Garbage in, garbage out
Information is only as reliable as the data on which it's based.
Mountain View Analytics has experience auditing the implementation and use of digital marketing tools including Google Analytics, Google Tag Manager, Facebook Pixel, and more. There are many well-intentioned people "adding" tracking codes for digital marketing tools, who don't have the experience to implement them fully or accurately.
Don't worry, we've seen it all.
We use a systematic auditing approach to ensure that the data you rely upon is accurately being gathered and reported back to you. The actual steps followed in each audit will vary based on the tools being evaluated, but we typically go through these stages:
Scoping: Identify all tags which should be used on the website or mobile app. Document the conditions under which they should be sending data back to the mothership as well as what data should be sent back.
Outbound data testing: Walk through the conditions to trigger each tag to determine if it's sending the intended information back to the mothership.
Inbound data testing: Within the tool which is receiving the data, make sure all intended data is being received properly and it isn't being misdirected or filtered out.