What steps do you take to ensure data accuracy and integrity in web analytics reports?

Question

Accepted Answer

Ensuring data accuracy in web analytics involves systematic validation, monitoring, and continuous improvement of data collection processes.

Implement regular audits of tracking codes to ensure they are firing correctly on all pages.
Use tag management systems (e.g., Google Tag Manager) to streamline and manage tracking codes efficiently.
Cross-verify data with other sources, such as server logs or CRM systems, to identify discrepancies.
Set up alerts for unusual spikes or drops in data to investigate potential tracking issues.
Regularly review and update data definitions and metrics to align with business goals.