Discovering the New Adobe Analytics Activity Map Visualizer

Over the years, more and more companies have been looking for new ways to understand what the best website User Experience should be for their audience. One way companies are using data to answer this is through Link Tracking, looking for data such as what links were clicked on, on what page, and on what region within the page they were clicked. Adobe Analytics has always provided the optional extension Activity Map to help garner these insights, although it’s known to be somewhat complicated to implement.

With Activity Map Customizer for Tags (formerly Adobe Launch), Softcrylic made it possible to implement it through a friendly UI. Eliminating the need for custom code to ensure the data collection looks great and is neatly organized within Adobe Analytics. We lowered the barrier for implementation.

Now, Softcrylic is helping companies make better use of that data. We love the Chrome extension and features within Analytics that Adobe provides, but we wanted a more powerful way to bubble up link tracking insights for analysts. This is where the new Adobe Analytics Activity Map Visualizer comes into the picture.

This tool helps alleviate that stress of coming up with all of this data and visually displaying it in a fashion acceptable to you and your company. It’s designed to help you spot insights quicker, and also be able to go back in time to see what were popular link clicking regions for a given page design with Historical Heatmaps.

Who is our target audience

Ultimately we have created this new tool in hopes of helping Digital Product, Content Strategy, or UX teams who would like to dive deeper into the performance of their web pages design, without having to purchase another tool. Adobe Analytics is capturing this data for you already, so with the help of our Data Visualization practice we are extending that capability with a new dashboard: the Activity Map Visualizer.

What types of insights

Based on what we already know, each company and its goals are different. Activity Map Visualizer aims to be flexible to help meet your link tracking requirements.

One of the main highlights of the dashboard is a new Bump Chart, that helps you quickly see the change in ranking that links have over time. I especially like this because it can help answer questions around changing customer interests, as well as what new content can immediately resonate with your audience.

Other features already exist within Analysis Workspace: trending link clicks over time, sorting by most popular links, breaking down links by page and region, and comparing against previous time periods. We hope the Visualizer can become your new center for Activity Map insights, without having to swap between tools.

With every feature the tool utilizes, we want to be able to do even more to make your lives easier in terms of user analysis. I mentioned Historical Heatmaps earlier but I wasn’t completely truthful. This feature is not available yet, but we want it to.

In fact, we are already halfway there! And need your help to push it over the edge.

Next on the Roadmap

With Historical Heatmaps a bot scrapes click data from your site and snaps a screenshot of your pages on a daily basis. It captures performance of the links clicked and positioning on the page itself.

With these two pieces we want to be able to apply a Heatmap overlay on top of the screenshot, displaying their positioning on the page and performance as well. With the daily captures, you can go back to any time period to see link tracking performance for that specific page design. Pretty cool, right?

In order to accomplish this amazing new feature, a lot of time and dedication will go into it, so we need to justify it. Answer this short 4-question poll to help us get to that point.

Conclusion

With Activity Map Visualizer we hope you can use the data you already have and not have to buy, implement, manage, explain, etc… yet another tool to get you insights that are waiting for you to find them.

Feel free to reach out to us for any questions.