A tracking plan is the bridge between your business KPIs (“How many new users sign up every month?” “How many are completing the entire purchase cycle?” “Where do they drop off?”) and the data your team actually collects. Instead of “tracking everything because we can,” a tracking plan helps you know what kind of data (which events or user properties) are essential for tracking based on your business goals.

For example, if your business goal is to increase first-time investment conversion in the next six months, your tracking should be centered around the revenue event, such as Investment Completed, along with the key funnel events that lead up to it. In this case, a relevant funnel could look like: Signup Completed → KYC Verified → Investment Completed

Based on this funnel, your core events to track would include Signup Completed, KYC Verified, Investment Initiated, and Investment Completed. In addition, you may track supporting events such as Scheme Viewed, Add to Cart, or Portfolio Viewed to better understand user intent and decision-making. These events should also carry meaningful properties called attributes, such as amount, order_type, payment_mode, and acquisition_source, to explain why users convert or drop off.

The events that become irrelevant in this case could be email opened, banner clicked, app uninstall, and more. They do not directly contribute to understanding drop-offs in the KYC-to-investment funnel.

This is how you avoid tracking everything and focus only on what drives the business goal. Done well, it becomes the single source of truth for what you track, why you track it, and how it’s defined, so your segment definitions are accurate, dashboards are goal-aligned, and implementation doesn’t drift over time.

The tracking plan creation process follows a simple, structured flow:

Framework → Goals → Funnel → Events and User Properties, aligned with the NVECTA data structure.

In this guide, we’ll walk you step by step through how to create a complete and goal-driven tracking plan for your business, including:

• Defining a clear framework
• Identifying your business goals and KPIs
• Understanding value exchange and defining your primary revenue event
• Mapping your business funnel stages
• Understanding the NVECTA data structure
• Outlining events and attributes aligned to your metrics
• Reviewing a sample tracking plan for reference

Framework

Creating a framework provides a structured way to understand how users move through your business, from first discovery to becoming long-term customers, and ensures your tracking plan stays aligned with real business outcomes.

We recommend a framework with four core stages: AACR (Acquisition, Activation, Conversion, and Retention).