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Web Analytics Testing

Procedures for Analytics Testing


  • Estimating your time properly – consider analytics tagging as another functional requirement
    • Should the whole list of tags be tested? Subset?
    • Type of analytics? On Page level? On Click?
    • Can it be automated?


  • Know what you’re expecting to see for each tag/request being sent
    • e.g. Omniture: we have a set of s.prop* that are encoded when passed into the request (de-code the s.prop values)
  • Find out who implemented analytics tracking
  • Request information about the analytics account (Account ID, login, password)


  • Who is the host for tracking our tags?
  • Describe when a tag is fired in the input document
  • Exactly what are we expecting for the outputs when a request is made on the page
  • Having the analytics analyst user-acceptance test the product/implementation


  • Spreadsheet listing out all tags and their test results

Different Types of Analytics Tracking

Resource: http://en.wikipedia.org/wiki/Web_analytics

  • Page Tagging
  • Click Analytics
  • Web server Logfile Analysis
  • Visitor’s Geolocation
  • Customer Life Cycle Analytics

BR QA usually tests the first two types of analytics tracking and ensure tags/requests are fired correctly.

Tools used for Analytics Testing

Tool Name Description Download Link
HTTPWatch Add-on for IE/Firefox http://www.httpwatch.com/download/
Charles Standalone tool http://www.charlesproxy.com/download/
Fiddler Add-on/Standalone tool for IE http://www.fiddler2.com/fiddler2/version.asp
Wasp Add-on for Firefox https://addons.mozilla.org/en-US/firefox/addon/web-analytics-solution-profile/

Different applications that provide Analytics Tracking

Automating Page-level Tag Tracking

  1. Use Xenu to grab the list of valid URLs for the site
  2. Start Charles/Fiddler
  3. Set filter to filter only the analytics application you want to track (e.g. statse.webtrendslive.com for WebTrends)
  4. Start a bulk screenshot capture tool (e.g. siteshoter)
  5. Run the bulk screenshot capturing on the list of URLs
  6. Export the results from Charles/Fiddler to a csv file
  7. Open the csv file in Excel, delete un-needed columns and delimit columns with “&” character
  8. Compare the analytics tags manually
Categories: Tutorials
  1. December 8, 2012 at 11:23 am

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