Tags Audited in One Hour
"How do you know that you don't have
multiple tags and those numbers are really
hyper-inflated? You could be receiving inflated
data, or you may not be receiving data at all.
These are the things that happen without tag
maintenance or management," Lima said.
"ObservePoint fulfills that need."
Analysts sometimes hesitate to question the
analytics on which they so heavily rely—
and decision-makers who are not personally
monitoring reports are often left in the dark.
"People invest a lot of money into their analytics
platforms and if you are not implementing that
correctly, what you implemented may not be
working," said Milton Huezo, a spokesman for
Lima Consulting Group.
Finding a Solution
Lima Consulting Group adopted ObservePoint
when auditing website tags by hand became
too time-consuming and burdensome for their
team to manage.
"What do we want to do with underperforming
assets? We want to tune them up. And now
we're more productive because we have
ObservePoint," Lima said. "We wound up saving
a lot of time."
The goal of ObservePoint is to enable digital
marketers, analysts and decision-makers to
trust their analytics data by ensuring data
collection tools are implemented correctly, and
collecting complete and accurate data.
"As digital marketing consultants, ObservePoint
is a tool we needed to have, especially when
auditing analytics tags," Lima said. "Tags
are important because there is an evolution
there that always needs to be updated, and
sometimes they are left behind."
Huezo added, "With a tool like ObservePoint,
you look at all the different versions of tags
that could cause data discrepancies."
Manual Audit
Tool-Assisted
Manual Audit
ObservePoint
100,000
10,000
1,000
100
Pages Audited
177,021
20%
Missing Tags
37 MM
Page Views
Per Month
7.4 MM
Views Not
Tracked
Results
Lima estimates that ObservePoint's web tag auditing
technology has helped his firm reduce the time spent on
tag auditing by nearly 70 percent.
"ObservePoint helps us understand the visitor," Lima
explained. "It's made us better consultants, and will
continue to be part of who we are."
According to Huezo, "ObservePoint has enhanced our
capabilities repertoire. It's a good checkpoint to make
sure your data is truthful."
For more information, visit www.observepoint.com.
ObservePoint identifies missing and duplicate tags, and
helps ensure current tags report accurately.
"ObservePoint will let you know when you really need
to clean up your act when it comes to tag
auditing," Huezo said.
