Each analytics platform requires the insertion of a snippet of code with logic that passes critical name/value pairs of data to collection servers.

Each analytics platform requires the insertion of a snippet of code with logic that passes critical name/value pairs of data to collection servers. Custom conversion events data such as click tracking on links or specific advertising campaign data is tracked through custom variables that are passed along with the traffic data in the tracking beacon. An analyst must have the ability to identify and confirm proper implementation of such analytics tracking beacons.

How does one evaluate the types of tracking beacon variables passed to the analytics platform collection servers? How do tracking beacon audits help ensure reliable data collection?