BPA Interactive stated in a July 12 release that based on 900 website audits, it has found that 71% of sites did not have every page tagged. For those sites, on average 11% of all pages went without the traffic tracking tags. 

 

“If websites contain pages that are untagged, the potential is there for media owners to considerably under-report the amount of traffic to their sites,” explained Pete Black, Senior VP of Business Development at BPA. “The BPA Interactive technology allows us to uncover those pages that are not tagged and ensure sites are getting full credit in the eyes of online advertisers and media buyers.” 

 

The tag audit is provided free of charge to BPA Interactive member and applicant sites, noted the organization. 

 

“The online marketplace is getting more and more competitive,” added Black. “If websites are underreporting traffic as a result of missing tags, they could be leaving money on the table. There is also an internal impact in that business decisions may be faulty when they are made on analytic data that is inaccurate.”