| name | analytics-tracking |
| description | Use when auditing, planning, or debugging marketing measurement, conversion tracking, GA4, GTM, UTMs, pixels, CRM attribution, funnel reporting, or dashboard trust. |
Analytics Tracking
Check whether marketing tracking is reliable enough to make decisions about budget, funnel performance, and growth.
Start With Decisions
Ask what decisions the data is supposed to support:
- Which channel gets more budget.
- Which campaigns convert.
- Which pages or steps leak users.
- Which leads become revenue.
- Which lifecycle messages work.
- Which experiments win.
Tracking is not trustworthy because tags fire; it is trustworthy when the decision chain is complete.
Inspect The Chain
Trace:
- Source capture: UTMs, referrer, click IDs, campaign naming.
- Event capture: page views, leads, signups, purchases, activation, qualified lead, revenue.
- Identity: anonymous to known user, lead to account, account to deal.
- Destination: analytics, ad platforms, CRM, warehouse, dashboards.
- Definitions: what counts as a conversion, lead, MQL, opportunity, customer.
- Consent and privacy boundaries.
- Reconciliation: totals across systems and expected gaps.
Flag Trust Breaks
- Events fire but are not tied to the business outcome.
- Multiple systems define the same metric differently.
- UTMs overwrite or disappear.
- Test traffic pollutes reports.
- Duplicate conversions feed paid bidding.
- PII leaks into analytics or ad tools.
- Dashboards hide uncertainty.
- Offline revenue never connects back to campaigns.
Judge Data Confidence
For each decision, state:
- Trust level: high, usable with caveats, directional only, not usable.
- Known gaps.
- Acceptable uncertainty.
- Reconciliation owner.
- Next check that would raise trust.
Output
Tracking trust read:
[one paragraph]
Decision chain:
Question -> Required signal -> Source -> Destination -> Owner
Decision trust:
| Decision | Trust level | Known gaps | Acceptable uncertainty | Reconciliation owner |
Trust breaks:
| Break | Evidence | Decision affected | Fix | Priority |
Measurement plan:
| Event | Trigger | Parameters | Destination | Success criteria |
Naming rules:
- [UTM or event rule]
Reconciliation checks:
1. [check]
2. [check]
Privacy risks:
- [risk]
