We have all run a report that returns no data because IT removed a tag or someone changed (and broke) the tag management configuration.

Therefore, to have absolute confidence that your tagging is always working and stable, you need a tool to audit, monitor and validate your online data generation.

120Feet can help you configure and run auditing across your sites and apps, freeing up your time to focus on analysis and insights. If anything goes wrong we can identify what caused the issue and how to fix it.

The benefit of automatable tools is the ability to record website journeys in a browser and then run (or schedule) these tests to run any time in the future.

At each step of the journey, the presence (or absence) of tags is validated and individual variables can be checked.

Email alerts mean you can be confident that if a code, content change or release has broken any of your marketing tags or variables, that you will be informed automatically.

ObservePoint will crawl through your site and identify all tags present or highlight any gaps where expected tags are missing. Furthermore, the crawl will highlight slow loading pages, JavaScript errors, 404 pages and much more without deploying any code.
If you suspect you have a slow loading site, page or content we can deep-dive using other specialist tools. The output will highlight the likely impact on visitors and Google’s ranking, Google doesn’t like slow sites, and identify areas for improvement.


The strength in DataTrue is in the ability to record website journeys in a browser, and then run (or schedule) these tests to be run automatically. At each step of the journey, not only the presence (or absence) of tags is validated, but also every individual data mapping can be checked.

A Chrome Extension allows you to record journeys, and then each step can be modified in the UI if required (a basic knowledge of CSS selectors or XPath is useful for this, but the tool is still usable without). The first run of a test will auto-detect what tags are present at each step, so adding validation for tags and data is a simple case of point and click on the items that need to be tested.
Test schedules with email alerts is built in, so you can be confident that if a code or content change or release has broken any of your marketing tags then you will be informed without having to manually test all the journey permutations.

We recommend setting up a suite of tests to be run periodically (weekly) against your production site, and then a second suite pointed at your dev/UAT/staging environment as appropriate. This second suite can then be run every time a deployment is made to the environment.

DataTrue can also crawl your site, checking for the presence of tags, vendors, accounts and data at each step. Page load times and errors are recorded against each page.

An Enterprise level solution is also available that allows testing behind firewalls and the ability to create, edit and run tests via an API. This enables DataTrue to be integrated into your Development and Release process, for example using a Continuous Integration platform.

ObservePoint is a great tool to identify and quickly fix points of friction hurting your online customer experience. By simply providing a URL for the audit to start from, which would typically be the homepage, it will then crawl through the site and identify all web tags present on your site or highlight any data gaps where expected tags are missing.

Furthermore, the audit will also highlight slow loading pages, JavaScript errors, 404 pages and much more without deploying any code.
Schedule automated tests that will validate that your tags are firing correctly and that they are collecting the right data.

There is also the option of setting up critical user path tests, so you can automatically test on an hourly/daily/weekly basis that you’re capturing all expected analytics data from the checkout process for example. These features can be used for testing against both websites and mobile apps.

As data layers become increasingly common across websites, it’s more important than ever to have an efficient way of validating that the data being collected is correct. ObservePoint have the option of specifying the name of the data layer object, which means that as well as tag validation there is a clear understanding of the data that feeds into them.

There are hundreds of tag vendors that can be identified using out of the box functionality but ObservePoint also provides the option of using custom code to collect additional data. For example, if you wanted to know individual timings for each step of the page load cycle, the values of all the html relevant to SEO performance or the cookies that are being set and their values.


“I asked 120Feet to look at the performance of our main ecommerce site, with a particular focus on how third-party tags were affecting load time and customer experience.

Other key objectives included a review of the configuration of our tag management system (Adobe DTM), a comparison of the SEO performance versus key competitors and a review of page render resources.

The audit resulted in 25 recommendations being made to improve site performance, ranging from quick wins such as image compression through to longer term projects involving re-factored server-side code.”

Nick G, Provident Financial

Web analytics


Delivering better visitor experiences and improving conversion rates requires good quality data.

If you are struggling to get the most from your investment in Adobe Analytics or Google Analytics please get in touch.

We will help you understand where your implementation can be improved and how to go about doing it.  And if you are lacking resource or skills, we can take care of the changes for you.

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Delivering better customer experiences should be a fundamental goal of any business, whether it’s deepening a relationship through a great service journey or driving increased conversion through a personalised checkout.

Customer expectations are higher than ever; you should know who your customers are, what their likes and dislikes are, what they’ve purchased before and what might be relevant for them in the future.

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Delivering better customer experiences is key to drive conversion.  Your customers are thinking: “Know me and respect me.”  “Speak in one voice.”  “Make tech transparent.”  “Delight me at every turn.”

If you need help to implement and get started with targeting and personalisation, such as Adobe Target, please get in touch.

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