One of the biggest challenges with modern websites is that marketing technologies accumulate over time.
A new analytics platform gets tested. A marketing agency installs a tracking pixel. A marketing pixel is added. An A/B testing platform is implemented. Teams change, agencies change, and projects end—but the tracking code often remains.
Recently, while auditing a client's website, we discovered it was still sending data to Adobe Analytics. The client was completely unaware. No one on the current team knew who had implemented it, and they assumed it had been removed years ago.
Situations like this are more common than you might think.
Unknown tracking technologies can:
Send data to vendors your organization no longer uses
Create unnecessary privacy and governance risks
Make analytics implementations harder to maintain
Slow down your website
If you're not sure which marketing and analytics technologies are running on your website, I've built a free Website Discovery & Scanner that can help.
Give it a try, you may discover tools you didn't even know were there.
Best,
Anil Batra
GAAuditor.com
