Solutions Partner

Web Analytics 101: How audits improve publishers’ website analytics


In a new article series, “Web Analytics 101: The Digital Publisher’s Guide to Better Data,” the Alliance for Audited Media shares how invalid traffic affects publishers’ website data and provides steps to remove this traffic from analytics to improve audience insights.

One of these steps is to participate in a Digital Publisher Audit. By engaging in an audit, publishers gain access to a team of digital experts who leverage their expertise to provide insights about traffic sources and patterns and help publishers gain a more accurate look at their website audience and analytics.

Here’s an overview of the audit and how publishers benefit by participating.

What is a Digital Publisher Audit?

The AAM Digital Publisher Audit takes a deep dive into publishers’ business practices and analyzes the quantity and quality of website traffic to determine if publishers have processes in place to minimize risk for ad fraud. While the audit helps publishers prove to advertisers that they are offering safe environments for their media investments, it also identifies inconsistencies in site analytics data. During the audit, publishers receive feedback and insights from audit experts, including recommendations on how to filter bots from their analytics and get a more accurate look at who is visiting their website.

How the audit helps publishers

During the audit, AAM’s auditors examine website traffic sources, spikes and dips, and make sure the site is tagged properly so site data isn’t over or under counted. This process provides publishers a more accurate look at their analytics and which marketing efforts are driving human traffic so that successful efforts can be duplicated. Once the initial audit is completed, the site is continuously monitored for any anomalies.

More accurate data through audits

AAM’s digital auditors have analyzed billions of page and ad impressions for hundreds of digital media companies. This experience helps us advise clients on best practices and industry standards to help them attract human audiences. We also use this knowledge to manage and maintain the IAB/ABC International Spiders and Bots List. Keeping up with industry trends and changes allows us to identify new bots and recommend custom filters to remove invalid traffic. Filtering bot traffic gives publishers a more accurate look at how real people interact with their pages, which leads to better decisions about content and what promotions attract human audiences.

Do you have questions about your website’s data? AAM can help. Contact us to learn more.


No comments on this item Please log in to comment by clicking here