Predictive Regression Analysis in Adobe Analytics

Adobe Analytics is awesome for analyzing historical data. Besides Segments, Drilldowns or Derived Metrics, it also offers some advanced statistical functions like Regression Analysis. Here are some examples for the different regression models that are available today: It would be really cool if we could use this functionality to predict the future with some regressive […]

Supercharge your Adobe Analytics Classifications with Google Sheets and Automation

Classifications are one of the best features of Adobe Analytics. They allow to enrich and translate tracked values by uploading classification files. One of the most common use cases is handling marketing campaign tracking codes, which can be translated from technical ids to understandable details about the campaign. This can be automated to a great […]

Adobe Analytics Introduction: Terms and Concepts

This is one of several post aiming to give an introduction into Adobe Analytics. They are intended as both tutorials and references for future use. While there already are a lot of good sources for this, some are quite dated and miss connections to recently released features and enhancements. In this post, I will explain […]

Integrating Adobe Target and Adobe Analytics into Voice Assistants

With digital experiences on the rise, interactive Voice Assistants like Amazon Alexa, Google Home or Apple’s Siri are still gaining popularity. Companies now need to meet their customers expectations and allow them to interact with their brand however they like. Those new possibilities require a clear strategy to avoid wasting time and resources on products […]

Generating more business value with the Adobe Analytics dashboards App

The Adobe Analytics dashboards App has been out for some days now. It has been one of the most demanded features among Analytics users for years. Personally, I had to disappoint my business users for quite some time whenever they asked for an App. So naturally, I was quite happy when it finally came out. […]

Importing Organic Google Search data to Adobe Analytics with a single script

Some time ago, I published an article explaining how to get Google Search performance data from the Google Search Console to Adobe Analytics. For that post, I explained to query the Google Search API, write the result to an Adobe Analytics Data Source file, and upload it to Adobe Analytics. The same can be achieved […]

Getting Google Search Keywords into Adobe Analytics

While Adobe Analytics is a much more mature solution compared to Google Analytics, the latter always had an advantage when it comes to Search Keywords. It shouldn’t surprise us that the company who offers both the search engine and the analytics tool has some integration between them. While it was easy to get search keywords […]

Trying out the new Adobe Analytics App

Adobe Analytics still is the most complete solution for Digital Analytics. But for years, there has been one thing missing: A mature way to use dashboards on the go, without using your computer. While Analytics is usable on mobile browsers on a technical level, it is not the best user experience for both Analysts and […]

Building an Enterprise Grade OpenSource Web Analytics System – Part 7: Analytics Dashboard

This is the seventh part of a seven-part-series explaining how to build an Enterprise Grade OpenSource Web Analytics System. In this post we are building an Analytics Dashboard in Kibana for our data in Elasticsearch. In the previous post we build the connection from Kafka to Elasticsearch and Clickhouse to store the data. If you […]

Building an Enterprise Grade OpenSource Web Analytics System – Part 6: Data Storage

This is the sixth part of a seven-part-series explaining how to build an Enterprise Grade OpenSource Web Analytics System. In this post we are taking a brief look on what we can do with the data we collected and processed with Clickhouse. In the previous post we built a persisted visitor profile for our visitors […]

Building an Enterprise Grade OpenSource Web Analytics System – Part 5: Visitor Profile

This is the fifth part of a seven-part-series explaining how to build an Enterprise Grade OpenSource Web Analytics System. In this post we are going to build a visitor profile to persist some of the data we track with Python and Redis. In the last post we processed the raw data using Python and wrote […]

Building an Enterprise Grade OpenSource Web Analytics System – Part 4: Data Processing

This is the fourth part of a seven-part-series explaining how to build an Enterprise Grade OpenSource Web Analytics System. In this post we are building the processing layer to work with our raw log lines. In the last post we used Nginx and Filebeat to write our tracking events to Kafka. If you are new […]

Building an Enterprise Grade OpenSource Web Analytics System – Part 3: Data Collection

This is the third part of a seven-part-series explaining how to build an Enterprise Grade OpenSource Web Analytics System. In this post we are setting up the tracking backend with Nginx and Filebeat. In the last post we took care of the client side implementation of Snowplow Analytics. If you are new to this series […]

Building an Enterprise Grade OpenSource Web Analytics System – Part 2: Client Tracking

This is the second part of a seven-part-series explaining how to build an Enterprise Grade OpenSource Web Analytics System. In this post we are setting up the Client Tracking using the Javascript tracker from Snowplow Analytics. In the last post we took a look at the system architecture that we are going to build. If […]

Building an Enterprise Grade OpenSource Web Analytics System – Part 1: Architecture

Some time ago I wrote a litte series on how to amp up your log analytics activities. Ever since then I wanted to start another project building a fully fledged Analytics system with client side tracking and unlimited scalability out of OpenSource components. This is what this series is about, since I had some time […]

Tutorial: Real time Product Recommendations with Adobe Target

Adobe Target Premium can be used for sophisticated product or content recommendations. Building on the last post, we are going to build our very own recommendation engine based on user behavior in real time. I assume you’ve read that post, but feel free to go back and read it first! Starting with recommendations As we […]

Tutorial: Real time dynamic Personalization with Adobe Target

Adobe Target is part of the Adobe Experience Cloud. It can be used for A/B Testing and Personalization of Websites, Apps and Server Side Applications. This article describes how it can be used to create dynamic Experiences based on the user profile and mbox parameters. Personalization is not a feature, it’s obligatory Some years ago, […]

Deciphering Adobe Analytics’s Mobile SDK Debug Output

Developing Mobile Applications is hard. Period. As a company offering Mobile Applications, you need to go to great length to develop Apps that don’t disappoint or annoy your customers, let alone engage them. New versions have to go through tedious testing, both from you and Google or Apple before any changes can be rolled out […]

Creating more Business Value with Product Driven Analytics

When working in Analytics, it’s easy to view all the requests you receive as disconnected, one-off events. This is the traditional approach for Analytics departments, where Requests would be collected, prioritized and answered accordingly. But there are some issues with this way of handling things: It’s hard to see the bigger picture behind those business […]

Using Adobe Launch πŸš€ for configuration management

Adobe Launch (, by Adobe) ist the tag manager that comes for free with the Adobe Experience Cloud. You can use it to manage and orchestrate all the marketing tags on your websites (not only from Adobe) and reduce integration efforts for the mobile Adobe SDKs to just copy-pasting from the launch interface. For a […]

Analysis Workspace Hacks (AGE) – Metric Targets

This is a post in the Adam-Greco-Edition (AGE) series of posts. They aim to iterate on some great posts by Adam Greco, showing some different approaches to achieve similar things. In another great Post, Adam Greco showed how we can have Metric Targets in Analysis Workspace. His approach includes setting up a Data Source to […]

Analysis Workspace Hacks (AGE) – Average Daily Unique Visitors

This is a post in the Adam-Greco-Edition (AGE) series of posts. They aim to iterate on some great posts by Adam Greco, showing some different approaches to achieve similar things. In one of his posts Adam Greco shows a way to replicate the Daily Unique Visitors Metric from Reports & Analytics in Analysis Workspace. His […]

Analysis Workspace Hacks – Next and Previous Page Report

Analysis Workspace is the most capable solution for Web Analysts today. It allows us to switch between building a Dashboard or old-school Report or something in the middle on the fly. It has surpassed the old Reports & Analytics Interface in functionality and workflow effectiveness and leaves you longing for it once you start using […]

Analysis Workspace Hacks – Link Events on Page Reports

Adobe Analytics gives us two types of events to use for our tracking implementation. With Page Tracking (calling s.t() in Websites or trackState() in Apps) we are supposed to measure when a page has been viewed. If we want to measure interactions on a given page, we would use Custom Link Tracking (s.tl() in Web […]

Migrating from Android’s BroadcastReceiver to Google Play Install Referrer API with Adobe Analytics

Adobe Analytics can track not only websites, but mobile apps just the same. This is achieved by using the Adobe Experience Platform Mobile SKDs for native iOS and Android apps. One very interesting part of tracking mobile apps is known as acquisition tracking, which looks at how users found the tracked app. To help with […]

Building your own Web Analytics from Log Files – Part 6: Conclusion

This is the sixth part of the six-part-series “Building your own Web Analytics from Log Files”. In this series we built a rather sophisticated logging and tracking functionality for our website. We used OpenResty to identify and fingerprint our users via cookies, stored that information to log files which were shipped to Elasticsearch and visualized […]

Building your own Web Analytics from Log Files – Part 5: Building our first Dashboard

This is the fifth part of the six-part-series “Building your own Web Analytics from Log Files”. At this part of the series we have our log files in Elasticsearch with indices like “custom-filebeat-tracking-logs-7.4.0-2020.01.03”. First thing is to set up a Kibana index pattern for this. Kibana Configuration In Kibana we go to Management -> Index […]

Building your own Web Analytics from Log Files – Part 4: Data Collection and Processing

This is the fourth part of the six-part-series “Building your own Web Analytics from Log Files”. Legal Disclaimer: This post describes how to identify and track the users on your website using cookies, IP adresses and browser fingerprinting. The information and process described here may be subject to data privacy regulations under your legislation. It […]

Building your own Web Analytics from Log Files – Part 3: Setting up Nginx with OpenResty

This is the third part of the six-part-series “Building your own Web Analytics from Log Files”. Legal Disclaimer: This post describes how to identify and track the users on your website using cookies and browser fingerprinting. The information and process described here may be subject to data privacy regulations under your legislation. It is your […]

Building your own Web Analytics from Log Files – Part 2: Architecture

This is the second part of the six-part-series “Building your own Web Analytics from Log Files”. Architecture Overview To start of this series, let’s remember what we want to achieve: We want to enable a deeper understanding of our website users by enriching and processing the log files we already collect. This article looks at […]

Building your own Web Analytics from Log Files – Part 1: Motivation

This is the first part of the six-part-series “Building your own Web Analytics from Log Files”. What is Web Analytics As the owner or administrator of a website, you will go through different phases of maturity. When you are just starting with a hobby or web project, you will most likely care about the technical […]

Blogging Ideas for 2020

So, 2020 is here. Happy updated-copyright-notice! While I need to republish my website because of just that, why not think about what to write in the new year? Here are some ideas of what I may spent an article on: Adobe Analytics. Obvious choice, topics may be: Starting tips, explanations and tutorials. Give some definitions […]

How I contributed to Elasticsearch without writing any code

Open Source Software (OSS) is becoming more important each day. While in the early days, most software written was offered as proprietary products, today large products are available as OSS. On one hand this often includes the ability to use it for free and change it if needed. On the other hand, those projects rely […]

Why the new Unspecified filter in Adobe’s Analysis Workspace is the worst thing ever

It’s hard for me to write a post like this. It’s no secret: For the last years I spent in web analytics, I’ve become a huge fan of Adobe Analytics if it fits your company. I got to know all the intricate inner workings and the beautiful interface they call Analysis Workspace. But the recent […]

Building an automated content distribution environment for blogging – help wanted!

So, I would love to start blogging about tech, culture and other things. To do that, I looked at different platforms like dev.to, Medium and LinkedIn. Those are all sites that the posts should end up, without having to manually post it everywhere. Automation would be nice! But so far, I didn’t quite get there. […]

Hello, world!

All things need a starting point. This is mine; Not the first one, but nevertheless. I have always played with the thought of going into blogging and producing content more. I’ve done this internally at the companies i’ve been with but never put my content out there for the rest of the world to see. […]

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