Insight Platform - Adobe Integration | Qualtrics

Adobe Analytics Integration Overview


The integration between Qualtrics and Adobe Analytics provides the ability to augment data you have stored for website visitors with data collected through a Qualtrics survey. Additionally, you are able to integrate Site Intercept with Adobe Analytics to base intercept logic on your Adobe Analytics variables and pass Adobe Analytics variable values over to Qualtrics data sets.

Free and Paid versions of the integration

Before getting started, please note that there is both a Free and Paid version of this integration.

Purchasing the Adobe Analytics integration 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 integration. A summary of the features available from purchasing the integration is below:

Features available without purchasing Adobe Analytics integration:

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

Features only available after purchasing Adobe Analytics integration:

  • Ability to set up a Qualtrics specific Data Connector
  • Named variables in Site Intercept (i.e Page Name instead of Custom eVar1)
  • Ability to pass to data from Qualtrics surveys to Adobe Analytics

Integration with Site Intercept

Site Intercept deploys surveys on your website to collect information from your website visitors on their website experience, a product found on the website, or their general feelings on your organization. The Adobe Analytics integration with Site Intercept brings about the ability to create display logic on these intercepts based on the Adobe Analytics variables built into the site. Additionally, you are able pass the values stored in these Adobe Analytics variables to Qualtrics so you can compare responses collected on the survey with their website information. For instance, if a customer leaves negative feedback related to their website visit, you can use the Adobe Analytics variables from your website to learn more about this customer’s specific and personal visit.

Using Adobe Analytics Variables in Intercept Logic

This process shows how to create Intercept display logic based on Adobe Analytics variables. This logic can be applied to either global intercept logic, or to specific action sets.

  1. Create a new logic condition.
  2. Select the Website logic category, and choose Adobe Analytics.
  3. Select the Adobe Analytics Variable Type you will be targeting from the drop down (eVar, s.prop, etc…).
  4. Select the variable you will target. If you are using the paid integration, 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 (Custom eVar 1, for example).
  5. Select the logic condition (Equal to, contains, etc…) and enter a value to target.

Setting up a logic condition like the above image 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

Use the following process to use Embedded Data to capture Adobe Analytics Variable values from your site and add them to your Qualtrics data set.

  1. For each action set in your intercept, click on the Options menu, and select Embedded Data.
  2. Click Add Embedded Data if you have not already added Embedded Data values, or click the + button to add another value.
  3. Type in a variable name of your choosing. This variable name will appear as the name of the field in Qualtrics.
  4. Select Adobe Analytics as the value type.
  5. Select a variable type.
  6. If you have purchased the integration, 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 integration.
  7. Select a specific variable.
  8. Navigate to the Insight Platform, open the survey Site Intercept is connected to, and open the Survey Flow.
  9. At the top of the Survey Flow, create an Embedded Data field.
  10. For the field name, enter in the name you chose in Step 3. Make sure that all formatting of the field name is identical here to the name you set in Site Intercept.

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

Troubleshooting Common Errors

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 common troubleshooting steps to take. The most common error is that the page on your site on which the intercept is appearing does not store the Adobe Analytics variable that is being targeted. Site Intercept 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. We like to use Google Chrome and add the Omnibug extension to help troubleshooting this issue, but feel free to use any alternative troubleshooting program.

To Use Omnibug:

  1. Go to the page on your website where your Intercept appears, or that you would like to test.
  2. Open up the Inspect Element tool, and go to the Omnibug tab (which will appear once the extension has been successfully added).
  3. Refresh the page.
  4. 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.
  5. 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.

Integrating Insight Platform Data into Adobe Analytics

The integration between Adobe Analytics and the Qualtrics Insight Platform allows the ability to pass survey data collected by Qualtrics directly to your Adobe Analytics instance. Please note that this feature can only be used if the full integration has been purchased by your organization.


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

Setting Up the Data Connector

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 first need to locate some parameters from Qualtrics.

Viewing Qualtrics IDs

To locate these parameters, login to your Qualtrics account.

  1. Click on the silhouette image in the upper right hand corner and select Account Settings.
  2. Click on the Qualtrics IDs tab.
  3. First, copy your organization ID.
  4. Once the Adobe Analytics integration has been turned on, there will be an Adobe Analytics box on this page. If you have not yet generated a token, click the Generate Token button. Once the token is generated, copy the token.
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.

The Adobe Analytics Data Connector Wizard

Now, access your Adobe Analytics account to set up the Data Connector.

  1. Go to the Admin tab, and the Data Connectors menu.
  2. Click the blue Add New button in the upper left hand corner.
  3. Locate the Qualtrics v2 integration, and click Activate. Agree to the prompts to get started.
  4. On Step 1, enter the Report Suite in Adobe Analytics this connector will bring data into, a Name for the Data Connector, and an email address. Then, paste in your Qualtrics Organization ID and Adobe Analytics Token into the correct fields.
  5. 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.

For further instruction on setting up the Data Connector, please visit Adobe Analytics’ support documentation here.

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.

Enabling the Integration

Once you have set up the Data Connector, you are ready to turn the integration on for a survey.

  1. Open up the Survey tab of a survey, and click on the Tools menu.
  2. Select Adobe Analytics. As a note, this menu may take around 30 seconds to load as a connection between Qualtrics and Adobe Analytics is established while the menu loads.
  3. 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.
  4. 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.

More Options

If the Include Partial Responses option 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.

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.

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 integration 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 integration with Adobe Analytics is not automatically compatible when this form of ID is used. However, an alternative implementation for the integration 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.

How do I know 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 below steps to get set up.

Setting up the Server Side Beacon

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 Site Intercept.

  1. Send our support team an email or phone request asking for the server side beacon to be turned on. Our team will make arrange to have the feature enabled on your behalf.
  2. While waiting for the feature to be enabled, in Site Intercept, find the Embedded Data menu for each action set included in the intercept.
  3. Add a field named Q_AA_PARAMS, and connect that to the “Value from JavaScript” option.
  4. Paste in the following code:
    1. JSON.stringify({marketingCloudVisitorID: Visitor.getInstance(‘ADOBE ORGANIZATION ID’).getMarketingCloudVisitorID()});
    2. The bolded section is an Adobe Analytics Organization ID that you will need to receive from your Adobe Administrator. The ID will be of the form xxx@AdobeOrg, where xxx is a long string of digits.
  5. In the Survey Flow for your survey, 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.
  6. Now, open the Adobe Analytics menu in Qualtrics (from Tools), and under Advanced Options, enable the Server Side Beacon. Note that this will only appear once our team has enabled the feature for your organization.

Troubleshooting Common Errors

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

Refreshing the Data Connector

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 integration 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 integration and any changes you made in Adobe will take effect.

Certain Data Not Appearing in Adobe Analytics

The Qualtrics-Adobe Analytics integration passes survey response information over to Adobe Analytics in the form of a list variable. However, only specific kinds of data are passed. Any piece of data that can be expressed as a Recode Value will be passed through the Data Connector, but no other data can be. So, responses to survey elements like Multiple Choice questions and Likert Matrix Tables will be included, but information like Embedded Data and responses to Text Entry questions will not be included.

Security Protocol

The security protocol of your tracking server must match the security protocol of your Qualtrics survey link. This means that if your Qualtrics survey link begins with http://, the tracking server implemented for the Data Connector must be insecure. If the Qualtrics survey link begins with https://, the tracking server must be secure. To check your Qualtrics survey link, simply go to the Distributions tab for your survey, and view the anonymous link and see if it begins with http:// or https://. The security protocol will be the same for all surveys in your account.

To check to see if you are using a secure or insecure tracking server, please check with your Adobe Analytics administrator. If you would like to switch the security protocol of your survey link, please submit a support request, and we will be able to make this change. This change would require permission of your Qualtrics administrator.

Delays in Data Consumption

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 integration 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.