The need for the accurate web analytics data & richer business insights is increasing. Given the importance of web analytics data, it is essential to conduct a web analytics audit every year (or just after any major system upgrade). An agile & effective web analytics audit can contribute immensely to reliability of data, without enumerating the many benefits to the overall business.

When is an Audit Necessary?

Your team presents a campaign report touting the success of a recent digital marketing campaign with super low bounce rates. The report demonstrates how the campaign drove an unbelievable number of visits to your website. But your stirring gut tells you something isn’t right. That’s a good enough reason to review your web analytics implementation. Similar leading questions are:

Simple Tools for your Web Analytics Audit

There are many simple analytics tools & add-ons available, through which you can ensure correct deployment of the GATC. Some of the popular ones are: GA debugger, WASP, Google Tag assistant, GTM debugger tool, Firebug.

Planning for a Web Analytics Audit

How to Structure your Web Analytics Audit?

There are 3 core areas that need to be looked at carefully:

  1. Configuration settings
  2. Visitor information
  3. Conversion metrics

Let’s set forth the enumerated frame of all above listed sections:

1) Configuration Settings:

1.1 Evaluate Profiles & Analytics accounts management

1.2 Review administrative settings and ensure best practices are implemented

2) Visitor

3) Conversion

You can check the event tracking code functioning well through Javascript console firing highlighted parameters:

Common Mistakes that I have seen in Web Analytics Audits

About author

Saurabh Kumar

A marketing enthusiast with a fascination for technology, an interest in tinkering with data and systems, and 4+ years of experience at ebookers, Saurabh Kumar Founder Envigo, a digital marketing agency, in the year 2007. His passion for Digital Marketing led him to launch a data-driven digital marketing solutions agency.

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