analytics

name analytics description 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," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "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 choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing. metadata {"version":"2.0.1"} 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: 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-testing : For experiment tracking 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