analytics-tracking

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:

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?

---

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.

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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

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.

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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

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

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'
});

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

• 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

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 |

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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

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

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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