Organizations today are using sophisticated web analytics tools to build significant marketing infrastructures, but the foundation that supports such infrastructures must be clean data–or the whole thing risks falling apart. The only way to ensure your business decisions are informed by good data is to perform regular inspections that assess the integrity of your data quality.

1. ObservePoint.com Data Quality Assurance Platform Tag Auditing Company
http://www.observepoint.com/company/
Tag ManagementWeb Analytics Tools
Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages

2. ObservePoint.com Data Quality Assurance Platform Tag Auditing Company
http://www.observepoint.com/company/
Tag ManagementWeb Analytics Tools
Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages
(This post takes 2 minutes to read)
Organizations today are using sophisticated web analytics tools to build significant marketing infrastructures, but
the foundation that supports such infrastructures must be clean data–or the whole thing risks falling apart. The
only way to ensure your business decisions are informed by good data is to perform regular inspections that
assess the integrity of your data quality.
This is the first of several web analytics audit posts discussing the recommended auditing plan that should be part
of any data quality governance program. At a minimum, ObservePoint recommends these scans:
•Daily Difference Scans:
• Daily audit crawl from the home page ~ 1,000 pages
• Daily “top pages” audit – No more than 1,000 pages, based on your business requirements
• Daily campaigns audit of each landing page – typically no more than 1,000 URLs
•Quarterly Discovery Scans:
• 100-200k pages, based on your business requirements
This post will cover setting up the daily campaigns audit within the framework of the ObservePoint Data Quality
Assurance Platform.

3. ObservePoint.com Data Quality Assurance Platform Tag Auditing Company
http://www.observepoint.com/company/
Tag ManagementWeb Analytics Tools
Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages
First, make a list of your marketing campaign landing pages. Be
sure to create an exhaustive list including PPC, email, banners,
etc. The landing page URLs will need their campaign tracking
codes intact.
The list will look something like this:
Next, login to ObservePoint, and create a new audit. It’s best to
call it something descriptive like “XYZ Daily Campaigns Audit”.
Copy the list of URLs with tracking codes from Excel and simply
paste them into the starting pages box within the audit setup.
If the list is longer that 20 URLs, the audit setup form will
automatically assume that only those exact URLs should be
audited.

4. ObservePoint.com Data Quality Assurance Platform Tag Auditing Company
http://www.observepoint.com/company/
Tag ManagementWeb Analytics Tools
Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages
The resulting audit setup will look like this:
It is also recommended to implement at least one
business compliance rule to ensure that the tracking
codes are properly sent to your web analytics
platform. You could also configure specific rules for
certain pages as needed.

5. ObservePoint.com Data Quality Assurance Platform Tag Auditing Company
http://www.observepoint.com/company/
Tag ManagementWeb Analytics Tools
Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages
If using Adobe Analytics, the business rule would
look like this:
Finally, run your audit and analyze the results. During
analysis, the campaign variable should be on every page.
If the business compliance rule was configured with an
email address, the ObservePoint system will
automatically send alerts when tags are not loading
correctly. Many customers will find it useful to configure
Adobe Data Warehouse to email a list of marketing
campaign URLs on a weekly or monthly basis as a
reminder to update the ObservePoint audit.

6. ObservePoint.com Data Quality Assurance Platform Tag Auditing Company
http://www.observepoint.com/company/
Tag ManagementWeb Analytics Tools
Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages
We would also recommend pulling the list of URLs from whatever system
is used to manage the campaign URLs.
Marketing campaign audits can help verify the metrics pulled from your
web analytics implementations, leading to more efficient campaigns and
a greater ROI on your marketing investment. When you can trust the
foundational data driving your business decisions, you can make better
decisions that map to the infrastructure of your goals and objectives.
Don’t miss the next post in this series, where the Daily Top Pages audit
will be examined.

7. ObservePoint.com Data Quality Assurance Platform Tag Auditing Company
http://www.observepoint.com/company/
Tag ManagementWeb Analytics Tools
Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages
About Clint Eagar
Never before has it been held as an honor to be called “yeller”.
ObservePoint yeller that is!
Clint is ObservePoint’s yeller, and he gets things done. He has been
building websites, marketing and optimizing them for 10.7 years. He
claims to know a little bit about a lot of things and is relied on to get
just about anything done quickly. Clint has been with ObservePoint
for 4.6 years and has helped support, test, and promote the product.
Before coming to ObservePoint he was at OrangeSoda, running the
enterprise SEO team, and before that he was a business consultant at
Omniture.