analytics

Analytics Tracking

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

5. Compute, Don't Eyeball

• Derive every total, rate, and delta from row-level data with a script or

spreadsheet — never by scanning rows and summing mentally. One silently

dropped row corrupts every figure downstream of it.

• Cross-check each headline figure a second, independent way (a

reconciliation total, a recomputation from a different grouping) before

reporting it, and chase any mismatch to the exact row.

• When a claim is about one segment — a single campaign, ad set, channel, or

week — report that segment's own numbers. Never fold it into a neighboring

group and let the group's total speak for it.

6. Match Observation Windows

• A rate or efficiency metric divides a numerator and denominator that cover

the same closed observation window. Never divide a full period's spend by a

partial period's conversions or revenue — restate both over the weeks that

actually have data, and say which weeks those are.

• Cohort rates use only cohorts whose observation window has ended. A trial

or signup still inside its window is pending, not failed — exclude it from

the denominator and label it as pending rather than counting it against

the rate.

7. Recommend Against the Stated Goal

• Analysis ends in a recommendation, and the recommendation must be argued

from the goal the brief states — the launch target, audience, revenue, or

positioning objective — not only from what is operationally easiest.

Name which stated goal each option serves and what it trades away.

---

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
• Keep provider-defined names when using automatic or recommended events (e.g. GA4 click, view_search_results, purchase). Map internal business names explicitly; naming a custom event does not make the provider collect it automatically.

---

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

---

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

Event Example

// GA4's recommended sign_up event, not a custom name, so it feeds built-in reports.
// Your tracking plan can still call this signup_completed; map the name explicitly.
gtag('event', 'sign_up', {
  '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. GA4 treats LinkedIn and linkedin as two sources, and the split never merges back.
• Hyphens between words. No spaces, underscores, or +. Pick one separator for the whole company; this skill uses hyphens.
• One spelling per source. linkedin, never also li or linkedin.com. Keep the allowed values in a shared sheet and build links from it.
• No personal data. Never put emails, names, phone numbers, or user IDs in a UTM. They land in analytics reports and in referrer logs, and Google's terms prohibit sending PII to GA4.
• Specific but short: blog-footer-cta, not cta1.
• Test the final URL. Shorteners and redirects can drop or double parameters. Click the live link and check the landing URL before the campaign ships.

UTM Patterns by Partner Type

Partner links break most often because each deal gets named on the spot. Fix the pattern per partner type once: utm_medium names the kind of deal, utm_source names who sent the traffic.

Partner type	utm_source	utm_medium	utm_campaign	utm_content
Newsletter	{partner} (one per partner, across all their publications)	newsletter	{partner}-{publication}-{yyyy}-{mm}	{placement}-{yyyy-mm-dd}
Creator (YouTube, LinkedIn, TikTok)	{platform}	creator	{creator}	{post-date} or the video ID
Podcast	{podcast}	podcast	{podcast}-{yyyy}-{mm}	{spot}-{yyyy-mm-dd} (pre-roll, mid-roll)
Affiliate	{partner}	affiliate	{partner}-affiliate	placement, if they have several
Community	{community}	community	{community}-{program}	the channel or post, if known

• Use creator as the medium for paid creator deals, not social (which mixes them with your organic posts) or video (which mixes them with paid video ads). The platform goes in utm_source.
• One link per placement. A newsletter that runs you on two dates gets two links, so each date's clicks stay separate. The monthly utm_campaign rolls them up.
• Add a custom channel group in GA4. GA4's default grouping sends mediums like newsletter, creator, podcast, and community to Unassigned (only affiliate and email map to a default channel). Create a channel group with a rule per medium so partner traffic shows up as its own channels.
• Podcast and video links often aren't clickable, so pair the UTM link with a promo code or vanity URL. See influencer-marketing for the rest of partner measurement.

The partner-type pattern is adapted from Wispr Flow's link-creator skill (MIT), published in the skills.marketing library.

Traffic From AI Assistants

You can't tag links that ChatGPT, Claude, Perplexity, Gemini, or Copilot put in their answers. Some of those visits arrive with a referrer (chatgpt.com, perplexity.ai) or an assistant-added utm_source; many arrive as direct, or come later through a branded search.

• Add a GA4 channel group rule that matches known assistant referrers and sources into an "AI assistants" channel, and update the list as new assistants appear.
• Treat that channel as the floor. Assistant-driven visits that show up as direct or branded search can be most of the effect, and they won't carry the referrer.
• For measuring the full effect (exposure, delayed visits, and longer attribution windows), see ai-seo. For reconciling it with other sources, see attribution.

---

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

• Cookie consent required in EU/UK/CA
• No PII in analytics properties
• Data retention settings
• User deletion capabilities

Implementation

• Use consent mode (wait for consent)
• IP anonymization
• 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. Key analytics tools:

Tool	Best For	MCP	Guide
GA4	Web analytics, Google ecosystem	✓	ga4.md
Mixpanel	Product analytics, event tracking	-	mixpanel.md
Amplitude	Product analytics, cohort analysis	-	amplitude.md
PostHog	Open-source analytics, session replay	-	posthog.md
Segment	Customer data platform, routing	-	segment.md

---

Related Skills

• ab-testing: For experiment tracking
• conversion-tracking: For getting conversions (including GA4 key events from forms and bookings) to ad platforms and GA4, and verifying they arrive
• attribution: For attribution models, multi-touch/MMM/incrementality, and reconciling conflicting numbers across tools (once tracking is live)
• seo-audit: For organic traffic analysis
• cro: For conversion optimization (uses this data)
• revops: For pipeline metrics, CRM tracking, and revenue attribution