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Some changes went into production this week here is a list of the essential:

  • -We doubled our audit capacity by adding many audit agent to the pool
  • -Speed and optimisation of the reporting and data API
  • -Major overall in the way we organise data in order to bring new features
    • (You can probably guess by looking closely at James 🙂 )
  • New unlimited audit offering for low monthly price
  • Introduction of Ethan monitor

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James Analytic debugger

Did you notice ?
James got a new look as well as some new functionality sush as basic SEO information as well as dataLayer information.

Stay tuned, more to come 🙂

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Need to do multiple website tag audit with a fix low monthly cost ?

Introducing Ethan Unlimited, unlimited audit for a fixe monthly cost. Specially design for digital agency or people who manage multiple web property, we bring the simplicity of Ethan’s audit into an unlimited format.

  • No long term contract
  • Unlimited audits
  • Start audits any time you want
  • Unlimited websites
  • Unlimited tag detection
  • Free online support
  • Low monthly fee starting at 99$/month

Need more info? Feel free to contact us

Interested ? you can explore some options or signup now !

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The constant widening of requirements to enhance your web site productivity and the advent of tagging technology to meet rapidly growing business objectives brings a lot of complexities in keeping your analytics and even your general web site performances up to par. External tagging audits with the right tools are the best way to leverage outside expertise to get unbiased advice and even help to optimise your environment.

Discrepancy in analytic data may cause major unwanted costs in advertising and affiliate payback

1-Data quality assurance

“Garbage in, garbage out” has never been so true, common issues with your tagging may result in bad analytic data that may also cause: bad decisions, unwanted customer experiences, lost revenue and unwanted expenses. This will ensure that you have a constant pulse of the state of your analytic tags.

2-What you see may not be what your customer gets

You most likely access your web site from the office with a super high speed connection, check the same pages with the same browser, even advertising profile may be different. Getting an audit from outside ensures you get a view similar to what your customer are seeing.

3-Performance is everything

Like it or not every single tag you load impacts the user experience and to make things worst, third party tags may load more tags, making performance and privacy a nightmare. Ensuring overall performances for your pages and tags is essential to the user experience is what you think it is.

With a top content publisher, advertising tags where creating a cascading effect that generated well over 300 extra tag requests bringing performances down for it’s customer.

4-See the invisible

Looking at the visual aspects of a web page is only a fraction of what’s going on. Understanding all the requests generated by your web page is the key to optimizing your site. Being able to assess the impact of what you don’t see, so that even though certain tags are not affecting the visual representation of your site, they could be affecting the visual performance of your pages

5-Your partners may be unfaithful

Not saying they are willingly cheating on you, but it’s quite possible that some of those third party tags are bringing content you don’t necessarily want or capture data that could go against your privacy policy. Knowing what third party are pushing on your web site is key, especially for advertising tags that could create a cascading effect by auctioning your traffic to third parties.

6-Large sampling may bring surprises

Every time you add an external tag, you open the door to unwanted content and most of our customers had some and did not know about it.

Auditing a handful of web pages is a good start, but a larger sample will uncover issues that may only appear randomly. Having a large random sample will bring to the surface issues that you would not uncover otherwise.

7-Automation brings stability

Insuring your site is being audited the same way, allows you to define a baseline and monitor your optimization progress  (or regression). By defining clear monitoring rules based on the reality of your environment allow you to audit a minimum coverage at short interval. This will ensure that you have a constant pulse of the state of your analytic tags. 


Logic Agent provides Automated web analytic audit in the form of software and professional services.


~ Contact us ~

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Ethan Fall Update

bring another deployment in production with improvement in the following area:

  • More details on the the page performance graph with the ability to open the actual page
  • More details on the tag performance graph
  • New search method for the page details
  • Speed improvement of the report generation
  • General UI improvement

We also have a new product in beta, Ethan Monitor and it’s going quite well, stay tune for more details soon

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Time to let the cat out of the bag and announce, we have a new version of Ethan in production! This may not seem like big news for some, since it’s been running in production for a while now, but if you have not used Ethan in a while, you are in for quite a surprise.

Backend improvement

We have made a lot of improvements in our infrastructure in server capabilities and bandwidth. We now have our standard production backend and a performance cloud available for dedicated performance analysis.
We also tuned the code of the auditing agent to make the actual auditing browser performance close to a “gaming grade” PC which gives us results closer to real life.



We improved the responsiveness of the interface quite a bit, even if you load large amounts of data, the interface will be responsive. We also show you the previous audits you have done and you can quickly switch from one to another in order to compare data.
We added a new analytic export mode that export variables for every click stream analytic tags discovered in your audit.



Inline tutorial is now available and work step by step against your data so you get contextual information.

Overview section


One page overview that gives you a quick glance at the state of your analytic, showing you number of tags detected/ missing and the ability to drill down to those pages with one click

Tag details


A redesign tag detail section with coverage for each tag; specific status information, network status, account number, tag position in the page, firing order and speed etc…


We have firing time that shows you exactly when the tags fired for each page compared to “Page Load”  and “DOM Ready” events, this allows you to see when your tag fires in relation to the readiness of the pages for the user. Execution time is also present for each tag on each page.

Page performance

page perf

A lot of performance information have been added related to actual web page, page load time, DOM Ready and total page load time with all the tags and elements. We give you average, min and max time across all the pages as well as charts. You can corelated, page size, number of elements loaded in the page etc…

Page Details


Page details view has relatively the same elements as before but with a new look and better responsiveness of the interface in general


We added some powerful search capabilities; you can drill down pages by title, tag name, url, parent url, tag url and more. Making this more dynamic and faster.


Detail page information have been improved dramatically and now has it’s own section, including all the tags present on the page in relation to their firing time and position


Each tag can be expanded in order to see detail information on the tag as well as all data sent by the tag to the analytic vendor.

We still offer free audits so you can try the product live with your own web sites any time and stay tuned, we are working on bringing more features to our production version.

If you need more information or have comments, feel free to contact us:


“At Data Runs Deep we need to be able to deeply understand complex tag firing across client websites, and Ethan is a valuable part of our toolkit. Its detailed breakdown of tag load and fire times have helped us troubleshoot sticky tag problems, and the clear graphical representation of tag data makes it easy for clients to understand what’s going on. Ethan went from “hmm, this is interesting” to “how did we ever live without this” in less than an hour — I’d have no hesitation in recommending it.
Ethan’s detailed breakdown of tag load and fire times have helped us troubleshoot sticky tag problems, and the clear graphical representation of tag data makes it easy for clients to understand what’s going on.
— I’d have no hesitation in recommending it.”
Damion Brown – Data Runs Deep

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We just push a new version of jame on the Google Chrome Web Store

new Features:

  • Brand new UI to match Ethan, our Automated web analytic tag audit
  • Timing information of your page and tags against page load and DOM events
    so you can benchmark your tags and compare your tag performance against your page-loading time

And you can download it for free

Download available here !

detail UI

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UPDATE 28/10/2013: Michael Notté did two excellent study back in 2008 and 2009 covering this market, we added some comparative from these study in order to provide market evolution over time.


The car industry is a big market dominated by just under 100 vendors, their web sites have become their biggest showcase for their products.  In 2012 it was reported by Polk that 75 percent of consumers research cars online before going to the dealers to sign on the dotted line. Because of this, the car industry has been putting a lot of energy on their websites in order to show off their products in the most beautiful and effective way. This study is to take a closer look at what this industry is using analytic wise by compiling a list of who is using what analytic solution.

Continue reading “2013 Automotive Web Site Analytic Study” »


In April 2013 Logic Agent ran an audit of the top 100 retail websites in order to assess market penetration of clickstream analytic vendors in the market. Online retailers are a good market benchmark because there performances are usually tightly assessed with analytic solutions. In order to compare with previous years, we used some historical data from the iPerceptions report “What Web Analytics Tools Are Used Amongst the IR500?” by Erin Polka, it covers 2009 - 2011.

The 2013 data was collected using Ethan and James, two Logic Agent products that audit web sites for analytic tags.

Clickstream analytic penetration

As clickstream analytics grew over the years, we can safely say that we have attained market saturation, in this segment at least. 2009-2011 got a 10% growth and for 2013, even if 96% of all sites are using clickstream analytics, the missing 4% are companies such as Amazon and Netflix who I really doubt are not doing any analytics. They are most likely using something we cannot detect from the outside.
Continue reading “2013 Top 100 Retail Web Site Analytic Study” »

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Another release this week for Ethan

  • Improvement in the report performance
  • Ability to filter pages by tag position (top,mid,bottom)
  • Minor bug fixes