Measurements of a website or an application can form a complex and intricate, sensitive and vulnerable system. With regular analytics audits, we can trust the data in the reports and draw the right conclusions from them.
Why is a regular analytics audit necessary?
When we set certain measurement points on a website or application and then make reports based on them, we are typically lured into believing that all that is needed here is analysis, the castle is already standing, the soldiers are protecting it.
However, many advanced measurements are related to the website code. When developers change something in this code, a previously set good measurement might disappear or give out erroneous data. Detecting this is not necessarily a trivial task.
Some processes depend on the proper work of employees and partners: for example, the proper labelling of campaigns managed outside of Google Ads is typically difficult to fully automate, so it may become difficult or impossible to evaluate results because someone has not followed the right rules.
To detect such and similar problems, it can be helpful to have an analytics audit performed regularly, even every 1-2 months.
How can JabJab Online Marketing help with this?
After a first, comprehensive audit, we regularly review the data generated and the range of features used. We take the important elements that we consider important to check during an analytics audit into points.
The resulting report is typically only the first step of a comprehensive project. Problems found during an audit can typically be addressed by setting the measurements correctly. Google Data Studio reports and dashboards are made from the extra data obtained in this way. In some cases, data is organized in Google BigQuery using a cloud data lake.
Such a complex system ensures that measurements are not only a mandatory task to be performed, but also an integral part of the online strategy, a driving force in the operation of the company.