analytics-tracking

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-context.md exists (or .claude/product-marketing-context.md 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:

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

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

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

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

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

Create GA4 property and data stream

Install gtag.js or GTM

Enable enhanced measurement

Configure custom events

Mark conversions in Admin

Custom Event Example

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

For detailed GA4 implementation: See 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

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

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

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

What key actions do you want to track?

What decisions will this data inform?

Who implements - dev team or marketing?

Are there privacy/consent requirements?

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-test-setup: For experiment tracking

seo-audit: For organic traffic analysis

page-cro: For conversion optimization (uses this data)

revops: For pipeline metrics, CRM tracking, and revenue attribution

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