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Analytics Audit

The purpose of the analytics audit is to make sure that the website analytics or application analytics is built and set up according to the best practices, that data is collected in a correct format, there are no security issues and that the data is reliable. Analytics audit is usually performed at the start of analytics cooperation into an existing analytics account/s.

Is Your Data Relevant and Reliable?

The website and application analytics platforms generally collect quite an extensive set of data with default settings. However, adding custom meta data about business-relevant information - i.e. products and services, product categories, teams, price categories or content categories - usually makes the data more relevant and easy to understand. The audit looks into how relevant the data is and gives results as a set of suggestions.

Data accuracy and consistency are necessary for a useful analysis. There may be several issues that cause inaccurate data. Typically, websites with single-page design, react/ajax technologies or multi/sub-domain environments may cause issues that create inconsistencies.

Legality and Data Security

The benefits of analytics platforms and tag management systems are their easy integrations to other tools. Care, however, is needed to ensure that no business data is leaking, or that data under GDPR is not used illegally. Analytics audit looks into integrations and produces a report on overall systems that have access to the data.

Audit Content and Deliverables

  1. Account and platform setup
  2. Tag management system / Script installation
  3. Data collection / Data Layer
  4. Data sanity and consistency
  5. Integrations and data sharing
  6. eCommerce / Product settings
  7. Custom / Business data


  1. The current state of the web analytics document
  2. Suggestions for best practice use/implementation
  3. Analytics development and data use road map
  4. Why Nordic Morning?

    At the core of our services are the industry-leading products:

  5. Adobe Analytics
  6. Google Analytics
  7. Google Firebase Analytics
  8. Google Tag Manager
  9. Tealium iQ (Tag Management System)

Nordic Morning is a qualified partner (Adobe Analytics & Google Analytics Certified Partner) and reseller of Google Analytics 360. Our long experience and large analytics team provide the capability of building and running digital analytics for global websites in multi-vendor environment. Through a close cooperation with Google and Adobe we can offer the best support and solutions to any analytics needs.

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Analytics Audit is part of the Digital Growth Engine

Organisational CapabilitiesDigital ServicesContentMediaData & Customer InsightsMarketing TechnologyVision Strategy ChangeBuild & Run

Data & Customer Insights

The better the technological infrastructure, the easier it is to make quantitative research and insights. These insights give an understanding about how customers have behaved but not necessarily why they behaved in a certain way. That is why also qualitative research and insights are needed to build and run digital growth engine. By combining quantitative and qualitative insights provided by solutions in our four key offering areas, you are able to be truly customer centric and data driven.

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