A tracking plan is the agreed map of your analytics: which events fire, what properties they carry, what they mean and who owns them. It prevents the usual mess of duplicate, inconsistent and undocumented tracking.
Need help with SEO?
Comppound runs SEO and AI search for SaaS companies. We plan what to publish, produce it with AI, and every page passes automated checks, and a person reviews samples and anything high-risk.
- Published to your site and tracked in Search Console
- One person answers for your account
- Plans from $400 a month, terms from 3 months
What it includes
- Event names in a consistent convention
- Properties and allowed values for each event
- Where and when each event fires
- The question each event helps answer
- An owner and a date of last review
Start from questions
List the decisions you need to make first, then track what informs them. Collecting everything because you can leaves you with noise.
Common mistakes
Letting each team name events their own way
Inconsistent names break reports and make data hard to trust.
Frequently Asked Questions
A shared spreadsheet is enough if it stays current and is checked when anything is released.
Keep reading
- Analytics event: An analytics event is a recorded interaction, such as a page view, click, sign-up or download. In GA4 every interaction is stored as an event with parameters.
- Key event: A key event is a GA4 event you flag as important to your business, such as a demo request. Google renamed GA4 conversions to key events in 2024.
- Google Tag Manager: Google Tag Manager is a free tool for deploying and managing analytics and marketing tags on a site without editing code for every change.
- Data layer: A data layer is a JavaScript object that passes structured information, like events and page details, from your site to tag managers and analytics tools.
- Assisted conversions: Assisted conversions count conversions where a channel appeared in the path but was not the final touch, showing its supporting role.
- Attribution window: An attribution window is the period after an interaction during which a conversion can still be credited to it.
- Bot traffic: Bot traffic is automated visits that inflate analytics and skew conversion rates unless filtered out.
- Channel grouping: Channel grouping sorts traffic sources into buckets like Organic Search, Paid Search, Email and Referral using rules based on source, medium and campaign.
