Using web analytics to reach potential customers is essential if you’re running a business. But as your website and business grow, collecting, analyzing, and managing large amounts of data generated by web analytics can be overwhelming.
Plus, scaling your web analytics operations can be risky and lead to inaccurate results. That’s where web tag auditing comes in. But what is it, and how can it help you avoid the risks of scale when using web analytics?
Let’s find out.
What Is Web Tag Auditing?
Web tag auditing is the process of reviewing and verifying the accuracy of web tags to ensure the snippets of code embedded in your website track visitor behavior and send the correct data to your web analytics tools.
If your tags are inaccurate or outdated, they can:
- Generate flawed data
- Increase security risks
- Make it challenging to maintain and update tags
Regular web tag audits using tag validation software can help you identify and fix these errors of scale. This ensures your website ranks high in organic search results, which is essential for brand-building.
Which Web Tags Are Reviewed During an Audit?
There are three types of web tags typically reviewed during an audit:
1. UTM Tags
UTM tags — also called UTM parameters — are snippets of code added to a URL that track how visitors arrive at a website. They provide valuable information on the source of traffic, such as which campaign or channel is generating the most clicks.
These tags are typically used with Google Analytics or other web analytics tools. A web tag audit ensures UTM tags provide accurate data.
2. Conversion Tags
Conversion tags track actions taken by visitors on your website, such as filling out a form or making a purchase. They are crucial for measuring the success of your website and marketing campaigns.
Plus, by tracking conversions, you can find out which marketing channels and campaigns are most effective, allowing you to allocate your budget more efficiently. However, you should regularly review and update your conversion tags to ensure they align with your business goals.
3. Retargeting Tags
Retargeting tags use cookies to display ads to visitors who have interacted with your website, such as people who have added items to their shopping cart or browsed specific pages.
A web tag audit can help you ensure these tags display the right ads to visitors. It can also identify redundant tags, enabling you to streamline the retargeting process.
How Web Tag Audits Help to Avoid Risks of Scale
Let’s take a look at how web audits help you avoid risks of scale:
1. They Reduce Redundancy and Improve Data Accuracy
Web auditing can help identify duplicate or unnecessary tags, reducing redundancy and improving data accuracy.
For example, your website might have two tags that track the same data point, leading to conflicting data and inaccurate insights. An audit can identify and remove redundant tags, leading to more accurate data and better insights.
2. They Prevent Data Losses and Discrepancies
Tags can become outdated over time, causing data losses and inconsistencies. But an audit can ensure all tags work correctly and collect the necessary data.
For instance, let’s say you run an e-commerce website and use retargeting tags to show ads to visitors who abandon their shopping carts. Without a web tag audit, you may not realize that these tags are not firing properly for a percentage of your visitors.
3. They Help You Make Informed Decisions About Tag Usage
Web tag audits can help identify which tags provide the most value and which do not, allowing you to prioritize and optimize your tag usage for maximum ROI.
For example, a web tag audit may reveal that an advertising tag isn’t generating any significant ROI. You can remove the tag or adjust its configuration to optimize its performance using this information.
How to Conduct a Web Tag Audit?
Every company has its own web tag audit process. However, here are some beats they’ll hit on every audit:
1. Identify All the Web Tags on Your Site
Using a tag management system like DataTrue or Google Tag Manager or a web tag scanner like TagScanner, a web tag audit professional will create a list of all the tags on your website.
2. Categorize Your Web Tags
Once the professional has a list of all the web tags, they’ll categorize the tags based on why you’re using them, such as analytics, advertising, social media, and retargeting.
3. Verify Web Tag Placement
After categorizing the web tags, they’ll verify that each is correctly placed and firing at the right time, i.e., data layer testing.
For example, let’s say you have a Google Analytics tag on your homepage to track overall website traffic. The web tag auditor will verify that this tag is firing correctly and that data is being sent to Google Analytics.
4. Check for Duplicates
At this stage, the auditor will make sure each web tag fires once and that there are no duplicates.
For example, if you have multiple Facebook pixel tags firing on the same page, they could lead to double-counting conversions. A professional will remove any duplicates.
5. Review Tag Configurations
The professional will then check the configuration settings for each web tag to ensure they’re set up correctly.
For instance, if you have a Google Ads conversion tracking tag that isn’t set up to track the correct conversion action, the auditor will review and update the configuration settings for each tag.
6. Test the Web Tags
Once the auditor finishes their review, they’ll test each web tag to ensure it’s firing correctly and that data is being sent to your analytics tools.
For example, they may test your Google Analytics tag by visiting your website and checking the data to ensure your website traffic is being tracked correctly.
The Takeaway
Web analytics can help you measure website performance, understand customer behavior, and make data-driven decisions. But as you scale your analytics, you may encounter outdated or duplicated web tags that can lead to inaccurate data, missed opportunities, and reduced ROI.
If you suspect your web tags are not producing accurate data, use a web tag auditing tool like DataTrue to generate a free tag audit report. It’ll help you identify issues with your web tags and understand how to optimize them.
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