Activity Map overview

Adobe Analytics Activity Map is a feature within Adobe Analytics that provides a visual representation of user engagement on web pages and mobile apps. It enables marketers and analysts to track and analyze user interactions such as clicks, hovers, and scrolling behavior. Activity Map generates heat maps and overlay reports that illustrate the popularity and effectiveness of various elements on a webpage, helping organizations optimize their digital experiences and drive higher conversions.

Features and Benefits

  • Visualization of User Engagement: Activity Map offers a dynamic visual representation of user behavior, enabling businesses to see exactly where users are clicking, hovering, and scrolling on their websites. This visual data makes it easier to identify patterns, trends, and areas of interest, empowering organizations to make informed decisions about design, content placement, and user flow.

  • Heat maps: Activity Map generates heat maps that display the most clicked or interacted areas of a webpage. Heat maps use color-coding to represent the level of engagement, allowing businesses to identify hotspots and prioritize attention to high-impact areas. This information can be invaluable for optimizing call-to-action buttons, links, forms, or any other interactive elements.

  • Overlay Reports: Overlay reports in Activity Map provide detailed click metrics for specific elements on a webpage. By understanding the click-through rates and engagement levels of individual elements, organizations can fine-tune their design and content strategies to enhance user experiences and achieve desired outcomes.

  • Segment Analysis: Adobe Analytics Activity Map allows businesses to analyze user behavior based on different segments, such as traffic sources, demographics, or user personas. By segmenting the data, organizations can uncover valuable insights into specific user groups, enabling personalized experiences and targeted marketing strategies.

Practical Applications

  • Website Optimization: Activity Map helps businesses optimize their websites by identifying underperforming elements, improving navigation, and enhancing the overall user experience. By analyzing user interactions, organizations can make data-driven decisions to streamline user flows, simplify forms, or adjust content placement for maximum impact.

  • Conversion Rate Optimization (CRO): By visualizing user engagement and analyzing click-through rates, Activity Map plays a crucial role in CRO efforts. Businesses can identify barriers to conversion and experiment with different design variations to optimize conversion funnels, landing pages, and checkout processes.

  • A/B Testing: Activity Map can be combined with A/B testing to measure the impact of design or content changes. By comparing engagement metrics between different versions of a webpage, organizations can determine which variations lead to higher user engagement, conversion rates, or revenue.

  • Mobile App Optimization: Adobe Analytics Activity Map is not limited to websites; it also extends its functionality to mobile applications. Businesses can gain insights into user interactions within apps, allowing them to improve usability, enhance navigation, and refine features for a seamless mobile experience.

Getting started

Activity Map features


Video overview of Activity Map:

Enabling, disabling, and customizing Activity Map: