Case Study: Viator achieves improved data quality and analytics accuracy with ObservePoint

Viator Leverages Observepoint Tag Auditing To Increase Data Quality

Viator, a global online seller of tours and private guides, faced rising questions about the integrity of its web analytics after a site redesign. As a data-driven ecommerce business using Adobe Analytics and a full stack of digital marketing technologies, Viator needed a way to verify and protect its measurement as online sales and site complexity grew — prompting the Director of Ecommerce to adopt ObservePoint for tag auditing and data quality management.

ObservePoint audited Viator’s properties (covering tens of thousands of pages monthly) and uncovered missing and duplicate tags, JavaScript errors, and attribution issues that were inflating or hiding key metrics. After fixing tags (notably the high-traffic About Us page) and using ObservePoint’s tag database for ongoing monitoring, Viator improved the accuracy of page views and unique visitors, reduced measurement errors, increased ad revenue capture potential, and achieved full tag deployment for stronger long-term analytics.

Viator

Brion Hickey

Viator