21POINT ADOBE ANALYTICS AUDIT. Clint Eagar. Matt Maddox Director of Education ObservePoint. Vice President of Data Governance ObservePoint

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1 21POINT ADOBE ANALYTICS AUDIT Clint Eagar Vice President of Data Governance ObservePoint Matt Maddox Director of Education ObservePoint

2 Introduction Data! Data! Data! I can t make bricks without clay. This cry, coming from Arthur Conan Doyle s Sherlock Holmes in The Adventure of the Copper Beeches, captures the importance of data collection and analysis at the enterprise level in a broad stroke. As a web analyst, data is the basic building block of everything you do the reports you build, the analyses you conduct, the optimizations you develop and the decisions and business strategies you influence. Choosing a web analytics vendor can be challenging. It is important to select a provider whose solution best maps to your business goals. Adobe Analytics is one of the leading solutions on the market today, recently receiving recognition in The Forrester WaveTM: Web Analytics Q as a leader in web analytics, with the highest score for mobile browser, app and social analytics. Many enterprise organizations rely on Adobe Analytics, taking advantage of its highly customizable abilities to tailor a unique web analytics architecture that is mapped to their individual business objectives. Adobe Analytics is a very powerful tool, and hardly a plug-andplay technology. To maximize the ROI of your marketing stack, you must validate the functionality and data collection your Adobe Analytics solution facilitates. This isn t as easy as it sounds. In talking with CEOs, CMOs, and CXOs leading organizations across all industries, one recurring analytics theme can be heard they don t have confidence in what their web analytics solution is telling them. However, with the right strategy, you can begin to audit your Adobe Analytics performance to better evaluate the authenticity of the numbers you are seeing, building greater internal trust in using data to drive decisions. Auditing your web analytics data and web tag performance is crucial, but also complicated and time-consuming. Focus your efforts by beginning with the most important points in an audit. This ebook provides a 21 point Adobe Analytics Audit, to help you ensure you are capturing the right data and the right times and using it to drive the right decisions in your organization. 1

3 About the Authors Clint proclaims to know a little bit about a lot of things. With more than 20 years experience in customer service and technical consulting and implementation, Clint has become an expert at building, optimizing and marketing websites. Passionate about data quality, Clint was one of the earliest employees of ObservePoint, joining the young company to help support, test, develop and manage the OP product. Clint is the guy everyone counts on to get things done. If you yell for Clint, he always comes running and always delivers. Clint Eagar Vice President of Data Governance ObservePoint Passionate about training, Matt s mission is to educate and enable customers to use the marketing technologies they select for their sites most effectively. Matt has delivered training and managed a customer training team at Omniture and Adobe for over eight years before joining ObservePoint. He was the dedicated trainer for several global companies, creating and delivering custom courses based on their corporate business requirements. With a wealth of experience solving analytics questions in many industry verticals, including e-commerce, media, finance, lead generation and automotive, Matt offers sound direction and analytics insight. Matt Maddox Director of Education ObservePoint 2

4 Table of Contents INTRODUCTION ABOUT THE AUTHORS WHY AUDIT YOUR ANALYTICS? ON-PAGE AUDIT... pg 6 1. Tag Presence 2. Inflated Data 3. Vendor Compliance 4. Page Load Times 5. Internal Linking 6. JavaScript Errors 7. Business Compliance 8. Possible Data Leakage INTERNAL DATA QUALITY AUDIT... pg 8 9. IP Address Exclusion 10. External Data Sources Enabled 11. Page Naming 12. Internal Search CONVERSION MEASUREMENT... pg Conversion Events 14. ecommerce Tracking 15. Campaign Tracking BEST TRAFFIC SOURCES... pg Best Performing Traffic Sources 17. Best Performing Keywords 18. Most Common Visitor Paths 19. Top Ten Pages 20. Landing Pages Review FINAL TIP... pg Analytics Enablement SUMMARY & CREDITS... pg 14 APPENDIX... pg 15 3

5 Why Audit Your Analytics? When most people hear the word audit, a few stereotypical things likely come to mind and most of them are not always good. The word conjures up associations with government agencies like the IRS, if you live in the United States or other third party-inspections designed to ensure compliance with one rule or another. The word audit can suggest an adversarial relationship of sorts. However, a web analytics audit is something else entirely. A web analytics audit is a proven method for companies to demonstrate that they are generating substantial value from their investment in an analytics tool, and also wisely allocating their resource spend across each department. A company of any shape and size should add value to their data by regularly auditing the performance and purpose of their analytics tools, but the enterprise especially cannot afford to neglect auditing their analytics solutions given their diverse online operations, multiple web sites and significant online advertising. The Adobe Analytics audit points explored in this ebook are all designed to help you answer the five most critical business-strategy inquiries any analytics tool should support: 5 questions to consider 1. Is your analytics solution being fully utilized? 2. Does your analytic solution map to your business strategy? 3. How will you use the data? 4. Do you trust your data? 5. Does your web analytics team have the right credibility, authority and skills? 1. IS YOUR ANALYTICS SOLUTION BEING FULLY UTILIZED? Surprisingly, many companies never fully implement the powerful analytics applications they adopt. Sometimes a company implements analytics in phases, starting with measuring traffic. Unintentionally, more valuable conversion data is left for later-- which often turns into never. If time and resources are temporary issues, iyou should identify the most important data to measure and implement those first. Generally, these are conversion requirements. Failing to implement these solutions as appropriate to your business needs often results in individual units or teams trying to fill the gaps by deploying new tools on random pages or subsections of the site. One ObservePoint client experienced this exact phenomenon to such a degree over his company s enterprise, global site, he referred to the organization s web tag plan as a horror state, to illustrate just how chaotic the company s web analytics architecture had become as different business units, in different regions, deployed different tag campaigns, vendors and management systems. This company boasted over $110 billion net revenue in 2014, but could not trust the quality of the data being gathered from their 53,888,056,019 unique page views. 2. DOES YOUR ANALYTICS SOLUTION MAP TO YOUR BUSINESS STRATEGY? In order to get the maximum ROI on your analytics efforts and investment, your technology must support a well defined and widely understood strategy. Collaborate with all the various stakeholders in your organization to determine the most important KPIs. Consider what metrics and traffic segments need to be captured in order to most accurately measure those KPIs, the 4

6 Why Audit Your Analytics cont. resulting data that will confirm if your digital business model is effective. When the corporate strategy is modified, is there a plan in place to keep the analytics in line with it? Successful analytics organizations have a plan for revisiting the analytics solution to make sure it is up-to-date and gathering the data it needs to. 3. HOW WILL YOU USE THE DATA? Preparing to audit your web analytics data also offers the opportunity to evaluate if you are providing the data you capture to the right people so they can make informed decisions and execute actions that impact and hopefully improve the business. Sometimes management want a small marketing team to measure everything. While Adobe Analytics can measure practically everything, the question remains, should you? How much is too much? If individuals are trying to take action on too many data points, the most likely result will be a lot of spinning wheels and no traction. Best to limit the number of KPIs to take action on to a handful per person. As the analytics team grows, more KPIs can be effectively measured and acted on. 4. DO YOU TRUST YOUR DATA? The perception of inaccuracy surrounding analytics data is undoubtedly one of the largest challenges facing the web analytics community today. There are many variables impacting this perception. Standardizing auditing procedures and creating strong data governance policies will help to build more trust in your data analytics organization. 5. DOES YOUR WEB ANALYTICS TEAM HAVE THE RIGHT CREDIBILITY, AUTHORITY AND SKILLS? 21 Point Adobe Analytics Audit The following points all offer particular areas of consideration when conducting an audit of your Adobe Analytics application. They are grouped into like sections: ON-PAGE AUDIT INTERNAL DATA QUALITY AUDIT CONVERSION MEASUREMENT AUDIT TRAFFIC SOURCES & SITE ACTIVITY REVIEW Certainly, one of the problems at play in the perception and function of web analytics data within many organizations is that web analytics teams simply lack the credibility and confidence they need. The mission of your analytics team must be clearly defined, and the leaders of the team must have the internal credibility and authority to carry out the mission. An analytics leader who can engage with both business and technical stakeholders is crucial to the success of your team. 5

7 On-Page Audit 1 TAG PRESENCE If tags are not present on an individual page, no data from that page can be collected. Certainly any page interaction you want to track (for most companies that is every page) must have tags that are correctly installed and firing. Ideally, 100% of your site s pages will have Adobe Analytics tags and have consistent tag versions deployed. 2 INFLATED DATA Just like missing tags, falsely inflated data can also lead to bad decisions. Duplicate tags muddle your data quality because they risk inflating your metrics. In the worst case scenario, a single page view may be counted multiple times, causing the page to appear much more popular than it is. Or conversions may be counted multiple times (see Business Compliance, below). An old version of Adobe Analytics may be firing on the same page as a current version of the tag, for example after a site transitions to a tag management system. This type of oversight doubles the analytics cost for every page where this occurs, but can be corrected by deploying a robust data governance plan that addresses upgrade processes. Ensure that you do not have duplicate analytics code deployed on the same page, and that if you do, all tags appear to be loading multiple requests in the manner you expect. 3 VENDOR COMPLIANCE Adobe dictates that tags must be configured within a certain syntax and that certain disclosures are made on the website. When these standards are not kept, Adobe Analytics may truncate, misrepresent or discard data. For example, page names and many traffic variables must be less than 100 bytes. For English character sets, this equates to 100 characters. In a double-byte character set, like Japanese, it equates to only 50 characters. If your audit shows a large number of pages or tags do not conform to the vendor s rules, your analytics data will be unreliable. 4 PAGE LOAD TIMES It is important to audit your page load times because they impact the performance of your site in several ways: User Experience: Page load time is obviously an important part of user experience, and a slow-load time is a major contributing factor to page abandonment. The web tags present on your pages can impact how quickly, or slowly, they load. According to surveys conducted by Akamai and Gomez.com on behalf of KissMetrics, nearly half of web users expect a site to load in two seconds or less. These same users tend to abandon a site that doesn t load within three seconds. Even just a one second delay can cause a 7% reduction in conversions. And those missed conversions add up, especially in terms of ecommerce. The same research found that 79% of web shoppers who experience delays or problems with website performance say that they won t return to the site to buy again, and approximately 44% of them would discourage a friend from using the site. Limited Analytics Ability: If users do navigate away from a page before it has finished loading and the analytics web tags are located within the final lines of code on these slowly-loading pages, Adobe Analytics may not execute, which reduces the real visitor counts on those pages. There may be good reasons for the Adobe code to fire at the bottom of the page, but the analyst needs to be aware of the placement so they understand that the data may not reflect every page load. 6

8 On-Page Audit cont. Inaccurate Data: Further inaccuracies with data collection can occur when large sections of the site load tags in dramatically different locations, some at the top and some at the bottom of pages. When this occurs, pages may not be equally measured in your reports. You audit needs to be able to show the possibility of data loss through long load times and inconsistent tag placement. 5 INTERNAL LINKING Redirects and broken links frustrate users and affect search engine rankings. Best practices dictate that no website should have page-not-found (400-series) errors and use redirects (300-series) only minimally. Ideally, all links would land on a regular page. If your audit reveals a significant number of redirects, you should review your organization s redirect policy, and remove as many redirect links as possible. You may need to update the internal site linking to point directly to the terminal page and eliminate the need to pass through a redirect. Another issue with redirects is losing the referral page. If a customer comes to your site through a banner ad and encounters one or more redirects, the final destination page will lose the original referrer and any conversions will not be attributed correctly. A strong data governance program will ensure that redirects carry and reset the referrer variable on the final destination page. Simulations should have business compliance rules to catch referrer discrepancies. 6 JAVASCRIPT ERRORS Adobe Analytics can only function if the JavaScript code on each page executes. If you have JavaScript errors in any of your on-page code, then Adobe Analytics won t fire. JavaScript errors = Restricting of browser s scripting engine = No data 7 8 BUSINESS COMPLIANCE Some data collection issues require a more thorough analysis. An individual who is knowledgeable about the implementation design of your Adobe Analytics architecture should review pages, watching for data collection issues such as self-referral problems. Business compliance defines a set of rules and conditions which are used to verify that tags and variables are configured correctly. Many users have some form of a solution design reference (SDR) which specifies how variables should be configured on each page. Business compliance evaluates these requirements and provides lists of pages and variables that are not configured correctly. For example, link tracking that fails to set an event declaration or data being sent into the wrong report suite, such as a development report suite. POSSIBLE DATA LEAKAGE Your audit will likely reveal additional tracking technologies on your site. Some of these may be authorized, some of them may not be authorized and could be sending proprietary data to third parties. As you audit your pages, track which technologies you are finding on each page, and then evaluate the presence of those technologies to be sure their use is known and authorized within your organization. Additionally, you may find that there is proprietary data in clear text being passed to the variables. Sometimes cost of goods sold, or other sensitive data might be set in a variable. But any competitor can access the data by simply looking at the page source. One way to protect your sensitive data is to encode it on the page and decode it on the server side using Processing Rules or a VISTA rule. 7

9 Internal Data Quality Audit 9 IP ADDRESS EXCLUSION Certain visitors who frequent your site artificially inflating visit and page view counts. For example, individuals from your company who spend time on your homepage, do not accurately reflect how your target audience does or does not interact with your site. During your Adobe Analytics audit, review the Exclude IP Address settings to ensure they are excluding appropriate traffic. 10 EXTERNAL DATA SOURC- ES ENABLED: When imported into Adobe Analytics, data from Google AdWords is valuable indicates how much of your website traffic or sales are driven by AdWords. Ensure your accounts are correct and have an active administrator. External data imported into Adobe Analytics through Data Sources or Data Connectors require a record key if you need to tie the external data with the analytics data. This data could come from an AdWords account, Cheetahmail integration, or a call center log. Often the transactionid variable is the common key. There is no report in Adobe Analytics that shows data captured in transactionid; it can only be accessed in Data Warehouse. A transactionid might be used to link online sales with offline returns, for example, or online lead forms with follow up calls. Use your governance plan to identify when transaction IDs should be captured and where the data comes from, then build a business rule in your audits to verify that it is populating. 11 PAGE NAMING Relevant and accurate page names are critical to the organic search success of your website. Some analytics vendors recommend using the Page Title tag on each page to populate the PageName variable. However, this poses a risk to clean data because a Page Title tag is often bloated with additional words for search engine optimization or it might change. A page name that changes is an enemy to analysts because the Adobe Analytics reports cannot combine old and new names into the same report. Every page needs an unchanging, unique name under 100 bytes in length. Various strategies can be used for a good page naming scheme, but it is wise to consult with the stakeholders before setting it in place. 12 INTERNAL SEARCH Taking time to measure internal search during your Adobe Analytics audit is vital to understanding the success of the website. Particularly of note, is evaluating where visitors search, what they search for and the quality of the provided search results. Internal search should record the actual search terms, the entire phrase, and number of search results returned. Most companies use both props and evars for search terms so they can do pathing (s.props) and success attribution (evars). Many websites make the mistake of recording the search term on every page of the search results, which inflates the number of times search terms are counted. Understanding the effectiveness of your internal search is important because visitors who perform internal searches convert at a substantially higher rate. An audit can help internal search managers see where the search terms are being set and if they are being accurately recorded. 8

10 Conversion Measurement Audit 13 CONVERSION EVENTS Conversion events are the activities you want your visitors to perform on the website (purchase, submit a lead form, apply for a loan and so forth). Events, also called success events, are metrics which are used to evaluate how successful the website experience is for users. Understand and lable your conversion events. When you understand what conversion events matter the most to your site, you can look at the corresponding data for each event. A Word About Event Serialization: If your users ever bookmark conversion pages you run the risk of overcounting the conversion. For example, many customers may save a Thank You page because it confirms their order or contains information they want to refer back to. By default, the conversion is counted again when they later reload the page. Good data governance will address when an event should be serialized, or counted once. Events might be counted once in a lifetime (purchase), once in a month (internal promotion), or once per session (contest registration), depending on the goals of the activity. Purchases must also be serialized if there is a possibility of reloading the page with the Adobe Analytics tags intact. Purchase serialization uses s.purchaseid each time the purchase event is set. Simulting these critical pathways can be a great way to detect if Adobe events are being serialized. 14 ECOMMERCE TRACKING If your website sells a product, having your ecommerce tracking enabled is critical. By this measurement, your organization can evaluate the effectiveness of marketing investments and site optimizations. Ecommerce events, such as Product View, Checkout, and Purchase must be set with the s.products variable. Price and quantity are only set with the Purchase event to prevent them from being inflated. During your Adobe Analytics audit you should verify that your data shows the same trends as your internal order presorting systems do. 15 CAMPAIGN TRACKING Perhaps the most important part of a comprehensive audit, web analytics provides a crucial view into the effectiveness of your marketing campaigns. External campaigns should always be captured in a separate variable from internal campaigns. During your Adobe Analytics audit you should review the campaign tracking processes to ensure that each marketing effort is being captured and receiving proper attribution. Attribution is one of the core purposes of your audit. 9

11 Traffic Sources & Site Activity Review BEST PERFORMING TRAF- FIC SOURCES One of the key benefits of using Adobe Analytics in online marketing is being able to compare the effectiveness of traffic sources. You can evaluate how much of your traffic comes from Google searches, direct site access, AdWords, Bing/organic and campaigns, among others. Google AdWords presents a tracking challenge because the URLs no longer automatically include the search term. You can use ValueTrack parameters to capture search terms and add them to your landing page URL. As a part of your audit, ensure that the Marketing Channels Rules and any Processing Rules are still working as designed and that no new scenarios have crept in over time which the rules may not account for. BEST PERFORMING KEY- WORDS Getting attention online is no easy feat. To be noticed and ranked by search engines requires a strong SEO strategy and execution. Understanding how visitors are finding the website is an important part of evaluating marketing efforts. Within Adobe Analytics, you can look at what percentage of your web traffic results from particular keywords. *Tip: Consider adding a profile filter to replace keyword reports that read as Not Provided with a landing page URL or some other more meaningful information. Not Provided is typically simply a result of visitors who were already logged into their Google account when performing their search. MOST COMMON VISITOR PATHS Understanding how visitors use the site is an important element in optimizing the site. During your audit, look at the Next Page Flow report to evaluate the top pages your visitors access after visitors come to your home page. Are these the pages you expect? What insight does this reveal about user behavior? 19 TOP TEN PAGES Page view tracking and assessment is at the core of all web analytics evaluations. Ensuring your data is accurately collected from pages is critical. Carefully examine your Adobe Analytics deployment and any limitations that this particular tool might have. For example, a Low-Traffic entry will appear in your reports when more than half a million unique page names have been recorded for the month. The page name will still be recorded, but unless it is a highly trafficked page, it will only accessible in Data Warehouse, not in the reports. In your audits, review how many unique page names you are likely to record in a given month. If they exceed 1 million, consider broadening the page name granularity to reduce the number of unique pages recorded. 20 LANDING PAGES REVIEW Optimizing landing pages is an important step in ensuring marketing spend is being used effectively. Your audit should confirm what you expect to be your top landing pages and if 10

12 Traffic Sources & Site Activity Review Cont. they are leading to conversions. Compare the percentage of traffic to the landing pages with the percentage of conversions to see if they are under or over-performing. If an unexpected page is listed in this report, review the possible reasons it is being listed FINAL TIP: ANALYTICS ENABLEMENT A commonly overlooked item in a data governance plan is the importance of training. You must think about how to enable the analysts to accurately report data with a high level of confidence and teach developers and business leads how to turn their business requirements into rich and powerful analytics. Not only is it inefficient to not plan for training, but you might be making bad decisions based on incomplete understanding. Every analytics organization needs a training plan and budget to empower analysts, business leads and developers so they can be effective as soon as the system is implemented and for ongoing support to accommodate the challenges of knowledge transfer as staff turns over. Your Adobe Analytics audit provides the perfect opportunity to evaluate your training program and effectiveness. Past training experience always shows students who wish they had taken this class 6 months ago, instead of spinning their wheels trying to answer their business questions on their own. 11

13 Expedite Your Audit Clearly, a thorough Adobe Analytics audit is a significant undertaking, and one with a short shelf life at that. Remember, you can trust the quality of your data only as far back as validated by your last audit. Marketing is rapidly becoming one of the most technology-dependent functions in business. In 2012, Gartner predicted that by 2017 a company s Chief Marketing Officer would be spending more on technology than its Chief Information Officer was. The prediction is on track to prove true, and companies looking to maximize their MarTech are investing in technologies to ensure their other solutions are performing correctly. Of course, with most enterprise websites, a thorough page-bypage audit is nearly impossible to execute manually. And the larger problem is that your organization likely has a sizeable investment in its analytics solution that it is not getting a maximum return on. A data-driven process is supposed to look like image (A) but too often it looks like image (B). Data Information decisions processes results comprise support drive produce Data Information decisions processes results compromised suspected doubted muddled (A) (B) Which is the reason we see failing confidence in the power analytics data offers decision makers. As reported in the Wall Street Journal in July of 2015: The recent study found a notable decline in marketing executives comfort with big data from last year. Only 14% of respondents said they re confident with their company s use of big data, compared with 39% in the 2014 study. Ongoing audits can help restore some trust in your data quality, but continuous manual audits consume valuable time, resources and are still prone to human error. For this reason, many enterprises are now investing in technologies that automatically audit web analytics data and processes to ensure everything in the reports looks as it should. 12

14 Expedite Your Audit Cont. Data quality assurance platforms automatically crawl a website performing all the 21 audit points mentioned in this ebook, and much more. These solutions repeatedly verify your marketing tags Adobe Analytics and all other vendors across all digital channels for accuracy and alert you to areas of concern, especially to: Missing tags Slow loading pages Third-party code Broken links Data leaks JavaScript errors ObservePoint is the industry-leading data quality assurance solution available today. To see how the ObservePoint platform automates the same points discussed earlier, consider the attached tip sheets in the appendix of this ebook: TO KNOW IF YOUR COMPANY IS A GOOD CANDIDATE FOR IMPLEMENTING A BETTER DATA QUALITY ASSURANCE PLAN, CONSIDER THE FOLLOWING QUESTIONS: How often does your company make marketing investments based on analytics data? Does your company contract with analysts, consultants or agencies to help your group gather or interpret data? Do you see data quality as a project or a process? Do you believe that data quality is an IT problem or a company problem? Are your KPI s and metrics an integral, designed part of your marketing campaigns? Are changes to on-site web tags managed by a centralized, controlled process? How often do your site tags undergo a QA process? Does your QA process cover your complete index, spot-check random pages, cover critical paths or fix broken pages only? Does your company have a process for adding, changing and removing tags? Is your process for data quality assurance proactive or reactive? How to Audit Your Marketing Landing Pages How to Audit Your Top Pages TO KNOW 13

15 Summary & Credits For many companies, data is one of their most valuable and underutilized assets. When data is used effectively it can sharpen competitive edges and drive higher revenues, profits and marketing ROI. When data of poor quality is used ineffectively, it undermines business strategies. Regular audits of your company s data allow you to keep a pulse on the state of your business, and automating your data validation processes most effectively utilizes your time and resources, while ensuring nothing is missed in your data quality strategy. Content: Clint Eagar Matt Maddox Writing: Chelsi Linderman Editing: Kara Frazier Design: Erik Yorgason 14

16 Appendix a HOW TO AUDIT YOUR MARKETING LANDING PAGES Marketing campaign audits can help verify the metrics pulled from your web analytics implementations, leading to more efficient campaigns and a greater ROI on your marketing investment. This tip sheet will cover setting up the daily marketing campaigns audit within the framework of the ObservePoint Data Quality Assurance Platform. 1 MAKE A LIST OF YOUR MARKETING LANDING PAGES Be sure to create an exhaustive list that includes PPC, , banners, etc. The landing page URLs will need their campaign tracking codes intact. The list will look something like this: 15

17 Appendix a Cont. 2 LOGIN TO OBSERVEPOINT AND CREATE A NEW AUDIT Give the audit a descriptive name like XYZ Daily Campaigns Audit. Copy and paste the list of URLs into the starting pages box within the audit setup. If the list exceeds 20, the audit setup form will automatically assume that only those exact URLs should be audited. The resulting audit setup will look like this: 16

18 Appendix a Cont. 3 IMPLEMENT AT LEAST ONE BUSINESS COMPLIANCE RULE This ensures that the tracking codes are properly sent to your web analytics platform. You could also configure specific rules for certain pages as needed. If using Adobe Analytics, the business rule would look like this: 17

19 Appendix B HOW TO AUDIT YOUR TOP PAGES Top pages audits can help verify the metrics pulled from your web analytics implementations, leading to more complete page measurement. This tip sheet will cover setting up the daily top pages audit within the framework of the ObservePoint Data Quality Assurance Platform. 1 DECIDE WHAT TOP PAGES MEANS TO YOU Some companies may focus on most visited pages, others may want to audit pages that lead directly to conversions. Decide how many pages will constitute your top pages list. And be sure you understand how these pages map to your business objectives. 2 COMPILE YOUR TOP PAGE URLS You ll need a list of the URLs of your top pages so that the Audit can access those pages directly. If you are not capturing the URLs in a report already, go into the Data Warehouse and run a report of the top pages and add the URL dimension. 18

20 Appendix B Cont. 3 LOGIN TO OBSERVEPOINT AND CREATE A NEW AUDIT Give the audit a descriptive name like XYZ Daily Campaigns Audit. Copy and paste the list of URLs into the Starting Pages box within the audit setup. If the list exceeds 20, the audit setup form will automatically assume that only those exact URLs should be audited. The resulting audit setup will look like this: 19

21 Appendix B Cont. 4 IMPLEMENT AT LEAST ONE BUSINESS COMPLIANCE RULE This ensures that the tracking codes are properly sent to Adobe Analytics. You could also configure specific rules for certain pages as needed. For example, a business rule to validate a page naming schema might look like this: If the business compliance rule was configured with an address, the ObservePoint system will automatically send alerts when tags are not loading correctly. 20