Web Analytics Audit

We audit web analytics implementations — for a flat fee — to validate that key visitor behaviors are captured
accurately and reported clearly. Data-driven recommendations won’t help your organization if decision-makers don’t
trust the analytics, and no tool tracks everything out-of-the-box, so we recommend fixes and enhancements to ensure
robust numbers.

For each audit, our consultants visit and interact with client subdomains and
domains to inspect elements of actions promoted by the site, such as using forms, downloads, sharing tools, rich
media, and links to other sites. We examine the tracking code on key pages as well as the HTTP headers conveyed to
analytics systems from these pages and the above actions. Next, we perform an automated scan of sample pages on all
subdomains to validate that up-to-date tracking code is functioning on each page. Finally, we review existing
reporting in-depth, highlighting opportunities to improve clarity and intuitiveness of reporting, identifying ways to
improve accuracy, and brainstorming new metrics that align with key business drivers.

Read about a media
client’s eye-opening Adobe Analytics audit and the SiteCatalyst enhancements it inspired.

Learn how this Audit has evolved to emphasize mobile and social channels.

Or contact us to ensure reliable data with every Checkpoint of a Basic or Advanced
Audit:

Checkpoint Basic ($3,000 fixed fee) Advanced ($7,000; 14% off for
GA
)
Ensure all pages are tracked by current, functioning JavaScript tracking code or
log files

x

x

Confirm that conversion paths and confirmations are counted as funnels and goals
for more detailed reporting

x

x

Review and recommend content and audience
segmentation

x

x

Validate predefined filters and identify additional filtering needs, such as
internal and sub-domain traffic

x

x

Ensure that site search keywords and navigation impacts are measured

x

x

Ensure all social sharing tools, downloads, and exit
links are tracked
by custom JavaScript or tag management

x

x

Document audit findings and recommendations in writing, then review by phone for
as long as needed

x

x

Recommend improvements to dashboard layouts, summaries, sharing, and underlying
reports

x

x

Verify that all active marketing efforts are counted as campaigns for more
detailed reporting
by channel, source, and creative

x

Ensure integration with pay-per-click (PPC) search engine marketing (SEM)
campaigns

x

Validate e-commerce transaction measurement including detailed product
dimensions

x

Ensure interactions with key
video
, HTML5, Flash, carousels, and other Rich Media features are tracked

x

Confirm that mobile apps, domains, and responsive designs are fully tracked and
distinguished in reporting

x

Verify that cross-domain and sub-domain
navigation paths
and conversion funnels are completely tracked

x

Study existing or required integration with other data sources, dashboards and spreadsheets
via API or other exports

x

Did this interest you? Reach out to learn
how we can help you.

Contact Us

When you reach out to Empirical Path, you get in touch directly with our fully qualified and experienced consultants.   Whether you need an analytics audit, training, support, or a custom quote on Google Analytics 360 licensing, let’s talk today.