How to Connect Adobe Analytics (Web Analytics) Data with Company Revenue

[HSN23]

Hello ,

I’m looking for guidance on how to effectively connect Adobe Analytics (or other web analytics platforms) with our company’s revenue data to better understand the impact of digital behavior on business outcomes. goal is to understand a more complete picture of how digital engagement drives business outcomes and revenue growth.

Thanks in advance for your insights and experiences!

[Jennifer_Dungan]

I think you are talking about creating a Data Lake, where you take data from AA and data from your other systems and map then together, and report on it...

There is some data import capabilities in Adobe, I haven't used that personally... but I think a Data Lake is a lot more flexible... it's also a huge undertaking...

You could also collect revenue information during your purchase flow, but of course, this will be incomplete for people blocking analytics calls, or possibly offline purchases (depending on your business model).

[Vinay_Chauhan]

Hi @HSN23 

To connect Adobe Analytics data with company revenue, you generally have two solid options -

1. Use Data Sources - Import backend or offline revenue data (via transaction IDs or customer IDs) into Adobe Analytics. This lets you tie web behavior directly to actual revenue outcomes inside AA.
   
   

2. Build a unified data layer - Combine Adobe Analytics data with financial or CRM data in a warehouse like BigQuery or Snowflake. This gives more flexibility for modeling full customer value and revenue attribution.
   
   

If your goal is end-to-end visibility, the hybrid model (AA for behavioral insights + data warehouse for business metrics) usually works best.