How MicroAnalytics Became a Game Changer by Helping Top Brands Manage Their Analytics QA More Effectively

With an extensive portfolio of enterprise clients, complex data and user journeys, and continuous updates, maintaining consistent and error-free analytics implementations became a core focus for the Romania-based agency MicroAnalytics.

To better understand how Microanalytics tackles challenges and how Trackingplan became an essential part of their workflow, we talked with Persida Roata, Analytics Project Manager, Ioana Popan, Technical Analytics Specialist, and Andrei Lihaciu, Operations Specialist at MicroAnalytics.

As a Project Manager, Persida oversees the day-to-day interaction with customers, supported by Andrei. Persida has extensive experience in analytics and tracking, having developed detailed tracking specifications for major enterprise clients.

Ioana, on the other hand, combines deep technical analytics expertise with client management. While her team doesn’t directly handle analytics implementations, except for occasional GTM changes, their mission is to guide clients, troubleshoot issues, come up with complex solutions, and recommend improvements to ensure every analytics setup runs smoothly.

Before Trackingplan: Slow, Reactive, and Manual QA

Before adopting Trackingplan, MicroAnalytics used to rely heavily on manual quality assurance processes to validate its clients’ analytics data.

In terms of handling analytics QA and validation analytics QA and validation, Ioana comments: 

“It was a slow process. A very slow one. We used to test everything manually — checking new pages, recent deployments, and trying to replicate user behavior to confirm that data was being collected properly. That was difficult and time-consuming.”

Persida builds on that, adding that it was also highly reactive, often leading to uncomfortable situations where clients, or even third-party media agencies, noticed tracking issues before they did.

“It was very embarrassing. My goal is to keep data consistent. So, if I find out that there’s no purchase event two weeks after it happens, that’s a problem.”

Indeed, finding issues in time was one of the biggest challenges the team faced. In many cases, tracking errors originated when clients made changes to their websites or apps without informing MicroAnalytics.

“It happens a lot. Clients launch something new and break something that was already in place.”

Persida recalls a particularly challenging case when one of their clients redesigned their product page, unintentionally breaking the entire DataLayer in the process.

This slow and reactive workflow meant MicroAnalytics could only act after problems had already had an impact, with tracking down, data feeds halted, and ad performance suffering as a result.

Searching for a Better Solution

Before adopting Trackingplan, the MicroAnalytics team explored several alternatives, including developing an in-house testing tool and assessing third-party solutions.

Limitations of an In-House Testing Tool

As Persida explains, the team initially tried to develop something internally, their own testing tool to simulate user behavior and detect tracking issues automatically. However, it quickly became unmanageable for large enterprise clients with complex acquisition flows.

For instance, some enterprise flows required actions such as scanning an ID or even completing biometric verification steps, which made synthetic testing nearly impossible. On top of that, testing was further complicated by access restrictions, since some user journeys demanded specific subscriptions or account types that the MicroAnalytics team didn’t have direct access to. As a result, there were many scenarios that were inevitably left untested, making it difficult to ensure full tracking coverage across every user journey.

“What we needed was a solution that could look at real user sessions and provide live or near-live alerts when something wasn’t working as expected.”

Evaluating ObservePoint

Before joining MicroAnalytics, Ioana had already explored different monitoring tools, including ObservePoint. While working with multiple e-commerce clients, she frequently ran into recurring tracking issues and found it nearly impossible to manually keep track of every setup or detect problems in time.

Although ObservePoint provided solid monitoring capabilities, she found it too technical and time-consuming to set up. Trackingplan, by contrast, was quick to implement and easy to use — a solution that automatically monitored data accuracy without requiring manual setup or having to manually define every scenario.

"It's not that I have to set up every single scenario. Trackingplan picks up everything automatically, allowing us to see the data, dig into it, look into specific events and sessions, and see everything automatically without us configuring things on our own."

This ease of implementation and automated monitoring made Trackingplan the clear choice for MicroAnalytics, giving the team immediate visibility into all events and sessions while eliminating manual work.

Life After Trackingplan

From Reactive to Proactive

With Trackingplan in place, MicroAnalytics has transformed its analytics QA process from reactive to proactive.

“For me, Trackingplan is a great tool to quickly spot what isn’t working, especially when clients mess up with their tracking, which happens a lot.”

Before, quality assurance relied heavily on manual checks and client feedback to detect when key events — such as purchases or product interactions — stopped firing, or when values and properties were missing or were incorrectly configured in the DataLayer.

“Trackingplan helps us spot problems and come up with solutions much faster than before, when we had to do everything manually.”

Today, the team instantly receives alerts whenever something goes wrong — whether it’s an internal issue or a client-side change — allowing them to act immediately. If the problem is on their side, they can fix it before the client notices; if it’s a client-side disruption, they can proactively alert the client and guide them to fix it promptly.

“Now, I get a notice when something is falling apart — within 24 hours at most."

Compliance Management Made Easy

Trackingplan has also significantly improved how MicroAnalytics manages compliance and privacy risks. As Ioana explains, if a client mistakenly collects data without user consent, Trackingplan now makes it easy to detect and alert the client — something that would have been nearly impossible before.

That was pretty impossible before Trackingplan, unless we manually went through the website and tested specific scenarios, which was like finding a needle in a haystack.

As she continues, detecting such issues used to require manual testing across countless scenarios. Now, with Trackingplan, potential consent violations or misconfigurations are caught automatically, making compliance monitoring faster, more reliable, and far less error-prone.

Testing edge cases

In this line, with Trackingplan, MicroAnalytics has made it possible to validate tracking and perform analytics QA without manually replicating tricky scenarios.

“Now it’s easier to replicate specific scenarios or edge cases that would otherwise be impossible to replicate manually.”

For the team, Trackingplan’s Tracks Explorer has become indispensable, as it now provides them with a clear, immediate view of all events and sessions. This eliminates the need to reproduce edge cases in the browser and ensures even complex flows — like subscription funnels or restricted user journeys — are consistently monitored and tested.

Similarly, the team also relies on Trackingplan’s Find My Own Session to isolate individual sessions and see exactly how their actions translate into hits. Persida explains how useful this is, especially for clients with high-traffic websites.

Instead of digging through mountains of data, she can instantly verify whether events are firing correctly when testing new implementations or troubleshooting issues. Even colleagues who still use GTM preview benefit from the added visibility, giving them confidence that tracking performs reliably in real-world conditions.

Time savings and improved accountability

Persida stated that Trackingplan has significantly reduced the time spent digging into analytics data, saving around 4 hours per week across the team, depending on workload.

“We skip the digging. I don’t need to open Analytics to see if anything dropped — I just check the alerts. If there’s nothing, I move on with my day. If something’s off, I can quickly send an email or make a call to let the team know that a purchase event is no longer firing, which is a big issue.”

Yet, the benefits go beyond time. For Ioana, it’s also about confidence and peace of mind:

“Now, when we propose a solution to a client, we can be confident that we are able to monitor tracking effectively, guaranteeing that we deliver quality work.”

Persida echoes this, noting that Trackingplan makes it much easier to confidently monitor tracking consistently, while also highlighting how the tool helps MicroAnalytics proactively notify clients, reinforcing their accountability for data and strengthening client relationships.

“We are accountable for the data, and that means we must be aware of any drops or issues. While it may be the client’s fault, it's on us to make sure we notice it and let them know in the shortest time possible. Trackingplan is crucial for that.

Conclusion

Trackingplan has transformed how MicroAnalytics manages analytics QA for complex enterprise clients. By automating alerts, simplifying session-level debugging, and providing clear visibility into every event, the team has shifted from reactive problem-solving to proactive monitoring.

From time savings to ensuring compliance and consent are consistently enforced, to making it possible to test edge cases and complex acquisition journeys with confidence, Trackingplan doesn’t just streamline workflows; it gives the team peace of mind and accountability even in the most complex and demanding environments.

About the Agency

MicroAnalytics is a data-powered intelligence company that helps marketing professionals gain autonomy, scalability, transparency, and control over their data. Simply put, it's a martech company, but one that goes far beyond the conventional scope.

For over 11 years, MicroAnalytics has worked alongside enterprise-level clients, empowering marketing professionals to lead with confidence in their decisions, performance in their execution, and accountability for their results.

FLUX

The team’s skills, knowledge, and capabilities have led to the creation of MicroAnalytics Flux: a compact and complete infrastructure of data-powered solutions and products. Flux supports clients in their marketing efforts from ideation to implementation, and ultimately through optimization, scaling, and benchmarking.

MicroAnalytics is able to track every data point across every channel for clients, offering full control and autonomy in the implementation of their marketing strategies.

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For agencies managing large-scale enterprise clients, Trackingplan delivers the automation, visibility, and reliability needed to maintain reliable, error-free analytics across complex setups.