Glossary/Data & Martech/Tracking Plan
Data & Martech
Tracking Plan
A document specifying every event and property a company tracks, with naming, definitions and owners, to keep analytics data consistent.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A tracking plan is a document that specifies every event and property a company tracks, along with naming conventions, definitions and owners. It acts as a shared contract between marketing, product and engineering, keeping analytics data consistent, preventing duplicate or ambiguous events and making implementation easier to audit.