Marketing analytics

The tracking plan comes first

Dashboards built on bad instrumentation are confident and wrong, which is worse than having none.

Define, in writing, before implementing: every event, when it fires, its properties and their types, and the question each one exists to answer. An event with no question behind it is noise that will be maintained forever.

Naming convention decided once and enforced: object_action, lowercase, past tense. Inconsistent naming is unfixable later without breaking historical data.

Auditing existing tracking

Numbers nobody trusts usually come from one of: