From Omniture to Customer Journey Analytics: the full lineage
Every s_code.js file still in production, every eVar naming convention, every analyst who says "SiteCatalyst" in a meeting - they are living history of one continuous product line. Understanding the lineage is not nostalgia; it explains why implementations look the way they do and what each migration actually preserved.
2009 - Adobe buys Omniture
Adobe acquired Omniture in 2009 for roughly $1.8 billion, and with it SiteCatalyst - the web analytics tool whose vocabulary (report suites, eVars, props, s_code) still structures Adobe implementations today. Teams who ran Omniture then are the same population searching for migration help now.
2011-2013 - SiteCatalyst becomes Adobe Analytics
SiteCatalyst 15 modernized the reporting layer; the 2013 Marketing Cloud rebrand made it Adobe Analytics, and AppMeasurement gradually replaced the legacy H-code libraries. The name changed; the data model - hits into report suites, values into numbered variable slots - did not.
2014-2017 - one identity, one workspace
The Experience Cloud ID service unified visitor identity across Adobe products, and Analysis Workspace (2016) replaced canned reports with the drag-and-drop analysis surface that remains the product's best idea - so good that CJA is, at heart, Workspace pointed at better data.
2018-2021 - the platform pivot
Launch superseded DTM (DTM read-only Feb 2021, decommissioned Apr 2021), Adobe Experience Platform introduced datasets and XDM schemas, the Web SDK collapsed three libraries into one, and Customer Journey Analytics arrived in 2020. For the first time the successor was not a rename - it was a different data model wearing a familiar interface.
2022-2026 - two products, one direction
Traditional Adobe Analytics keeps running - stable, maintained, and quietly demoted. CJA absorbed the roadmap and, by 2026, the AI-era features. The lineage's lesson is consistent: Adobe preserves the analysis experience and replaces the plumbing underneath it, one layer per generation. The teams that fare best treat each transition as a chance to fix what the last implementation locked in - and the eVar map you write today, translated into an XDM schema, is the first artifact of the next twenty years of your data.
Why the old names still matter in 2026
Search behavior lags product history by years - people still search "omniture analytics" in 2026 - and so do implementations: audits routinely find s_code-era naming conventions in Web SDK payloads. Speaking the whole lineage fluently is a practical audit skill: you cannot verify a migration if you cannot read what it migrated from.