Overview
This check validates that every page on your website successfully executes at least one Adobe Analytics beacon. Complete coverage is the cornerstone of a reliable implementation; without it, you cannot accurately reconstruct the customer journey or calculate site-wide KPIs like total visits, bounce rates, or global conversion rates.
Why it is important
Missing tags are one of the most common causes of "data leakage." When pages are untracked:
Fragmented Journeys: A user moving from a tracked page to an untracked page "disappears," and if they return to a tracked page, they may be treated as a new visitor, inflating unique visitor counts.
Inaccurate Attribution: If a conversion happens on a page that isn't firing a tag, that revenue cannot be attributed back to the marketing channel that drove the traffic.
Internal Blind Spots: High-traffic pages that lack tags might be mistakenly identified as low-performing or ignored during strategic site optimizations.
Implementation
ObservePoint reports on Adobe Analytics tags across Audits and Journeys by checking every URL we reach.
ObservePoint identifies measurement gaps by scanning for the Adobe Analytics signature; if the tag is missing from a page, it is immediately flagged for your review so you can ensure full data coverage.
Here is a pre-built ObservePoint report filtered to pages missing Adobe Analytics.
Remediation
If pages are found missing Adobe Analytics tags, follow these steps to restore coverage:
1. Verify TMS Deployment
Ensure that your Tag Management System (Adobe Launch/AEP Tags) is correctly embedded in the header or footer of the missing pages. Often, new landing pages or subdomains are created without the global TMS script.
2. Audit Rule Load Conditions
Check the "Rules" in your TMS that trigger the Adobe Analytics tag.
Are there "Exceptions" preventing the tag from firing on specific paths?
Is the rule set to fire on "Library Loaded" or "Page Bottom," and is that event being reached on the affected pages?
3. Check for JavaScript Conflicts
On the missing pages, check the browser console for errors that might be occurring before the tag fires. A critical JavaScript error early in the page load can stop the TMS from ever executing the tracking logic.
4. Review Template Consistency
If the site uses multiple templates (e.g., a separate template for the blog or the support portal), ensure the Adobe Analytics implementation was applied to all templates, not just the primary homepage template.
Conclusion
Ensuring that all pages fire an Adobe Analytics tag is the most basic yet most essential requirement for data integrity. 100% coverage provides the "connective tissue" required for meaningful pathing analysis and marketing attribution. Regular automated Audits via ObservePoint ensure that as your site grows and new pages are added, your measurement strategy keeps pace, protecting your investment in Adobe Analytics.