web analytics tools and tips how to audit your marketing landing pages

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Web Analytics Tools & Tips: How to Audit Your Marketing Landing Pages

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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.












First, make a list of your marketing campaign landing pages. Besure to create an exhaustive list including PPC, email, banners,etc. The landing page URLs will need their campaign trackingcodes intact.

The list will look something like this:

Next, login to ObservePoint, and create a new audit. It’s best tocall it something descriptive like “XYZ Daily Campaigns Audit”.Copy the list of URLs with tracking codes from Excel and simplypaste them into the starting pages box within the audit setup.If the list is longer that 20 URLs, the audit setup form willautomatically assume that only those exact URLs should beaudited.







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The resulting audit setup will look like this:

It is also recommended to implement at least onebusiness compliance rule to ensure that the trackingcodes are properly sent to your web analyticsplatform. You could also configure specific rules forcertain pages as needed.







http://www.observepoint.com/products/#business-compliance-validation





If using Adobe Analytics, the business rule would look like this:

Finally, run your audit and analyze the results. Duringanalysis, the campaign variable should be on every page.If the business compliance rule was configured with anemail address, the ObservePoint system willautomatically send alerts when tags are not loadingcorrectly. Many customers will find it useful to configureAdobe Data Warehouse to email a list of marketingcampaign URLs on a weekly or monthly basis as areminder to update the ObservePoint audit.







https://marketing.adobe.com/developer/documentation/data-warehouse/c-data-warehouse-api





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.











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 beenbuilding websites, marketing and optimizing them for 10.7 years. Heclaims to know a little bit about a lot of things and is relied on to getjust about anything done quickly. Clint has been with ObservePointfor 4.6 years and has helped support, test, and promote the product.Before coming to ObservePoint he was at OrangeSoda, running theenterprise SEO team, and before that he was a business consultant atOmniture.







web analytics tools and tips how to audit your marketing landing pages

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