Adobe Analytics Basic Reporting Guide

Updated:

For a video on Adobe Analytics report creation go to our Training Center.

In this article you'll find information on how to create 4 basic reports in your Adobe Analytics leveraging Demandbase data:

  1. Visitor Composition Report - which allows you to look at your normal website metrics through the lens of company segments
  2. Visitor Acquisition Report - which allows you to determine which channels are most effective at driving the traffic to your website for a particular segment
  3. Content Engagement Report - which gives you an insight into how a particular segment is responding to your website content
  4. Sales Enablement Report - which allows you to measure how specific companies are behaving on your website and segment them based on your sales assignments (e.g. account_owner, country, state etc.)

It'll also include steps for Dashboard creation, as well as building Segments in order to exclude certain data types (i.e. internal traffic, non-company values etc.)

 

1. Visitor Composition Report

1.1. Overview

  • The Visitor Composition report allows you to look at your normal website metrics through the lens of company segments. 
  • This is a standard report recommended as a way to get a general overview of what companies and industries are on your website, and can serve as an initial benchmark of how the website is serving overall marketing goals. 
  • It will give you insights on what content/messaging to create based on your visitor composition.

 

1.2. Report Configuration

1.2.1. Audience Report

1) Find the eVar containing Demandbase Audience attributes, or type in and select ‘Audience’

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2) Click on the Metrics in the right corner of the report:

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3) Select the appropriate metrics (recommended: Visits, Page Views, Unique Visitors, Average Time Spent on Site, Bounce Rate)

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4) Ensure that the date in the top right corner is set to the day after the Demandbase setup was complete

5) Bookmark report in a dedicated folder and add it to a newly created Demandbase - Visitor Composition Report dashboard (instructions on how to create dashboards at the end of this article)

6) Final Report

1.2.2. Industry Report

--- Follow the ‘Audience Report’ steps but replace ‘Audience’ with ‘Industry’ in Step 1 ---

1.2.3. Company Name Report

--- Follow the ‘Audience Report’ steps but replace ‘Audience’ with ‘Company Name’ in Step1 ---

1.2.4. Industry/Company Name Report

--- Follow the ‘Audience Report’ steps but type in ‘Industry’ instead of ‘Audience’ in Step 1, then follow additional instructions below ---

 7) Click on the tree icon next to Industry

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8) Find the appropriate eVar and select ‘Company Name’ from the dropdown list

9) Final Report

 

 

2. Visitor Acquisition Report

1.1. Overview

  • The Visitor Acquisition Report allows you to see the breakdown on how your customers are being acquired, i.e. how they are directed to your website, what channel, source, medium or campaign attracted them to your website
  • This report is a helpful indicator on whether you need to invest in Search Engine Optimization and enables you to measure your marketing spend more clearly

1.2 Report Configuration

1) Go to Reports and click on Campaign > Tracking Code (you can also type ‘Source’, ‘Medium’ or ‘Channel’ in your search and see which attribute is available in you Adobe Analytics)

 2) Select the appropriate metrics (recommended: Visits, Page Views, Unique Visitors, Average Time Spent on Site, Bounce Rate)

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3) Ensure that the date in the top right corner is set to the day after the Demandbase setup was complete

4) Click on the tree icon next to the Report Name, navigate to the appropriate eVar and select ‘Industry’ or 'Company Name' depending on what you want to track

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5) Bookmark your report i.e. 'Campaign by Industry' or 'Campaign by Company' depending how you set it up and add it to a newly created Demandbase - Visitor Acquisition Report dashboard (instructions on how to create dashboards at the end of this article)

6) Final Report

3. Content Engagement Report 

3.1. Overview

  • The Content Engagement report allows you to measure how specific companies are behaving on your website, i.e. what specific pages are they looking at, what’s each page’s bounce rate etc.
  • Rather than just seeing generic, anonymous traffic and website metrics, you can identify and track the visiting company’s names, whether or not they’ve filled out a contact form

3.2. Report Configuration

1) Go to Reports and navigate to Site Content>Pages

2) Select the appropriate metrics (recommended: Visits, Page Views, Unique Visitors, Average Time Spent on Site, Bounce Rate)

3) Ensure that the date in the top right corner is set to the day after the Demandbase setup was complete

4) Click on the tree icon next to each page name, navigate to the appropriate eVar and select ‘Company Name’ to get a list of companies which visited each page

5) Bookmark your report as Pages by Company Name and add it to a newly created Content Engagement Report dashboard (instructions on how to create dashboards at the end of this article)

6) Final Report

 

4. Sales Enablement Report

4.1. Overview

  • The Sales Enablement report allows you to measure which prospects are active on your website. Rather than just seeing generic, anonymous traffic you can track and compare the behavior of your clients vs. prospects
  • The Sales Enablement report includes some critical information for the sales and customer success teams, as well as the marketing teams that support them, for example, marketing will be able to assess whether their campaigns are reaching and engaging the audiences Sales is focused on

4.2. Report Configuration

1) For this report you want to use one of Account Watch attributes, i.e. Account Type, Status, Account Owner etc. Demandbase Test Account does not have Account Watch attributes so the screen captures are not completely accurate

2) Go to Reports and navigate to a chosen Account Watch Attribute

3) Ensure that the date in the top right corner is set to the day after the Demandbase implementation was complete

4) Select the appropriate metrics (recommended: Visits, Page Views, Unique Visitors, Average Time Spent on Site, Bounce Rate)

5) Click on the tree icon next to each page name, navigate to the appropriate eVar and select ‘Company Name’ to get a list of companies which visited each page

6) Bookmark your report as [Account_Watch_Attribute] by Company Name and add it to a newly created Demandbase – Sales Enablement Report dashboard (instructions on how to create dashboards at the end of this article)

 

5. Dashboard Creation

1) Go to Component > Dashboard on the top Navigation bar

2) Click on Add Dashboard

3) Name it, for example: Demandbase - Visitor Composition Report

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4) Select the 2x2 layout

5) Select Add Content and Navigate to your bookmarks

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6) Drag and Drop your reports and add pages as you go along

7) Click Save

 

6. Adding Segments – Exclude No Company Name

Segments are used to remove irrelevant data values from your report, i.e. ISP visitors, none, (no company name) or specify what type of data you want included in the report. Below is the example of the former.

1) After creating your report go to Segments icon on the left hand side of the screen and click ‘Add’

2) Name it, for example Demandbase – Exclude no Company Name and provide a description if needed

3) Navigate to the bar on the left and drag a Company Name component to the Drag & drop tab

4) Select Options icon on the right and click Exclude (the tab should turn red)

 

 

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