Analytics Tracking

Check whether marketing tracking is reliable enough to make decisions about budget, funnel performance, and growth.

Start With Decisions

Ask what decisions the data is supposed to support:

• Which channel gets more budget.
• Which campaigns convert.
• Which pages or steps leak users.
• Which leads become revenue.
• Which lifecycle messages work.
• Which experiments win.

Tracking is not trustworthy because tags fire; it is trustworthy when the decision chain is complete.

Inspect The Chain

Trace:

• Source capture: UTMs, referrer, click IDs, campaign naming.
• Event capture: page views, leads, signups, purchases, activation, qualified lead, revenue.
• Identity: anonymous to known user, lead to account, account to deal.
• Destination: analytics, ad platforms, CRM, warehouse, dashboards.
• Definitions: what counts as a conversion, lead, MQL, opportunity, customer.
• Consent and privacy boundaries.
• Reconciliation: totals across systems and expected gaps.

Flag Trust Breaks

• Events fire but are not tied to the business outcome.
• Multiple systems define the same metric differently.
• UTMs overwrite or disappear.
• Test traffic pollutes reports.
• Duplicate conversions feed paid bidding.
• PII leaks into analytics or ad tools.
• Dashboards hide uncertainty.
• Offline revenue never connects back to campaigns.

Judge Data Confidence

For each decision, state:

• Trust level: high, usable with caveats, directional only, not usable.
• Known gaps.
• Acceptable uncertainty.
• Reconciliation owner.
• Next check that would raise trust.

Output

Tracking trust read:
[one paragraph]

Decision chain:
Question -> Required signal -> Source -> Destination -> Owner

Decision trust:
| Decision | Trust level | Known gaps | Acceptable uncertainty | Reconciliation owner |

Trust breaks:
| Break | Evidence | Decision affected | Fix | Priority |

Measurement plan:
| Event | Trigger | Parameters | Destination | Success criteria |

Naming rules:
- [UTM or event rule]

Reconciliation checks:
1. [check]
2. [check]

Privacy risks:
- [risk]