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Skills › Marketing

analytics

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For getting conversions into ad platforms (pixels, conversion tags, CAPI, server-side) and verifying they arrived, see conversion-tracking. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing. Rate metrics divide matching closed windows — never full-period spend by partial-period results.

Descargar .zipVer en GitHub
Departamento
Marketing
Fuente
Comunidad · coreyhaines31/marketingskills
Autor
Corey Haines
Licencia
MIT
Idioma
Inglés
Riesgo
Bajo

Señales de riesgo

Cómo instalarla en Claude

  1. Descargue el .zip sin descomprimirlo.
  2. En Claude active Configuración › Capacidades › Crear y editar archivos.
  3. Vaya a Personalizar › Skills › Crear skill › Subir una skill y elija el archivo.

Instrucciones completas (SKILL.md)

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:

---

Core Principles

1. Track for Decisions, Not Data

2. Start with the Questions

3. Name Things Consistently

4. Maintain Data Quality

5. Compute, Don't Eyeball

spreadsheet — never by scanning rows and summing mentally. One silently dropped row corrupts every figure downstream of it.

reconciliation total, a recomputation from a different grouping) before reporting it, and chase any mismatch to the exact row.

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

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.

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

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.

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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

---

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

---

GA4 Implementation

Quick Setup

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

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 |

*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.

---

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

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

Implementation

---

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

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Tool Integrations

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

| Tool | Best For | MCP | Guide | |------|----------|:---:|-------| | GA4 | Web analytics, Google ecosystem | ✓ | [ga4.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/ga4.md) | | Mixpanel | Product analytics, event tracking | - | [mixpanel.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/mixpanel.md) | | Amplitude | Product analytics, cohort analysis | - | [amplitude.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/amplitude.md) | | PostHog | Open-source analytics, session replay | - | [posthog.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/posthog.md) | | Segment | Customer data platform, routing | - | [segment.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/segment.md) |

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