Sometimes, data quality is just a number. The client in this case, a well-known retailer in the Netherlands, had an overall data quality of 98%. Almost all tags functioned correctly. But the ones that didn’t had quite an impact on the business, especially on the conversion attribution.
Besides web analytics, many companies also use conversion attribution tools, to determine which campaigns (banners, ads, and emails) lead to a conversion. So did this particular client. They also were aware of their data quality, which was 98%. Not a bad score of course, but the remaining 2% was in a very specific area and had quite an impact. Because after implementing Qmon, we found that the campaign tags were not always set