Analytics tracking and event audits
If your tracking is wrong, every report built on it is wrong too. We audit the events and properties you collect, fix the gaps and write a tracking plan so that it stays right as your product changes.
Signs you could use this
- Event names are inconsistent, duplicated or nobody remembers what they mean.
- A key step in your user journey isn't tracked at all.
- Numbers in your analytics tool don't match your database.
- New features ship without any tracking, or with tracking added in a hurry.
What we do
- Audit what is firing
- We go through the live events and properties in your analytics tool and compare them with what the product actually does, screen by screen.
- Find the gaps
- Missing steps, missing properties, events that fire twice, user identity that breaks between app and web.
- Write the tracking plan
- A clear naming convention, an event dictionary and rules for adding new events, in a format engineers will actually follow.
- Check the fixes
- We test the changes in a staging set-up and verify them again after release.
What you receive
An audit typically takes one to three weeks depending on the size of the product. Implementation support is optional.
- An audit report ranking issues by impact
- A tracking plan and event dictionary
- Specs your engineers can implement directly
- A QA checklist for future releases
Tools we use: Mixpanel, Google Analytics, Adobe Analytics, Google Tag Manager, BigQuery, SQL.
Common questions
Why not just add more events?
More events without a plan usually makes things worse. A smaller set of well-named events with the right properties does more than hundreds of loosely defined ones.
Do you write the tracking code?
We write the specifications and review the implementation. Your engineers normally write the code, because they know the codebase. We can pair with them where it helps.
Can you audit web and app together?
Yes, and it's worth doing together, because that's where identity problems usually show up.