Case Study: BPA Worldwide eliminates missing tags and prevents data loss with ObservePoint's WebAssurance™

BPA Worldwide Utilizes ObservePoint Tag Auditing

BPA Worldwide, a not-for-profit auditor founded in 1931 that evaluates more than 3,800 media properties across 20+ countries and regularly audits nearly 400 websites, faced a major data-quality challenge: missing or misapplied analytics tags led to lost or inaccurate traffic data and potential under-reporting. Early testing revealed the scope of the problem — ObservePoint’s initial Discovery Audit in September 2010 found 95% of nearly 250 sites missing tags, with audited sites averaging more than 20% of pages untagged.

To address this, BPA integrated ObservePoint’s WebAssurance™ tag-auditing technology and Discovery Audits into its Interactive Audit process to find, communicate, and verify fixes for missing tags. The results were dramatic: by July 2011 the share of sites with missing tags fell to 71% (average 11% of pages missing), and by November 2012 nearly all sites were fully tagged (only four sites had a few untagged pages). The solution standardized tagging, prevented data loss, and improved the efficiency and reliability of BPA’s audited site traffic reporting.

BPA Worldwide