Last click was once king when it came to analyzing and driving conversions. The idea was that the final touchpoint (ad, channel, keyword, etc.) right before a customer interaction was responsible for the conversion.

But, nowadays, last click just doesn’t cut it.  

Your business needs a more robust measurement ecosystem that can capture the new level of complexity. Let’s delve into how Adobe enables sharper insights into your holistic customer journeys.  

Why Adobe for your measurement ecosystem?

Nowadays, users are engaging with numerous channels and devices. A potential customer may google a keyword, browse product reviews and click on several landing pages before making a purchase.  

So how does your business capture this multi-step journey?  

That’s where unified measurement ecosystems like Adobe Experience Cloud come into play. The Experience Cloud –coupled with tools like Adobe Mix Modeler and Customer Journey Analytics– gives your business a 360-degree view into customer interactions.  

As a result, you can more accurately measure impact and intelligently optimize your investments.  

Advantage #1) Macro vision via the Adobe Mix Modeler  

Marketing Mix Modeling (MMM) is a strategic method for measuring the impact of every brand channel –both online and offline. It gives your business that macro-level vision to understand the ways your customers are interacting across your business touchpoints.  

Adobe Mix Modeler is leading the charge in this area. It’s an AI-powered tool that analyzes aggregated data (like sales, media investment, etc.) for a thorough overview of customer journeys. Some main benefits of this tool include:  

• Privacy-first response: The Mix Modeler doesn’t require cookies or user-level data, making it the perfect solution for measuring hard-to-track channels. It’s also ideal for navigating the future without third-party cookies.

• Strategic planning: With this tool, you can answer high-level questions that require big-picture analysis. For example, you can calculate the real ROI of your investment or assess the budget for your social media vs. paid search channels to maximize revenue.

Advantage #2) Micro vision with the Adobe Customer Journey Analytics (CJA)

In contrast, the Customer Journey Analytics (CJA) tool takes a more tactical approach, giving your business an on-the-ground look at how your touchpoints are performing. CJA unifies your data from multiple channels (web, app, CRM, call center, etc.) into a single customer view.  

It’s highly advantageous for analyzing conversion paths, especially because it allows for:

• Sophisticated multi-touch attribution: CJA goes beyond standard models to understand which combination of touchpoints converts different audience segments.

• Actionable insights: Answer crucial, detail-level strategy questions. Some examples include what content is most effective in moving users to purchase or if mobile app users have a higher LTV.

Advantage #3) Intelligent omnichannel orchestration using an Adobe toolkit

Omnichannel orchestration is essential to effectively manage all stages and channels of your customer experiences. Adobe is a robust ecosystem to unify your strategy, messaging, integrations and routing processes from a single platform.  

While the Mix Modeler and CJA are two major tools in this kit, we also leverage in-platform tools such as Adobe Target and Adobe Journey Optimizer. The beauty of the Adobe ecosystem is that it’s highly comprehensive, enabling intelligent omnichannel orchestration tailored to your business scenario.  

Advantage #4) End-to-end optimization through real impact metrics  

Businesses can get real impact metrics and define next-step actions if they set up a unified measurement ecosystem in Adobe. Some ways that these Adobe tools drive customer experience optimization and business growth include:

• ROAS (Return on Advertising Spend): By combining the strategic vision of the Mix Modeler with the tactical optimization from CJA, your business can analyze the highest-performing channels and improve conversion rates for maximum ROAS.

• LTV / CAC (Customer Lifetime Value / Customer Acquisition Cost): CJA is the best choice for identifying the journeys that generate the most valuable customers (higher LTV). With these metrics on hand, you can focus investment on acquiring high-value customers and optimizing your LTV/CAC ratio.

• Payback: Get a clear understanding of conversion paths from CJA so you can accurately predict investment recovery time. As a result, you can improve the financial health of your campaigns.

The Conexio connection

At Conexio, we help businesses move beyond surface-level analytics by building high-performing, integrated measurement ecosystems within Adobe. As an official Adobe Solution Partner Specialized in Customer Journey Analytics (CJA), our team combines tools like Adobe Mix Modeler, CJA, Adobe Analytics, and Real-Time CDP to unify your data, uncover meaningful insights, and optimize every touchpoint across channels.

Our CX experts leverage Adobe Mix Modeler to make data-backed decisions that elevate engagement, maximize resources, and shape smarter strategies. Meanwhile, our deep expertise in configuring CJA and CJA B2B enables us to deliver actionable customer views and powerful multi-touch attribution for clients across the U.S. and LATAM.

Ultimately, our mission is to create measurement frameworks that are as accurate as they are impactful; as we help you clearly measure journeys, understand real business impact, and orchestrate personalized omnichannel experiences that drive long-term growth.

Enrich your measurement ecosystem with an expert partner

Leave behind a last-click approach and embrace a more robust measurement ecosystem with Adobe.  

At Conexio by Nearsure, we specialize in building future-ready and privacy-centric frameworks. Our Adobe certified specialists are on the frontlines of crafting leading customer experiences, even within the most complex landscapes.  

Schedule a consultation with our specialists today.