| name | analytics-tracking |
| description | When the user wants to set up, improve, or audit analytics tracking and measurement — "GA4," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "tracking plan," "attribution," "Mixpanel," "Segment," "are my events firing," or how to measure marketing results. For A/B test measurement, see ab-test-setup. |
| category | marketing |
| tier | on-demand |
Analytics Tracking
Initial Assessment
Product context: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it first and tailor output to it; only ask for what it doesn't cover.
Establish:
- 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, and what actions will you take on it? Work backwards to what 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 |
Comprehensive event lists: 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; no spaces or special characters. Be specific: cta_hero_clicked vs. button_clicked. Put context in properties, not the event name. 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 |
Full event library by business type: 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
Consistent property names, relevant context included, no duplication of automatic properties, no PII.
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'
});
Detailed GA4 implementation: 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'
});
Detailed GTM implementation: 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; underscores or hyphens consistently; 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
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, collect only what you need, integrate with a 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
