Meet the InfoTrust Suite: What's in It and Who It's For
In an age of AI-powered bidding algorithms, models, and automatic optimizations, one of the last levers available to a marketing executive is the quality of the data they feed into them. And the reality is, most companies know they need to strengthen their data collection but they don’t know where to start. InfoTrust Suite is built to do just that.
The most common challenges
One great thing about InfoTrust is that we have the pleasure of working with an incredible roster of customers across many different industries. And while every company is unique and different, many of the problems they face are the same.
Nearly every company struggles with ensuring data quality. Too much time is spent investigating data discrepancies and implementing the right fixes. Too much campaign money is spent on poor quality data inputs.
These impacts compound and many teams feel stuck in an endless game of data quality whack-a-mole.
Data can get corrupted in many ways, but from countless conversations over the years, we’ve identified the most common breakage points:
- DataLayer changes and site updates
- Website developers push updates that break critical tracking powered by the dataLayer. Typically, these problems aren’t found for weeks until someone complains.
- Consent misconfigurations
- Improperly-applied consent triggers on tags lead to two outcomes, both bad: you’re either 1) unnecessarily reducing the amount of data you can legally collect or 2) you’re increasing your risk and eroding customer trust.
- Ungoverned site tags
- Large companies often struggle to keep control of tagging standards and find unapproved tags on live sites. This can expose them to liability risk, data leakage, and site performance issues.
- Lost identifiers
- Critical event parameters get dropped or are incorrect (they’re either missing from the dataLayer or not configured to be captured correctly in GA) leading to gaps in reporting and attribution.
What's in it
Today the InfoTrust Suite contains the foundations for ensuring data integrity by identifying violations and their priority and defining rules.
- GA4 and GTM monitoring
Catch broken tracking from Google Analytics 4 (GA4) or Google Tag Manager (GTM) before it reaches a report. Always-on monitoring identifies missing tags, broken events, leaked identifiers and configuration drift as they happen, not weeks later. - Data Layer Validator
Ship releases without breaking the data layer and the impact it has on analytics. Here key user journeys are tested automatically, so tracking issues are found before go-live instead of after. - Anomaly detection
Identify when your data stops making sense. The Suite can spot sudden spikes or drops in GA4 events and flags them straight away, so your teams investigate real problems instead of finding out too late. - Asset Library
See all containers in one place. Then use the Suite to set one consistent standard and hold every property to it. Group properties by brand, region or site so governance can be scaled across the whole estate without manually checking each property. - Root cause analysis
Go from ‘something’s broken’ to ‘here’s why’ in minutes. Each violation comes with root cause analysis, so less time goes on diagnosis.
Before release
- Data Layer Validator
Always on
- GA4 and GTM monitoring
- Asset Library
When numbers move
- Anomaly detection
When something breaks
- Root cause analysis
Who it’s for
Nowhere are these problems felt more acutely than organizations who add the significant dimension of scale. Think of multi-brand portfolios, franchise networks running hundreds of sites in dozens of companies, global advertisers dealing with multiple agencies.
At this scale, it’s impossible to review every container before and after every release. This means things break quietly and you don’t find out until weeks later when you’re trying to figure out why numbers don’t match.
We built the Suite for these organizations, starting with CPG and multi-brand organizations where we’ve spent almost 15 years working inside this kind of complexity.
CMOs and marketing directors get a quick view of measurement health across every brand and market, so they know whether the data behind their spend can be trusted.
Analytics leads get a consistent set of tracking standards for consent, naming, and configuration applied to all GA and GTM assets. When things break, they’re ranked by severity so we can focus on what matters most first.
Who owns this
In most organizations we work with, they know they have problems (because they see the data discrepancies) but they don’t know where to start.
We often hear, “We don’t know what we don’t know.” Expect your first scan to surface a lot (that’s the goal! Knowing is half the battle).
We’ll likely find containers with no Consent Initialization trigger. Tags with no consent settings configured. Marketing vendor tags that aren’t on your approved list. Names that don’t follow your conventions. This is all normal, and severity tiers help you separate the urgent issues from the cleanup work.
From there, get each finding to the people who can act on it (often InfoTrust support, or site development team), and set a regular review cadence. Because the Suite monitors continuously, you’ll hear about the next break when it happens.
Over time, as they’re fixed the violations will decrease giving you the peace of mind and space to focus on high priority initiatives and not fighting data fires.
How we help
The Suite detects and monitors. It shows you what broke, where it broke and how serious it is, across every property you connect, cutting that time to detection from weeks to hours.
When your team needs extra support, InfoTrust’s consultants work alongside the InfoTrust Suite to help you prioritize findings and plan the work. Either way, you start from the same place: a clear, current, and confident picture of the data your marketing runs on.
See What’s Breaking Across Every Property
Start from a clear, current picture of the data your marketing runs on.
Explore InfoTrust Suite
