What to test in analytics before a product launch

Start with the decisions the launch reporting must support. List the few journeys that matter most, then map each step to an expected event and the properties needed to interpret it.

Test more than whether an event appears. Check timing, duplicate firing, data types, campaign attribution, user identity and consent states. Compare clean sessions with returning-user and interrupted-session scenarios.

Keep evidence that another person can reproduce: environment, build, steps, timestamp, observed payload and expected result. A short, precise defect is easier to resolve than a screenshot without context.