Measurement Tracking Plan

Decide what a client's website, app, WhatsApp and CRM touchpoints must record, under which consent state, through which route (browser tag, server container, platform API) and with which names, so that every later report, attribution read and experiment rests on signals the client is allowed to collect. The consumer is the client's web or analytics owner and the media team; the skill writes the plan and the QA evidence, it does not install tags.

Use When

• A campaign or site is about to launch and nobody has written down which events, key events and parameters must fire, or who owns them.
• The client asks for Consent Mode v2, a cookie banner or consent management platform (CMP), or what happens to measurement when visitors refuse cookies.
• Conversions reported by Meta or Google look low or duplicated and the fix is signal quality: Conversions API with Pixel deduplication, enhanced conversions or server-side Google Tag Manager.
• The analyst wants raw GA4 events in BigQuery, or needs the export limits and cost before promising a dashboard.
• Social links land in GA4 as direct traffic and the team needs UTM naming rules, a campaign link register and WhatsApp dark-social tagging.
• Analytics privacy needs reviewing: cookie consent, GA4 retention and Google signals, data minimisation, WhatsApp contact data and deletion requests under Uganda's DPPA 2019 or Kenya's DPA 2019.

Do Not Use When

• advertising-attribution-and-measurement for choosing an attribution model, break-even ROAS or a holdout or geo test.
• meta-reporting for the monthly report or dashboard layout, and meta-social-metrics-framework for the KPI dictionary.
• ad-to-site-journey-handoff for the landing-page, form and journey specification handed to developers.
• Stop before giving a legal opinion, drafting a privacy policy or DPIA, or installing tags; refer to data-protection counsel and hand the plan to the site owner.