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In the video, Doug discusses the importance of a Business Requirements Document (BRD) for tracking analytics on a website. He emphasizes the significance of logging information about the site and understanding why Adobe Analytics is being used. It is recommended to write down and discuss the requirements with others in the organization to ensure all necessary information is gathered. This process may involve talking to various people in the company to understand how the site is performing. Recording and documenting the business requirements is essential for effective analytics tracking.