An analytics audit for websites, portals and campaigns

An analytics audit for numbers you can act on

We assess the measurement plan, the technical tracking, consent and reporting within an agreed scope. You receive documented findings, clearly marked gaps in the assessment, and a prioritised backlog for engineering, editorial and campaigns.

Define the scope See the technical Drupal audit

When an analytics audit is worth doing

An audit is worth doing when you have numbers, but none of them will carry a decision.

The numbers contradict each other

Analytics, ad accounts and the CRM report different values for the same event, and nobody has settled which one counts.

The audit names the cause behind each discrepancy instead of a general suspicion.

Consent shifts the data unnoticed

After a change to the banner, the categories or consent mode, the reach figures move without the connection being documented anywhere.

The effect of the consent situation becomes visible and describable.

Goals are tracked, but cannot support a decision

Events fire, but they do not distinguish intentions, carry no context, or count the same action more than once.

Events turn into metrics you can prioritise with.

Before a relaunch, a campaign or a change of tool

Without a documented starting point, you cannot later show whether a change had any effect.

A baseline is captured before the ground shifts.

One report for engineering, editorial and campaigns

Every finding names the location, the observation, the impact, the recommendation and the priority. The report is not tied to any one delivery partner.

We work with agreed read access and named sources. Anything we cannot reach is documented as a limit of the assessment. Our view does not replace legal advice.

What you receive

a documented measurement plan with goals and metrics
a tracking plan with events, parameters and ownership
findings on the technical tracking, with concrete locations
an assessment of the consent situation and its effect on the data
a backlog ordered by impact, effort and dependency
a results session with a recommended next step

What we assess within the agreed scope

The scope follows the question that needs answering — not the number of tools that happen to be installed.

Measurement plan and goals

Which decision is this number meant to support? We assess goal definitions, metrics, segments and how clearly they are separated from one another.

Technical tracking

Tag delivery, events, parameters, duplicates, server-side and client-side collection, and the integration in Drupal and the tag manager.

Consent and permission

Banner, categories, consent mode and their effect on how complete and comparable the data is. The legal assessment remains with your organisation.

Data quality

Bot and test traffic, referrer exclusions, internal access, sampling, retention and known breaks in the time series.

Reporting

Reports, dashboards and exports, assessed on whether they answer the question they are supposed to answer.

Campaign and channel data

Campaign parameters, channel attribution, ad accounts, and how the entry point is carried through to the enquiry.

What the assessment is based on

read access to analytics, the tag manager and the ad accounts
the consent configuration and how it is wired into the CMS
any existing measurement and goal documentation
anonymised information about enquiries and where they came from

Not part of this audit

legal advice on data protection, consent or data processing agreements
implementation, ongoing campaign management and report upkeep
in-depth SEO/GEO, UX or accessibility assessments

How deep we go follows the decision you are facing

The starting point ranges from a single disputed metric to a full assessment.

Focused check

For one clearly stated question, such as a conversion figure that does not add up or a break after a consent change.

You receive prioritised findings on the agreed question.

Full assessment

For a complete view of the measurement plan, the tracking, consent, data quality and reporting.

You receive the state of the assessment, a list of findings, a tracking plan and a backlog.

Full assessment with a baseline

When a relaunch or a campaign is coming up and the effect should be provable afterwards.

A documented starting point is captured on top of the findings.

How the audit runs

Agree the question and the accessWhich decision is due, which systems belong to it, and what read access is needed.
Trace the trackingEvents, parameters, consent states and data paths are followed through and cross-checked.
Put the findings in contextEvidence, impact, dependencies and priority for each finding.
Hand over the resultsWalk through the report, the tracking plan and the backlog together.

Frequently asked questions

On access, consent, tools and what happens next.

Depending on the scope, read access to analytics, the tag manager, the ad accounts and Search Console, plus a look at the consent configuration. Anything we cannot reach is documented as not assessed.

No. We describe which data is collected under which consent conditions and what that means for how much the numbers can tell you. The assessment under data protection law remains with your organisation.

No. We work with whatever is in place — GA4, Matomo, a tag manager or server-side collection. Changing tools is a project of its own, not a recommendation we make out of habit.

No. The tracking plan and the backlog are documented so that your own team, another supplier or PROGRESSIVE can carry on with them. If visibility and landing pages are part of the question too, the SEO/GEO audit goes deeper into that part.

Which number should carry your next decision?

Tell us the digital service, the metric that is in dispute and the decision that is due. We agree the scope, the access and the format of the result; the quote follows from that.

Define the scope