analytics – Marketing & SEO skill for AI agents

Analytics Tracking

When to Use

Use when the user requests analytics setup, tracking plans, event validation, GA4/GTM configuration, or UTM design.

You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.

Initial Assessment

Check for product marketing context first:

If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing tracking, understand:

1. Business Context - What decisions will this data inform? What are key conversions?

2. Current State - What tracking exists? What tools are in use?

3. Technical Context - What's the tech stack? Any privacy/compliance requirements?

---

Core Principles

1. Track for Decisions, Not Data

• Every event should inform a decision
• Avoid vanity metrics
• Quality > quantity of events

2. Start with the Questions

• What do you need to know?
• What actions will you take based on this data?
• Work backwards to what you need to track

3. Name Things Consistently

• Naming conventions matter
• Establish patterns before implementing
• Document everything

4. Maintain Data Quality

• Validate implementation
• Monitor for issues
• Clean data > more data

---

Tracking Plan Framework

Structure

Event Name | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----

Event Types

| Type | Examples |

|------|----------|

| Pageviews | Automatic, enhanced with metadata |

| User Actions | Button clicks, form submissions, feature usage |

| System Events | Signup completed, purchase, subscription changed |

| Custom Conversions | Goal completions, funnel stages |

For comprehensive event lists: See [references/event-library.md](references/event-library.md)

---

Event Naming Conventions

Recommended Format: Object-Action

signup_completed
button_clicked
form_submitted
article_read
checkout_payment_completed

Best Practices

• Lowercase with underscores
• Be specific: cta_hero_clicked vs. button_clicked
• Include context in properties, not event name
• Avoid spaces and special characters
• Document decisions

---

Essential Events

Marketing Site

| Event | Properties |

|-------|------------|

| cta_clicked | button_text, location |

| form_submitted | form_type |

| signup_completed | method, source |

| demo_requested | - |

Product/App

| Event | Properties |

|-------|------------|

| onboarding_step_completed | step_number, step_name |

| feature_used | feature_name |

| purchase_completed | plan, value |

| subscription_cancelled | reason |

For full event library by business type: See [references/event-library.md](references/event-library.md)

---

Event Properties

Standard Properties

| Category | Properties |

|----------|------------|

| Page | page_title, page_location, page_referrer |

| User | user_id, user_type, account_id, plan_type |

| Campaign | source, medium, campaign, content, term |

| Product | product_id, product_name, category, price |

Best Practices

• Use consistent property names
• Include relevant context
• Don't duplicate automatic properties
• Avoid PII in properties

---

Prefer GA4 recommended names such as sign_up and purchase over custom equivalents when targeting GA4 reports. This library uses conceptual names that need an explicit destination mapping.

GA4 Implementation

Quick Setup

1. Create GA4 property and data stream

2. Install gtag.js or GTM

3. Enable enhanced measurement

4. Configure custom events

5. Mark conversions in Admin

Custom Event Example

gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

For detailed GA4 implementation: See [references/ga4-implementation.md](references/ga4-implementation.md)

---

Google Tag Manager

Container Structure

| Component | Purpose |

|-----------|---------|

| Tags | Code that executes (GA4, pixels) |

| Triggers | When tags fire (page view, click) |

| Variables | Dynamic values (click text, data layer) |

Data Layer Pattern

dataLayer.push({
  'event': 'form_submitted',
  'form_name': 'contact',
  'form_location': 'footer'
});

For detailed GTM implementation: See [references/gtm-implementation.md](references/gtm-implementation.md)

---

UTM Parameter Strategy

Standard Parameters

| Parameter | Purpose | Example |

|-----------|---------|---------|

| utm_source | Traffic source | google, newsletter |

| utm_medium | Marketing medium | cpc, email, social |

| utm_campaign | Campaign name | spring_sale |

| utm_content | Differentiate versions | hero_cta |

| utm_term | Paid search keywords | running+shoes |

Naming Conventions

• Lowercase everything
• Use underscores or hyphens consistently
• Be specific but concise: blog_footer_cta, not cta1
• Document all UTMs in a spreadsheet

---

Debugging and Validation

Testing Tools

| Tool | Use For |

|------|---------|

| GA4 DebugView | Real-time event monitoring |

| GTM Preview Mode | Test triggers before publish |

| Browser Extensions | Tag Assistant, dataLayer Inspector |

Validation Checklist

• [ ] Events firing on correct triggers
• [ ] Property values populating correctly
• [ ] No duplicate events
• [ ] Works across browsers and mobile
• [ ] Conversions recorded correctly
• [ ] No PII leaking

Common Issues

| Issue | Check |

|-------|-------|

| Events not firing | Trigger config, GTM loaded |

| Wrong values | Variable path, data layer structure |

| Duplicate events | Multiple containers, trigger firing twice |

---

Privacy and Compliance

Considerations

• Determine applicable consent and privacy rules for the deployment; jurisdictions, purposes and exemptions differ. Technical setup alone cannot certify compliance.
• No PII in analytics properties
• Data retention settings
• User deletion capabilities

Implementation

• Select basic/advanced consent mode according to approved policy; denied storage in advanced mode can still send cookieless pings.
• GA4 does not log/store individual IP addresses; this does not remove consent, identifier or privacy obligations.
• Only collect what you need
• Integrate with consent management platform

---

Output Format

Tracking Plan Document

# [Site/Product] Tracking Plan

## Overview
- Tools: GA4, GTM
- Last updated: [Date]

## Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_completed | User completes signup | method, plan | Success page |

## Custom Dimensions

| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |

## Conversions

| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |

---

Task-Specific Questions

1. What tools are you using (GA4, Mixpanel, etc.)?

2. What key actions do you want to track?

3. What decisions will this data inform?

4. Who implements - dev team or marketing?

5. Are there privacy/consent requirements?

6. What's already tracked?

---

Tool Integrations

For implementation, see the [tools registry](https://github.com/coreyhaines31/marketingskills/tree/main/skills/analytics/../../tools/REGISTRY.md). Key analytics tools:

| Tool | Best For | MCP | Guide |

|------|----------|:---:|-------|

| GA4 | Web analytics, Google ecosystem | ✓ | [ga4.md](https://github.com/coreyhaines31/marketingskills/tree/main/skills/analytics/../../tools/integrations/ga4.md) |

| Mixpanel | Product analytics, event tracking | - | [mixpanel.md](https://github.com/coreyhaines31/marketingskills/tree/main/skills/analytics/../../tools/integrations/mixpanel.md) |

| Amplitude | Product analytics, cohort analysis | - | [amplitude.md](https://github.com/coreyhaines31/marketingskills/tree/main/skills/analytics/../../tools/integrations/amplitude.md) |

| PostHog | Open-source analytics, session replay | - | [posthog.md](https://github.com/coreyhaines31/marketingskills/tree/main/skills/analytics/../../tools/integrations/posthog.md) |

| Segment | Customer data platform, routing | - | [segment.md](https://github.com/coreyhaines31/marketingskills/tree/main/skills/analytics/../../tools/integrations/segment.md) |

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Related Skills

• ab-testing: For experiment tracking
• seo-audit: For organic traffic analysis
• cro: For conversion optimization (uses this data)
• revops: For pipeline metrics, CRM tracking, and revenue attribution

Limitations

• Use this skill only when the task clearly matches its upstream source and local project context.
• Verify commands, generated code, dependencies, credentials, and

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