Data is an asset that paints a picture of what’s really going on. Thanks to your data, you can discover different problems that users face on your site, the behaviour and intentions of your prospects and clients, the performance of your online investments, and much more… The data generated by your various online channels provides important clues, signals and learnings which will help facilitate your decision-making process. Decisions based on data analysis are more likely to be on-target than decisions based only on intuition or feeling.

However, data is not reality.

Data can sometimes even be quite far from the truth, as a result of tagging or collection issues for example, and therefore lead to interpretation errors.

A decrease in data quality can mislead data analysts and result in an incorrect analysis of the situation. The analyst’s work might then be questioned, and the significance of the analytics data may be challenged. The situation can then become quite dire, as all reporting and analyses – both past and future – become questionable. If decisions are made based on an incorrect analysis, there is a great risk of negatively affecting the company’s results.

High-quality data is a prerequisite to good decision-making.

As a consequence, data should undergo quality control prior to any web analysis work being carried out. While data does not need to have 100% accuracy and precision, it’s crucial to ensure that your data has an acceptably high quality.

3 tips for your data quality control:

  • Check that the number of audited pages is as close as possible to the number of pages available on your site. If there is a significant difference, you need to double-check if new pages have been tagged, or if a tag has been removed from certain pages.
  • Monitor the evolution of direct accesses: If there is a sudden increase in the number of direct accesses, this might mean that a campaign has been tagged incorrectly – or not tagged at all.
  • Check that the sales turnover tracked by your web analytics tool is very close to the figure indicated by your management tool. If there is a difference of more than 2%, you can consider that analyses of your marketing campaigns’ ROI are not reflecting reality.

And don’t forget: Decision-making can be thwarted by data!

Learn all you need to know about ensuring high quality digital analytics data in our guide: Data Quality in Digital Analytics: The 5 Key Dimensions


Head of Client Success – Generaleads Benoit has a master’s degree in Economics from the University of Bordeaux and 10 years of web analytics experience developed while at AT Internet. In early 2015, Benoit joined the Google AdWords specialist agency GENERALEADS as Head of Client Success. In parallel, he’s working on the start-up GetLandy, the first landing page creation tool designed for traffic managers.


  1. Linda Boudreau

    Good read. Data driven decision making is certainly a big trend in the business world; with the advent of strong data quality tools it will be interesting to see how industries such as healthcare and financial services evolve.

    Linda Boudreau

  2. Which meant you could have kept another 3 relevant paragraphs about tagging quality and cut the last one that was more promotional 😉