Implement Adobe Analytics in Accelerated Mobile Pages (AMP) – Overview

AMP (Accelerated Mobile Pages) is an open source project that lets you build web pages for static content that renders quickly. This feature is ideal for publishers who want to create mobile-optimized content once, and have it load instantly everywhere

To implement analytics tracking, we can utility amp-analytics element tag for capturing analytics data from an AMP document

The amp-analytics element is used to measure activity on an AMP document. The details concerning what is measured and how that data is sent to an analytics server is specified in a JSON configuration object. It comes pre-configured to support many analytics vendors out of the box.

For example, the following amp-analytics element is configured to send a request to when the document is first loaded, and each time an tag is clicked:

To add Adobe Analytics support, The value adobeanalytics has to be added to the type attribute as below

There are two solutions to implement Adoble Analytics tracking with the amp-analytics tag

  • Using the adobeanalytics tracking template to construct the Analytics request directly from within the AMP
  • Using the adobeanalytics_nativeConfig tracking template which uses an iframe containing the AppMeasurement code hosted on your own site

The following table gives you an idea of the pros and cons of each approach.

adobeanalytics template adobeanalytics_nativeConfig template
Visitor/visit counts (in existing report suite) High inflation Minimal inflation
Using a separate report suite Recommended Not necessary
New vs. return visitors Not supported Supported
Visitor ID service Not supported Supported
Video & link tracking Partial support Not yet supported
Difficulty of implementation Somewhat difficult Relatively easy
Marketing Cloud integrations Not supported Supported with caveats

Notes: If you need click tracking and don’t mind visitors being counted as entirely new visitors separate from your site, use the adobeanalytics tracking template, with our recommendation that you put the data into a separate report suite. If you need the Marketing Cloud ID service, do not want visitor or visit inflation, and are okay with only firing Analytics on page load, using the adobeanalytics_nativeConfig solution will be recomended.

Leave a Reply

Your email address will not be published. Required fields are marked *