# Your digital analytics agent.

Answers your team’s performance, consent and martech questions.  
Automates the routine work. Audits your data so it always tells the truth.

[Try it on sample data →](#try) [Book a demo · 30–45 min](/demo)

Monitors your websites, apps and servers 24/7

Email·Webhook

Real-time alert · 4 minutes ago

**TikTok – Purchase is firing on two different triggers** since the GTM publish at 11:02. Every order has been reaching TikTok twice since then.

**Trackingplan** · monitor

Since 11:02, each purchase goes out to TikTok twice from the same tag: once on the *Purchase Confirmation* pageview and once on the *purchase* dataLayer event. TikTok’s bidding has been optimizing on a doubled signal since 11:02. GA4 and the other pixels are unaffected.

**Cause:** the 11:02 publish added the *purchase* dataLayer trigger to *TikTok – Purchase* without removing *Purchase Confirmation*, so both match on every order. One trigger to remove in GTM.

Purchase hits to TikTok, per minuteSince the publish

Suggested actions

Show me the triggers Tell me how to fix them in GTM Audit all GTM triggers

Show me the affected hitsSend

Answers for anyone

Claude·ChatGPT·MCP

**Emily** · 2 minutes ago

Are we sending every purchase to Meta?

**Trackingplan** · answered in 6.4s

**No. Meta is missing 1,642 of this week’s 13,172 purchases** — 12.5%, all since March 12.

**Look at the rest:** Google Ads, TikTok and GA4 sit on the dataLayer line all week. Meta drops on the 12th, when the new consent banner moved the Meta pixel into the marketing category: visitors who decline no longer reach it.

The purchases exist, and every other platform received them. Meta’s bidding has been learning from **87% of your orders** for three days.

platformpurchasesvs dataLayer

dataLayer*13,172*~~—~~

Google Ads*13,110*~~−0.5%~~

TikTok*13,047*~~−0.9%~~

Meta*11,530*~~−12.5%~~

Found while auditing

**22% of this week’s purchases arrive without `currency`**: the ones paid with PayPal. The ad platforms count them with no value. Different bug, different owner: the checkout, not the banner.

Suggested actions

Open the Root Cause Analysis for this gap Investigate the missing currency on purchase Write the impact story for the paid media team

Show me the missing purchasesSend

Reports you can edit and share

Teams·Slack

Scheduled · every Monday · posted to #analytics

Leads by platform, last 7 days

meta 497 · google ads 514 · organic 305

MetaGoogle AdsOrganic

**Trackingplan** · report

**Meta leads fell 40% from Wednesday**, when three prospecting campaigns were paused on that platform. It’s a change in the incoming traffic, not in tracking: Google Ads and organic held their level, and every lead form still reaches all three platforms.

Analyst note · Daniel

**The optimizations on the remaining campaigns cut the cost per lead by 20%:** fewer leads, but at €14 instead of €17.5, with the same qualification rate downstream. Worth keeping the paused budget off until Q4.

Suggested actions

Add the organic campaign to this report Send the full breakdown to #analytics

Break the CPL down by campaignSend

Trusted by 756+ companies putting reliable data in everyone’s hands.

[![David Rascón, Data & MarTech Consultant at CSA (Havas Media Network)](/assets/people/david.jpg) We came across exactly the solution we were looking for. And this is rare; it’s not every day you find something so perfectly suited to your problem.**David Rascón** Data & MarTech Consultant, CSA (Havas Media Network)*Read the story →*](/customer-stories/how-csa-havas-media-network-regained-client-trust-with-out-of-the-box-data-quality-monitoring)

[![Tanya Recouso, Product Director at Elogia](/assets/people/tanya.jpg) We had to find ways to increase our delivery capacity without increasing workload. Trackingplan helped us do that by automating something that used to be fully manual: analytics QA.**Tanya Recouso** Elogia*Read the story →*](/customer-stories/how-elogia-scaled-value-with-trackingplan) [![Rasmus Frølund, Founder & CEO at Fact](/assets/people/rasmus.jpg) Before Trackingplan, issues could easily go unnoticed for two or three weeks, unless we were constantly checking their tracking or reviewing their data.**Rasmus Frølund** Founder & CEO, Fact*Read the story →*](/customer-stories/how-fact-keeps-analytics-accurate-for-a-growing-client-portfolio) [![Persida Roata, Digital & Analytics Project Manager at MicroAnalytics](/assets/people/persida.jpg) 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.**Persida Roata** Digital & Analytics Project Manager, MicroAnalytics*Read the story →*](/customer-stories/how-microanalytics-is-helping-top-brands-manage-their-analytics-qa-more-effectively)

[![On Top Media](/assets/logos/ontop.png)![Álvaro Salmerón, Digital Analytics Consultant at On Top Media](/assets/people/alvaro.jpg) Before Trackingplan, we spent around five to six hours per project every month just debugging and ensuring data accuracy.**Álvaro Salmerón** Digital Analytics Consultant, On Top Media*Read the story →*](/customer-stories/how-on-top-media-prevented-tracking-breakdowns-with-trackingplan-automated-validation) [![Semmántica](/assets/logos/semmantica.png)![Pablo Urueña, Digital Analytics Manager at Semmántica](/assets/people/pablo.jpg) Trackingplan is the eye that sees everything, delivering value to our clients even in areas outside our responsibilities.**Pablo Urueña** Digital Analytics Manager, Semmántica*Read the story →*](/customer-stories/how-semmantica-simplified-analytics-management-with-trackingplan) [![Rethink](/assets/logos/rethink.png)![Bert Reila, Analytics Manager at Rethink](/assets/people/bert.jpg) Using Trackingplan for our team translates to saving significant resources, both time and money.**Bert Reila** Analytics Manager, Rethink*Read the story →*](/customer-stories/how-rethink-reduced-manual-workload-through-proactive-error-alerts)

## You can’t trust an agent that doesn’t know when your data is wrong.

The industry is automating the production of answers without fixing the data underneath. But an agent can’t reliably operate a system it can’t observe.

**Without a trust layer underneath, AI doesn’t fix bad data — it just industrializes your organization’s mistakes.**

[Read the manifesto →](/landings/manifesto)

Why Trackingplan

Trackingplan works where your data is produced: the hit, the dataLayer, the SDK, the pixel, the CAPI payload, the consent state, the GTM release. That’s where a number becomes true or false — and where Trackingplan actually looks.

Web · Apps · Server-side · Tag Manager

RequestdataLayerPixelsCAPI payloadConsent stateGTM releaseJavaScript errorsLoad sequenceDevice glitches

The Trackingplan difference

→

platforms

GA4MetaGoogle AdsTikTokAdobeAmplitudeYour CDPPinterestBing AdsSegmentMixpanelSnowplow

→

dashboards & warehouse

LookerBigQuerySnowflakePower BITableauRedshift

Install

#### Plug & play.

One tag, SDK or server-side hook. Events appear as traffic flows — web, mobile and server.

Context

#### Learns by itself.

The agent learns your events, names, and what “good” looks like from live traffic. That’s how it distinguishes broken tags from real drops — connecting implementation issues to the numbers they affect.

Monitoring

#### Always on.

Anomalies, missing properties, attribution errors, duplicate or broken triggers, consent breaches — caught the moment they appear, sent to the team responsible for them.

Automation

#### Describe it once. Runs forever.

A sentence in plain English becomes a report, a rule or an alert — narrative, chart and evidence, delivered where the team already works.

hits · web · ios · android · server

Live · detect, explain, fix

2,439,383

hits processed today

**1,204** issues found

## Your data. Any question. One agent for…

Paid Media & Performance Teams

### Protect your ad spend from broken conversion data.

Trust the signals your ad spend relies on. Monitor every conversion, UTM, and consent signal across your ad platforms — spotting where you’re losing match rate, where value is missing, where CAPI double-counts, and how much ROAS you’re leaving on the table.

Make sure the signals your bidding agents optimize on are actually trustworthy, before autonomous bidding and budget agents act on bad signals.

Review the paid campaigns currently live — where is data being lost and how could we improve ROAS?Send

Digital Analytics Teams

### Know when a release breaks your data before it breaks your reporting.

Trackingplan continuously monitors your implementation — from dataLayer and events to tags and tracking changes — catching issues, regressions, and unexpected behavior as they happen.

Review the dataLayer and the main events — tell me if you see any implementation problem.Send

Compliance & Legal Teams

### Catch PII leaks and consent breaches before they reach legal.

Inspect every hit for PII leaks, Consent Mode misfires, and vendors firing without permission. The audit your DPO would do manually, on every hit, with the evidence and legal context your privacy team needs to act before it escalates.

Privacy audit for this week — anything I need to flag to legal?Send

Agencies & consultancies

### Manage more clients. Grow revenue without growing your team.

Scale your client portfolio, not your payroll. Trackingplan acts as an always-on analyst for every account you manage, automating the work that eats into your team’s time. Increase delivery capacity, reduce operational costs, and turn more revenue into margin.

Status of all clients this morning? Standup in 20.Send

## Describe it once. Done, forever.

Reports, rules and alerts that run on the hits themselves, delivered where the team already works, with the evidence behind them. Your cadence, your bar, your channel — and the hours back.

Automations · running

on demandCookie banner vs production#privacy monthlyCompliance audit for the DPOdpo@ on demandGTM hygiene · unused triggersClaude · MCP weeklyBest sellers, and whygrowth@ hourlyTraffic anomaly watch#tp-ai-anomalies on releasedataLayer regression*JR*Jira Every month, send the DPO a full compliance audit: cookies, vendors, consent and PII.Send

Northwind · #privacyPosted by Trackingplan

tp

**Trackingplan** · app · 00:02

**Your banner declares 45 cookies. Production sets 47.**

-   undeclared `_ttp` · TikTok · set by *TikTok – Base Pixel* on every page, 240 ms after load — before the banner answers.
-   undeclared `_uetsid` · Microsoft Advertising · set by *Bing – UET* on `/checkout`, also before consent.

The other 45 match the CMP declaration, including purpose and retention. Nothing is set by the apps.

47 observed · 45 declared · 2 undeclared · *20 sessions attached*

Gmail · Monthly compliance audit · SeptemberFrom: trackingplan@tp.ai

**To:** dpo@northwind.example** Subject:** Monthly compliance audit — 5 findings, 2 for you

Cookies

-   47 observed, 45 declared. 2 undeclared `_ttp`, `_uetsid` — both set before consent.

Vendors

-   14 receiving data, 13 as intended. 1 unexpected Hotjar receives the email hash on `/account`.

Consent

-   97% of EU sessions carry a state. On 3% of DE sessions the Meta pixel fires before it.

Personal data in properties

-   `user_id` and `search_term` carry plain emails to GA4. Values masked in the evidence.

Every line links the hits it came from · Reply to this email to ask anything, the agent answers in-thread.

Claude · Trackingplan MCPNorthwind · 11 tools

**Ashley** · 11:24

Use Trackingplan to audit our GTM container. What can I delete without breaking anything?

list\_container · GTM-WX7K2Ptrigger\_usage · 90dvariable\_references

**Claude** · via Trackingplan MCP

**Five things you can delete, and one pair to merge.**

-   Triggers *Legacy – Thank You* and *Promo 2023 – Click*: 0 fires in 90 days of live traffic.
-   Variables *DL – oldCartId*, *DL – promoCode2023* and *JS – legacyUserType*: read by no tag.
-   merge *Purchase – Web* and *Purchase – Mobile Web* fire on the same event with the same conditions; one trigger covers both.

Trackingplan checked them against real traffic, not just the container: live version and Latest. None of this is still in use.

2 triggers · 3 variables · 1 merge · *0 fires in 90 days*

Gmail · Best sellers · week of Sept 1From: trackingplan@tp.ai

**To:** growth@northwind.example** Subject:** Top products this week — and what moved them

The three that carry the week

-   **Aria running jacket** · 1,412 units +64% — price went from €129 to €99 on the 6th; volume doubled within two days.
-   **Loop tote** · 980 units +31% — the *autumn-promo* Meta campaign went live on the 11th; 71% of its purchases carry that UTM.
-   **Field boot** · 744 units −8% — no price change, no campaign, `view_item` flat. This one is demand, not tracking.

Before you quote these

-   `item_list_name` has been missing on 6% of purchases since release v94, so the breakdown by list under-counts. Units and revenue are unaffected.

Top 20 and the full causes in Trackingplan · Reply to ask about any product.

Northwind · #tp-ai-anomaliesPosted by Trackingplan

tp

**Trackingplan** · app · 14:05

**Meta leads are 40% below baseline since Wednesday. This is not your tracking.**

-   −40% The drop starts at 09:12 on Wednesday and is entirely Meta. Three campaigns were paused nine minutes earlier.
-   The pixel is healthy: `lead` fires on every submit, `event_id` coverage 99%, no schema change in the last two releases.

The three paused campaigns were also the most expensive: CPL across the six still live went from €17.5 to €14.

volume −40% · cause: 3 campaigns paused · CPL *−20%*

*JR*Jira · DATA-2841 · openedvia webhook · 4 min after the release

P1 **v95 dropped `coupon` from checkout\_step**

what changed

`coupon` coverage on `checkout_step`: 41% → 0% within a minute of the deploy

cause

GTM variable *DL – coupon* reads `ecommerce.coupon_code`; the checkout sets `ecommerce.coupon`

owner

@ashley · last editor of the tag, assigned automatically

evidence

schema diff v94 → v95 · 20 sample payloads before and after

fix

One variable back to `ecommerce.coupon` — confirmed on the first live checkout with a code

opened *4 min* after the deploy · 1 parameter lost · owner assigned

Trackingplan lives where the work already happens: your team chat, the AI tool you already use, or another agent calling it on its own.

-   Slack
-   Teams
-   Email
-   MCP
-   Webhooks
-   API

[See these running on your data · 30–45 min](/demo)

## What our customers say

Marketing wants ROAS by campaign. Finance wants clean purchases. Product wants funnel drop-off. Trackingplan takes the manual work off the digital analyst’s plate and gives everyone reliable answers.

[All customer stories →](/customer-stories)

![Rasmus Frølund, Founder & CEO, Fact](/assets/people/rasmus.jpg)

> “Before Trackingplan, issues could easily go unnoticed for two or three weeks, unless we were constantly checking their tracking or reviewing their data.”

**Rasmus Frølund** Founder & CEO, Fact

![Persida Roata, Digital & Analytics Project Manager, Micro Analytics](/assets/people/persida.jpg)

> “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.”

**Persida Roata** Digital & Analytics Project Manager, Micro Analytics

![Tanya Recouso, Product Director, Elogia](/assets/people/tanya.jpg)

> “We had to find ways to increase our delivery capacity without increasing workload. Trackingplan helped us do that by automating something that used to be fully manual: analytics QA.”

**Tanya Recouso** Product Director, Elogia

![Álvaro Salmerón, Digital Analytics Consultant, On Top Media](/assets/people/alvaro.jpg)

> “Before Trackingplan, we spent around five to six hours per project every month just debugging and ensuring data accuracy.”

**Álvaro Salmerón** Digital Analytics Consultant, On Top Media![On Top Media](/assets/logos/ontop.png)

![David Rascón, Data & MarTech Consultant, Havas Media Network](/assets/people/david.jpg)

> “We came across exactly the solution we were looking for — and this is rare; it’s not every day you find something so perfectly suited to your problem.”

**David Rascón** Data & MarTech Consultant, Havas Media Network

[See why 756+ companies trust Trackingplan →](/demo)

## Frequently asked questions

?What is Trackingplan?

tp

Trackingplan is your digital analytics agent. It works the way a digital analyst works: it sees the data as it is produced, monitors it continuously across 80+ analytics and ad platforms, investigates what happened before it answers, and shows the evidence behind its conclusions.

Ask it a question, give it a task, or let it run an automation. It works from your actual traffic — not from assumptions — and can deliver the answer where your team already works: Slack, Teams, email, your app, or your IDE.

?What data does it actually see?

tp

Every request your website, iOS and Android apps, and server-side endpoints send to 80+ analytics and ad platforms — including GA4, Meta, Google Ads, TikTok, Bing, Mixpanel, Segment, Amplitude, Snowplow, your CDP, and your consent stack — plus the dataLayer underneath them.

Trackingplan captures the schema, values, providers, consent signals, timing, and implementation context as data flows through your stack. The agent reasons over your actual traffic and its history, rather than filling gaps with a model’s guess.

?Why not just connect ChatGPT or Claude to our data warehouse?

tp

**Because an AI agent can only reason about what it can see.**

A warehouse tells you what data eventually arrived. It doesn’t tell you whether the pixel fired correctly this morning, whether a consent state changed, whether a GTM release dropped a parameter, or whether Meta started receiving a different payload after a deployment. By the time the problem reaches the warehouse, the evidence about how the number was produced may already be gone.

Trackingplan starts at that layer. It observes the hits, dataLayer, pixels, SDKs, server-side payloads, consent signals, and implementations that determine what eventually reaches your analytics stack. It automatically builds the schema and semantic context around your real traffic, so the agent can understand what happened, what changed, where it happened, and whether the resulting data can be trusted.

?Another tool to configure?

tp

**No.** Trackingplan is designed to start observing without asking you to build a data model first.

Add one tag, pixel, server-side connection, or our iOS/Android SDK. No tables to expose, no relationships to define, no semantic layer to build, and no tracking plan to configure before the agent can start working. As data flows in, Trackingplan automatically infers your schema and semantic model from what is actually happening.

?What about privacy and PII?

tp

We are fully committed to respecting user privacy and maintaining compliance with global privacy regulations such as GDPR and CCPA. Trackingplan only observes the data your site or app is already sending to analytics or marketing tools — and only for the purpose of monitoring tracking quality and detecting implementation issues.

-   **Cookies.** Trackingplan does not use cookies. Our SDK only uses local storage to keep working locally, never to identify users across sessions or transmit that information to our servers.
-   **User IDs.** If your site or app sends user IDs to your analytics or ad vendors, Trackingplan inspects these requests as part of its monitoring. These IDs are never stored, linked, or enriched. All data is anonymized or masked on the user’s device before being forwarded for analysis.
-   **Fingerprinting.** Trackingplan does not use any form of fingerprinting. We do not collect device characteristics, behavioral patterns, or any other data used to generate unique identifiers.

In short: Trackingplan never introduces new tracking mechanisms, never stores personal data, and never builds user profiles. We act only as a passive observer of the data you’re already sending to your vendors, with strict safeguards against access to personally identifiable information.

If you want to review the full source of our script under NDA, contact our support team. For a complete overview, visit our Privacy & Security documentation.

?I run an agency. Won’t this cut my billable hours?

tp

**It should cannibalize the work nobody wants to bill for.**

For agencies and consultants, the value isn’t in spending hours manually checking pixels, chasing broken implementations, or answering the same tracking question for the tenth time. It’s in being able to take on more sophisticated work, serve more clients without adding proportional headcount, and spend your time where expertise actually matters.

Trackingplan automates the repetitive operational layer. Your expertise stays in the loop where judgment matters.

[Still have questions? Book a demo · 30–45 min →](/demo)

## Your turn.  
Try a question.

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[Book a demo · 30–45 min](/demo) [Try it on your data · free 14 days, no card](https://app.trackingplan.com/signup)

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