The process to manage and enforce consistent tracking of campaigns is broken. Analytics teams often rely on static spreadsheets, homegrown solutions, and manual processes to generate and manage tracking codes meant for agencies and marketing teams.
Unfortunately, the common processes don’t have a built-in means to easily and reliably validate that tracking is applied correctly, or that analytics tags are configured appropriately on landing pages.
With little enforcement and highly static tools, tracking standards are rarely enforced, and data flows in silos (or in many cases not at all). As a result, the business absorbs the negative impact on reporting, attribution models, and your greater marketing engine.