Auditing Adobe Analytics: Be Confident in Your Conversion Data

August 31, 2016 Clint Eagar

Conversion attribution is the goal of all web analytics implementations.

Businesses who hope to be customer-centric implement web analytics tools such as Adobe Analytics in their web and mobile applications to create a dynamic user experience and to provide actionable data for their decision-making, all for the sake of conversions.

Though businesses have adopted web analytics in their digital marketing strategy these companies may be walking blind if that conversion data is not correct.

Conversion metrics are meant to accurately explain to stakeholders the effectiveness of their digital campaigns. But CMOs, CIOs and CXOs can quickly lose confidence in their data when that data seems exceptionally inflated, truncated or muddled.

This happens even with powerful web analytics tools like Adobe Analytics, which companies are laying down a pretty penny to invest in.

Bad data is not the fault of the tool, but rather the implementation.

Consider these three areas in which your implementation may be corrupted:

1. Conversion Events

Conversion events are the activities you want your visitors to perform on your website (make a purchase, submit a lead form, apply for a loan and so forth). When you record data about these events using web analytics, you can make informed decisions about improving the user experience (UX) for a more customer-centric experience.

But consider this common user behavior that may be skewing your data:

If your users ever bookmark conversion pages you run the risk of overcounting the conversion. For example, many customers may save a “Thank You” page because it confirms their order or contains information they want to refer back to. By default, the conversion is counted again when they later reload the page, resulting in data inflation.

Data inflation can lead you to believe that you are converting at a higher rate, which is detrimental to effective decision-making. Make sure to audit this aspect of your Adobe Analytics implementation.

2. eCommerce Tracking

If your website sells a product, having your eCommerce tracking enabled and configured in Adobe Analytics is critical.

By using this function your organization can evaluate the effectiveness of marketing investments and site optimizations. But there are parameters that must be correct or your information will be inaccurate. For example:

  • eCommerce events, such as Product View, Checkout, and Purchase must be set with the s.products variable
  • Price and quantity are only set with the Purchase event to prevent them from being inflated

Performing a digital audit of your website can help you verify that Adobe Analytics has the correct settings so that all variables are properly deployed on your site.

3. Campaign Tracking

Web analytics provides a crucial view into the effectiveness of your marketing campaigns, as long as your attribution measurement is functioning properly.

External campaigns should always be captured in a separate variable from internal campaigns. This will help you to differentiate between the effectiveness of campaigns as you properly attribute conversions to campaigns.

Attribution is one of the core purposes of your audit—if you can’t accurately attribute your conversions due to redirects or faulty tags, you may be misled and end up investing in the wrong campaigns.

What to Do

Auditing your analytics code as frequently as you update that code will not only help you trust your metrics for data-driven decision-making, but will also be powerful leverage for universalizing data governance best practices throughout your organization.

Peace of mind will come when you are confident in your Adobe Analytics or other web analytics implementation. By utilizing ObservePoint’s Technology Governance solution, you can supplement the analytical power of Adobe Analytics and be certain that your conversion data is accurate.

To see ObservePoint in action, schedule a free Adobe Analytics audit.




About the Author

Clint Eagar

Clint gets things done. He has been building websites, marketing and optimizing them for 15 years. He claims to know a little bit about a lot of things and is relied on to execute anything quickly. Clint has been with ObservePoint since the early days 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.

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