Like everything in life – confidence is the key. But even with good posture and a voice full of gravitas, if you’re not confident in your data, you’re dead in the water. To help you understand the power of a well- constructed audit, I am going to take you through one I assisted with for a financial services client.
Being a Fortune Global 500 company, they have a large number of visitors interacting with their brand website. They wanted to ensure that their implementation was set-up correctly to maximize their online visitor experience.
Having been in the industry for many years, I can tell you that it’s a common problem to have ‘dirty’ data. Issues arise when processes aren’t followed, QA is half done or done too close to the deadline – the list goes on. They knew the implementation had issues but needed an expert to help identify and prioritize the improvements; that’s where we came in.
Step 1: Uncover errors.
Once any and all errors were determined, the team then took a deeper look at the code itself to find what was and was not tracked. This is a huge pain point for many clients as documentation can be scarce or as old as the analytics tool itself (log file analysis, anyone?). No matter how painful, it’s important to update your documentation. Keeping this updated will help others understand the basics: what is tagged, what is supposed to be populating in that tag and where the data lives. This information needs to be documented. Who knows, you might win the lottery and your colleagues will need to know what’s happening after you run away to your beach house on a private island!
Step 2: Fix Incorrect Tags.
Sometimes it’s not just the custom tracking giving marketers a headache; base metrics can be an issue, too! We discovered through our audit that the client was sending two server calls per visit for many pages on their site. This creates a huge discrepancy when assessing the data, making it look like the site was performing better than it really was. This scared a few people on our clients’ team, but after some level-sitting, they understood that uncovering this major flaw in their tracking system is actually a very substantial victory. Now they are empowered with correct data and can truly gauge if their investment dollars are being well spent!
Outcome: We found that 82% of their pages were not appropriately tagged, causing the errors we determined in the first step.
It’s better to have honest data that may disappoint than to have inaccurate data that gives the wrong impression.
Stratigent’s Confidence Audit
takes a holistic look at your website’s landscape to find the issues that might be causing unreliable reporting. If you want the TL;DR version, ask yourself this one question: do you trust your digital analytics data? If not, then give the Stratigent SWAT team a call.
Do you think you are in need of an audit?
heck out our Confidence Audit
section for more details!
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