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[vc_row][vc_column width=”1/2″][ultimate_spacer height=”40″ height_on_mob_landscape=”10″][vc_column_text]Underneath the hood there is some smart technology behind Verified Data that drives over 200 audit tests on your Google Analytics data (see How it Works). However, before you dive into the details and establish fixes, the scorecard summary provides a quick visualisation of your data quality using a weighted scorecard approach.


Traffic Light Scoring

A scorecard is a well established management technique to summarize information at-a-glance – essentially a traffic light system of green, amber, red to highlight what issues there are and how important.

The colour checks are converted to scores (10, 5, 0 respectively) and then multiplied by their weighting to give a weighted score. Weighted scores are then summed and normalised (scored out of 100) to provide the overall data quality score – the Quality Index.

The higher your Quality Index the better your overall data quality & data governance. It is important to monitor this over time (typically monthly), with the aim to be consistently above 70.0 – otherwise there are simply too many gotchas to catch you out.[/vc_column_text][ultimate_spacer height=”30″ height_on_mob_landscape=”15″ height_on_mob=”10″][/vc_column][vc_column width=”1/2″][ultimate_spacer height=”40″ height_on_mob_landscape=”10″ height_on_mob=”10″][vc_raw_html]JTNDZGl2JTIwaWQlM0QlMjJXWXNTbkFHNzBzSSUyMiUzRSUzQyUyRmRpdiUzRSUwQSUzQ3NjcmlwdCUzRSUwQWRvY3VtZW50LmFkZEV2ZW50TGlzdGVuZXIlMjglMjdhZGRZb3VUdWJlSWZyYW1lJTI3JTJDJTIwZnVuY3Rpb24lMjglMjklMjAlN0IlMEElMDlhZGRZb3VUdWJlSWZyYW1lJTI4JTIyV1lzU25BRzcwc0klMjIlMjklM0IlMEElN0QlMjklMEElM0MlMkZzY3JpcHQlM0UlMEE=[/vc_raw_html][vc_widget_sidebar][vc_column_text]This 2 minute video illustrates how the weighted scorecard approach works and how the Quality Index is calculated.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

How to Use Weights

You set the value of the weights based on how important each section is to your business. The value you use is a balance of two considerations:

  • Is the activity an important part of the visitor’s journey?
  • How important is the activity to the business?

Weight values are relative, with a min value of 0.1 and max value of 2.0 and a default setting of 1.0.

If all items are weighted equally at 1.0 then that means all items have an equal importance to your organisation. The higher a weight value the more importance you are associating to that section.[/vc_column_text][ultimate_spacer height=”30″ height_on_mob_landscape=”15″][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

Example Audit Weights:

Within the 0.1 to 2.0 range you can set whatever values you wish. However a general rule of thumb is to keep things simple i.e. consistent and easy to explain if you chose a weight value is not default. These are the common values:


Weight = 0.5: Somewhat Important

But not a business priority at present. For example, error messages. These are important if you are launching a new website or rolling out a redesign and you would set this to 1.0 in those circumstances. However, for day-to-day operations errors are usually dealt with the web development team and are not a priority in Google Analytics.


Weight = 1.0: Important

Any part of the visitor’s journey is an important engagement for the business. Hence why this is the default value.


Weight = 2.0: Critical

For example, any action that results in a visitor providing their contact information to you. For example: Transaction tracking; Lead generation; Strong engagement. This value id generally reserved for transaction tracking and Privacy & Compliance items.