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Our tracking breaks every time we launch something new

By
Mukund Kabra

Tracking breaks at launches when analytics is added after the build instead of planned with it. Add tracking requirements to every release, test events before go-live, and monitor key numbers for the first days after launch.

Category:
Measurement
Reading time:
2
min read
Published on:
October 24, 2026
Resources
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Measurement
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Our tracking breaks every time we launch something new

Our tracking breaks every time we launch something new

Problem

Every launch breaks something in the data.

A new page, a redesigned checkout or a new app version goes live, and a week later someone notices that conversions dropped to zero in the reports. The data for that period is lost.

The launches you most need to measure are the ones you cannot.

Insight

Tracking breaks because it is not part of the release.

Developers build to a spec that rarely includes analytics, and nobody checks the events before go-live. Small changes to page structure or naming quietly break tags.

Planning tracking with the build and testing it before launch prevents most of this.

How we approach it

We make tracking part of every release.

  1. We add the events each release needs to its requirements.
  2. We test tracking in a staging environment before anything goes live.
  3. We watch the key numbers closely for the first days after each launch.

Launches go live with their data intact.

Tags:  
Marketing Product Alignment; cross-functional Teams; Shared Kpis; Growth Squads; Alignment Rituals; Product Marketing
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