To understand how a small analytics team can efficiently manage more than 35 analytics setups at once, maintaining high data quality across fast‑moving clients and constantly evolving implementations, we sat down with Rasmus, founder at Fact.
With a lean team, a fast‑growing client portfolio, and an approach grounded in data and tracking in everything they do—from SEO and paid ads to Shopify optimization and CRO— Fact needed a scalable solution to automatically monitor their client setups, catch issues that could hurt marketing performance fast, and tell clients about these proactive fixes.
“For us, it’s all about being proactive—keeping clients informed before problems ever reach them, instead of always being behind.”
Life Before Trackingplan
When trying to understand what challenges Fact faced before using Trackingplan, Rasmus recalls 2 main challenges.
Client-Side Surprises That Snowballed
Before Trackingplan, Fact relied heavily on manual checks and reactive problem-solving. The team often discovered issues days or even weeks after they occurred, sometimes only because the client noticed them first.
“Before Trackingplan, issues could easily go unnoticed for two or three weeks, unless we were constantly checking their tracking or reviewing their data.”
Moreover, this situation was worsened not only by unexpected client-side changes, but also by changes made by the clients’ development agencies or even their media partners.
For example, Rasmus explains a situation where a client made changes to their Shopify store without notifying anyone, unintentionally breaking tracking on the go. Something as simple as installing a new sales channel, without properly connecting it to Meta, could trigger extra events to start firing, creating duplicate view_item events and artificial spikes in how many items users viewed.
And because there was no proactive monitoring in place, these issues went unnoticed until they appeared in reporting two weeks later. By then, the damage was done: not only was the tracking corrupted, but since those duplicate events had been sent before Consent Mode, they also created potential GDPR and legal compliance issues.
“For me, it all comes down to a question: can we trust the numbers that we see? Are we sure that they are accurate, formatted correctly, and sent correctly? And, when clients or other partners break things, how can we be proactive in monitoring those changes?”
A Continuously Evolving Landscape
“In a landscape where you have browser-side and server-side tracking, sandboxed Shopify environments, Consent Mode, and such a variety of setups… It’s not that easy to know for sure that what we believe is actually correct.”
Modern tracking ecosystems change constantly, and even well-designed implementations can break without anyone noticing. Rasmus highlights a common challenge before Trackingplan: the sheer complexity of today’s setups made it difficult to trust that data was being collected accurately.
Take consent mode as an example. On the surface, it feels simple—you see the cookie banner, you know people can grant or deny consent. But before Trackingplan, teams lacked ongoing visibility. There was no easy way to verify that every user was correctly mapped, that the banner was showing reliably, or that a sudden drop in consent rates wasn’t caused by a hidden technical issue.
And the truth is, things do break. Sometimes a client’s CMP expires. Sometimes someone forgets to renew the cookie banner provider. Sometimes a script fails silently in the background. Without automated monitoring, these issues could go unnoticed for days or weeks, compromising data quality and campaign performance.
“Clients are clients, and sometimes they forget to pay for their cookie banner, CMP, or whatever solution they use.”
The Quest for Proactive Monitoring
“I've actually been looking for options that could solve this problem for years. Indeed, I even considered building it myself because it was so annoying that there wasn't anything that could actually solve that problem.”
Before adopting Trackingplan, Rasmus had spent years searching for a solution to this problem. He explored multiple tools, ran tests, and even set up manual workarounds—like analytics event alerts and ongoing exports that notified the team if specific events suddenly dropped. These efforts helped a little, but they never provided the continuous, complete picture he needed that could truly replace the need for manual detective work.
“Nothing that gave us an ongoing full picture. With Trackingplan, it was the first time I saw a full suite solution that could actually fix this problem.”
Of course, as a business owner, Rasmus had to evaluate whether the investment made financial sense for the business. But the value was clear: the peace of mind of knowing that implementations weren’t silently breaking in the background was worth paying for—because the alternative was uncertainty, risk, and countless hours lost troubleshooting issues.
“I would actually gladly pay for it just to not worry about things being broken without me knowing.”
Solution
A Proactive Approach to Tracking
“With Trackingplan, I can proactively catch all those potential errors that come up when clients or other partners make changes that break things on the go—which I wouldn’t say happens daily, but more or less daily.”
As Rasmus continues, the real game-changer is being able to detect issues before they escalate. Trackingplan allows Fact to identify when something isn’t working, fix it immediately, and proactively inform the client that the problem has already been resolved. This proactive approach not only prevents data quality issues from affecting reporting and campaigns but also strengthens client trust, showing that the team is always one step ahead.
Continuous Visibility into Client Implementations
Trackingplan has also transformed the way Fact monitors clients’ implementations. The platform allows the team to continuously track what data is being sent to endpoints, providing ongoing visibility into the performance of each implementation.
“The funny thing about Trackingplan is that the less we have to check everything manually, the more stable our implementations are. It gives us peace of mind knowing that things are working, or at least that we’ll get an immediate alert if something breaks.”
Before Trackingplan, implementation checks were limited and labor-intensive. Countless scenarios and edge cases were simply impossible to review manually. For instance, a Tag Manager preview could confirm that adding a single product to a basket sent the correct data with the right ID, but more complex scenarios posed a challenge.
“Trackingplan catches every edge case, giving us visibility into every scenario. Manually checking all of these possibilities for every implementation would be impossible; it could easily take more than 200 hours.”
From Manual Bug Fixing and Bug-Hunting to Driving Insights
Rasmus also highlighted how, by freeing the team from manual bug-hunting and troubleshooting, Trackingplan has allowed them to shift focus from reactive fixes to data analysis that drives clients’ growth.
“For a lot of clients, focus has shifted from manual bug fixing or bug-hunting to actually using data to make improvements.”
At Fact, everything revolves around the numbers and how these can help clients improve incrementally, month by month. That’s why, according to Rasmus, this has represented a major change for the team, as they can now dedicate more time to analyzing data and identifying opportunities for optimization rather than simply reacting to errors.
Qualitative Benefits
Rasmus has also highlighted several qualitative benefits that Trackingplan has brought to the team.
Turning Data Quality into a Competitive Advantage
When asked whether Fact’s commitment to analytics quality gives the agency a competitive edge, Rasmus affirmed that it does.
“I think so. Whether it’s because of Trackingplan, the overall quality of our work, or a combination of both, we’re the only e-commerce marketing agency that offers continuous monitoring for clients’ analytics and data setups in the Nordics.”
This level of rigor sets Fact apart. As he continues, even agencies with their own analytics teams have often turned to Fact when they hit a roadblock.
“People know we deliver the quality we promise. Trackingplan acts as a quality stamp, differentiating us from other agencies. Otherwise, we wouldn’t be recommended by other professionals in the sector.”
According to Rasmus, all of this translates into an investment in client retention and lowering churn.
“At the end of the day, as an agency, you have to decide whether you want to know about problems when they happen, or two weeks after they happen. Trackingplan allows us to continuously monitor everything our clients’ other partners are doing—whether it’s Google Ads, Meta, TikTok, or development—so we can ensure data integrity across the board. That makes it easier for clients to trust us.”
Rasmus shared an example of how this commitment to data quality can really influence client decisions, ultimately becoming a key driver of new business and client acquisition, thanks to the competitive edge Fact gains with Trackingplan.
“I just spoke with a potential client whose current agency has been overreporting their performance by 80% due to faulty data. They’re considering switching to us because they basically don't trust them. And we’re not talking about a small agency with a limited team. They simply don’t understand why nobody noticed, while we, despite being just three people focused on analytics and data, can guarantee accuracy.
Better Night, Better Days
With multiple clients and large volumes of data, keeping track of every potential problem used to be overwhelming. Issues could arise simultaneously across accounts, creating a constant source of stress and uncertainty about what may have failed silently.
"When you manage multiple clients, there’s always something that can break. There's always a problem somewhere. You might notice an issue with one client, but then something else is broken for another. It’s impossible to keep track of everything.”
Trackingplan has removed the stress and hours previously spent manually checking clients’ analytics and troubleshooting issues.
“Basically, I sleep better at night, which I’d say eventually makes more money during the day, knowing that Trackingplan monitors everything happening with clients’ analytics and data. I know it sounds cliché, but it's basically like that. Now I know someone else is catching errors as they happen, without me having to spend time looking for problems or investigating the root cause.”
Building Confidence Through Proactivity
When asked whether tracking issues had ever affected clients’ trust, Rasmus explained that while trust wasn’t necessarily compromised in the past, it has grown significantly because the team can now act proactively:
“Obviously, the trust improves as we can be more proactive now than we were before.”
In this line, being able to identify issues before clients notice them gives the team and their clients greater confidence in the work Fact delivers.
“Peace of mind comes from knowing we can proactively spot issues and let the client know it’s already fixed before they even discover there was a problem.”
About the Agency
Fact is an e-commerce marketing agency based in Copenhagen, specializing in helping fashion and lifestyle brands in Denmark and the Nordics attract, convert, and retain customers through comprehensive e-commerce customer journey optimization
Their services range from SEO and ads to Shopify optimization and conversion rate improvements, all grounded in data and precise tracking.
Despite being a compact team of eight people, analytics and tracking responsibilities fall primarily on three data-focused team members. Yet, the agency manages 35+ active clients, many with complex, multi-vendor setups.
For agencies with a small team managing many clients, Trackingplan provides the continuous monitoring, proactive alerts, and peace of mind needed to ensure data quality, prevent issues from slipping through the cracks, and allow the team to focus on driving insights and client growth rather than firefighting.
