Web Analytics Tag Audit

21-09-2021

Every company has a website and every website has many third party tags on the websites. These tags are used to track the business, which would help to make decisions about business optimization.

You can’t get the actual metrics or statistics from any website without adding tracking pixels or java script to get those metrics. With the advancement in technology and advancements in the vendor’s product or these third-party tags, it is crucial to update these tags to get more in-depth and accurate information about website performance.

There is a separate group of professionals involved in managing these website tags for large organizations.

It is very important to know what version of the third party tags are present on the website. There are some tag audit tools available on the market and they are not cheap. Free tag audit tools are also available. I have listed below some of the auditing tools available in the market.

Here are some of the best tag auditing tools available on the market:

  1. WASP
  2. HubScan
  3. Google tag audit
  4. Observe point
  5. Accenture Digital Diagnostics

WASP: Web analytics solution profiler

WASP is a tag auditing tool developed for online marketing and analytics professionals to audit tags on the website for quality assurance and how tags are implemented.

HubScan:

HugScan is used to audit or scan Google analytics tags about their implementation on pages, events and make sure the correct pages are tagged correctly.

Google Audit Tool:

Designed to audit the implementation of Google Analytics tags on the website and to ensure that the correct variables are used to capture the data. But the only downside is that this tool can only be used for Google Analytics.

Observation point:

The Observe Point audit tool is designed to audit any web analytics tool for the version of the tags, the type of variables used, SEO information including redirected URLs, etc.

Accenture Digital Diagnostics:

Another tag auditing tool that provides the details of the site, not just the tags, but also details about SEO and usability. Accenture’s Digital Diagnostic Tool also provides details of duplicate pages, Java script errors, page load time, and more. Details on the number of variables used will help ensure that the correct variables are used to capture the analytical data. The technical details provided by this tool will help you optimize the website.

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