Truth is not
negotiable

AI can answer questions.
Make decisions.
Take action.

But it can’t reliably operate what it can’t see.

Your analytics stack changes constantly. Tags break. Events disappear. Properties drift. Consent shifts. Campaigns launch.

And when the data is wrong, everything built on it is wrong too.

So before AI can act, it needs to know what’s actually happening.

Observe first. Act second.

That’s what Trackingplan is here to do.

Not making analytics easier. Not making it prettier. Making it true.

Read our complete manifesto →

In 2021, our founders faced a familiar frustration: broken analytics and unreliable data. Dashboards didn’t add up, key events were missing, and making decisions felt like guesswork.

Determined to fix it, we built Trackingplan — a tool to automatically monitor, validate data tracking, and catch issues before they impact business decisions. What began as a solution for ourselves quickly became essential for companies around the world.

Since then, we have been building the best observability layer for analytics data, sitting exactly where data breaks: the hit, the dataLayer, the SDK, the pixel, the CAPI payload, the consent state, the GTM release.

That’s where the truth of a number is actually decided, before it becomes the number everyone relies on.

But observability was only the foundation. Agency is the destination.

With AI, the question is no longer whether a system can act on your data. It’s whether the signal it acts on can be trusted.

Agents can now fix a tag, pause a campaign, rewrite an attribution model, or move your budget and bids. And the more autonomous they become, the more their decisions depend on the quality of the signal underneath them.

That’s where Trackingplan comes in: the observed state of your tracking, checked against what should be there, with a clear answer when reality and expectation don’t match.

First we see. Then we act. Never the other way round.

What led us into this industry? I think the huge pain we initially felt with other programs.

Josele Pérez, CEO & Co-founder of Trackingplan

Every decision in marketing, product and finance rests on a number somebody trusts. More and more, that somebody is a machine.

Our mission is that no decision, human or automated, is made on a number nobody has verified. We detect the errors, show what is missing, and say when the data cannot be trusted.

Detecting errors is telling the truth. Everything else we build starts there.

Before, Trackingplan stood for three things: smarter, easier, different.

Now AI provides smarter and easier, and even different.

But AI is trained to answer, not to tell the truth. It always has a reply, and it fills the gaps with whatever fits.

sycophantic (adj.): agrees with you to look good.

What is left is the only thing we can defend: detecting errors. Telling you when a number is wrong. That is True Tracking.