| name | analytics |
| description | analytics skill |
| metadata | {"short-description":"analytics skill","category":"utilities","source":"claude-code-templates"} |
Analytics
Marketing Analytics & Measurement
Marketing Funnel Framework
Understand where to measure at each stage:
AWARENESS → CONSIDERATION → DECISION → RETENTION → ADVOCACY
Stage 1: AWARENESS
Goal: Reach target audience, build brand recognition
Key Metrics:
- Impressions: Total times content was displayed
- Reach: Unique people who saw content
- Brand searches: How many people search for you specifically
- Share of voice: Your content vs. competitor content in feeds
- Website traffic from organic/paid
Measurement Tools: Google Analytics, social analytics, ad platform dashboards
Stage 2: CONSIDERATION
Goal: Educate audience, build credibility, move closer to decision
Key Metrics:
- Click-through rate (CTR): Percentage who clicked your content
- Engagement rate: Comments, shares, reactions
- Time on page: How long they spent reading
- Pages per session: Depth of engagement
- Lead generation: Form submissions, downloads
- Email open/click rates
Measurement Tools: Google Analytics, email platform analytics, form tracking
Stage 3: DECISION
Goal: Drive conversion (purchase, demo, signup)
Key Metrics:
- Conversion rate: Percentage of visitors who converted
- Cost per conversion (CPC, CPL): Marketing spend / conversions
- Average deal size: Revenue per customer acquired
- Sales qualified leads (SQLs): Leads ready for sales
- Demo requests or trial signups
- Cart abandonment rate (e-commerce)
Measurement Tools: CRM analytics, ad platform conversion tracking, Google Analytics goals
Stage 4: RETENTION
Goal: Keep customers happy, reduce churn
Key Metrics:
- Customer retention rate: Percentage of customers retained
- Churn rate: Percentage of customers lost
- Customer lifetime value (CLV): Total revenue from customer
- Net revenue retention: Revenue growth from existing customers
- Product engagement: Feature usage, login frequency
- Customer satisfaction (NPS, CSAT)
Measurement Tools: CRM, product analytics, customer surveys
Stage 5: ADVOCACY
Goal: Turn customers into promoters
Key Metrics:
- Net Promoter Score (NPS): Likelihood to recommend (0-10 scale)
- Customer testimonials or case study participation
- Referrals generated: Customers brought in by word-of-mouth
- Social media mentions/shares: Customer-generated content
- Review scores: Ratings on G2, Capterra, Trustpilot
- Repeat purchase rate: Percentage who bought again
Measurement Tools: Survey tools, referral programs, review sites, social listening
Essential Marketing KPIs
Top-Level KPIs (report to leadership monthly)
Marketing Contribution to Revenue
- Revenue influenced by marketing: $X (direct + attributed)
- Revenue per marketing dollar spent: $X
- Marketing-sourced customers this period: #
- % of pipeline sourced by marketing: X%
Lead Generation
- Total leads generated: # (qualified + unqualified)
- Cost per lead: $X (marketing spend / leads)
- Sales qualified leads (SQLs): # (leads sales is actively pursuing)
- Conversion rate (lead to customer): X%
Customer Acquisition
- New customers acquired: #
- Customer acquisition cost (CAC): $X (marketing spend / new customers)
- CAC payback period: X months (revenue per customer ÷ CAC)
- Cost per acquisition by channel: $X (breakdown by email, paid, organic, etc.)
Campaign Performance
- Overall marketing ROI: X% (revenue - cost / cost × 100)
- Best performing campaign: [Name] (ROI: X%)
- Cost per MQL/SQL/Opportunity: $X at each stage
Marketing Efficiency
- Marketing spend as % of revenue: X%
- Customer lifetime value (CLV): $X
- CLV to CAC ratio: X:1 (ideal 3:1 or better)
- Marketing headcount efficiency: Revenue per marketer
Channel-Specific KPIs
Paid Digital Advertising (Google, LinkedIn, Facebook)
- Cost per click (CPC): $X
- Click-through rate (CTR): X%
- Cost per conversion: $X
- Return on ad spend (ROAS): X:1 (revenue / ad spend)
- Impression share: X% (your impressions / total available)
- Quality score (Google Ads): X/10
Email Marketing
- Email open rate: X% (across all campaigns)
- Click-through rate: X%
- Conversion rate (from email click to signup): X%
- Unsubscribe rate: X%
- Revenue generated: $X
- Email list growth rate: X% (new subscribers / total list)
Social Media
- Engagement rate: X% ((likes + comments + shares) / impressions)
- Follower growth: X% (monthly)
- Reach per post: X average
- Click-through rate from social: X%
- Traffic to website from social: X visits
- Conversion rate from social traffic: X%
- Cost per acquired customer (if using paid social): $X
Content Marketing (Blog, Resources)
- Organic website traffic: X visits
- Keyword rankings: # of keywords ranking in top 10/top 3
- Content engagement: Avg. time on page, pages per session
- Leads from content: # of leads sourced from blog/resources
- Content downloads: # of gated content downloads
- Backlinks: # high-quality referring domains
Event Marketing (Webinars, Conferences)
- Registrations: #
- Attendance rate: X%
- Leads generated: #
- Cost per attendee: $X
- Attendee-to-customer conversion: X%
- Post-event engagement: X% attended follow-up emails
Attribution Modeling
Attribution answers: "Which marketing touchpoint gets credit for a conversion?"
Attribution Models
First-Touch Attribution
- Gives all credit to the first touchpoint
- Useful for: Understanding awareness channels
- Example: Prospect sees ad (credit) → opens email → clicks link → converts (email gets no credit)
Last-Touch Attribution
- Gives all credit to the final touchpoint
- Useful for: Understanding which channel closes deals
- Example: Email (no credit) → email → email (credit) → converts
- Most common but can be misleading
Linear Attribution
- Splits credit equally across all touchpoints
- Useful for: Understanding full customer journey
- Example: Ad (25%) → email (25%) → landing page (25%) → click (25%) → converts
Time-Decay Attribution
- Gives more credit to touchpoints closer to conversion
- Useful for: Understanding which channel was most recent influence
- Example: Ad (15%) → email (30%) → landing page (40%) → click (15%) → converts
Custom/Multi-Touch Attribution
- Splits credit based on role: awareness gets 30%, consideration gets 30%, decision gets 40%
- Most accurate but requires custom setup
- Use this when possible
Setting Up Attribution in Analytics
-
Use UTM parameters consistently on all campaign links
- Format: ?utm_source=email&utm_medium=newsletter&utm_campaign=Q3_launch
-
Set up conversion tracking (Google Analytics goals)
-
Choose attribution model aligned with business model:
- Long B2B sales cycle: Multi-touch or time-decay
- Quick e-commerce purchase: Last-touch
- Building awareness: First-touch
-
Review attribution monthly - identify:
- Which channels drive awareness (first-touch high %)
- Which channels drive conversions (last-touch high %)
- Full customer journey
Reporting & Dashboards
Monthly Marketing Report Template
Executive Summary (1 page)
- Top KPIs vs. target (traffic, leads, revenue influenced)
- Key wins this month
- Key challenges and mitigation
- Recommended actions/decisions needed
Performance vs. Goals
| Goal | Target | Actual | % of Target | Status |
|---|
| Website traffic | 50,000 | 48,500 | 97% | On track |
| Leads generated | 200 | 215 | 108% | Above target |
| Customers acquired | 10 | 8 | 80% | Below target |
Channel Performance
| Channel | Traffic | Leads | Lead Quality | Cost | ROI |
|---|
| Paid Google | 15,000 | 45 | 60% qualified | $3,000 | 5:1 |
| Email | 8,000 | 35 | 80% qualified | $500 | 12:1 |
| Organic | 18,000 | 55 | 50% qualified | $0 | ∞ |
Campaign Highlights
- Campaign name + results (traffic, leads, ROI)
- Comparison vs. previous month
- Notable learnings
Issues & Opportunities
- What's not working and why
- Opportunities for improvement
- Recommended actions
Looking Ahead
- Major campaigns launching next month
- Expected results/targets
- Support needed from other teams
Analytics Tools & Setup
Essential Tools
Website Analytics
- Google Analytics (free, built-in goal tracking)
- Setup: Create conversion goals, enable utm parameter tracking
- Alternative: Mixpanel, Amplitude for more advanced tracking
Email Analytics
- Mailchimp, HubSpot, Klaviyo (built-in email metrics)
- Track: open rate, click rate, conversion rate, revenue
Paid Advertising
- Google Ads dashboard (Google campaigns)
- LinkedIn Campaign Manager (LinkedIn ads)
- Facebook Ads Manager (Facebook/Instagram ads)
- Track: CPC, CTR, ROAS, conversion rate
Social Media Analytics
- Platform native analytics (LinkedIn, Twitter, Facebook, Instagram)
- Alternative: Hootsuite, Sprout Social (multi-platform)
- Track: engagement rate, reach, follower growth, traffic to website
CRM/Lead Tracking
- HubSpot, Salesforce, Pipedrive
- Track: lead source, conversion rate to customer, deal value
Survey/Feedback
- Typeform, SurveyMonkey, Google Forms
- Track: NPS, CSAT, customer satisfaction
Google Analytics Setup Essentials
-
Enable UTM Parameter Tracking
- Applied to all campaign links
- Parameters: source, medium, campaign, content, term
- Example: ?utm_source=email&utm_medium=newsletter&utm_campaign=Q3_launch
-
Set Up Conversion Goals
- Page views: Thank you page after signup form
- Event tracking: Button clicks, file downloads
- E-commerce: Purchase value
-
Enable Demographics & Interests
- Understand who your audience is
- Refine targeting based on demographic data
-
Set Up Custom Dashboards
- Daily: Traffic and key conversion metrics
- Weekly: Campaign performance by channel
- Monthly: Full funnel and ROI metrics
-
Link to CRM
- Use Google Analytics 4 CRM integrations
- Track when web visitor becomes customer
- Calculate true conversion rates
Data Quality Standards
Before trusting any metric, verify:
Common Data Quality Issues:
- UTM parameters inconsistent or missing
- Conversion tracking not installed or broken
- Duplicate tracking (counting conversion twice)
- Attribution not aligned (different tools show different results)
- Time zone mismatches
Usage
Invoke this skill with:
$analytics [arguments]
Or let Codex auto-select based on your prompt.
