Tracking Plan
Do you have a tracking plan in place? Does it align with your business objectives? We build or review your tracking plan so it is aligned with your business objectives and state-of-the-art tech.
Is your conversion tracking actually working?
Most teams hand tracking to someone who already has a full job, so neither gets done well. We do nothing but this, for a fraction of what a specialist hire costs.
Trusted by ecommerce, B2B and agency teams across the US and Europe.
Tracking doesn't break because your team is careless. It breaks because no one owns the nuance.
Conversion tracking looks simple from the outside and is unforgiving underneath. A pixel double-fires and inflates your numbers. A consent banner silently blocks every tag for first-time EU visitors. An Events API quietly drops 40 percent of your purchases. None of it shows up in a dashboard, so no one raises a hand.
Meanwhile your bidding algorithms keep optimizing on the broken signals you send them, and they can't tell the difference. By the time someone notices, you've spent weeks of budget teaching the platforms the wrong thing.
Software doesn't fix tracking. People do.
The tools are good. They were never the whole answer.
Tracking software vendors sell you a powerful tool and a documentation page, then hand you the keys. But a pixel platform doesn't notice when your Events API starts dropping purchases. A consent tool doesn't tell you it's blocking conversions for every first-time visitor. A tag manager doesn't catch the duplicate inflating your numbers. Software reports what it's told to. It doesn't own the outcome.
We do. Behind every Tracking Health plan is a team of specialists who do nothing but conversion tracking, watching your stack every week, reading the signals the tools can't interpret on their own, and acting before a quiet failure becomes a quarter of wasted spend. You don't get a dashboard and a shrug. You get experts who treat your tracking like it's their own.
That's the difference between a tool and a team. You already have the tools. What you've been missing is someone accountable for whether they actually work.
Four vital signs of tracking health
Event Accuracy
Are your conversion events firing correctly and only once? We verify every purchase, lead, and signup against the action that should trigger it, so your counts match reality.
Team & Partner Alignment
Are your teams and partners aligned on tracking nuances? Do they follow a process to verify tracking before and during releases? Do they know how to use UTMs correctly? We train your teams so that tracking becomes part of your core business processes.
Consent Configuration
Is your consent layer firing the right tags at the right moment? We configure your CMP to execute exactly as your legal team has scoped it. Compliance stays your legal team's call. Making the tracking obey that scope, without silently killing conversions, is ours.
Tracking as science
From diagnosis to deployment.
We apply the scientific method to everything we do: we diagnose, form hypotheses, and use evidence to support our findings. No black boxes for our clients — only full transparency. See how our diagnostic approach applies across different business types below.
For Ecommerce
Shopify, Shopify Plus, headless, BigCommerce. Brands where the conversion is a checkout and the question is whether your numbers match reality across Meta, Google, TikTok, and the rest.
Ad Platform Conversions
Meta, Google Ads, TikTok, Snapchat, Pinterest, LinkedIn, Microsoft, X. We get conversions landing in every platform where you spend, with Event Match Quality and deduplication that hold up under scrutiny. Server-side, browser-side, or both, depending on your stack.
This is what most ecommerce tracking looks like before we touch it:
| Funnel Event | GA4 | Meta | Google Ads | TikTok | Klaviyo | |
|---|---|---|---|---|---|---|
| view_item (ViewContent) | ✓ | ✓ | ✗ | ✗ | ✓ | ✗ |
| view_item_list | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| select_item | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| add_to_cart (AddToCart) | ✓ | ✓ | ✗ | ✗ | ✓ | ✗ |
| view_cart | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| begin_checkout (InitiateCheckout) | ✓ | ✓ | ✗ | ✗ | ✗ | ✗ |
| add_payment_info (AddPaymentInfo) | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| purchase (Purchase) | ✓ | ✓ | ✓ | ✓ | ✓ | ✗ |
| refund | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
Of 9 funnel events, only purchase reaches more than 2 platforms. Upper funnel is invisible in Google Ads, TikTok, and Pinterest.
Your bidding algorithms optimize on purchase signal alone. Every event above that is merchandising and drop-off data you're not collecting.
Analytics & Data Warehouse
GA4 and BigQuery configured so your numbers match reality. We rebuild data layers, clean event taxonomy, fix attribution gaps, and pipe clean data into the warehouse your finance team actually trusts.
Email & Retention
Klaviyo, Attentive, and Postscript wired to server-side events so abandoned cart, browse abandonment, and post-purchase flows fire on signals you can trust. Stop losing flow revenue to client-side event drop-off.
Consent that Doesn't Leak Conversions
Cookiebot, OneTrust, and Consent Mode v2 wired to fire tags correctly after consent acceptance, especially for first-time visitors. The single most common cause of EU revenue silently vanishing from your reports.
Stacks we know cold: Shopify, Shopify Plus, headless Shopify, BigCommerce, Elevar, Stape, Klaviyo, Attentive, Postscript, Triplewhale, Northbeam, Cookiebot, OneTrust.
For Lead Gen
HubSpot, Salesforce, Marketo, Pardot. Sites where the conversion is a form, a call, or a meeting, and where the deal closes weeks or months later in your CRM, not on a thank-you page.
Conversion Coverage
Every form, every download, every demo request firing to every ad platform that needs the signal. Most B2B sites we audit have less than half their conversion actions reaching Meta, LinkedIn, and Google Ads. Your bidding is running blind on the rest.
This is what most B2B tracking looks like before we touch it:
| Conversion Action | GA4 | Meta | Google Ads | Microsoft | X | |
|---|---|---|---|---|---|---|
| Demo Request | ✓ | ✗ | ✗ | ✓ | ✗ | ✗ |
| Whitepaper Download | ✓ | ✗ | ✗ | ✗ | ✗ | ✗ |
| Newsletter Signup | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| Webinar Registration | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| Phone Calls | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| Pricing Page Visit | ✓ | ✗ | ✗ | ✗ | ✗ | ✗ |
Of 10 conversion actions audited, only 4 reach GA4. Zero reach Meta, LinkedIn, or Google Ads natively.
Your bidding algorithms can only optimize on signals you send them. Empty cells are budget burning blind.
Cross-Domain & Subdomain Tracking
HubSpot landing pages, Marketo forms, third-party event hosts, partner subdomains. We deploy GTM, cross-domain linkers, and click ID passing so sessions don't break at the domain boundary and conversions stop misattributing to Direct.
Offline Conversions & CRM Sync
Pipe closed-won deals, SQLs, and pipeline value from HubSpot, Salesforce, or Marketo back into Google Ads, LinkedIn, and Meta. Bid on the conversions that actually drive revenue, not the form fills that don't.
Phone & UTM Governance
CallRail and CallTrackingMetrics integration, UTM standardization across campaign teams, direct-traffic diagnosis. When Direct is over 40% of your sessions, your paid spend is being misattributed and you're flying blind on channel ROI.
Stacks we know cold: HubSpot, Salesforce, Marketo, Pardot, LinkedIn Insight Tag, LinkedIn Conversion API, Microsoft Ads UET, CallRail, CallTrackingMetrics, Calendly, Chili Piper, OneTrust, Cookiebot, TrueVault.
Already know what's broken?
Skip the diagnosis. Tell us what's leaking and we'll scope the fix within 24 hours.
The full conversion tracking stack.
Google Ads
Meta Ads
TikTok Ads
LinkedIn Ads
Pinterest Ads
Snapchat Ads
Microsoft Ads
X Ads
GA4
BigQuery
Shopify Liquid
Shopify Headless
WordPress
ClickFunnels
Webflow
Go High Level
Custom builds
HubSpot
Salesforce
Go High Level
Pipedrive
OneTrust
Cookiebot
TrueVault
Cookie Information
The alternative
The alternative to a plan isn't doing nothing. It's hiring for this.
To cover what a Tracking Health plan covers, you'd hire a conversion tracking specialist. Someone fluent in server-side tagging, Consent Mode, Event Match Quality, and the dozen platforms your spend depends on. That person costs a six-figure salary, plus benefits, plus the months it takes to ramp, and you still get one human with one set of blind spots, who takes vacations and eventually leaves.
A Tracking Health plan costs a fraction of that, and you don't get one person. You get a team that does nothing but this, every week, with a guarantee no single hire could ever offer.
The question was never whether tracking expertise is worth paying for. It's whether you want to pay for it as a headcount or as a plan.
Fix it once. Or keep it healthy all year.
Most brands find us because something is already broken, so start there if you need to: a one-time fix gets you healthy in days. But broken tracking is rarely a one-time event. Put your stack on a Tracking Health plan and we monitor it, alert you, and repair it continuously, with a real guarantee behind it.
Continuous monitoring, real-time alerts, implementation included, and the Tracking Health Guarantee. No setup fee. This is what it looks like to never think about your tracking again.
Starter
$1,200
/year
$100/month equivalent
Save $1,248 vs monthly
Annual only
Brands with 1 destination — Meta only or GA4 only
- Initial implementation included
- Up to 8 event slots (1 destination)
- Weekly automated monitoring
- Email alerts when an event breaks
- Tracking Health Guarantee
- Email support, 2-day response time
- 2 campaign launch checks per year
Professional
$2,400
/year
$200/month equivalent
Save $2,288 vs monthly
$300 setup fee · 3-month minimum · $2,448 total at 12 months
DTC brands with 2–4 destinations: Meta, Google Ads, GA4, TikTok
- Everything in Starter
- Up to 20 event slots
- Up to 4 destinations
- Daily monitoring with real-time alerts
- Slack + email support, 1-day response
- Unlimited campaign launch checks
- 1 quarterly video review call
Scale
$3,600
/year
$300/month equivalent
Save $3,738 vs monthly
$500 setup fee · 3-month minimum · $4,688 total at 12 months
Complex stacks, multi-region, or post-migration setups with unlimited destinations
- Everything in Professional
- Up to 40 event slots
- Unlimited destinations
- Continuous real-time monitoring
- Slack, email, and text, same-day response
- Unlimited launch checks, no notice required
- Monthly video review calls
- Priority queue for new vendor additions
No Tracking Health Guarantee on monthly plans. Convert to annual within 90 days and 100% of fees paid apply toward your annual plan. Cancellation with 30-day notice after month 3.
Plan comparison
| Starter | Professional | Scale | |
|---|---|---|---|
| Annual price | $1,200/yr | $2,400/yr | $3,600/yr |
| Event slots | Up to 8 | Up to 20 | Up to 40 |
| Destinations | 1 | Up to 4 | Unlimited |
| Monitoring | Weekly | Daily | Real-time |
| Support | Email, 2-day | Slack + email, 1-day | Slack, email, text, same-day |
| Launch checks | 2/year | Unlimited | Unlimited, no notice |
| Review calls | — | Quarterly | Monthly |
| Guarantee | ✓ | ✓ | ✓ |
| Implementation included | ✓ | ✓ | ✓ |
Annual plans only
The Tracking Health Guarantee
We don't sell peace of mind. We put it in writing.
If a tracked event in your plan breaks or degrades by more than 25 percent against its baseline, and we fail to detect and notify you within 24 to 48 hours on working days (weekends and holidays excluded), we credit you a full month of service. If we fail to restore it within 5 business days, we credit a second month.
Real service credits, backed in writing. Available on annual plans only, because continuous protection requires continuous coverage. Only a team that watches your stack every week can stand behind it like this. Software can't make this promise.
- Website changes made without prior notification or proper QA in a staging environment
- Third-party apps installed after onboarding
- Outages on the side of Meta, Google, TikTok, or other ad platforms
- Changes to the consent banner or privacy stack
- Scope changes not communicated to the Tracking Health team
- Any other cause outside the control and scope of the Tracking Health team
What clients say
Trusted by teams who run on the numbers
Tracking Health is led by John Bernal, Top Rated Plus on Upwork. Here is what clients say about working with him.
5.0
average rating
200+
verified reviews
US & Europe
clients
Since 2016
FAQ
Common questions
An event slot is a combination of one event (Purchase, AddToCart, etc.) configured in one destination (Meta, GA4, etc.). If you configure Purchase in Meta and Purchase in GA4, that counts as 2 slots.
Event additions cost $150 per event (up to 5 per year) or $125 per event from the 6th onward. If you need significantly more, we can upgrade you to the next tier.
Yes. If you sign an annual plan within 60 days of completing your Quick Fix, we credit 100% of the Quick Fix cost toward the annual plan.
Meta (Facebook/Instagram), Google Analytics 4, Google Ads, TikTok, Klaviyo, Trade Desk, Pinterest, Snapchat, and more. Server-side tracking with Stape, Segment, or GTM Server Container.
On annual plans, our Tracking Health Guarantee applies: we notify you within 24 to 48 hours on working days (weekends and holidays excluded) and restore service within 5 business days, or you receive service credits.
Starter is for brands with 1 destination (typically Meta only). Professional is for the typical DTC stack of 2 to 4 destinations. Scale is for brands with complex stacks and unlimited destinations.
There is no refund for early cancellation, but you can pause the service. Annual plans auto-renew at the end of the term with 30-day prior notice required to cancel.
The annual plan includes the initial implementation as a benefit of the commitment. Monthly plans include a setup fee because it covers the audit and implementation work that would otherwise be unsustainable to absorb.
Yes, we are specialists in Shopify and server-side tracking. We also support WooCommerce, BigCommerce, and custom builds.
We send you a technical questionnaire, run a diagnostic of your current setup, implement in 5 to 7 business days, and validate with you before marking it complete. After that, you enter continuous monitoring mode on annual plans.
Stop running your marketing on numbers you can't verify.
See exactly what a Tracking Health audit reveals, then put your stack on a plan and hand the problem to the team that does nothing else.