The document summarizes the results of auditing Google Analytics data from 75 commercial websites. It found that on average, data quality was low, with an average score of 35.7 out of 100. Only 12% of sites scored above 50. Many sites had issues with personally identifiable information in URLs and titles. Transaction tracking and campaign tracking were often incorrectly implemented. The document recommends taking control of data quality through automated auditing and stress testing of Google Analytics implementations.

1. 1
@BrianClifton
verified-data.com
poor
^
The State of Google
Analytics Data
10 years of auditing Google Analytics
and what I have learnt...
BrianClifton.com

2. 2
About Brian Clifton
Circa 1974...!
BrianClifton.com
(1st) Head of Web Analytics, EMEA
2005-8
1990's Chemistry
100k books sold
Launched 2018

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A short history of web analytics… the biggest hockey stick I have ever seen!
2005 2006
Industry total:
30,000 accounts
Within the first week:
100,000 accounts created…!
2007
one year “pause”
14-Nov-2005
First FREE
enterprise tool
verified-data.com
2018
+30
million
websites

4. 4
Defining Poor Data Quality...
verified-data.com
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simplydummytext
oftheprintingand
typesettingindustry.
LoremIpsumhas
beentheindustry's
standarddummy
texteversincethe
1500s,whenan
unknownprinter
Lorem ipsum
dolor sit amet,
consectetur
adipiscing elit, sed
do eiusmod
tempor incididunt
ut labore et dolore
magna aliqua. Ut
enim ad minim
veniam,
Duplicate
data
Missing
data
Inaccurate
data
Incorrect
data
BAD DATA IS...
Lorem Ipsum is
simply dummy text
of the printing and
text ever since the
1500s, when an
unknown printer
X
Lorem Ipsum is
simply dummy text
of the printing and
typesetting industry.
Lorem Ipsum has
been the industry's
standard dummy
text ever since the
1500s, when an
unknown printer

5. 5
The problem - a general lack of trust...
verified-data.com
Reasons for this:
• Data setup is often not understood
• Data collection is rarely verified
• Poor data governance - particularly Google Analytics

6. 6
Can we quantify this lack of trust?
469
Take the survey at www.menti.com and use code 918 302
7.8
6.4
6.3
6.3
5.7
Low Trust High Trust
Q: Do you trust your analytics data?

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Even experts need help...
verified-data.com
Good Data? Bad Data?
• Because websites constantly change
• Changes usually performed by others
• Time pressures lead to campaign "laziness"
• Getting governance wrong costs $$$ (GDPR)
• Bad data looks just like good data!
Take the survey at www.menti.com and use code 918 302

8. 8
What is the cost of poor data quality...?
verified-data.com
Source: Harvard Business Review
- Up to 50% of employee time is wasted hunting for
data, finding and correcting errors, and searching for
confirming sources.
Take the survey at www.menti.com and use code 918 302

9. 9
`
...and the haystack is
constantly moving!
But, the needle looks just the same as straw...

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The Study
before automation

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Websites audited
The study was from the manual audit of 75 commercial websites, 41% of which had an
e-commerce facility. These are all brand leaders - 13 of which with a global presence.
Typically traffic volume was between 100,000 and 10 million visits per month (three over 100M).
verified-data.com
Count
`
Country or Region

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The weighted scorecard method...
Data Quality Index 40.7
Out of 100

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The weighted scorecard method...
Quality Index 40.7
Out of 100

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The weighted scorecard method...
Quality Index 40.7
Out of 100
1.0
1.0
2.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
0.5
1.0
1.0

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The weighted scorecard method...
Quality Index 40.7
Out of 100
Green =10
Amber = 5
Red = 0

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The weighted scorecard method...
40.7Quality Index
Out of 100
Green =10
Amber = 5
Red = 0
Multiply weights x Score

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To calculate the data's Quality Index...
Out of 100
Data Quality Index 40.7
Green =10
Amber = 5
Red = 0
Sum and normalised
(out of 100)

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Overall score patterns...
Visitor Segmentation
Column = website audit
Quality Index
Audit Scorecard
Item
Account Setup & Governance
GATC Deployment
AdWords
Site Search Tracking
File Download Tracking
Outbound Link Tracking
Form Completion Tracking
Video Tracking
Error Page Tracking
Transaction Tracking
Event Tracking
Goal Setup
Funnel Setup
Visitor Segmentation
CampaignTracking
Score out of 100
75 websites

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RESULTS 1
verified-data.com
Lowest score = 4.5 Highest score = 73.1
Average = 35.7
Only 12.0% of sites score above 50
Quality Index
Count
Histogram of Quality Index
Quality is generally very low...

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RESULTS 2
Audit Scorecard
Item
Account Setup & Governance
GATC Deployment
AdWords
Site Search Tracking
File Download Tracking
Outbound Link Tracking
Form Completion Tracking
Video Tracking
Error Page Tracking
Transaction Tracking
Event Tracking
Goal Setup
Funnel Setup
Visitor Segmentation
CampaignTracking
1 in 5
sites have a
PII issue
PII is a big problem... still

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PII most often found in URLs and page titles...
Usually by
accident...

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Other places for PII - CD, events, ecomm fields...
Can also be
deliberate...

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Where does PII come from...?
Also login areas via <title> tags
e.g. "Welcome back Brian@..."
Collected mostly via form fields...

24. Audit Scorecard
Item
Account Setup & Governance
GATC Deployment
AdWords
Site Search Tracking
File Download Tracking
Outbound Link Tracking
Form Completion Tracking
Video Tracking
Error Page Tracking
Transaction Tracking
Event Tracking
Goal Setup
Funnel Setup
Visitor Segmentation
CampaignTracking
24
RESULTS 3
Examples of Transaction Tracking failures:
• Significant difference from backend data e.g.
revenue, transactions
• Odd values e.g. negative tax, shipping mix ups
• Repeated transaction IDs
• Discounting accounted differently
• Currency mixing
25%
get these
correct

25. Audit Scorecard
Item
Account Setup & Governance
GATC Deployment
AdWords
Site Search Tracking
File Download Tracking
Outbound Link Tracking
Form Completion Tracking
Video Tracking
Error Page Tracking
Transaction Tracking
Event Tracking
Goal Setup
Funnel Setup
Visitor Segmentation
CampaignTracking
25
What we have found by auditing...
Examples of failures:
• Limited use of campaign tracking
• Confused use of campaign tracking parameters
• Duplicate use of parameters e.g. Email v e-mail v email
marketing
• Using campaign tracking internallyOnly 18%
get this correct

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Overall results
24%
54%
50%
20%
34%
19%
24%
8%
50%
26%
25%
18%
8%
7%
18%
Percentage
Correct
Item
Account Setup & Governance
GATC Deployment
AdWords
Site Search Tracking
File Download Tracking
Outbound Link Tracking
Form Completion Tracking
Video Tracking
Error Page Tracking
Transaction Tracking
Event Tracking
Goal Setup
Funnel Setup
Visitor Segmentation
CampaignTracking
44%
32%
25%
30%
5%
10%
16%
23%
3%
19%
36%
39%
18%
8%
47%
32%
14%
25%
50%
61%
71%
60%
69%
46%
55%
39%
43%
73%
85%
35%
Percentage
Amber
Percentage
Wrong/missing

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Advanced web metrics is about doing the basics
really well and applying it in a clever way
My key learning during this time...

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Take control of your data with automation
It doesn't have to be like this...

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Automated, Deep-Dive, Comprehensive Auditing...
verified-data.com
DISCOVERY - looks for content, simulates visitor action, then
listens for tracking signals.
STRESS TESTS - with artificial intelligence performed on
your Google Analytics account.
Verified Data's unique HYBRID method:

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Further details of study:
verified-data.com/study
Take the survey at www.menti.com and use code 918 302