Depending on the size of your organization, the amount of data your company should track can vary widely.
Some companies have established departments for marketing, sales, operations, hr and compliance. Each of companies could require a different set of data from your website and company communications.
Most small companies only have marketing, sales and operations to worry about.
Regardless, each of these departments rely on certain data to do their jobs. These are called key performance indicators (KPI) or metrics.
Any good tracking plan will start with a list of requested KPI’s from each department. Those metrics will then be tracked through tools like analytics, kissmetrics and hotjar and sent to tools like google studio or Microsoft BI in order to be turned into meaningful reports.
Maintaining data integrity in this process is very important to ensure the quality of the resulting reports.