Analytics Recipe Cookbook - Summaries

Analytics Tag Audit and Governance: Best Practices

  • 1.  Analytics Tag Audit and Governance: Best Practices

    Posted 06-11-2018 04:02 PM
    Originating Authors:
    Rishav Haldar, Lovely Singh, Jayashree J, Nabler

    Introduction -
    Is Analytics tracking implemented on your site? How well is the data being captured? Are you following the best practices in ensuring data quality?

    Well, employing efficient tag validation practices, data quality issues can be easily avoided. Tag, also known as beacon or pixel, is typically a piece of JavaScript code, used to record the different types of data emanating from a website. All site analytics tools like Adobe Analytics, Google Analytics, WebTrends Analytics, etc. and third party marketing tools such as AdWords, DoubleClick etc., use tags to track user behaviour information.

    Depending upon the spread of an organization's business and its online presence, a website can have huge volumes of clickstream data being generated. Thus, it goes without saying that a firm's digital success is heavily dependent on the robustness of its tagging infrastructure.

    Analysis Overview
    The below analysis enumerates some of the best practices organizations can utilize, which would help them avoid mistakes that lead to data discrepancies.

    Analysis Benefits
    1. Improved accuracy in clickstream data collection.
    2. Increased confidence in data
    3. Standardized tagging structure.
    4. Reduction in time spent on quality checks and re-tagging.
    DAA members, go here to view full recipe

    Lovely Singh
    Nabler (Corporate Account)
    Essential Series: Applying Digital Analytics