suede-analytics

name	suede-analytics
description	Suede-owned measurement discipline for tracking plans, event and conversion instrumentation, UTMs, attribution, and verification of what actually fires. Use when setting up, auditing, or repairing analytics across web, product, paid, and lifecycle surfaces. NOT FOR: experiment design or significance decisions (use suede-ab-testing), campaign optimization (use suede-ads), or revenue-process architecture (use suede-revops).
metadata	{"version":"2.0.0"}

Suede Analytics Tracking

Use this Suede measurement playbook to build tracking that supports auditable 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?

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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

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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

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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

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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

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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

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

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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

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Privacy and Compliance

Privacy, consent, retention, deletion, and identifier rules vary by jurisdiction, audience, data type, contract, and platform configuration. Do not treat this skill as legal advice or declare a universal consent rule.

Before implementation:

1. Identify the actual markets, audience age, data categories, vendors, purposes, and data flows in scope.
2. Review current official regulator and platform requirements for those jurisdictions and configurations; obtain qualified privacy or legal review when the requirement is unclear or material.
3. Document the approved lawful basis or consent state, retention and deletion behavior, access controls, and prohibited properties.
4. Collect only approved data, avoid direct personal identifiers unless the reviewed design expressly allows them, and test both allowed and denied consent paths.

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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 |

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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?

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Tool Integrations

This pack does not ship analytics connectors. Use the user's authorized property UI, debugger, export, API, or installed connector and verify current official documentation before constructing a call.

Tool category	Typical use	Required current proof
Web analytics	Sessions, acquisition, web conversions	Debug event plus property readback
Product analytics	Event funnels, cohorts, retention	Schema check plus sampled event readback
Tag manager	Controlled client-side deployment	Preview trace plus published-version ID
Customer data router	Send approved events to destinations	Source receipt plus destination receipt
Session replay	Diagnose interaction friction	Consent, masking, sampling, and replay verification

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Boundaries

• Do not claim an event, conversion, consent state, or attribution path works until a current debug or readback proves it.
• Do not mutate production tags, properties, destinations, or consent settings without explicit authorization and a rollback plan.
• Do not collect secrets, direct personal identifiers, or sensitive traits merely because a tool permits them.
• Do not decide business success from a single dashboard number; state the metric definition, window, denominator, and exclusions.

Routing

• Need experiment design or result interpretation -> use suede-ab-testing.
• Need paid-campaign decisions -> use suede-ads.
• Need pipeline and CRM attribution -> use suede-revops.
• Need organic visibility diagnosis -> use suede-seo-audit.
• From those skills, route instrumentation plans and firing verification back to suede-analytics.