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Provo —Today at Adobe's Digital Marketing Summit in London, web analytics and tag auditing company, ObservePoint, announced it has joined Adobe's Enterprise Solution Partner Program. ObservePoint is the only web analytics and tag auditing solution provider listed in the program.
"Web analytics data is such a vital cog in the marketing machine, and we're excited to be an Adobe partner to help improve the accuracy of its customers' analytics data," said Rob Seolas, co-founder and CEO of ObservePoint. "This is just the first step in a long-term partnership and we believe we'll be able to reach more customers and help them resolve the web data problems that plague them."
Tag auditing is the critical process of ensuring that web tags are functioning properly and reporting accurate data. Web tags are constantly altered by content and programming changes, despite tag management efforts. ObservePoint uses a method of "firing" web tags during audits and consistently simulating network traffic to ensure proper functionality and alerts customers when a tag isn't working correctly.
Through auditing millions of web pages each year, ObservePoint has found that on average 20 percent of web pages have tags that don't report correctly, even though they are displayed on the page.
Earlier this year, ObservePoint was named a Technology of the Year finalist by the Digital Analytics Association for its simulation engine, which allows web analysts to test, from a measurement perspective, how traffic and its specific pathing and conversions will be reported.