How to Use Activity Map to Optimise Your Website, Digital Property and Assets

Large tables of big data can be hard to understand, particularly for non-technical marketers and business users. Activity Map puts raw data into context, with an intuitive and easy-to-use interface that overlays important information directly on your webpage or digital property. You can interact with individual elements to change the information displayed, so you can quickly and easily optimise your website, digital properties and assets.

Adobe Analytics customers who are using Enhanced Link Tracking can use Activity Map to see how visitors navigate around their websites and digital platforms, allowing them to make better decisions about how to optimise their pages, sites and assets. Whether you’re looking at device, session or pathing data, Activity Map can provide insights to help you understand what is working and what is not so that you can refine your content strategy.

In order to access Activity Map, you must first ensure that Enhanced Link Tracking is enabled and deployed across your website(s). Once this is done, then you can enable the Adobe Analytics Activity Map browser plugin in your web property. Once you’ve done this, you will be able to view the activity mapping reports within Adobe Experience Cloud Analysis Workspace.

The activity maps are updated in real-time, based on the protocol data that is captured. The maps display devices and the paths that connect them. You can click on a device to view more details about the device, including its host name, IP address or MAC address.

The colour of a device represents the protocol activity it has observed during its lifetime. A higher colour means that a device has observed more protocol activity, and a lower colour means less. Clicking on a path in an activity can reveal more details about that particular path, such as how many sessions the path has seen and how often it has been used.

You can also create a path variant in an activity by clicking on the Add a Path Variant button. This enables you to create a new path from a starting point and select the type of node that it should be. The node that you choose must have a path before it, and all of the paths in an activity must connect to form a network.

For example, you can create a path variant that starts from a trigger event and ends in a store purchase. You can then connect that path to an email task that contains a discount offer. In this way, you can create a journey for your customers that is centered on the primary conversion metric of your site.

This is an example of an activity fit map, which is a concept developed by Michael Porter and described in his book “Understanding Michael Porter”. The more closely your value chain elements are linked, the easier it will be for you to defend your strategic advantage.