Introduction
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.
Visionary companies now view switching from Adobe Analytics (AA) to Adobe Customer Journey Analytics (CJA) as an intelligent move. A recent eMarketer report indicates 72% of large businesses intend to shift toward all-in-one analytics software within the next two years (eMarketer Analytics Trends 2024). This shift shows that companies need to see the whole picture of how customers act, both online and offline. As people interact with brands in more ways many businesses find that AA’s old methods, while good for online data, don’t give them the full view they need. CJA offers quick flexible data handling, thanks to Adobe Experience Platform’s Experience Data Model (XDM). This guide gives you practical steps and tested tips to help you move over , avoid problems, and get deeper insights that grow your business.
Below is the complete checklist for Adobe Analytics to Customer Journey Analytics migration:
Pre-Migration Planning
Evaluate Your Current Environment
Begin by taking a deep dive into your existing Adobe Analytics environment. Create a detailed inventory of all AA projects, including:
- The dimensions, metrics, and segments you use.
- The various data sources that feed into your reports.
- Custom configurations and calculated metrics that are central to your analytics strategy.
A thorough assessment not only highlights what must be migrated but also helps identify outdated or redundant elements that could be streamlined during the process.
Define Clear Objectives and KPIs
Before starting the migration, defining clear objectives is crucial. Consider these questions:
- What specific limitations in AA are you trying to overcome?
- Do you need to include data from offline sources like call centers or CRM systems?
- What new insights do you anticipate gaining from the real-time reporting features in CJA?
Having specific, measurable KPIs—like data latency improvements, cross-channel reporting accuracy increases, or identity stitching accuracy improvements—will give you a success roadmap and enable you to measure the benefits post-migration.
Engage Stakeholders Early
Success in migration depends on everybody being on the same wavelength. Early on in the process, arrange cross-functional meetings or workshops with business stakeholders and technical groups. Explain why the migration must be done, talk about the expected hurdles, and capture roles and responsibilities. Open communication can minimize resistance and guarantee proper resources and capabilities are assigned.
For a migration to be successful, everyone must agree. Plan workshops or cross-departmental meetings with business users and technical teams early on in the process. Describe the migration’s justification, go over potential difficulties, and establish roles and duties. In addition to ensuring that the required resources and expertise are allocated, clear communication can lessen resistance.
Study Official Documentation
Adobe provides comprehensive directions on migration steps. Reading publications such as the Migrate Components and Projects from Adobe Analytics to Customer Journey Analytics and the Prepare to Migrate Components and Projects reports is definitely worth it. These dictate requirements and best practices, which can save time and avoid expensive errors.
Adobe offers thorough instructions for migrating procedures. Documents like the Prepare to Migrate Components and Projects instructions and the Migrate Components and Projects from Adobe Analytics to Customer Journey Analytics are worth studying. These websites list requirements and best practices that might help you save time and steer clear of common mistakes.
Data Preparation
Mapping Your Data to the XDM Schema
A significant shift when moving to CJA is transitioning from AA’s pre-processed data model to an agile, real-time system based on the XDM schema. This involves:
- Aligning Existing Variables:
You need to map AA variables (eVars, props, events) to the corresponding fields in CJA. Focus first on the data that drives the most critical business insights. - Prioritizing Data Elements:
Identify which metrics and segments are vital. This will help ensure that high-impact data is migrated without disruption. - Handling Identity Stitching:
In AA, multiple identifiers (such as cookie IDs and logged-in user IDs) can lead to fragmentation. Decide on a unified Person ID that works across both authenticated and anonymous sessions. Adobe’s documentation on Component Migration offers further guidance on this matter. - Conducting Data Quality Checks:
Validating data integrity before migration is essential. Implement processes to ensure completeness, consistency, and accuracy. This step will reduce the risk of errors post-migration.
Clean Up Legacy Data
Migration provides a great chance to remove stale or duplicate data configurations. Check your segments, computed metrics, and custom variables to see whether they are still applicable. Cleaning and consolidating your data prior to migration can make the migration process easier and enhance the quality of your insights in CJA overall.
Migration Strategy & Execution
Decide on a Phased Migration Approach
Rather than migrating everything at once, consider a phased approach:
- Pilot Projects:
Start with non-critical components or a small subset of your AA projects. A pilot phase allows you to test the migration process, understand any technical issues, and fine-tune your approach before a full-scale rollout. - Use of Automated Tools:
Utilize Adobe’s migration tools and APIs to automate data transfers whenever feasible. Automation minimizes human error and guarantees consistent mappings across projects. - Set Up Data Views in CJA:
In CJA, data views serve as the foundation for reporting. Configure these views to closely mirror the structure of your AA projects. This alignment is crucial to preserving the analytical integrity of your data.
Document Everything
Keep detailed records throughout the migration:
- Create mapping documents that clearly explain how each AA variable is translated into CJA.
- Keep a change log of any changes or issues during migration.
- Develop a full migration plan with timelines, resources and contingency plans. Documentation is important not only for troubleshooting but for future audits and continuous improvement.
- Keep a modification journal of any changes or issues during the transfer process.
- Create a thorough migration plan that includes deadlines, resource allocation, and backup plans. Thorough documentation facilitates ongoing improvement and future audits in addition to troubleshooting.
Testing & Validation
Parallel Runs for Consistency Checks
One of the most effective ways to ensure a successful migration is to run AA and CJA concurrently for a period:
- Benchmark Reports:
Identify key reports and metrics in AA and generate equivalent reports in CJA. Compare these outputs to ensure that critical data points match. - Automated Comparisons:
Use scripts or third-party tools to automate the comparison of data between the two systems. Pay particular attention to metrics that involve identity stitching and calculated values. - Monitoring Tools:
Create dashboards to monitor data quality and performance in real time. Consistent monitoring helps identify and resolve any discrepancies quickly. So you can make changes as you get more comfortable with how CJA works for your organization.
User Acceptance Testing (UAT)
Involve business users in the validation process:
- Organize sessions where end-users test the new CJA reports.
- Gather feedback on usability, accuracy, and any issues encountered.
- Use this feedback to refine data mappings and adjust configurations as needed. UAT ensures that the final migration meets the practical needs of those who rely on the data for decision-making.
Final Data Accuracy Verification
Before finalizing the migration, perform one last round of verification:
- Use statistical sampling to cross-check key KPIs.
- Validate that dynamic calculations (like Derived Fields) are producing expected results.
- Document any remaining discrepancies and plan corrective actions.
Post-Migration Optimization
User Training and Onboarding
After migration, it’s crucial to ensure that users are comfortable with the new platform:
- Customized Training Sessions:
Organize role-based training sessions to help different teams adapt to the CJA interface and new functionalities. - Comprehensive Documentation:
Provide detailed user guides, quick-start manuals, and video tutorials that explain the differences between AA and CJA. - Interactive Workshops:
Host webinars and hands-on workshops to allow users to ask questions and explore advanced features.
Continuous Monitoring and Feedback Loops
Post-migration is not the end of the journey—it’s the beginning of continuous improvement:
- Monitoring Dashboards:
Set up dashboards that continuously track data quality and report performance. - Alert Systems:
Use Adobe’s alert functionalities (as they become available) to automatically flag anomalies. - Regular Review Meetings:
Establish a schedule for periodic reviews with both technical and business teams to discuss performance and identify areas for further optimization.
Iterative Adjustments
Data migration is an iterative process. Based on ongoing feedback:
- Refine your data mappings.
- Adjust configurations in CJA to better match business needs.
- Document all changes and share insights with the broader team.
Real-World Examples & Lessons Learned
Case Studies
To illustrate the migration process, consider the following example: A large retail organization migrated a subset of its AA projects to CJA as a pilot. They encountered initial challenges with identity stitching, particularly in merging anonymous and authenticated user data. By implementing a unified Person ID strategy and adjusting their data mapping, they achieved consistent, reliable reports. The pilot ultimately led to a phased, organization-wide migration that resulted in a 25% improvement in cross-channel reporting accuracy.
- Key Takeaways:
- Start small and scale gradually.
- Prioritize critical metrics and segments.
- Maintain robust documentation and feedback loops.
Expert Insights
Industry professionals emphasize careful planning and incremental testing. One of the popular tips is to “treat migration as a continuous improvement process rather than a one-time event.” This ensures that you can make changes as you become more familiar with how CJA works for your organization.
Conclusion
Migrating from Adobe Analytics to Adobe Customer Journey Analytics is a big step forward in having a more unified and real-time view of customer interactions. With proper planning, data preparation and a structured migration process, organizations can minimize risks and maximize the benefits of real-time cross-channel analytics.
At Krish, we have a team of digital transformation and analytics experts. We leverage our years of experience to help clients through each stage of the migration process, including Adobe Analytics to Adobe Customer Journey Analytics Migration Services, from planning and data mapping to user training and post-migration optimization, to make the transition smooth and successful.
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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:
Adobe Analytics vs. Adobe Customer Journey Analytics: A Comparative Guide
2 April, 2025 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.
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