Reporting, Analytics, and Campaigns
What to know
Reporting in AEM spans Sites console reports, Assets reports/insights, and analytics integrations. Candidates must know Adobe Analytics integration via Cloud Services configuration, and how ContextHub and client context feed data. Understand Activity Map and how page tracking works with data layer concepts.
Know Campaigns basics: campaigns group experiences and segments, and can be tied to Target activities. Understand A/B testing and how results are measured.
Also know Assets reports (impressions, downloads) and usage reports for assets, and the Sites console filters for content health.
Traps
- Analytics requires a configured Cloud Services integration and framework; it doesn't work out of the box.
- Campaigns in AEM are not the same as Adobe Campaign; they are distinct products.
- Reports reflect data from the analytics suite, not AEM's own repository, unless it's an AEM-native report.
- Segments used for personalization and segments used for reporting may differ in source.
- Test results need statistical significance; short tests are unreliable.
Rule of thumb
If a question asks where page-level engagement metrics come from, the answer is the analytics integration (Adobe Analytics), not the AEM content repository.
Worked example: A team wants to know which hero variant performed better. Set up an A/B activity with two experiences, ensure Analytics is configured, and compare conversion metrics after the test reaches significance.