Chuck E Cheese Tagging and Tracking Audit
Tracking and Tagging Audit
The first step in UX research is often taking a dive into the site and analytics – what happens if that initial baseline isn’t correct? At my current agency, we got a new client with a large site traffic volume. As part of the onboarding process, we do a site analytics audit to find general pain points and potential areas of improvement. With this new client, e-commerce tracking seemed to be working incorrectly with extraordinarily large purchases – which could give us false positives when A/B testing. We also found that some tags were firing incorrectly and firing on any clicks on certain pages.
My plan of attack to combat this was a full tag manager audit. With this audit I found hundreds of tags and triggers (200+), many of these tags were not attached to the current site or had no triggers. There were several key site events that had no actual GA events set up.
Created a naming convention for tags, a tag flow for their checkout process, and a historical document for noting the different names of old GA event tags for no loss of event tracking. I also fixed all the GA goals to reflect the new site changes.
- Currently in QA, but new site launched without any major lapses in data and event tracking, and tags have been cut down to 60 tags from over 200.