Data Quality

Monitor Behavior Intelligence pipeline health: ingest queues, event coverage, quality flags, backfill tools for acquisition labels, and MaxMind geo database ...

Why data quality matters

Behavior Intelligence decisions are only as good as ingested events. Data Quality surfaces pipeline health, missing event types, stale processing, and geo gaps before they distort Traffic, Funnels, and AI analysis. Check this page after deploys, plugin updates, or consent policy changes.

Health score

Composite score weighs ingest success rate, processor cron freshness, error queues, and configuration warnings (tracking disabled, geo missing). Scores in green indicate normal ops; yellow/red warrant investigation before trusting campaign ROI reports.

Event coverage

Coverage table lists event types seen in the retention window with counts and last-seen timestamps. Expected core types include page_enter, click, scroll events, and configured custom events. A sudden type disappearing implicates collector or Tracking Plan regressions.

Quality-flagged events—malformed payloads, rejected consent, oversize meta—appear in a sub-panel with sample reasons.

Queue and processing freshness

Raw events land in bi_events; cron processors roll up hourly and daily aggregates and session tables. Freshness indicators show last successful processor run. Backlogs grow if WP-Cron is disabled without system cron replacement—common on high-traffic sites.

Fixing cron issues

Ensure DISABLE_WP_CRON sites trigger wp-cron.php or Action Scheduler from system scheduler. Monitor backlog clearing after traffic spikes.

Backfill tools

Backfill reprocesses historical rows when classification logic improves—e.g. acquisition channel labels or browser families after parser updates. Run backfill during low-traffic windows; large tables may take minutes. Verify sample sessions on Traffic before announcing company-wide metric revisions.

Geo IP database

Country-level geo requires MaxMind GeoLite2 or compatible database files configured in module settings. Status panel shows file presence, version date, and match rate. Unknown country spikes on Traffic correlate with missing or expired databases.

Monitoring cadence

Daily automated checks via health score color for ops teams. Weekly human review of event coverage types. After any WordPress core update, confirm processor cron ran within expected window.

Incident postmortems

When ingest fails, record start/end times and estimated lost events. Backfill cannot invent missing raw events—only reclassify existing rows. Communicate data gaps on dashboards temporarily via internal status banner.

Additional best practices

Behavior Intelligence works best when tracking coverage, funnel definitions, and team review rituals stay aligned. Revisit this guide after major site changes—new theme, consent plugin, or checkout provider—and confirm Realtime, Data Quality, and Tracking Plan still agree.

Share direct help links from the in-app help panel so teammates read the same canonical definitions. Press Ctrl+K in the help center to jump between related guides quickly.

• Align date ranges before comparing metrics across pages.
• Document segment names when sharing screenshots.
• Verify fixes in Realtime before closing Growth Plan items.
• Keep UTM conventions consistent for Marketing and Traffic.
• Schedule AI analysis after enough post-change data accumulates.

Working with the global toolbar

Every major Behavior Intelligence report page shares a global toolbar controlling date range, comparison mode, saved views, and active segments. Understanding this toolbar prevents the most common reporting mistake: discussing metrics that look contradictory because two pages use different ranges or filters.

Date ranges support presets (last 7, 28, 90 days) and custom intervals. Comparison mirrors the prior period of equal length. When comparison is off, KPI deltas hide—do not assume zero change. Saved views capture all toolbar state; teach teammates to check the view name in the header before screenshotting for leadership.

Connecting insights to action

Analytics value appears when insights change behavior. Behavior Intelligence routes findings through Growth Plan, Anomalies, and AI Intelligence into prioritized work. A metric without an owner becomes wallpaper. Assign DRI (directly responsible individual) per Growth Plan card and set verification dates.

Cross-link investigations: Traffic anomaly → Sessions sample → Journeys path → Tracking Plan coverage → Funnel step fix. This sequence resolves most conversion mysteries without external tools.

Data freshness expectations

Raw events ingest in near real time on Realtime. Daily aggregates power most dashboard KPIs and typically finalize after processor cron completes overnight in site timezone. Intraday numbers on Traffic are directional, not audit-final. Export via Report Builder after period close for finance-adjacent reporting.

Security and access control

Report data stays inside WordPress authenticated admin. REST endpoints require configured capabilities. Do not expose API keys or disable capability checks for convenience. View-only roles should not access Settings, Tracking Plan writes, or AI job triggers unless policy explicitly allows.

Module updates and compatibility

After Imaginit Core or Behavior Intelligence updates, revisit Getting Started verification steps: Realtime test, Data Quality health, one saved report run. Release notes may add event types or metrics—refresh Report Builder definitions if preview validation fails. Theme changes always trigger Tracking Plan re-crawl before trusting click metrics.

Keyboard shortcuts and help search

From any Behavior Intelligence admin page, open in-app help links to jump to the matching guide on the public help center. Within the help site, press Ctrl+K or Cmd+K to open Spotlight search across all articles, headings, and keywords. Search for metric names, page titles, or tasks like "export CSV" to find the right workflow without browsing the sidebar.

Bookmark frequently used guides for your role: content editors often need Content Performance and Organic Search; engineers need Tracking Plan and Data Quality; leadership prefers Overview and Reports email summaries.