Over time, the knowledge of what is being tracked, the meaning of metrics and their impact is gradually lost. It is not uncommon to find an implementation without any useful documentation. Sometimes tracking implementations are done only once, whereas other changes to a web site or app happen constantly, rendering tracking methods obsolete. This often results in faulty or missing data, but more importantly, this degrades trust in analytics in general.
In an analytics audit, we verify that the data required is appropriately tracked and presented to your business users. We check your current tracking requirements against what is really being tracked. We also look for functional errors like duplicate tracking or a missing tracking code. Usually, together with the client, we undertake three main steps:
RequirementsFirst, we define what information you want to track for your sites, either confirming this with your team or using an existing solution design reference.
AuditUsing that knowledge, a technical analyst will test your web site and app tracking code, making sure that the data is processed appropriately. Each gap will be identified.
RecommendationsWe present the findings from the audit to you. We list all the errors detected, their impact and our recommended action. This document can be forwarded to your analytics team, or you can ask one of our specialists to correct your implementation (for an additional charge).
Single audit can uncover years of misaligned tracking methods and data processing. A regular process will ensure that all of the benefits are provided on an ongoing basis.
The audit will show you the particular needs of your stakeholders and it will help them to determine what’s important. We deliver a personalised prescription that shows your team precisely how they can improve your analytics set-up.