Every document we hand a client is written so that someone with no technical background can follow it. People sometimes ask why, since our clients are smart. The answer is simple: the person approving a tracking setup is often not the person who built it.
Jargon hides risk
When a spec says “server-side GTM with PII hashing at the edge,” a marketing director nods and moves on. When it says “we send data to our own server first and scramble names and emails before anything goes to Google,” the same director asks good questions. Those questions catch problems.
It is a test for us, too
If we cannot explain a decision simply, we usually have not thought it through. Writing plainly forces us to be sure.