Events and UTMs are a free-for-all.
Everyone names things differently. Two campaigns, three naming schemes, five ways to log the same conversion—and reports that never quite match.
Track Pillar · Governance & Data Quality
Good tracking is pointless if nobody can trust the data.
Governance and data quality is where tracking becomes usable. We put structure, standards, and monitoring around your events so GA4, Ads, BI tools, and your warehouse stay clean as the business changes.
- Shared event and UTM standards across teams and vendors.
- Data quality checks baked into releases, not bolted on later.
- Documentation and ownership so your stack doesn't rot in 6 months.
Built for teams tired of "data is wrong again" firefights every time a new campaign, product, or region launches.
Governance & Quality · Maturity Snapshot
Level 1 · Chaos
Events named ad hoc, UTMs freestyle, no documentation, and data quality issues discovered only when a leader asks a question.
Level 2 · Structured
Event and UTM standards, basic QA checklists, and at least one central source of truth for key metrics.
Level 3 · Governed
Ownership, change control, automated monitoring, and release processes that keep analytics stable as you ship.
Our job is to move you from Chaos or Structured into Governed—and keep you there as the stack evolves.
The Real Cost of Weak Governance
Broken data doesn't just hurt reports. It slows every decision you make.
Without governance, analytics becomes a guessing game. Teams spend hours reconciling numbers instead of acting on them. Leadership stops trusting reports. Smart experiments and growth bets get replaced by "play it safe."
Dashboards break quietly after every release.
New pages, flows, and features ship with zero analytics considerations. Weeks later, someone notices a cliff in GA4 or Ads and nobody knows why.
Nobody owns data quality.
Engineering assumes marketing owns tracking. Marketing assumes a vendor or "the data person" is watching. In reality, nobody is responsible.
Documentation lives in random files, if at all.
You’ve got a few old PDFs, some Notion pages, and some half-updated tickets. No single place to see what events exist and what they mean.
Governance & Data Quality Pillars
Four pillars that keep your analytics from falling apart.
We're not trying to create a bureaucracy. The goal is a lean system that keeps data trustworthy while your stack and team keep changing.
Standards & Taxonomy
A consistent language for events, parameters, user properties, UTMs, and KPIs across teams and tools.
- Event naming conventions and categories by product / domain.
- UTM structure across paid, lifecycle, and partnerships.
- Clear definitions of primary KPIs and supporting metrics.
Ownership & Change Control
You can’t govern what nobody owns. We help define who owns what and how changes get approved and shipped.
- Event and tracking ownership mapped to roles or squads.
- Change request workflows for new events and tracking changes.
- Release checklists that include analytics, not just code.
Data Quality Monitoring
Guardrails that spot problems early instead of discovering them weeks later in a quarterly review.
- Golden metrics and health checks across GA4, Ads, CRM, and backend.
- Simple anomaly detection patterns and periodic QA runs.
- Playbooks for what to do when something breaks.
Documentation & Enablement
Governance only works if people can find and understand the rules.
- Centralized measurement spec and tracking catalog.
- User-friendly docs for marketing, product, and leadership.
- Onboarding flows for new team members and agencies.
How We Implement Governance
A practical framework, not a 200-page policy deck.
We keep governance grounded in how your team ships work. The goal is to prevent tracking and analytics from being the slowest part of delivery—while stopping bad data from quietly leaking into decisions.
01
Inventory & Reality Check
We catalog your current events, parameters, UTMs, and key reports across GA4, GTM, Ads, CRM, and any warehouse/BI tools.
02
Standards & Ownership Design
We define naming standards, KPI definitions, and ownership for events and domains—tailored to how your teams actually work.
03
Guardrails & QA Patterns
We bake QA into releases, create basic monitoring, and set expectations for what "good enough" looks like for data quality.
04
Documentation & Enablement
We build or clean up your measurement spec, tracking catalog, and quickstart guides for marketing, product, and leadership.
05
Ongoing Governance Options
We either hand over a clear governance playbook or stay on as a fractional analytics partner to enforce and evolve it.
Track → Analyze → Optimize
Governance is the hinge between tracking and decision-making.
Without governance and data quality, the Analyze and Optimize pillars are built on sand. You can have beautiful dashboards and clever experiments—but if the underlying numbers are off, the strategy is too.
- Track: capture consistent, reliable events and revenue data.
- Governance: define rules, owners, and checks that keep it clean.
- Analyze & Optimize: model, report, and experiment with confidence.
For different stakeholders
For leadership
Governance means fewer "we're not sure about this number" caveats in board decks and more decisive conversations.
For marketing & growth
Campaigns and experiments are evaluated on stable metrics and consistent attribution, not shifting definitions.
For product & engineering
Clear event specs and ownership mean fewer last-minute tracking scrambles and cleaner release cycles.
For finance
Better alignment between analytics, billing, and revenue reporting—so marketing and product can be tied back to real money.
Governance is not about saying "no." It's about making sure that when you say "yes," the data will stand up to scrutiny.
Selected Governance Engagements
Where governance turned "we think" into "we know."
The patterns repeat across industries: messy event catalogs, ad-hoc tracking changes, and dashboards nobody fully trusts. Governance is how we lock in your tracking gains for the long term.
E-commerce · Multi-store Shopify + GA4
Problem: Different countries and teams naming events and UTMs differently, breaking roll-up reporting and attribution.
What we did: Defined a global taxonomy, governance rules, and QA patterns across stores and agencies; rebuilt key reports.
Impact: Leadership saw one version of the truth across markets; teams shipped faster without fearing metrics drift.
SaaS · PLG + sales-assisted funnel
Problem: Product, marketing, and RevOps each owned their own tracking with no shared standards or accountability.
What we did: Created a unified measurement spec, assigned ownership, and embedded governance into sprint and launch processes.
Impact: Consistent funnel metrics across tools, cleaner attribution, and far fewer "why don't these numbers match?" threads.
Healthcare · Regulated virtual care
Problem: Frequent changes to consent, flows, and funnels made data volatile and hard to trust in a sensitive industry.
What we did: Implemented robust governance, QA, and documentation aligned with compliance and consent requirements.
Impact: Reliable reporting leadership could use in strategic and regulatory discussions, without manual stitching.