Abstract: An apparatus, system, and method are disclosed for a universal tracking system. A token module is configured to create a universal tracking token without requiring a user to provide any prerequisites. The universal tracking token is associated with a user by a unique identifier. A user account module is configured to store data associated with a user. The user data includes data associated with one or more universal tracking tokens. The user account is defined as either a merchant or key holder account. Further, a relationship module is configured to maintain a one-to-many relationship between the user account and a plurality of either merchant or key holder accounts. Relationship data is also collected and stored in a database.