Six Reasons To Get An Analytics Audit For Your eCommerce Store

Today there are millions of businesses who have an online eCommerce presence. However, many are not leveraging the most out of their online analytics to make better business decisions.

Even worse, when analytics are not set-up correctly, businesses could be making decisions based on inaccurate information.

In this article we will explore some advantages of having a professional audit completed on your online analytics set-up (specifically Google Analytics and Tag Manager, Google Ads, and Facebook Ads).

6 reasons an audit will benefit your business

1. Your marketing channels. If you’ve incorrectly set-up your channel tag and tracking management, you could be missing out on understanding your traffic. Knowing your numbers helps you to maximise your advertising budget through the best channels.

2. Your website’s strengths and weaknesses. An audit will check to ensure that you are utilising insights correctly from your visitors’ behaviour. With the right set-up, you can accurately see which type of visitors are converting and which pages perform the best or which are not so popular - allowing you to make changes and position your targeting where it counts.

3. Your business objectives. An audit professional will check if important ‘events’ or ‘goals’ are being tracked correctly, according to your overall business objectives. For example, if a key business objective is to grow your email subscriber base, an audit will confirm if this KPI is being tracked and measured in the best way possible.

4. Your data accuracy. Despite your best efforts, you could be ‘double counting’ your traffic or conversion data within Google Analytics through duplicate tagging. Unfortunately, this can be commonplace for many websites where filtering criteria has not been correctly set-up.

5. Your data quality. An audit will point out if your analytics is correctly counting where traffic is coming from (referral source). For example, if not correctly tagged, your payment provider could be credited with a referral to your site, simply when a customer is redirected in order to complete their payment.

6. Your tag management. Lastly, having an organised tag management tool like Google Tag Manager allows businesses to manage and modify tags to their website with minimal development interference. An audit will recommend any areas of improvement and will also emphasize any redundant tags that might be slowing down your website.

In summary, a professional analytics audit will ensure you are running the best analytics performance, leveraging your consumer behaviours, as well as making sure the quality of your data is high.

Knowing your real numbers will keep your eCommerce store ahead of the game to make better business decisions.