When Facebook and Google announced their intentions to create faster mobile experiences, we at Adobe applauded the move. When our publisher customers heard about Facebook’s plans many of them opted to join early adopter programs. Creating engaging content is what defines publishing, and the faster an article loads, the more users will engage with it. For publishers, engagement drives revenue, and any opportunity to increase the interest of an audience is an opportunity worth exploring.
These days, consumers have little patience; a recent study commissioned by Adobe showed that if digital content takes too long to load, seventy-eight percent of people switch or stop altogether; the difference between capturing a reader and losing them is determined in milliseconds. At the same time publishers want to understand how their readers engage and consume their content, so they can continue to improve the reading experience and deliver more personalized content across any screen and platform. That is our bread and butter.
Today, we are happy to announce that we’ve worked with Facebook to support Instant Articles in Adobe Analytics. Instructions for putting page tags into articles can be found in our documentation. We also announced support for Google’s Accelerated Mobile Pages (AMP) at their launch, and we have collaborated closely with Google. The best news is that in both cases, publishers have the option to reference the existing JavaScript tagging framework already in use, which simplifies the implementation process and avoids building analytics support from scratch.
Once Instant Articles are tagged, all of the rich information you expect from Adobe Analytics is available. For example, publishers can measure content velocity (articles viewed after this content), time spent per page and per visit, and percent of first time visitors. And because the Instant Articles framework leverages existing visitor identification methods, publishers can build all of the meaningful behavior-based segments they rely on, such as visitors who view more than five pages, visitors who spend more than five minutes with the content, or first time visitors who return within five hours.
Insight to Action for Publishers
Adobe Analytics is the award-winning analytics foundation of Adobe Marketing Cloud and the world’s largest enterprise marketing analytics solution, measuring nearly eight trillion server calls annually for over 150,000 marketers, business users and analysts including the world’s ten largest media companies and publishers. Forty-five percent of all server calls today come from mobile devices.
Adobe Analytics enables customers to create a holistic view of their business by turning customer interactions into actionable insights through advanced analysis capabilities and intuitive and interactive dashboards. It offers reports that users can sift, sort and share in real-time. A robust portfolio includes advanced predictive analytics and machine learning capabilities used by leading brands, including MTV Networks, NBC Universal, Discovery Communications, Comcast, AutoTrader, and thousands more.
Here’s an example of the types of information publishers can build in Analysis Workspace. I built this one in about 5 minutes.
