Feed insights back for activation/journey refinement
Closed-loop integration doc
Monitor & Govern
Data freshness, access governance
Governance policy, freshness dashboard
Step-by-step implementation
Do these 11 steps in order, in a development environment. Each step lists where to go, what to do, what to check, what you must know, and the questions interviewers ask about it.
Step 1
Define analysis questions
Where
Outside CJA — analysis use case catalog
What you do
List the cross-channel questions single-source tools cannot answer and the datasets each needs.
Tips
Prioritize one flagship question for Wave 1.
Check before moving on
Use case catalog and source inventory agreed.
Must know
CJA answers cross-channel questions (web, app, call centre, store) that Adobe Analytics alone cannot.
Write the analysis questions first; they decide which datasets the connection needs.
Agree the person ID that ties channels together before building anything.
Interview questions tap to reveal a model answer
CJA vs. Adobe Analytics?
Analytics collects and reports web/app data with fixed variables; CJA reports on any AEP dataset across channels, with reporting-time settings and no variable limits.
What questions is CJA good for?
Cross-channel journeys: e.g. how many travellers searched online, called the contact centre, then booked in the app.
What decides which datasets go in?
The agreed analysis questions; add only datasets those questions need, since rows count toward the licence.
Screenshot Analysis use case catalogAdd screenshots/cja/step-01.pngStep 2
Confirm datasets in AEP
Where
Data management > Datasets (Experience Platform)
What you do
Check each dataset is schema-compliant and has a usable person (or account) identifier.
Tips
Identity problems show up later as misleading numbers.
Check before moving on
Dataset inventory with person ID per dataset.
Must know
CJA reads datasets from AEP's data lake: event datasets, profile datasets and lookup datasets.
Every dataset in a connection needs a person ID; for cross-channel analysis those IDs must share values.
Lookup datasets add descriptions (product names, campaign details) keyed on a field.
Interview questions tap to reveal a model answer
What dataset types can a CJA connection use?
Event datasets (time-series), profile datasets (attributes per person) and lookup datasets (attributes per key such as product).
Why must person IDs line up across datasets?
CJA joins datasets on the person ID; if web uses ECID and the call centre uses CRMID with no link, journeys cannot be combined.
What is a lookup dataset?
A dataset that classifies a value, like product SKU to category, joined at reporting time.
Screenshot Dataset schema with identity fieldAdd screenshots/cja/step-02.pngStep 3
Create the connection
Where
Data management > Connections > Create new connection
What you do
Pick the sandbox, add event, profile, lookup and summary datasets, set the person ID, enable new data and backfill.
Tips
Connections affect licensed data volume — add only what you need.
Check before moving on
Connection saved.
Must know
A connection selects datasets, their person IDs and backfill and import settings.
Connections affect licensed data volume; add only what you need.
Several data views can sit on one connection.
Interview questions tap to reveal a model answer
What is a CJA connection?
The configuration that brings selected AEP datasets into CJA, with a person ID per dataset and import/backfill settings.
Connection vs. data view?
The connection decides which data comes in; the data view decides how it is reported (components, sessions, attribution).
How do you control CJA cost?
Limit datasets and backfill to what the use cases need and monitor ingested rows.
Screenshot Add datasets step with person IDAdd screenshots/cja/step-03.pngStep 4
Check ingestion
Where
Data management > Connections > open connection
What you do
Watch records added, skipped and deleted per dataset until backfill completes.
Tips
Expect a few hours before data appears.
Check before moving on
Row counts reconcile with AEP (<1–2%).
Must know
After creating a connection, check ingestion status and record counts per dataset.
Reconcile counts with AEP (Query Service) before building reports.
Ingestion lag means recent data may not be complete yet; communicate it to stakeholders.
Interview questions tap to reveal a model answer
How do you check a connection is complete?
Compare ingested and skipped rows in the connection details with dataset row counts in AEP.
Why might rows be skipped?
Missing person ID or timestamp, or records outside the import settings.
How fresh is CJA data?
It depends on ingestion lag; streaming data arrives faster than batch, and recent hours may still be filling in.
Screenshot Connection details with record countsAdd screenshots/cja/step-04.pngStep 5
Create the data view
Where
Data management > Data views > Create new data view
What you do
Choose the connection, person component, session timeout, time zone and calendar.
Tips
Create several data views on one connection for different teams.
Check before moving on
Data view saved.
Must know
A data view holds reporting-time settings: components, session definition, time zone, attribution and filters.
Data view changes apply retroactively and do not change the underlying data.
Derived fields create new dimensions at reporting time (e.g. parse a URL or combine fields).
Interview questions tap to reveal a model answer
What is a data view?
A reporting configuration on top of a connection that defines components, sessions, attribution and context.
Why is "retroactive" a big deal?
You can change session timeouts, attribution or component settings and history updates instantly, which Adobe Analytics cannot do for most settings.
What are derived fields?
Dimensions or metrics created at reporting time with rules and functions, without re-ingesting data.
Screenshot Data view Configure tabAdd screenshots/cja/step-05.pngStep 6
Add components
Where
Data view > Components tab
What you do
Drag fields in as dimensions and metrics; set attribution, persistence and formats; build derived fields.
Tips
Use clear, business-friendly names — agents and analysts rely on them.
Check before moving on
Every planned dimension and metric present.
Must know
Any field in the datasets can become a dimension or metric component.
Enable field-based stitching where needed; set attribution models for key metrics.
Tips
B2C uses person ID; B2B uses account ID — decide before building analysis.
Check before moving on
Known cross-device customer resolves to one person.
Must know
Stitching links anonymous device data to a person ID: field-based (using a persistent and a person field) or graph-based (using the AEP identity graph).
Stitching can replay recent anonymous data once a person logs in.
Attribution models (first touch, last touch, linear, algorithmic and more) can be applied per component or in the Attribution panel.
Interview questions tap to reveal a model answer
What is stitching in CJA?
Rewriting the person ID on anonymous events with the known ID once the person is identified, so pre-login behaviour joins the customer.
Field-based vs. graph-based stitching?
Field-based uses two fields in the same dataset (device ID and person ID; Select package and up); graph-based uses the AEP identity graph (Prime and up). Both are now enabled self-service in the Connections UI.
How do you compare attribution models?
Use the Attribution panel or apply different models to metrics side by side in a freeform table.
Workspace > create audience (publish to Real-Time CDP)
What you do
Publish high-value audiences to Real-Time CDP for activation or AJO journeys.
Tips
QC that the published audience matches the analysis population.
Check before moving on
Audience visible in RTCDP.
Must know
CJA can publish audiences back to AEP for activation through RTCDP or AJO.
Journey and Target data land in AEP, so CJA can measure them alongside other channels.
Closing the loop means analysis directly changes targeting.
Interview questions tap to reveal a model answer
How does CJA "close the loop"?
By creating audiences in CJA and publishing them to AEP, where RTCDP or AJO can activate them.
How do you measure an AJO journey in CJA?
Add the journey step event and message feedback datasets to the connection and report on them with conversions.
Why measure Target tests in CJA?
To see test impact across channels and over longer periods than the test report shows.
Screenshot Create audience dialog in CJAAdd screenshots/cja/step-10.pngStep 11
Govern & monitor
Where
Admin Console product profiles; connection health
What you do
Restrict data views by role, monitor freshness, retire stale projects.
Tips
Confirm a restricted user cannot see sensitive data views.
Check before moving on
Access test passed.
Must know
Control access to data views through Admin Console product profiles.
Monitor ingestion lag, connection health and licensed row usage.
Keep a data dictionary and project catalog so users trust the numbers.
Interview questions tap to reveal a model answer
How do you control who sees what in CJA?
Assign data views to product profiles in Admin Console and give users only the profiles they need.
What goes in CJA governance?
Data dictionary, component naming rules, project catalog, access model and regular usage reviews.
What do you monitor after go-live?
Ingestion lag, skipped rows, data view errors and licence usage.
Screenshot Product profile permissions for data viewsAdd screenshots/cja/step-11.png
Sources (UI paths checked against Adobe Experience League, Oct 2026 — menus can move between releases; confirm in your org): overview · basic configuration for data views
Implementation by domain
How to use: do each step in your sandbox using the “How to do it” column, then read across the row to see how the same step changes by domain. Each domain column follows one scenario from top to bottom. Add a screenshot and what you learned in the last column.
Travel & Airlines · practice brand: SkyLumen Airways
How (any domain): Publish audiences to RTCDP/AJO; restrict data views by role.
Check: Audience appears in RTCDP.
Screenshot Close the loop & govern · E-commerce & RetailAdd screenshots/cja/retail-09.png
Extra steps for this domain
In Phase 1, prioritize the cross-channel path-to-purchase question (web, app, store POS, call center).
In Phase 4, monitor Data View query performance given high-cardinality product/SKU dimensions.
Healthcare
Lab use case: Digital-to-visit journey
Profile: B2C (patients) + B2B (providers, payers). Compliance focus: HIPAA, HITRUST, consent-first data collection, no PHI in standard analytics tools without a BAA-covered environment.
What changes in this domain: Analyze only de-identified/aggregated engagement data
Special considerations: Row-level access restricted; no PHI in any Data View
Do online bookings reduce no-shows? (aggregated only)
How (any domain): List cross-channel questions single tools can’t answer.
