Welcome & orientation

Welcome to Adobe Analytics Academy

This is a practical training guide for people learning Adobe Analytics — developers, analysts, business analysts, product managers, and anyone who needs to understand how data flows through an analytics platform.

Who this is for

You should read this if:

• You're building or maintaining an Adobe Analytics implementation
• You're analyzing data in Analysis Workspace and want to understand what you're measuring
• You're new to analytics and need a mental model
• You're migrating from another tool (Google Analytics, Mixpanel, etc.)

You probably don't need this if:

• You're a casual report viewer who just runs dashboards
• You only need to know where a specific metric lives (use the search box instead)

The structure

This academy is organized into four tiers:

Getting Started

• Start Here (you are here) — orientation and mental models
• Core Learning Journey — 9 sessions with hands-on labs, building to a complete measurement plan

Practitioner Reference

• Analytics Fundamentals — foundational concepts (hits, visits, the pipeline)
• The Variable Model — props, eVars, events, and how to choose between them
• Implementation — Web SDK, data layers, Tags
• Report Suites & Admin — architecture, virtual report suites, environments
• Analysis & Reporting — Workspace, segments, calculated metrics, attribution

Enterprise Analytics

• EA · Delivery Lifecycle — measurement planning at scale
• EA · Use Cases — two complete worked examples (site search, contact form)
• EA · Platform Strategy — where Adobe Analytics sits in 2026, bridges to CJA

Operate & Protect

• Privacy & Governance — consent, PII, compliance
• Troubleshooting Hub — debug methodology for common issues
• Reference & Snippets — code, formulas, templates, checklists

The running examples

Everything connects to Example Super, a fictional Australian superannuation (retirement) fund with:

• A member portal website
• A site search overlay (helping members find super info)
• A contact/complaint form (collecting member feedback)
• Analytics tracking on all of these

When you see code or examples, they're using Example Super's data. You can map it to your own business.

How to use this

If you're new to analytics

1. Read The measurement mental model
2. Work through the Core Learning Journey (9 sessions + labs)
3. Jump to reference sections as you need them

If you know analytics but are new to Adobe

1. Read Analytics Fundamentals
2. Jump to The Variable Model
3. Explore Implementation for your tech stack

If you're troubleshooting

1. Go to the Troubleshooting Hub
2. Use the triage method to isolate the problem
3. Jump to the specific issue page

If you need reference material

Use the left sidebar search to find snippets, formulas, QA checklists, SDR templates.

Search

The search box in the sidebar searches all page titles and descriptions. Try searching for:

• "eVar" to find all eVar-related pages
• "event" to find event tracking pages
• "segment" to find segmentation pages

No paywall, no tracking

This academy is free, open to read, and doesn't track you with analytics (ironic, we know). If you're reading an outdated version, visit https://analyticswiki.devcloudmigration.com.

Feedback

If you find a page confusing, a gap in the curriculum, or a code snippet that doesn't work, reach out to swati_mittal@outlook.com. Your feedback makes this better for everyone.

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Ready? Start with The measurement mental model, then work through the Core Learning Journey.