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Adobe Analytics Extension

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About Adobe Analytics

Adobe Analytics is a powerful tool that reports on web visitor data such as page views, time spent on a page, user’s tracking history, and more. The extension between Qualtrics and Adobe Analytics provides the ability to augment data you have stored for website visitors with data collected through a Qualtrics survey – for example, by passing satisfaction data collected in Qualtrics over to Adobe, you can create reports on the difference in web behavior between deeply satisfied and not-so-satisfied customers. Additionally, you are able to integrate Website Feedback with Adobe Analytics to base visitor-targeting logic on your Adobe Analytics variables and pass variable values over to Qualtrics data sets.

Qtip: Once this data has been passed over to Qualtrics, you can use it with many other XM features you may have purchased access to, such as dashboards and statistical analysis.

Free and Paid Versions of the Extension

Before getting started, please note that there is both a Free and Paid version of this extension. Purchasing the Adobe Analytics extension gives you the full functionality that will be described on this page. However, it is possible to still use some of this functionality even without purchasing the extension. A summary of the features available from purchasing the extension is below:

Features available without purchasing Adobe Analytics extension:

  • Can use Adobe Analytics variables to create visitor-targeting logic
  • Can pass over Adobe Analytics variable values to Qualtrics via Embedded Data

Features only available after purchasing Adobe Analytics extension:

  • Custom named variables in Website Feedback (for example, Page Name instead of Custom eVar1)
  • Ability to pass data from Qualtrics surveys to Adobe Analytics

Using Adobe Analytics Variables in Visitor-Targeting Logic

Use Adobe Analytics data to determine when you present certain creatives to your website visitors. This section shows how to create action set logic and intercept logic based on Adobe Analytics variables.

  1. On either the intercept level or the action set level, add logic.
    The Add Intercept Display Logic button to the top-left of all action sets, and the Change/Add Logic button inside each and every action set

    Qtip: Clicking Add Intercept Display Logic adds the logic to the entire Intercept, so you don’t have to add the logic to each individual action set.

  2. In the first dropdown field, select Website.
    First field is dropped down, Website is highlighted, and Adobe analytics is selected from this menu
  3. Select Adobe Analytics.
  4. Select the Adobe Analytics variable type you will be targeting from the dropdown (eVar, s.prop, etc.).
    Second field dropped down to reveal variable types

    Qtip: For a guide on Adobe Analytics’ variables, see the following documentation:

  5. Select the variable you will target. If you are using the paid extension, you can select the Data Connector (see below section on setting up Data Connectors) that you have created. Selecting a Data Connector will allow you to see the names of the variables as they are defined in Adobe Analytics (Page Name, Purchase History, etc.). If you instead select No Integration, or are using the free version, you can select from the generic variable names listed (e.g., Custom eVar 1).
    Selecting a Custom Variable form the third dropdown in adobe analytics logic. Condition says if Adobe Analytics Conversion Variable Custom Evar6 is equal to Browse, the Creative will appear

    Qtip: Is this dropdown missing? You probably don’t have the Adobe Analytics permission turned on. Contact your Brand Administrator to get it enabled.
  6. Indicate whether you are targeting visitors whose value is Equal To or Not Equal To the value specified in the next step.
  7. Enter the value of the variable.
Qtip: The way we set up the logic in the screenshots shown above will only allow this intercept to appear to visitors who are on the page set in Adobe Analytics as the Homepage.

Passing Adobe Analytics Variables to Qualtrics

Embedded Data can capture the values of Adobe Analytics variables from your site and add them to your Qualtrics data set.

  1. On any action, click Options.
    Clicking Options on the upper-right of an Action has revealed a menu with the option Embedded Data
  2. Select Embedded Data.
  3. Click Add Embedded Data if you have not already added embedded data values, or click the plus sign ( + ) to add another value.
    Embedded Data window. Add Embedded Data button on center-left.
  4. Type in a variable name of your choosing. This variable name will appear as the name of the field in your Qualtrics survey data.
    Embedded Data window where the embedded data is set to PAge Name Value of Adobe Analytics Converson Variable (eVar) No Integration equal to Custom eVar 5
  5. Select Adobe Analytics as the value.
  6. Select an Adobe Analytics variable type.
    Qtip: If you’re unsure what to choose, see Adobe Analytics’ documentation on Comparing Props (Traffic Variables) to eVars (Conversion Variables).
  7. If you have purchased the extension, select the data connector that you have created. Alternatively, select No Integration if you do not need to see the names of the variables you will be targeting, or if you are using the free version of the extension.
    Qtip: Is this dropdown missing? You probably don’t have the Adobe Analytics permission turned on. Contact your Brand Administrator to get it enabled.
  8. Select a specific variable.
  9. Click Save.
  10. Select View Survey.
    In the intercept, the section for the target. View survey link in blue
  11. You will be taken to the intercept’s target survey.
  12. Open the Survey flow.
    Survey Flow in toolbar at left. Yellow what do you want to add? menu with Embedded Data indicated
  13. Click Add a New Element and select Embedded Data.
  14. For the field name, enter in the name you chose in Step 4. Make sure that all formatting of the field name is identical here to the name you set in the intercept options.
    An Embedded Data element with a field named Page Name (just like in the Embedded Data window set in Site Intercept earlier)
  15. Click and hold down Move to drag the element to the top of the Survey Flow.
  16. Click Apply.

Once this is set up, you will have a field in your survey data that stores the information captured from the Intercept. You can use this field when reporting within Qualtrics and it will be present when you export your survey’s data.

Troubleshooting Passing Adobe Analytics Variables to Qualtrics

If intercept logic is not behaving as you expect or if variable values are not being passed over to your site correctly, there are some troubleshooting steps you can take to resolve the issue.

The most common error is that the page of your site where the intercept is supposed to appear does not store the Adobe Analytics variable that is being targeted. Qualtrics can only capture or base logic off of the values that are present on the page where the intercept appears. We aren’t able to capture values that have appeared previously or values that have not yet appeared.

To Use Omnibug

Qtip: We like to use Google Chrome and add the Omnibug extension to help troubleshoot this issue, but feel free to use any alternative troubleshooting program.
  1. Install the Omnibug extension on Google Chrome.
  2. Go to the page on your website where your Intercept appears, or that you would like to test.
  3. Right click on the page.
  4. Select Inspect Element.
  5. Go to the Omnibug tab (which will appear once the extension has been successfully added).
    Omnibug in Inspect Element tool
  6. Refresh the page.
  7. Open up the dropdown that will either say Omniture or Adobe Analytics. If there are multiple dropdowns, locate the dropdown that includes a section titled Custom Traffic Variables within the entry.
    image of the omnibug window with the adobe analytics entry highlighted
  8. This menu will display all of the variables present on this page, including the eVars and s.prop variables. If you do not see the variable you are targeting listed, you will need to work with your Adobe Analytics Administrator to ensure that all variables are present.

Passing Qualtrics Data to Adobe Analytics

The extension between Adobe Analytics and the Qualtrics Survey Platform allows the ability to pass survey data collected by Qualtrics directly to your Adobe Analytics instance.

Qtip: Please note that this feature can only be used if the full extension has been purchased by your organization.


  • Must have Adobe Analytics permission enabled in Qualtrics.
  • Must have access to an Adobe Analytics “Product” admin user account.
  • Must have 1 eVar variable, 1 List Variable, and 1 custom event available to use.


First, it is necessary to set up a Data Connector that will pass data between Qualtrics and the Adobe Analytics environment. The Data Connector will be set up on the Adobe Analytics interface, but you will need to locate some parameters from Qualtrics.

Qualtrics IDs in Account settings

  1. Login to your Qualtrics account.
  2. Follow these steps to find your Qualtrics IDs.
  3. Copy your Organization ID and save it.
  4. Once the Adobe Analytics permission has been enabled, there will be an Adobe Analytics box on this page. If you have not yet generated a token for the Adobe Analytics, click the Generate Token button.
  5. Once the token is generated, copy the token and save it.
Warning: If a token has already been generated, do not generate a new token. Generating a new token will cause all existing Data Connectors to break!


Attention: We strongly recommend using an eVar instead of a prop for storing the Qualtrics data in Adobe, as choosing the latter might lead to data inconsistency issues. For the list variable, we recommend choosing an expiration of “Hit” as opposed to “Visit”, as using “Visit” has the potential to combine multiple survey responses in the same page or session.
Qtip: If you’re having trouble with your data connector, check out the Adobe Analytics documentation on Data Connectors.
  1. Login to your Adobe Analytics account.
  2. Go to the Admin tab.
  3. Select the Data Connectors menu.
  4. Click the blue Add New button in the upper-left corner.
  5. Locate the Qualtrics v2 extension, and click Activate.
  6. Agree to the prompts to get started.
  7. On Step 1, enter the Report Suite in Adobe Analytics. This connector will bring data into the Report suite you select. Enter a Name and email address for the Data Connector. Then, paste in your Qualtrics Organization ID and Adobe Analytics Token into the correct fields.
  8. On Step 2, Select the List Variable, eVar, and Event that will be used to store the Qualtrics data. Last, enter a Tracking Server. If you are unsure what to enter into the Tracking Server field, contact your Adobe Analytics Administrator.

If you have additional questions about setting up the Data Connector, please visit Adobe Analytics’ support documentation, Qualtrics Data Connector for Adobe Analytics.

Qtip: Data Connectors are set up between one Qualtrics account and one Adobe Analytics report suite. If you would like to send data from your Qualtrics accounts to multiple report suites, you can set up multiple Data Connectors that originate from the same Qualtrics account.
Qtip: If you update a question in your survey, all you have to do to update the connector is publish your changes.


Once you have set up the Data Connector, you are ready to enable the extension for a survey.

  1. Open up the Survey tab of a survey.
    Adobe analytics in the survey options menu
  2. Click on the Survey options menu.
  3. Select Adobe Analytics.
    Qtip: This menu may take around 30 seconds to load as a connection between Qualtrics and Adobe Analytics is established while the menu loads.
  4. The Connect Integrations drop-down menu will display all Data Connectors that have been linked to this Qualtrics account. If you do not see your Data Connector, please verify that all steps on setting up a Data Connector have been completed successfully.
    Data Connector in Adobe Analytics Configuration
  5. Click on the Data Connector you would like this survey to send data through. It is possible to connect to multiple Data Connectors if you would like to send the Qualtrics data to multiple Adobe Report suites. When a Data Connector is selected, you will see a checkmark next to the selected connector.
  6. Click Save.

If Include Partial Responses is selected, survey data will be sent to Adobe Analytics upon every page submission instead of just once at the end of the survey. This ensures that if a responder does not fully submit the survey, any data they have entered is still sent to Adobe Analytics.

Include Partial Responses checkbox

Under Advanced Options, the Send Timestamp with Beacon option is used when a Timestamp is required by your Adobe Analytics instance. Check with your Adobe Analytics administrator to see if this is necessary for you.

Qtip: The same data connector can be used by multiple surveys.

Server Side Beacon

When Qualtrics sends responses to Adobe Analytics, the visitor ID assigned to that respondent is included with the data. This ensures the Qualtrics response data can be automatically matched with your data related to that same individual in Adobe Analytics. There are a couple of types of Visitor IDs used within the Adobe Analytics platform. Often, Visitor ID is found through the “s_vi” cookie within your website. The Qualtrics-Adobe Analytics extension is built to automatically work if this is in place.

However, some Adobe Analytics implementations instead use an ID called the Marketing Cloud ID to store the visitor ID. The Qualtrics extension with Adobe Analytics is not automatically compatible when this form of ID is used. However, an alternative implementation for the extension is possible, called the Server Side Beacon. This implementation will take a few more steps in addition to what we have covered so far, which we describe below.

Attention: You may be wondering, “How do I know if I need to use the server side beacon?” Check with your Adobe Analytics administrator to see if your organization uses the Marketing Cloud ID. If it does, follow the steps below to get set up.

Now that you have recognized that the Server Side Beacon is necessary, it is time to set it up! As a note, this setup will only work if the survey is distributed through Website Feedback.

  1. Open up the Survey tab of a survey.
    Adobe analytics in the survey options menu
  2. Click on the Survey options menu.
  3. Select Adobe Analytics.
  4. Under Advanced Options, enable Use server side beacon.
    Use server side beacon on bottom highlighted
  5. Click Save.
  6. In Website Feedback, find the Embedded Data menu for each action set included in the intercept.
    Embedded Data in Actions dropdown
  7. Add a field named Q_AA_PARAMS. Choose Adobe Experience ID and then enter your Adobe Organization ID.
    image of the Q_AA_PARAMS field configured manually with the organization id instead of using javascript. First field says Q_AA_Params, second has Adobe Experience ID selected, and the third field has a string of numbers and letters where that ID was pasted
  8. Back in your survey, go to the Survey flow.
    Survey Flow button left of survey. Described survey flow, with green embedded data on top
  9. Add an embedded data field to the top of the survey flow, with a field name of Q_AA_PARAMS. Do not set a value for this field.
Qtip: Remember to publish your changes to your survey.

Troubleshooting Passing Qualtrics Data to Adobe Analytics

There are a couple of common errors that can take place with the Qualtrics-Adobe Analytics extension. Consider the below tips if you run into an issue.


When changes are made to the data connector as configured in Adobe Analytics, Qualtrics does not recognize the changes right away. Instead, you need to “refresh” the extension by taking the following steps:

  1. Open the Adobe Analytics menu from the Tools dropdown.
  2. Deselect your Data Connector, so that the connector is unchecked, and save the menu.
  3. Access the menu again, select your Data Connector, and save the menu. This will refresh the extension and any changes you made in Adobe will take effect.


In general, it takes about 24 hours for data to appear in the Adobe Analytics platform. This means that even if you have turned on the extension for one of your surveys, you will not see any results populated in the Adobe Analytics platform for at least a day. The survey results you have collected with Qualtrics will appear within the Qualtrics interface immediately.


Adobe has a custom time stamp feature in their Reporting Suites. Adobe Client Care sometimes enables this for clients if needed. It typically is not enabled. The custom timestamp option seen when enabling the Adobe Analytics extension on a survey must match what has been set up in Adobe. For example, if the custom timestamp feature is enabled in Adobe, it must be enabled on the survey. If the custom timestamp feature is not enabled in Adobe, you must disable it in the survey. If the options don’t match up, the extension will not work properly.

Certain Data Not Appearing in Adobe Analytics

The Qualtrics-Adobe Analytics extension passes survey response information over to Adobe Analytics in the form of a list variable. However, only specific kinds of data are passed:

  • Any data that can be expressed as a Recode Value or Embedded Data value will be passed through the Data Connector, but no other data can be.
  • Responses to survey elements like Multiple Choice questions and Likert Matrix Tables will be included.
  • Information like responses to Text Entry questions will not be included.
  • The first 60 Embedded Data fields will come in as “context data” to Adobe Analytics. You will then need to use Adobe’s “Processing Rules” to map that context data to an Adobe Analytics variable. Once you go through these steps, you can create graphs and reports based on the Embedded Data passed to Adobe Analytics.

Ensure you are following the below steps to pass Embedded Data into Adobe:

  1. Add Embedded Data to a response. This can happen via Embedded Data on the contact in a contact list, survey flow, etc.
    Embedded Data element in the Survey Flow with tons of fields set equal to values
  2. Pick the Embedded Data fields that you want to generate reports and graphs on in Adobe Analytics. Once you’ve decided which Embedded Data fields to use, open up the “Admin -> Report Suites” section of Adobe Analytics.
    Qtip: You can only pass 30 Embedded Data fields to Adobe Analytics. In addition, Embedded Data keys and values will be “truncated” at 255 characters due to an Adobe Analytics limitation.
  3. Within the Report Suite Manager section, navigate to “Edit Settings -> General -> Processing Rules.”
    Adobe Analytics window
  4. Create a new condition that maps ED1 (hit Enter on your keyboard and “Context Data” will automatically be added) to an eProp or eVar variable. Do not use a list var since that will overwrite the survey response. In the below example, the Embedded Data field is being mapped to the “Prop1” variable in Adobe Analytics.
  5. Fill out an example response using an anonymous link.
    Adobe Analytics window

    Qtip: Preview Survey does not send results to Adobe Analytics.
  6. If everything is set up properly, you can go to the “Reports” section of Adobe Analytics and click “Custom Traffic -> Custom Traffic 1-10 -> Custom Insight 1” to view the report for the prop1 variable (use “Custom Conversion -> Custom Conversion 1-10” if you used an eVar instead). Upon doing this, you should be presented with a graph like the one below.
    Green bar graph on Adobe Analytics