Understanding The Scorecard Method
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 visualise your data quality. We achieve this using a weighted scorecard approach.
A scorecard is a well established management technique to summarize information at-a-glance – essentially a traffic light system of green, amber, red to highlight if issues are present and how servere they are. The colour checks are converted to scores (10, 5, 0 respectively) and then multiplied by their appropriate weighting, giving a weighted score. You set the value of the weights based on how important each section is to your business.
Weighted scores are then summed and normalised (a fancy way to say scored out of 100) to provide the overall data Quality Score.
Although straightforward, its quite cumbersome to explain in text. Hence, this 2 minute video is an easier route to illustrate how the weighted scorecard approach works and Quality Score calculated.
How to Use Weights
The weight you apply to audited items in your reports is a balance of two considerations:
- Is the activity an important part of the visitor’s journey?
- How important is the activity to the business?
Weight values are relative, with a min value of 0.1 and max value of 2.0 and a default setting of 1.0.
If all items are weighted equally at 1.0 then that means all items have an equal importance to your organisation. The higher a weight value the more importance you are assocating with that audit section.
Within the 0.1 to 2.0 range you can set what ever values you wish. However here are some guidelines. The genral rule of thumb is to keep things simple i.e. consistent and easy to explain if a weight value is not the default.
0.5: Somewhat Important
But not a business priority at present. For example, error messages. These are important if you are launching a new website or rolling out a redesign. But for day-to-day operations, errors are dealt with the web development team and are usually logged separately to Google Analytics.
Any part of the visitor’s journey is an important engagement for the business. Hence why this is the default value.
2.0: Critically Important
For example, any action that results in a visitor providing their personal information to you. For example: Transaction tracking; Lead generation; Strong engagament. Generally reserved for transaction tracking and PII Compliance.