The insights and value derived from the analysis of data drive the marketing and product growth strategies of every forward-thinking enterprise. If data is inaccurate or inconsistent, repairing it can be costly and lead a business to act on inaccurate intelligence.

We designed Trackingplan to automatically ensure your data is clean, accurate, and actionable. It seamlessly integrates into your organization’s current setup and empowers your team to unleash the value of your data.

Trackingplan is an easy-to-install tool that automatically monitors and verifies the data flow from your sites and third-party integrations, whether they’re analytics, marketing automations, pixels, or campaigns, and it removes the need to spend unnecessary resources on data clean-up. With Trackingplan, your product and marketing data always arrive to your specifications. If something changes, breaks, or has any type of anomaly, we send you an alert automatically.

Trackingplan is a simple and automatic tool created to help any data-driven company to make better and more efficient decisions by centralizing and monitoring your data flow in just one dashboard. This removes the need to create and maintain various spreadsheets or other data repositories and ensures everyone on your team is on the same page.

Trackingplan has almost no footprint, requires no coding, and doesn’t involve any complex tooling. It works with all major analytics providers, all popular developer platforms, and can even work with your in-house analytics systems.

What is a Tracking Plan?

A tracking plan is a document that businesses use to review which data they track, why they track that data, and where they track that data.

It provides a roadmap for developers to implement data tracking efficiently and serves as a key reference point for team members to interpret data, glean intelligence, and execute it.

A tracking plan also serves as a collaborative tool that connects teams throughout an organization and empowers them to meet their objectives.

What Does Trackingplan Track?

With Trackingplan, you can automatically track a variety of third-party trackers and pixels to make sure they’re working the way you want them to.

Trackingplan helps prevent disruptions in your data flow by ensuring your data is transferred to you and your backend or other third-party services. The system automatically keeps an eye on your trackers and pixels and shows their activity in an easy-to-read dashboard.

These are the items Trackingplan helps you monitor:

  • Events

An event is triggered by a user interaction on your website or mobile application. Any action a user takes is considered an event, like clicking a button or outbound link, creating an account, watching a video, downloading a file, or submitting a form.

Trackingplan automatically checks to ensure your trackers and pixels are tracking your events correctly and allows your teams to collaborate on events by adding or editing their descriptions.


Moreover, Trackingplan also supports different types of events to facilitate the way you navigate through your data:

  • Standard events
  • Merged events
  • Custom events
  • Draft events

For more information about event types, click here.

  • Properties

Properties are the metadata or the dimensions of an event. In other words, properties are the insights of each event and provide relevant information such as the time, the user, the place, or the device with which the action was performed. Properties help you organize and analyze your data more efficiently by clearly stating what type of data is.


Trackingplan automatically checks to make sure your properties are sending valid data that meet your specifications.

  • User Attributes

User attributes are a specific group of properties that contain user information. Examples of user attributes include username, user ID number, and email address.


Trackingplan statistically samples all data sent, including user attributes, but it does not track any user-identifiable information itself. Instead, Trackingplan only looks at the flow of that data to ensure that user attributes are sent to your data repositories in the format you specify. To learn more about data specifications in Trackingplan, click here.

  • Acquisition

Acquisition data shows you the traffic activity of your business. Trackingplan provides detailed daily, weekly, and monthly statistics about the results of your marketing investments.


UTM campaigns, mediums, sources, originating referrers, landings, and pages are currently supported. For more information about how Trackingplan can help you delve into the intricacies of user acquisition and attribution to supercharge your analytics and marketing efforts, click here.

  • Referrers

A referrer is the actual page that hosts the link that sends traffic to your website or app.

  • Campaigns

Campaigns are the paid advertising your company purchases from different sources to drive traffic to your different services. Tracking campaign data can show you the effectiveness of your paid media efforts.

  • Mediums

Mediums are general categories of where your traffic comes from. A medium can be “organic” for organic traffic, “social” for visitors coming from social networks, “paid” for those who have clicked your ads, and so on. Looking at your medium data can give you a bird’s-eye view of how people navigate to your landing pages.

  • Sources

A source is where your traffic originates. For example, if the medium is “organic”, the source could be Google or Bing. If the medium is “social”, the source could be Facebook, Twitter, Instagram, or other social networks.

  • Landings

A landing is a standalone web page specifically created for marketing or advertising campaigns. It is where a visitor “lands” after clicking on a link in an email, an ad from Google, YouTube, Bing, or any of your company’s social networks (Twitter, Facebook, Instagram), etc.

  • Pages

You can see the statistics of all your pages loaded by your users here and track daily, weekly, and monthly evolution. Knowing their traffic can be helpful for identifying which pages are performing well and which pages can be improved.

Reminder: You can also set up warnings for all your referrers, campaigns, mediums, sources, landings, and pages. To do it, just hover the cursor over the items you want to track closely and click on Customize Warnings to configure them according to your specifications.

Advantages of Using Trackingplan

  • Align your goals and metrics with your data tracking: Keeping your tracking plan updated is key. As business needs change, you may need to adjust which data you collect in order to meet your current objectives. Trackingplan helps you ensure any changes you make to your data tracking are implemented correctly and consistently across your organization.
  • Make your data cohesive and enhance your data governance: The data you collect is useless if it doesn’t meet your specifications and arrives in your backend correctly formatted. Remediation efforts to debug and fix data can require a lot of time and money and divert resources from other areas of your business. Trackingplan allows you to impose specifications on every event or property to make it easier to analyze and it alerts you automatically if any anomalies are detected.
  • Optimize data flow between your website or apps and third-party integrations: The successful transfer of data between your website or mobile app and your third-party integrations is crucial to your data integrity. Trackingplan helps you analyze every event, property, user attribute, and campaign to optimize the flow between your website or app and all third-party integrations. You’ll be able to see your data’s entire lifecycle, automatically ensure it meets your defined specifications, and guarantee that it ends up in the correct repositories.
  • Identify and address data tracking issues immediately: Issues like unexpected downtimes and incohesive or ill-defined events can disrupt your business and incur unnecessary costs. Trackingplan automatically sends you real-time alerts about any unexpected anomalies in your data so you can address all issues from the moment they begin.