Q5 Have you checked the accuracy of your campaign management systems?

Campaigns will be tracked by different sources such as page-tags on a web-analytics system, tags on a campaign management system, ad serving systems or log files.

Differences between these should be assessed and minimized, although different data collection will likely always generate discrepancies. The important aspect is to make tracking consistent through time. Tag position on the page can be important and if a page is slow to load then this may not be registered as a click in the analytics system, although the ad-serving system has recorded it. Tags may just be plain wrong through human error, so this also needs to be checked.