Analytics Audit
The current state
Over recent years, analytics and performance marketing machinery has become increasingly complex. The idiosyncrasies of many integrated platforms and products are difficult to stay on top of. Marketing teams feel out of their technical depth and development teams lack the time or context to dive all the way in.
Marketers find themselves increasingly hamstrung by technical complexity and limited access. Development teams aren't able to keep up with the rate of change in products and jargon in the marketing space. For them, small changes require too much learning and fall into the “too hard” basket. The gap between the marketing and development teams widens. Things never go quickly or smoothly.
In this environment, analytics and marketing technology can fall into that gap—a no-mans-land where no team is actively governing the “stack”. Platforms, people and pixels compete for access to websites to get the data they need. Changes are made in an ad-hoc, reactive way and nobody is 100% sure of the impact.
The harsh reality
Without formal governance, your analytics, tracking tags and conversion reporting can quickly become messy and unreliable. It's difficult to make changes without the fear (or reality) of breaking something. It's difficult to trust that things are working the way they should.
This leads to:
- a lack of trust in data and reports,
- incorrect or missing conversions for marketing platforms,
- difficulty in making changes for fear of “breaking something”, and
- poor control over who and what is listening in on user sessions.
Getting things right isn't technically difficult, it simply requires proper management. An Analytics Audit starts at the bottom and identifies all the issues with your current implementation, then makes targeted recommendations on how to correct issues and improve ongoing management.
The process
We review your current tracking infrastructure and step through key user journeys. We note all and any deviations from best practice, documenting each issue or area of improvement. This includes a review of website code, analytics systems, tag managers and marketing platforms.
Typically, we will:
- Arrange and verify appropriate access to all relevant systems.
- Interview key stakeholders to understand issues, goals and workflow.
- Review website or application UX along key conversion paths.
- Review overall website implementation and tag management approach.
- Review current campaigns and marketing platforms (including conversions).
- Review current analytics or reporting platforms.
- Produce a report of high priority actions with estimates of time/effort provided.
We generally require at-least read level access to all relevant systems, and a reliable way to process test transactions, etc. on any sites. In some cases, preliminary development work may be required to address blocking issues, though this is rare.
Key benefits
The final recommendations—once implemented—will provide:
- Ability to respond quickly to requests for new tags or conversions to be added.
- Higher trust in conversion data reported to marketing platforms or analytics tools.
- Reduced impact and dependency on the development team.
- A broader tracking footprint to capture more activity, more accurately.
- Improved accuracy with source/channel attribution.
Typical costs
In order to contain costs and avoid a lengthy quoting process we offer package pricing for initial audits for new clients. The following table provides a guideline for typical audit profiles:
Small
Marketing or lead generation sites without ecommerce functionality, typically with 2-3 marketing platforms such as Meta, Google Ads and one other. Running Google Analytics (UA or GA4) for reporting.
Inclusions
- Review key UX flows
- Review tag management set-up
- Review 2-3 marketing platforms & key conversions
- Stakeholder interview
- Review analytics implementation
$560 ex GST
Medium
Typical eCommerce sites (or similar) where purchases are being tracked. Generally with more complex marketing and reporting needs and usually using additional reporting platforms such as Mixpanel, Amplitude, Looker Studio.
Inclusions
- All "Small" inclusions
- Test purchasing and eCommerce events
- Review additional reporting tools
$1120 ex GST
Large
Complex, multi-interface site or platform with web and native interfaces and complex journeys. Marketing using profiles/audiences and with advanced reporting requirements such as data warehousing or server-side analytics.
Inclusions
- All "Small" and "Medium" inclusions
- Review development workflows and tooling
- Additional stakeholder and developer interviews
- Review warehousing/CDP solution