Case Studies

Leading Newspaper Saves Data from Slipping through the Cracks

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LEADING NEWSPAPER SAVES DATA FROM SLIPPING THROUGH THE CRACKS A leading national newspaper, one of the largest circulating in Canada, serves an average weekly readership of over three million for print, digital and mobile editions. With an ever-increasing readership of their web and mobile properties, it is crucial that the newspaper's website tagging implementations function correctly to collect accurate data about site activity. A Large Data Variance Using both Adobe Analytics and Google Analytics across their digital properties, the newpaper's data analysts seek to collect and analyze crucial reader data. While the analytics reports from each solution are usually within 5% of each other, one day Digital Readership the Adobe Analytics numbers took an unexpected downturn across all channels, resulting in a large data variance between reports. After noticing they were still collecting some Adobe Analytics traffic, albeit much less, the newspaper's analytics team used WebAssurance TM —an automated tag auditing solution from ObservePoint—to investigate the sudden drop. The WebAssurance TM audit reported that, during sessions with first-time users, the Adobe Analytics tags weren't firing, explaining the dramatic decrease in traffic. Analytics reports revealed a large discrepancy between Adobe Analytics and Google Analytics data.

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