Web Analytics Audits and Analysis

 

All Pace projects begin with an audit of your website and/or campaign. This document provides a holistic view of your current analytics, tracking tools, a road map for improvement, and recommended reporting structure for your program and/or website performance. This concentrates focus completely on ensuring that you are tracking the most relevant key performance indicators and tracking them accurately – two analytics pillars for good marketing and content performance.

 

Audits from Pace’s analytics team stand out from those at other agencies in its deep diving analysis and detailed forward planning. All accounts are analyzed by a human; data is meticulously sifted and viewed in terms of what KPIs are best personalized or customized to your site. Our end deliverable is an annotated road map with visualizations to produce the relevant and usable data possible for your marketing and reporting needs. This comes complete with a list of action items and detailed instructions that can be implemented by a client’s internal developer or by a member of the Pace team.

 

Analytics audits are composed of four primary sections:

1) Code:We perform a technical audit on the tracking code of the website or app to ensure it is properly structured, in line with current best practices, not conflicting with other scripts, and receiving data. We commonly see issues with outdated code or multiple scripts tracking that lead to missing or skewed data. Ultimately, tracking is only as good as the code being used.

 

2) Configuration:Nearly every tracking platform has an administrative tool that includes settings for how to construct and log inbound data. This frequently comes in the form of filters, goals and additional dimension tracking. Many third-party marketing tools will also use these settings as part of their targeting algorithms. Ensuring that these are properly configured can be critical to making informed decisions on top performers and/or recognizing areas of opportunity.

 

3) Data Accuracy:Analytics are only effective if the data is accurate. Pace’s analytics team compares data against an extensive red-flag checklist to ensure that metrics are logging, encompassing, and making sense in conjunction with other tools, metrics and marketing strategies.

 

4) Opportunities for Improvement:The best analytics accounts are customized to the needs of the client and program. We look at what metrics and/or dimensions are missing from the data that would be valuable in helping forward decision-making. This can be in the form of additional events, goals, custom groups or dashboard reports.

 

The end result is a customized reporting deck showing the account’s overall health, highlighting any outstanding issues that require a fix and providing actionable recommendations on how to get the most out of your data.

 

Pace’s Analytics team has been trained to have expertise in Google Analytics, Adobe Analytics, Google Tag Manager, Facebook Ads, Google Ads, Microsoft Advertising formerly Bing Ads, Hubspot, Webtrends, Kissmetrics, Tableau, AppsFlyer, and many other reporting platforms and/or supplementary marketing tools.

 

 

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