Data Assurance

Keep your measurement working

Data Assurance is our tech-enabled managed analytics service.

If you only audit every couple of years, a breaking change can go unnoticed for years. With Data Assurance, we're checking continually, and we take agreed responsibility for keeping the parts of your setup we look after working. New builds are agreed as projects and other requests go through ongoing support; all three can sit in one engagement.

Discuss Data Assurance See setups we look after

What you get

Checks run automatically; your client lead and our team decide what matters for your setup. Before we start, we agree in writing which parts of your setup are covered, who fixes what, the response times and the exclusions.

Automated health checks
Scheduled checks (and gradings) of your GA4 and Tag Manager configuration.
GTM monitoring
Observing and reporting on which tags fired and succeeded, which requests were blocked and how consent works on your site, with PII checks as standard.
Pipeline and report checks
Where they are in scope, checks that pipelines ran and data is fresh, so a report does not quietly go out of date.
Investigation and fixes
When a check finds something, your Measurelab client lead picks it up. We investigate, explain the impact and fix the systems we look after, within the responsibilities and response times we have agreed, and bring you in when it needs you.

How the checks work

Two kinds of automated check sit behind the modules. Health checks look at how your GA4 property and Tag Manager containers are set up. GTM monitoring watches what happens on your site as people use it.

Health checks

On a schedule we agree, our health check reads the configuration of your GA4 property and your Tag Manager containers, web and server-side, through Google's own APIs.

It tests each one against our standard catalogue of checks, the same for every client, and weights each finding by how serious it is. The result is a grade from A to F with the findings behind it, so you can see whether your setup is getting better or worse from one run to the next.

my.measurelab / Checks and monitoring

Needs attention1 issue to review6 of 7 checks scored

No change since the previous run: 3 still open

5 passing
1 needs attention
1 not assessed

83%

Scored on the 6 checks that ran. The unassessed one counts neither way.

Findings

HighOpenPurchase events below expected volume

Check history

Regular automated health checks and scans

GTM monitoring

Two small tags in your Google Tag Manager container watch it from two angles, and our monitor checks what they send every 30 minutes. Neither tag collects analytics data or sets cookies, and together they send a few hundred bytes per page view.

Tag monitor

Did each tag fire and succeed?

It reads GTM's own record of every tag on every event: which tag ran, whether it succeeded and how long it took. If you sell online, it also checks that each purchase carries a transaction ID, value, currency and items, and that the values and items are well formed.

Wire monitor

What went out, and what was blocked?

It watches the requests your pages make to analytics and advertising services, and flags personal data in them, advertising pixels firing without consent and requests the browser blocked, including by your Content Security Policy. It records the type of data and the field name, never the value. We email privacy and consent findings straight away.

Measurelab monitor

Is anything out of line?

Every 30 minutes it compares each tag and event with its own history and the same weekday over the previous four weeks. It flags a tag that has gone quiet or fails more than one time in ten, and an event that has stopped or fallen past an agreed threshold, with a likely cause for each. New findings reach the people you nominate by email, immediately, hourly or daily as you choose.

It checks that data arrives and is in the right format, but not that the values are right, and it doesn't compare against your GA4 reports. Each check starts once there's enough traffic to judge it, and volume checks need four weeks of history, so the first month is a tuning period.

Every check, what it found and what we did about it is in my.measurelab, the workspace we share with clients. See how my.measurelab works

Data Assurance in action

A decade of continuity

10+ year partnership

CIPD's analytics estate spans multiple properties, teams and stakeholders. Tag maintenance, consent management and ongoing reporting have been handled by the same team for over ten years.

28 containers, one team

Consent reviewed across six sites

BFI's Tag Manager account holds 28 containers. We reviewed consent across its six main sites (the main site, What's On, Player, Replay, Shop and Cinemas) against one standard, and look after tag maintenance, consent and e-commerce tracking across the BFI's digital estate.

Stable through constant change

Continuous through migrations

Site transitions, migrations and platform upgrades, with the analytics kept reliable throughout.

Talk to us about Data Assurance

We'll go through which parts of your setup are worth looking after, and how that sits alongside projects and ongoing support. We agree the scope and fee before taking responsibility for the work.

What happens next

Tell us what's going on, in a message or on a call.
We talk it through and suggest a first piece of work. That might be a scoped fix, a focused piece of analysis or a project. We suggest an audit or Framing only where it would help.
We agree the scope, the outputs and the fee in writing before any work starts.

Discuss Data Assurance

Prefer to talk it through? Book a 25-minute call

Also from us: How Data Assurance works in detailFoundation AuditFree Collection & Consent check

What we do