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

August 29, 2015 Clint Eagar

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(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. Be sure to create an exhaustive list including PPC, email, banners, etc. The landing page URLs will need their campaign tracking codes intact.

The list will look something like this:

a graphic of a URL tracking code spreadsheet

Next, login to ObservePoint, and create a new audit. It’s best to call it something descriptive like “XYZ Daily Campaigns Audit”.

Copy the list of URLs with tracking codes from Excel and simply paste them into the starting pages box within the audit setup. If the list is longer that 20 URLs, the audit setup form will automatically assume that only those exact URLs should be audited.

The resulting audit setup will look like this:

a graphic that shows an example of a daily website audit setup

It is also recommended to implement at least one business compliance rule to ensure that the tracking codes are properly sent to your web analytics platform. You could also configure specific rules for certain pages as needed.

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

a graphic showing an example of an  Adobe Analytics setup

Finally, run your audit and analyze the results. During analysis, the campaign variable should be on every page.

If the business compliance rule was configured with an email address, the ObservePoint system will automatically send alerts when tags are not loading correctly.

Many customers will find it useful to configure Adobe Data Warehouse to email a list of marketing campaign URLs on a weekly or monthly basis as a reminder to update the ObservePoint audit. 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.

Image Credit: Unsplash

 

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