11 - 13 May 2016

thestudio, Manchester, UK

Web analytics automation testing

Elalami Lafkih 
Yann Floch Valtech

Session type: Case Study
Session duration: 60 minutes

About this Case Study

The power of the data-driven approach has become obvious. But data-driven design is not synonymous with data collection. 'Data-driven' refers to how you collect data and what you do with it once you’ve got it. You can’t go from analytics to action without being sure that you're collecting the right data and that it reflects the full picture of what’s happening on your website.

Web analytics implementation is much more complex than most people think, and testing web analytics remains a cumbersome task.

We have 4 alternatives:

  1. Blind faith: trust and hope everything is right…or check only the pages that are part of your KPIs and funnels and hope for the best.
  2. Debuggers and proxies: visit all pages through a proxy to make sure the tags are working as expected. Then wait…and check in your web analytics tools of choice to see if things were recorded correctly.
  3. Crawlers: use a high-end tool or something like Web Link Validator.
  4. WASP: the Web Analytics Solution Profiler is a sidebar that offers page-by-page view of the tags as you surf. It allows you to check a full site or section of a site.

These approaches may work if you just have a few tags in your website, but definitely not if there are more than 500 tags to record. In this case, the automation of data correctness tests becomes crucial.

During this session we will use a one-year real project to show you how a cross-functional team collaborated together to build a test framework based on open source tools (Jenkins, PhantomJS, CasperJS) to automate web analytics testing and validate the correct tagging.

Our lesson was: 'never assume, and always check as early and as often as possible'.

About the Speakers

Elalami Lafkih

Elalami is aSoftware Anthropologist, Idea Hacker, Pretotyping Expert, Transdisciplinary Collaboration Facilitator and Olive Oil addict.


Yann Floch

Yann is a product owner, test manager and agile coach at Valtech.


To buy tickets to see this fantastic talk, and many others like it head over to our ticket page.

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Participants learn a new approach, tool or technology through using it to solve one or more practical exercises. Any software/hardware requirements are disclosed in the session description.


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