Web Analytics Tag Auditing

by Sue Jones
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Every business has a website and every website has a lot of third party tags on the websites. These tags are used to track the business which would help make the decisions on the business optimization.

You can’t get the actual metrics or statistics of any website without adding any tracking pixels or java script to get those metrics. With the advancement in the technology and the advancements in the product from the vendor or these 3rd party tags, it is crucial to upgrade these tags to get the accurate and deeper insights into the website performance.

There are separate group of professionals involved in managing these tags on the website for a large organizations.

It is very important to know what version of the 3rd party tags present on the website. There are some tag audit tools available in the market and are not cheap. There are also free tag audit tools available. I have listed below the some of the audit tools available in the market.

Following are some of the best tag auditing tools available in the market:

  1. WASP
  2. HubScan
  3. Google Tag Audit
  4. Observe Point
  5. Accenture Digital Diagnostics

WASP: Web Analytics Solution Profiler

WASP is a tag auditing tool developed for analytics and online marketing professionals for auditing the tags on the website to ensure the quality assurance and to know how tags are implemented.


HugScan is used to audit or scan the Google analytics tags on their implementation on the pages, events and make sure the right pages are tagged correctly.

Google Audit Tool:

Designed to audit the Google analytics tags implementation on the website and to ensure correct variables are used to capture the data. But the only drawback is that this tool can only be used for Google Analytics.

Observe Point:

Observe Point audit tool is designed to audit any web analytics tool to know the version of the tags, type of variables used, information on SEO including the redirected URL’s,etc.

Accenture Digital Diagnostics:

Another tags auditing tool that provides the details on the site not only the tags but also details on SEO and usability. The accenture digital diagnostics tool also provide the details duplicate pages, java script errors, page load time,etc. The details on the number of variables used help you ensure that the correct variables are used to capture the analtycis data. Technical details this tool provides help you optimize the website.



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