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Web Analytics Auditing

ObservePoint Digital Analytics Audits are designed to help you troubleshoot web analytics data problems and proactively manage data collection. Key features:

  • Fully automated, crawler-based tag discovery and analysis
  • High bandwidth, multi-thread auditing for large websites
  • Limited bandwidth, single-thread auditing for small websites
  • Support for 80+ vendors
  • Reports designed by expert auditors
  • Exportable Data
  • Exclusive tag verification process
  • Rigorous error reduction techniques
  • Handles HTML, Flash, Video, etc.
  • Support for multiple audits, users, and properties


We Know Tags
Not only are we always expanding our tag database, we constantly update existing tags. We update tags whenever vendors do so you always have the most up-to-date data collection reports. In addition to tag detection and analysis, we triple-check pages that don't fire tags and validate tag syntax against vendor requirements so data is always reported the way you need it. View our up-to-date list of supported tags.

Expert-designed Reports
We find, analyze and provide reports for every page, every tag on every page, and every variable in every tag. Yes, it's a lot of information, and that's why we quickly isolate errors in several easy-to-read reports:

Audit Score
A composite of several criteria that shows you how your data collection and website performance has changed since the previous audit.

Missing Tags
Which pages are invisible to your web analytics vendor? Find out with one click. Our tag detection technology is more than just a simple code check - our patented process simulates a human user and a real browser, then determine what data is being communicated between your website, the user's browser, and your online data provider.

Other tools or scripts provide false positives quite often - and that's not productive. So whether it's a javascript error, connectivity issue, or missing code, you can be confident that we will ferret out and identify any issue that affects data collection.

Tag Presence
The proliferation of tags has caused another problem - a greater need to remove data collectors. Whether you're updating to new technology, sunsetting aged technology, or testing new options, it can be a challenge to completely remove technologies. This causes performance issues, additional cost, and data leakage. Tag Presence reports identify tags that you may not know where there so you can optimize your website, reduce costs and prevent data breaches.

Vendor Compliance
Each variable requires a specific syntax - be it numeric characters, maximum length, or only certain values. Violations to these requirements cause vendors to truncate, exclude, or fully disregard important data.

Duplicate and Multiple Requests
Prevent data inflation due to duplicated or multiplied tags.

Tag Position
There is much debate about whether tags should be in the header, body, or footer of a page. All dissenters agree, however, on one thing - whichever way you choose, do it that way consistently. Now you can tell how consistently tags are in the top, middle, or bottom of the network stack, so you can ensure that your data is consistent.

Status Code
Quickly identify redirects, missing links, and page-not-found errors that hinder user experience, hurt SEO rankings, and frustrate your customers.

Page Load Time
Studies show that pages that load too slowly don't convert well as quick pages. Pages can load slowly because of third-party content, web server performance problems, or script errors - now you can quickly detect pages that load slowly.

Verification Attempts
Our patented tag detection technology verifies and re-verifies pages that fire tags inconsistently - causing skewed data inside of reports. Logins User login data can be saved so that an audit can crawl through password-protected areas, dev environments, intranets, or other non-public domains.

Logins and Cookies
User login data can be saved so that an audit can crawl through password-protected areas, dev environments, intranets, or other non-public domains.

For the most complex analysis, we provide many ways to find and export the right data.

  • Download any report as a tab-delimited file
  • Advanced Export filtering based on any page, tag or variable attribute
  • Full Vendor Export of any audit*

Automatic system alerts are sent to any email address or via SMS when any simulation fails or tag values are changed. Alerts can also be paused. When an audit is complete, an email notification is sent along with some summary data so you can quickly detect problems and prioritize work.


Supported Tags
We audit virtually any data-collection technology. These include web analytics tags, advertising tags, multivariate testing tags, video measurement tags, tag management tags, eCommerce tags, Voice of Customer tags, Lead Tracking tags, and proprietary tags. We regularly add new tags and update existing tags. View up-to-date list of supported tags.

Support for Flash, AJAX, HTML5
Tags embedded in Flash, Video, AJAX, and HTML5 are detected in an audit if they load with the page. On-click events can be inspected using our free plugin.

Vendor Relations
We have partnerships with tag vendors that provide us with technical information, advanced notice, and enhanced support for tags.

Validation & Error Reduction
For any page that is missing a tag that is otherwise found on the majority of other pages, our system re-checks the page several times to test for network connectivity, javascript errors, timeouts and other issues that may cause an otherwise present tag to fail. Whether the tag is working intermittently, is present but failing to fire, or actually missing, these "verification attempts" are recorded and presented in their own report. Whenever possible, we identify suspected issues that are causing inconsistent execution of tags.

Audit Summaries & Dashboards
Audits contain an enormous amount of data: many pages, many more tags, and further more variables. Report summaries help you quickly find outliers, identify issues, and get to the root of the problem without having to pour through thousands of data points.


High Capacity
Our primary data center is located in Salt Lake City, and we have secondary data centers in each US time zone, Hong Kong, Japan, and the UK. We audit between 2 - 4 Million pages, 8 - 12 million tags, and 100-300 million variables per month.

Multiple Locations
Auditing and simulations can be originated from any continental US time zone, the UK and APAC. We anticipate adding another dozen or more locations within the next year.*

Browser-Based Page Rendering
We use a patented process to determine the presence and performance of tags. While other tools parse code for strings that look like tags, we simulate a real-world user, load every page into a real browser, and analyze network traffic. This reduces false positives and negatives, and allows us to do advanced diagnosis.

Tag Execution and Canceling
Our patented process executes all javascript, including tags. This allows us to troubleshoot javascript errors that cause tags to fail, even when they appear to be present. By default, we intercept all calls to vendors so as to not trigger vendor-based counters and inflate reports. This option can be bypassed to perform advanced diagnosis like end-to-end data analysis, tag latency measurement, and automatically populate reports.

See What the Vendor Sees
Because we use a real browser and render the page exactly the way any desktop browser does, we are able to gather tags and variable values exactly the way they are sent to the vendor.