Underneath the hood, there is some smart technology behind Verified Data (read about the hybrid method) that drives over 200 audit tests on your Google Analytics data. However, a key aspect of understanding if there are any issues, is the ability to visual the data quality. This is achieved by using a scorecard approach – essentially a traffic light system of red, amber, green checks that are converted to scores. These are “weighted” by you based on how important each section is to your business, summed and normalised (a fancy way to say scored out of 100) to provide the overall data Quality Score.
This 2 minute video explains how the weighted scorecard approach works and Quality Score calculated.