Trackingplan
YC W22Barcelona, ES · Founded 2021 · 17 employees · 3 known investors
Trackingplan provides data quality monitoring and analytics validation software that automatically detects tracking failures and data issues in real time for analytics teams and practitioners.
Also known as Trackingplan
Founders & leadership· Y Combinator alumni (W22)
Trackingplan was founded in 2021 by Alexandros Andre Chaaraoui, Jose Padilla, Jose Luis Perez, Pedro Trujillano, and Alexandros Andre Chaaraoui.
Investors · 3
The YC application· Winter 2022 batch
Company profile
researched Aug 2026Trackingplan develops an automated data quality assurance and observability platform for digital analytics and marketing technology stacks. After a lightweight JavaScript snippet is added via a tag manager or an iOS/Android SDK is embedded, the product listens to real user traffic and automatically discovers and documents the events, properties, pixels, UTM parameters, DataLayer structures and consent signals flowing from a company's websites and apps to third-party tools. This creates a continuously updated "living" tracking plan and single source of truth without manual schema definition.
The platform then compares incoming data against learned baselines to detect missing or broken events, volume drops and spikes, pixel firing failures, UTM and attribution inconsistencies, and consent or privacy configuration drift, issuing real-time alerts. An AI-assisted debugger correlates anomalies with tag manager container changes, code deployments, consent configuration updates and campaign or pixel launches, and returns step-by-step remediation instructions. Additional capabilities include a consent and cookie/CMP checker for GDPR and CCPA compliance, a marketing performance watchdog for campaign tagging errors, a journey explorer for real sessions and payloads, live debugging, DataLayer audits, Core Web Vitals monitoring, automated digests and a Looker Studio connector. Trackingplan describes its functionality as being delivered by specialized agents for discovery, monitoring, debugging and governance, and states the setup requires no manual schema work, with coverage typically reached within about ten minutes of installation and no PII collected.
The company works with common analytics and advertising tools including GA4, Adobe Analytics, Google Tag Manager, Meta Pixel, Segment, Mixpanel, Amplitude and TikTok Ads, and supports web, mobile app, server-side and API traffic.
Founding story
Founded in 2021 in Spain by a team that had experienced the problem of unreliable data used for business decisions. Co-founder Alexandros Andre Chaaraoui holds a PhD in machine learning and previously worked on computer vision and NLP at Google and led an ML team at Rohde & Schwarz; Jose Luis Perez had previously founded three tech companies, including Guiomatic and Hooks, and went through Techstars; Jose Padilla had built software ranging from desktop applications to home automation systems; Pedro Trujillano had worked in development, product, operations and sales and is described as a 3x founder and VC.
Business model
B2B software-as-a-service, sold via a published pricing page with a self-serve "Start Monitoring" entry point and a booked-demo sales motion; a partner programme and an agency-focused offering are also promoted.
Traction
The company's site states it is trusted by 485+ data-driven tech leaders and cites customer accounts of reduced manual analytics QA time. Y Combinator lists a team size of 17 and an active status.
Latest developments
Current positioning centres on an "AI quality layer for marketing and analytics", with an AI-assisted debugger providing root-cause analysis and fix instructions, agent-based discovery, monitoring, debugging and governance functions, consent and cookie/CMP validation, a marketing performance watchdog for UTM and campaign errors, and a journey explorer for real user sessions.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positions itself as an automated, transparent alternative to schema-enforcement approaches such as Segment Protocols, allowing teams to keep using existing tools like Google Analytics, Amplitude, HubSpot, Intercom and Braze, and as an always-on observability layer rather than synthetic testing or manual audits. Categorised by Y Combinator under SaaS, Analytics and Data Engineering, and described in press coverage of the W22 batch as a data governance tool.
Monitors what actually happens in real user traffic rather than relying on synthetic journeys or predefined tests, requires no manual schema setup or ongoing maintenance, auto-discovers the full stack including pixels and consent signals, and adds AI root-cause analysis with plain-language fix steps.
Technology
A lightweight JavaScript snippet deployed through a tag manager or direct embed, plus native iOS and Android SDKs and server-side/API ingestion, feed real user traffic into a machine-learning layer that models the data sent to third parties, identifies patterns, learns per-customer baselines and thresholds, detects anomalies, and performs AI-based root-cause analysis by correlating incidents with tag, deployment, consent and campaign changes. Exploration and export APIs are offered, and the company states the design is GDPR-safe with no PII collected.
Go-to-market
Inbound and product-led motion built around free tools and content (analytics audit, regex tester, UTM builder, guides, academy, blog, customer stories, FAQs), demo bookings, a partner programme, and a dedicated agency proposition; referenced users include consultancies and agencies such as CSA (Havas Media Network), Elogia, On Top Media, Semmántica, MicroAnalytics, Rethink and Fact.
Digital analytics teams, marketing and performance teams, technical marketers and tagging specialists, IT/engineering teams, and agencies managing tracking for multiple clients.
Geography
Headquartered in Barcelona, Spain, serving customers whose compliance needs include GDPR and CCPA.
History
Founded in 2021 and based in Barcelona, Spain, Trackingplan joined Y Combinator's Winter 2022 batch, which held its Demo Day on 29–30 March 2022, and was among the European companies in that cohort highlighted by Sifted. The product has since expanded from analytics QA and data governance toward an AI-centred quality layer spanning web and app tracking, marketing pixels, campaign attribution and consent monitoring.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 5
by search overlap
Companies competing with Trackingplan for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 1
launches, deals, and filingsTrackingplan participated in Y Combinator's Winter 2022 cohort, whose Demo Day was held on 29-30 March 2022; the company was listed among the European startups in the batch.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Trackingplantrackingplan.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Trackingplan do?
- Trackingplan is a Barcelona-based SaaS platform that automatically monitors and QAs analytics, ad pixel and consent tracking.
- Who founded Trackingplan?
- Trackingplan was founded by Alexandros Andre Chaaraoui, Jose Padilla, Jose Luis Perez, Pedro Trujillano, Alexandros Andre Chaaraoui in 2021.
- Who are Trackingplan's investors?
- Trackingplan's investors include Ascend Venture Capital, Nauta Capital, Y Combinator.
- Where is Trackingplan headquartered?
- Trackingplan is headquartered in Barcelona, ES.