To better understand the obstacles Rethink encountered before adopting Trackingplan, we spoke with Bert Reila, Analytics Manager at Rethink. Bert’s role centers on orchestrating the agency’s performance marketing and digital analytics efforts, including setting up and troubleshooting tracking systems for a wide range of clients.
“When dealing with large websites, it’s really hard to have a grasp of everything at once as there can be hundreds of trackers and you would normally need to go through them one by one to see what’s wrong.”
Tracking setups for large, complex websites posed a constant challenge. With hundreds of trackers to verify, manual oversight became a time-consuming and error-prone task, particularly when tracking failures occurred due to code changes.
Another recurring pain point was the delayed detection of tracking errors. Frequently, issues were identified only after they had already caused significant disruptions. This lag in detection not only disrupted clients’ decision-making processes—particularly critical for e-commerce websites, where accurate, real-time data is essential for sales and marketing strategies—but also demanded considerable effort to identify and correct the issues retroactively.
“There was a situation where analytics data was reporting no revenue for a couple of days and the issue only came to light on the 3rd day. A timely warning could have made all the difference.”
Trackingplan was integrated into Rethink’s client’s current analytics setup as a tool to automate error detection, monitor tracking setups, and simplify the debugging process.
Bert observed significant potential in the tool after exploring Trackingplan’s website. He remarked that, as a data analyst, he hadn’t encountered anything like it before. While other solutions he had come into contact with required SQL databases for larger data models, none effectively tackled the challenges of Google Analytics tracking setups and tag management.
One of the main values they instantly saw while starting to use Trackingplan had to do with Trackingplan’s Automated Alert System, something that allowed them to stay on top of every client’s analytics without the burden of constant manual oversight while allowing them to react swiftly to problems in data before they could escalate.
“Now, with Trackingplan, we get notifications whenever something is wrong. Sometimes even just a couple of hours after a release. This helps validate developments on the same day as they are implemented, instead of waiting 24 hours until GA4 data becomes available”.
This proactive system enabled them to identify and resolve tracking issues within hours rather than days, minimizing the risk of extended data loss and preserving the integrity of their clients’ analytics.
Trackingplan has also provided Rethink with the tools needed to conduct in-depth, efficient data analysis, helping them identify discrepancies and troubleshoot tracking issues quickly. The following analysis features have been crucial in helping them digest and fix tracking errors quickly.
Rethink leverages Trackingplan for managing and optimizing their tracking setups across multiple platforms, including Google Analytics, Facebook Pixel, Google Ads Pixel, and TikTok Pixel. By using Trackingplan, they can monitor and analyze the events and parameters being sent from each of these pixels to ensure critical data, such as conversions, user interactions, and other key performance indicators, are being captured accurately and consistently across all platforms.
For it, Bert comments on the usefulness of Trackingplan’s Data Explorer to compare data across different periods and analyze payloads for discrepancies in events and parameters sent to these platforms that might otherwise go unnoticed.
Moreover, Bert explains that, through Trackingplan's Data Explorer, he has repeatedly discovered instances where certain parameters weren’t sent as expected. By comparing periods and analyzing the payloads to check what data was sent before and after an issue, he has successfully identified when parameters were sent correctly and when they weren’t. This approach has helped him track down what has changed, what’s missing, and why a specific parameter hasn’t been processed for Meta.
"Being able to perform comparative analysis between periods—before and after deployments—lets me quickly stay on top of any issues that may have arisen.”
Another key benefit is the ability to perform detailed session-based analysis. Trackingplan allows Rethink to dig deeper into session data, which is particularly useful for understanding why certain transactions were missed.
”GA4 session-based analysis is quite limited. With Trackingplan, I can trace a session ID, verify backend data, and see why Google Analytics missed a transaction".
Trackingplan's Tracks Explorer further enhances Rethink’s analysis by providing a deep dive into individual payloads. This tool allows Bert and his team to see exactly what data was sent in each session, making it easier to identify any discrepancies or issues.
This level of detail gives the clarity needed to solve issues that would otherwise be difficult to pinpoint, helping him ensure that all transactions are accurately tracked, even in complex setups.
With Tracks Explorer, Rethink can examine each session in detail, comparing different sessions and platforms to ensure data consistency. This granular level of analysis is key to identifying and resolving issues quickly, ultimately improving the quality of data being captured and analyzed across all platforms.
Even though Bert comments he’s always been very seamlessly integrated with developers in the teams he has worked with, Trackingplan has further enhanced this collaboration by streamlining the troubleshooting and tracking setup process. In this regard, Bert explains that his familiarity with reading data from Trackingplan has allowed him to provide developers with precise instructions on what actions to take.
Moreover, he also highlights the usefulness of the comment feature in Trackingplan, which enables team members to leave notes within the tool. This functionality ensures alignment across the team by allowing them to document changes, such as adjustments made on specific dates, and monitor their impact on the results.
Bert also commended Trackingplan’s exceptional support team, emphasizing the level of dedication and professionalism he received throughout the onboarding process and beyond.
“Everyone I’ve worked with at Trackingplan has been incredibly helpful and professional. The aftercare has been outstanding, and it’s rare to receive such dedicated support these days. I’d like to thank the team for making this process smooth and enjoyable.”
Since integrating Trackingplan, Rethink has experienced measurable improvements in the analytics workflow of their clients:
“If you want to reduce the number of human errors and save time, then take a complex tracking system and put it to Trackingplan to get a preliminary analysis. For data analysts, this translates to saving significant resources—both time and money."
Rethink’s experience with Trackingplan underscores the importance of robust analytics tools in delivering high-quality services to clients. By automating error detection, facilitating collaboration, and providing detailed insights, Trackingplan has become an integral part of the tracking setup for several of Rethink’s clients. For agencies seeking to optimize their analytics processes and deliver better results to clients, Trackingplan offers a proven solution.
Rethink is a strategic design agency based in Tallinn, Estonia. With the mission of finding simple solutions to complex problems, Rethink specializes in developing research-based, customer-centric digital solutions. With a team of 13 experts, the agency provides various services in the digital field, including analytics, performance marketing, and digital strategy services to clients worldwide, offering tailored analytics consulting, digital dashboard creation, and preliminary audits for tracking setups. Their client base includes e-commerce businesses, SaaS companies, and public sector organizations, all relying on accurate analytics for decision-making.
.jpg)
