Transparent view of capabilities and positioning.
- CJA is the stronger strategic foundation for cross-channel journey analysis, identity-aware segmentation, KPI and revenue analysis, enterprise data integration, and native alignment with Target and Adobe Experience Platform.
- CSQ is stronger natively for heatmaps, zoning, rage-click visualization, session replay, and technical diagnostics tied to replay. CJA does not natively reproduce all of those capabilities.
- Conversely, CSQ is more limited than CJA for persistent cross-session and cross-device analysis, omnichannel data unification, enterprise audience reuse and activation, attribution, and integrated experimentation measurement.
- The recommended future-state architecture is CJA as the journey and measurement foundation and Target as the experimentation and personalization layer. If native replay, heatmaps, zoning, or frustration visualization remain mandatory, Adobe recommends a complementary experience-insights capability rather than representing CJA as a one-for-one replacement.
Customer Journey Analytics
The measurement & journey foundation
- Enterprise measurement layer
- Journey analytics platform
- Audience and segmentation foundation
- Attribution and KPI analysis platform
- Data and reporting hub
Adobe Target
The experimentation & personalization layer
- Experimentation platform
- Personalization engine
- Audience activation layer
- Optimization platform
Services, Logistics & Commercials
How the decision gets delivered
- Customer Success & Professional Services
- Integration, identity, onboarding & migration
- Commercials, contracting & bill of materials
AB Testing and Analytics
Platform Features
Segments
RequiredAbility to create segments based on user behaviors, session attributes, elements clicked, AB testing variations, and any combination of those
CJA's flexible data views support reusable segments without being constrained by the data at collection.
Heatmaps/Zoning Analytics
RequiredAutogenerated (or retroactive) page captures, zone based metrics for interactions/CVR/exposure, ability to compare devices/time periods, layer segmentation over data, top zones, rage clicks, no data-layer changes
CJA can analyze click, exposure, conversion, and frustration events across segments, devices, and time periods, but it is not a native heatmap or session-replay product yet. A dedicated experience-insights integration can be integrated with another heatmap product if there is a unique person or device identifier to connect the CJA to Heatmap data. Additionally, consider Adobe Content Analytics for an expanded use case of which assets and attributes are most effective at conversion.
Goals/Events
RequiredOOTB ecommerce standard events, ability to create custom events/goals, retroactive events with autocapture
CJA supports flexible event data and report-time metric definitions, so teams can evolve goals without repeatedly redesigning the reporting model. Retroactive analysis applies to data already ingested. Need more information on what is meant by "Auto capture"
Dashboards
RequiredCustomizable, pull in any of available features along with OOTB metrics, ability to layer segments
CJA provides Analysis Workspace dashboards over unified web, app, CRM, commerce, and other datasets.
KPI Comparator/Impact Quantification
RequiredAbility to measure two different segments/pages against each other for specified KPIs; tie specific issue to estimated conversion/revenue impact
CJA can compare segments, pages, journeys, and outcomes across connected datasets. Attribution models can be compared quickly without additional pre-report processing. Revenue or conversion impact can be quantified when the relevant business outcomes and calculation rules are available.
Session Replay
RequiredUp to 100% of sessions, ability to filter on sessions based on criteria
CJA does not natively provide session replay or a 100% replay recorder. This feature is in roadmap consideration. CJA can analyze replay data alongside journey data if connected via a unique person or device identifer.
Error Analytics
TBD / requiredUnderstand JS/network errors on pages, reference those in other parts of the tool to understand impact, page speed/core web vitals tied to page metrics, clarity on errors given
CJA can bring JavaScript, network, performance, and Core Web Vitals events into the same journey analysis as conversion and revenue. It does not automatically collect every browser error, so instrumentation or an observability integration is required.
Data Warehouse
TBD / requiredDependent on data retention policy and TCS analytics engineering bandwidth to ingest data into Tableau
CJA is built on Adobe Experience Platform data and supports governed exports and SQL/BI access where licensed. Retention, Data Distiller, Tableau, and ingestion scope should be confirmed during solution design.
Journey/Funnel Analytics
RequiredAbility to dive into specific steps to understand frustrations, see all steps from specific page, cross-device identity resolution
Journey and funnel analysis is a core CJA visualization. CJA can combine multiple datasets, apply configurable sessions, and use identity stitching to analyze a person’s journey across devices and channels—well beyond a web-only Adobe Analytics view.
Page Grouping/Mapping
TBD / requiredDependent on how segmenting/event creation works, ability to group pages/page types to understand impact more globally
CJA supports reusable data views, derived fields, and report-time transformations, allowing page groups and page types to evolve without changing the underlying collection model. This is more flexible than maintaining a fixed variable structure.
AI Analyst
Nice to haveSummarizes metrics, surfaces metrics and friction points/errors based on prompts, summarizes session replays, full-scale report based on prompts
With Coworker connected to CJA, users can ask natural-language questions to surface metrics, trends, anomalies, and potential friction or error drivers; continue with multi-turn root-cause investigations; and generate visualizations or an Analysis Workspace project that can be refined and shared. Coworker extends CJA beyond dashboard navigation by helping users move from question → insight → recommended next step.
Alerts
Nice to haveAnomaly detection to flag critical metric drops via email or Teams, customizable to not create false fire alarms
CJA can monitor metrics in data views and surface anomalies across unified customer journeys. Email alerting is supported subject to configuration.
Checkout Tracking
RequiredShould not require a custom pixel/iFrame workaround to understand checkout interactions, retain PII masking
CJA can place checkout events in context with product, order, customer, and pre-checkout behavior across channels. Need further explanation on "custom pixel / iframe workaround". AEP does provide governance and privacy controls to retain PII privacy and limit access as needed.
Platform Features
AB & Multivariate Testing
RequiredNeeded for all test types across all funnel steps - HP, PIP, PLP, cart, search, nav/global, content, checkout TBD on Shopify
Adobe Target provides enterprise-grade A/B/n and multivariate testing across web, mobile web, mobile apps, and other digital touchpoints. Tests can be deployed throughout the web journey, including homepage, product listing, product detail, cart, search, navigation, and checkout experiences.
Visual Editor/Limited Code Editor
RequiredInjecting or replacing content via CSS selector, ability to change multiple elements in the same variation
Adobe Target Visual Experience Composer (VEC) enables marketers to create and edit experiences using a visual interface, including content replacement, layout changes, and CSS selector-based modifications. Multiple page elements can be updated within a single variation without requiring full-page code changes.
Custom Code Editor
RequiredDeveloper-led testing for larger scale tests, ability to change multiple elements in the same variation
Adobe Target Form-Based Experience Composer supports developer-led experimentation and personalization using custom HTML, JavaScript, CSS, APIs, and server-side integrations. Multiple content areas and business logic changes can be managed within a single activity. This capability supports developer-led feature-flag/toggle and rollout testing.
Events/Metrics
RequiredInternal tracking, primary metrics OOTB, create a universal preferred list of additional metrics, ability to add in metrics/events ad-hoc
Adobe Target includes built-in conversion, engagement, revenue, and custom success metrics. Additionally, for customers using Customer Journey Analytics (CJA), test data collection and reporting can be done in the CJA UI. Organizations can leverage their Adobe Analytics/CJA metric frameworks while retaining the flexibility to add activity-specific events and KPIs as needed.
Native Reporting & Analytics
RequiredBuilt-in experiment reporting depth (events, segment breakdowns) with statistical engine for confidence/significance reporting, easily track total campaign performance if changes are made, Excel exports
Adobe Target provides built-in reporting with confidence calculations, statistical significance, audience segmentation, and experience-level performance analysis. Results can be exported for external analysis, and integration with Adobe Analytics /CJA extends reporting depth and enterprise measurement capabilities.
Audiences
RequiredOOTB standard audiences (new/returning, intent-based, VIP/logged in), ability to create specific audiences based on events or demographics
Adobe Target includes out-of-the-box audience creation capabilities and supports behavioral, demographic, geographic, device, visitor status, and authenticated user segmentation. Audiences can also be built from custom events, profile attributes, and Adobe Experience Platform data.
Personalization
RequiredAbility to layer on segmentation to content, product recommendations, AB tests
Adobe Target supports rules-based targeting, AI-driven personalization, recommendations, and audience-based content delivery. Personalization can be applied independently or layered with A/B tests, MVTs, and recommendations strategies.
Environments & QA
RequiredSeparate production and staging/development environments to test campaigns, ability to test via URL link
Adobe Target supports separate development, staging, and production environments through workspace and property controls. Activities can be validated prior to launch using QA URLs, preview links, and environment-specific testing workflows.
Dynamic Traffic Allocation
Nice to haveML automated traffic routing to winning variations
Adobe Target Auto-Allocate uses machine learning and multi-armed bandit algorithms to automatically shift traffic toward higher-performing experiences while preserving statistical validity.
Server-Side Tests
Nice to haveServer-side testing of pricing, shipping thresholds, or promo offers
Adobe Target supports fully server-side experimentation and personalization through SDKs and APIs, enabling testing of pricing, promotions, shipping thresholds, business logic, and other backend experiences. Hybrid client/server deployments are also supported.
Parking Lot
TBDSampling size/MDE calculator, holdout group/incrementality testing for all personalization/testing, bot traffic filtering
Adobe Target supports holdout methodologies, control groups, and incrementality measurement approaches through testing and personalization activities. Sample size planning and bot-filtering capabilities may be supplemented through Adobe Analytics and customer governance practices depending on requirements.
AI Shopper Agent
Nice to haveConversational/guided-selling AI agent for pre-purchase support for product recommendations, questions, and customer FAQ (parity with or replacement for DY Shopping Muse); exploring other vendors for this
Adobe Target is not a dedicated conversational shopping assistant platform. However, it can provide the personalization, recommendations, and decisioning layer behind AI-powered shopping agents and guided-selling experiences delivered through Adobe or third-party conversational interfaces. Adobe does separately offer Brand Concierge, a brand-first AI application that transforms your digital properties into dynamic, conversational experiences
Business User AI Agents
Nice to haveProductivity-boosting agents for test building, analysis, automation
Adobe Target includes AI-powered capabilities and emerging natural-language experiences designed to accelerate activity creation, analysis, optimization, and program management. Adobe is investing in agent-assisted workflows that reduce manual effort and improve experimentation productivity.
Product Recommendations Engine
Nice to havePre-built merchandising algorithms and templates for PIP/HP/cart/search recs; need parity or better vs. current DY rec widgets, custom product card setup, ability to track performance by placement and algorithm strategy and at global level; exploring other vendors for this
Adobe Target Recommendations provides pre-built recommendation algorithms, merchandising controls, collections, exclusions, and customizable templates for homepage, category, product, cart, and other placements. Performance can be measured at the activity, placement, and strategy level through Target reporting and Adobe Analytics integration.
Use Cases
TCS Developed Test
Swapping out hero banner completely for returning users and adding a product recommendations carousel in the same campaign. Test against control in SFCC Page Designer, scheduled start and end dates.
Adobe Target supports this use case. A returning-user hero-banner swap combined with a product-recommendations carousel can be built as a single activity and tested against control, with scheduled start and end dates. Shopify deployment specifics to be confirmed during solution design.
DY Professional Services Development Test
On all PIPs, shortening the Shop the Collection module to the first two products and removing the current ATB CTA. Adding in a expand/collapse CTA on test variation. If product does not have STC or less than 2 items in STC, product was left alone. Added in custom events to fire click events on new CTAs and tagged primary PIP ATB clicks, STC ATB clicks.
Adobe Target supports this use case. Conditional PIP modifications-shortening the Shop the Collection module and replacing the ATB CTA with an expand/collapse CTA, with logic based on STC availability-can be delivered with Adobe Professional Services, including custom click-event tracking on the new CTAs and existing ATB clicks. Implementation details to be confirmed during solution design.
POC Use Case
Tabbed PIP details for product description, reviews, cross-sells, product recs. This would replace the current "See Product Details" link at the top of the PIP (not as shown on PDF). See attachment, more in-depth mockups can be provided.
Adobe Target supports this use case. Tabbed PIP details (product description, reviews, cross-sells, and product recommendations) replacing the current "See Product Details" link can be built via the Visual or Form-Based Experience Composer. Detailed mockups and scope to be confirmed during solution design.
Services, Logistics & Commercials
Requirements common to both the analytics and experimentation tracks, deduplicated into a single view. These are handled at the account, services, and contract level rather than per product — final scope, staffing, and terms are confirmed during discovery and solution design.
Services
Dedicated CSM
Available through an applicable Success Plan (e.g., Ultimate Success). Named resources, meeting cadence, deliverables, and escalation paths should be defined in the executed service plan.
Professional Services
Available through separately scoped Professional Services, Integrated Services, or partner engagements. Implementation, migration, analyst support, reporting, UX analysis, custom development, and training should be scoped independently from Customer Success.
Business Reviews
Regular service and strategic reviews are available through defined success engagements. Review cadence, participants, and deliverables should be agreed during planning.
Recurring Touchbase Meetings
Available through a defined success model. Meeting frequency should be aligned to deployment phase, operational needs, and success objectives.
Training / Enablement
Documentation, Experience League resources, and standard enablement are available. Instructor-led, role-based, or private training should be confirmed separately if required.
Logistics
Integration Timeline
Timeline depends on scope, Shopify architecture, identity requirements, implementation complexity, and migration needs. A committed timeline requires discovery and solution design.
Integration Route
Recommended architecture uses Adobe Experience Platform Web SDK, Experience Platform datasets, Customer Journey Analytics, and Adobe Target. Final integration design should be validated during discovery.
Legal / Contract
Licensing, entitlements, support, storage, data volumes, Professional Services, and commercial terms should be defined in the executed order form and applicable product agreements.
SSO
Adobe supports enterprise SSO through Adobe Admin Console using Federated ID and SAML-based identity-provider integration.
Migration / Implementation
Migration guidance may be included through Success resources; hands-on implementation, migration execution, and custom development should be separately scoped.
Onboarding
Onboarding may include kickoff, provisioning, access setup, planning, validation, and launch readiness activities. Technical deployment remains a separate implementation workstream.
Site Speed Impact
Adobe cannot guarantee zero performance impact. Performance outcomes depend on implementation design, site architecture, data collection strategy, and personalization approach.
Merchandising (Search & Product Recommendations) Vendor Compatibility
Compatibility depends on the selected merchandising and recommendation solution and should be validated during discovery and solution design.
Company Location
Adobe is headquartered in San Jose, California, and operates globally. Data residency and support coverage are product- and contract-specific considerations.
Commercials
Migration / Implementation Costs
Implementation costs vary based on scope, architecture, integrations, migration requirements, training, and delivery responsibilities. Pricing should be determined through discovery and solution design.
Additional Line Items
Additional costs may include data capacity, storage, exports, sandboxes, training, Success Plans, Professional Services, integrations, managed services, and other add-ons. An itemized bill of materials is recommended.
Yearly Contract
Subscription, services, training, and Success Plans may have separate commercial terms. Contract length, renewals, pricing, and usage provisions should be confirmed in the final agreement.