Define
- Set the contract for analytics.
- Define allowed events and parameters in versioned specifications
- Make types, constraints, and required fields explicit
- Scope definitions by asset, environment, or URL
Analytics becomes governable.
Tracking Assistant is a full-lifecycle digital analytics governance system. Its promise is not better dashboards or more data. Its promise is control, correctness, and proof across the entire analytics lifecycle.
What this is
If an event is collected, Tracking Assistant can tell you what it is, whether it is correct, where it came from, when it changed, and whether it still matches what was agreed.
Analytics becomes governable, not tribal knowledge. This is infrastructure, not a dashboard.
Core capabilities and product promise
Validate
- Classify every event at ingestion.
- Parse and validate events in real time
- Explain invalid payloads clearly
- Surface unknown events immediately
Observe
- Continuously inspect analytics behaviour.
- Observe live traffic against the active definition
- Detect drift in event shape or semantics
- Separate known, unknown, and invalid events
Govern
- Make change traceable.
- Version and audit every definition change
- Inspect historical snapshots at any point in time
- Reproduce past validation results
Evidence
- Generate objective proof from real data.
- Derive evidence from observed events
- Make validation results reproducible
- Export auditable proof of correctness
Document
- Assisted generation of formal analytics artefacts.
- Render specifications as structured PDFs
- Generate test protocols from definitions and validation logic
- Keep documents aligned with live and historical analytics state
Integration
- Work with your existing analytics setup.
- Integrates with common tag management systems
- Supports modern event-based analytics platforms
- Fits into existing data collection and delivery pipelines
Governance lifecycle
Tracking Assistant treats the analytics specification as a first-class, versioned object.
Everything else - validation, observation, documentation, and governance - flows from it.
Instead of relying on conventions, best intentions, or downstream fixes, Tracking Assistant establishes a single, explicit source of truth for what analytics is allowed to be, and continuously evaluates reality against it.
How to read the lifecycle
The diagram represents the full lifecycle of governed analytics, from definition to action.
Define
At the top, analytics is defined explicitly:
- event formats
- parameters and types
- semantic meaning of events
This is where expectations are set. Nothing is implicit.
Compose
Definitions are structured into sections and specifications. This allows large tracking setups to remain modular, readable, and evolvable over time.
Specifications can be combined, reused, and versioned without losing clarity.
Scope
Specifications are scoped to concrete assets:
- applications
- environments
- domains or URL patterns
This makes it possible to distinguish production from staging, shared logic from asset-specific rules, and prevents accidental cross-contamination.
Assert
Once analytics is live, Tracking Assistant continuously asserts reality against the active specification.
Incoming events are:
- traced
- validated
- observed
Each event is classified as known, unknown, or invalid, based on the current definition - not on assumptions made after the fact.
Act
Governance does not stop at detection.
Based on observed behaviour, Tracking Assistant enables concrete actions:
- fixing definitions or implementations
- updating test protocols
- alerting on regressions
- generating reports and evidence
This closes the loop between intent and reality.
What this gives you
Using Tracking Assistant means analytics stops being a fragile by-product of implementation and becomes managed infrastructure.
In practice, this means:
- Clarity - Everyone knows what analytics is supposed to look like, at any point in time.
- Continuity - Changes are intentional, versioned, and traceable - not accidental regressions.
- Early detection - Issues surface when they are introduced, not weeks later in reports.
- Separation of concerns - Known, unknown, and invalid traffic are treated differently instead of being silently mixed.
- Reproducibility - Past analytics states can be reconstructed and explained reliably.
- Confidence - Documentation and evidence are generated from observed reality, not manual interpretation.
The result
Tracking Assistant replaces tribal knowledge with an explicit, enforceable lifecycle for analytics.
Analytics becomes something you can define, observe, govern, and explain - calmly, consistently, and over time.