How does an ABA Web Audit differ from using Google Analytics?

 

Google Analytics is one of many web analytics tools that publishers can use to understand their website traffic. But with any internal tool it does not produce independently verified figures, so cannot help you to showcase credible audience numbers to agencies and advertisers. Relying on internal figures also does not enable you to understand your competitors or your position in the online landscape. The ABA Web Audit service uses comparable metrics and industry best practice to provide:

* Credibility through Independent Verification
* Site Rankings with Standardised Web Metrics
* Increased Exposure to Media Buyers
* Competitive Intelligence
* Press & PR Benefits

Credibility through Independent Verification

Google Analytics is a useful free tool that some publishers use to understand their website traffic, however it is open to misuse and misrepresentation, often by accident, with the result that media buyers have become less confident about home-cooked data supplied from these internal systems.

For example, a common mistake with Google Analytics data is for a publisher to report total traffic, which includes international traffic instead of only Australian visitors, which is often the preferred metric required by Australian media buyers hoping to target the local audience. Another common mistake is the incorrect implementation of the measurement tags which then leads to inaccurate figures and measurement practises that do into comply with industry-agreed measurement rules.

These types of issues has undermined the credibility of internal web analytics figures, which is why media buyers prefer to rely upon independent third parties (such as the ABA) to audit and report credible, comparable and reliable online audience figures. [See article regarding Maxus boycotting sites that are not audited by the ABA.]

The following diagram explains the difference between figures obtained from 1) internal systems such as Google Analytics, 2) 3rd party measurement providers and 3) ABA audited web figures.

“The ABA and Nielsen Online partnership is a noteworthy industry development that has the MFA's full support. Not only will it give agencies greater visibility of the long tail but also some reassurance, through the audit process, that the data collection procedure for each publisher conforms to the set guidelines and is reported on a consistent basis allowing direct comparability.”
Kerry Field, MFA Digital Sub-Committee Chair and Partner, Innovation, Mindshare

Site Rankings

Google Analytics does not provide any direct comparability or site ranking capabilities because it is intended for internal use. The ABA’s Web Audit service includes the option to list your site in Australia’s currency for website rankings, Nielsen Online’s Market Intelligence platform. Over 180 publishers (with more than 800 sites) pay a fee to be measured and listed in Market Intelligence, which is in addition to whatever internal web analytics tools that the publisher may be using. Market Intelligence is currently the agreed currency for website rankings amongst most major website publishers in Australia. For example, on Seek’s website (www.seek.com.au) it refers to itself as “Australia’s #1 jobsite” – this is referring to its #1 ranking within the Employment category of Market Intelligence. Without standardised metrics it would be difficult to have confidence when evaluating website audiences.

Increased Exposure to Media Buyers

Through the ABA’s Web Audit service more than 40 media-buying agencies can see your audited website data listed in the media evaluation platforms which are integrated into their daily processes. Media-buyers can see audited print circulation data published alongside audited website data through the ABA’s Masthead Reports, showcasing your print and web audiences. The ABA’s Web Audit service also lists your site within Nielsen Online’s Market Intelligence system which has more than 900 agency logins per month, meaning many opportunities for increased exposure and ad sales.

Competitive Intelligence

The ABA Web Audit service enables you to compare your website’s performance against any other audited website. Sites are grouped by niche keywords such as Small Business, Weddings, IT Professionals, Early Adopters, Female Skew so that comparisons of targeted audiences are more easily comparable.

Press & PR Benefits

Audited websites are frequently included in the ABA’s PR activities, publications and monthly newsletters to agency and publisher members. Audited websites also receive an Audit Certificate verifying website figures alongside print, email and digital publication figures. View a sample ABA Audit Certificate.

Audited websites can also display the ABA seal of approval on their websites and within their media kits.

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