customer Journey Analytics, on the other hand, has a redesigned interface that’s been tailored to handle real-time data processing and cross-channel reporting. That consistency in UI—despite the underlying data processing changing over time—means users can pick up new capabilities quickly.
External Integrations
Integrating with other business intelligence systems is where the real power of analytics comes in. Adobe Analytics has robust APIs and reporting tools for seamless data exports and integration with external systems. Customer Journey Analytics takes that integration a step further by becoming a part of the Adobe Experience Platform. That means data exports to BI tools are just a click away via the BI extension. For more on how to integrate the two, check out the guide on integrating Adobe Analytics with Customer Journey Analytics.
Use Cases & Industry Adoption
When to Use Adobe Analytics
- Digital-Focused Campaigns:
Adobe Analytics is well-suited for organizations primarily focused on online interactions. Its mature feature set and extensive historical data make it ideal for companies with a strong emphasis on web and mobile analytics. - Mature Implementations:
Businesses with established Adobe Analytics setups may find that AA’s reliable reporting and pre-processed data meet their needs without requiring immediate migration.
When to Choose Customer Journey Analytics
- Cross-Channel Integration:
For organizations that must bring together data from various channels—including offline touchpoints—CJA provides a valuable benefit by presenting a single view of the customer journey. - Dynamic Reporting Needs:
Companies that require flexible, real-time calculations and the ability to adjust metrics on the fly will benefit from CJA’s report-time processing. - Scalable Architecture:
Enterprises facing challenges with data volume and fragmented identity management in AA will find CJA’s scalable, XDM-based architecture more accommodating.
Below is a comprehensive comparison table outlining key differences between Adobe Analytics and Adobe Customer Journey Analytics:
This table summarizes the core differences and intended use cases of each solution, helping you choose the right tool based on your specific analytics needs.
Pros and Cons
Adobe Analytics
Pros:
- Established, reliable reporting with a proven track record.
- Mature feature set tailored for digital analytics, particularly for web and mobile.
- Extensive historical data availability that supports long-term trend analysis.
Cons:
- Limited capacity for cross-channel integration.
- Inflexibility due to pre-processed data, which may hinder dynamic analysis.
- Siloed identity management can lead to fragmented views of customer behavior.
Adobe Customer Journey Analytics
Pros:
- Flexible architecture based on the Experience Data Model (XDM) that supports real-time, report-time processing.
- Advanced features like Derived Fields enable on-the-fly calculations and dynamic insights.
- Superior integration of data across both digital and offline channels, providing a unified customer journey view.
- Enhanced identity stitching consolidates fragmented identifiers into a single Person ID for clearer insights.
Cons:
- As a newer platform, some features are still evolving and may require additional configuration.
- The initial setup phase may involve more technical planning and resource allocation.
- Advanced capabilities, such as extensive identity stitching, may necessitate higher SKUs or additional customizations.
Future Outlook & Roadmap
Adobe is making substantial investments in Adobe Analytics and Customer Journey Analytics. However, the industry trend is moving towards unified, cross-channel analytics. Future enhancements for CJA are expected to include:
- Advanced Identity Stitching:
New methods, such as graph-based approaches, to further streamline the consolidation of customer identifiers. - Expanded BI Integration:
Improved capabilities for exporting data to business intelligence tools and integrating with other Adobe Experience Cloud solutions. - Enhanced Derived Fields and Real-Time Reporting:
Further refinements to support more complex, dynamic calculations without disrupting the data ingestion process.
For the latest updates on Adobe Analytics and CJA, refer to Adobe’s Analytics Roadmap.
Conclusion
The particular needs of your company will determine whether to use Adobe Analytics or Adobe Customer Journey Analytics. Adobe Analytics is still a good choice if your attention is only on digital channels with defined reporting requirements. However, Adobe Customer Journey Analytics provides a revolutionary boost if you want to attain a thorough, cross-channel perspective with adaptable, real-time analytics.
You may make an informed choice that leads to long-term success and actionable insights by comprehending the key distinctions, from data architecture to reporting capabilities, and matching them with your company’s goals.
Our team of professionals at Krish TechnoLabs focuses on analytics consulting and digital transformation. From assessing your present setup to carrying out a smooth migration, we are here to help you at every stage of your analytics journey so you may realize your full potential.
Table of Content
Subscribe with Us!
Never miss any post, stay tuned!
As Director - Marketing, Zenul leads the marketing and branding at Krish. He brings with him an in-depth understanding of the evolving digital ecosystem and has a proven expertise and experience in strategic planning, market and competition analysis, creating and implementing client-centered, lead-gen and brand marketing campaigns. He has a heart for technology innovation and has been a keynote speaker on various platforms.
Recommended Reading:
Top 5 Practices for a Smooth Migration from Adobe Analytics to Customer Journey Analytics
4 April, 2025 Migration from Adobe Analytics (AA) to Adobe Customer Journey Analytics (CJA) is now being regarded as a strategic step by visionary businesses. In a recent report by eMarketer, 72% of businesses indicated that they will upgrade to unified analytics platforms in the next two years (eMarketer Analytics Trends 2024). This comes in light of the requirements to capture an integrated picture of customer behavior both online and offline. With the development of customer interactions across multiple channels, most organizations discover that AA's conventional approaches, while strong for digital channels, are no longer sufficient to address their comprehensive data analysis requirements. The potential of CJA is in its adaptable, real-time data processing driven by Adobe Experience Platform's Experience Data Model (XDM). This guide shares actionable steps and tried-and-true best practices to help with Adobe Analytics to Adobe Customer Journey Analytics migration with ease, reduce disruptions, and unlock more profound insights that fuel business growth.
Subscribe with Us!
Never miss any post, stay tuned!
Trusted by leading brands
