We identified some common roadblocks to effective media analytics. We also outlined which elements of the campaign process most often lead to tracking errors, and suggest key steps to avoid those mistakes through automation.
Those details get exported into a trafficking sheet based in Excel. Teams or agencies populate the data fields for each ad variation within this sheet. Populating traffic sheets is a painstaking process, and human error at key points can compound data quality issues at the end of the campaign.
Some issues we identified were:
- Mistakes during data entry create inconsistent tracking codes and landing page URLs
- Inconsistent codes and URLs don’t capture necessary metadata
- The volume of lines for each ad iterations complicates data quality checks
- Loss of valuable meta-data disrupts campaigns views downstream
Depending on the size of a campaign, a traffic sheet may include hundreds or thousands of lines for each ad iteration, multiplying the challenge of manual checks and validation.