Web Analytics Automation Testing – Data beats Opinions
Web analytics implementation is much more complex than most people think.
Testing Web Analytics remains a cumbersome and complex task. Basically we
have 4 alternatives:
1- Blind faith: Trust and wish everything is right… or check only the
pages that are part of your KPIs and funnels and hope for the best.
2- Debuggers & proxies: Visit all pages through a proxy to make sure the
tags are working as expected. Then wait… and check in your web analytics
tools of choice to see if it was recorded correctly.
3- Crawlers: Use a high-end tool or something like Web Link Validator.
4- WASP: The Web Analytics Solution Profiler is a sidebar that offers
page-by-page view of the tags as you surf. The crawler allows you to check
a full site or section of a site.
These approaches may work if you have a few tags in your website but
definitely not if there are more than 500 variables to record, such as
events, properties, tags, and so on. In this case, the automation of data
correctness tests becomes crucial.
During this session we will use a one-year real project to show you how a
cross-functional team worked together to build a test framework based on
open source tools. The team of Web Analyst, Developer in Test and
Programmer worked together to build an Web Analytics Testing Framework and
validate the correct Tagging. Our lesson is: “never assume, always check
as early and as often as possible.”