analytics-tracking

name	analytics-tracking
description	Use when the user wants to set up, audit, or improve their analytics and tracking. Also use when the user mentions 'analytics,' 'tracking,' 'GA4,' 'Google Analytics,' 'GTM,' 'events,' 'conversions,' 'pixels,' 'UTMs,' 'attribution,' or 'what data should we track.'

Analytics Tracking

Expertise in instrumentation that connects user behavior to business outcomes. Bad tracking is noise. Good tracking answers: where do users drop off, which channels actually convert, and what does activation look like before churn?

Event Priority by Product Stage

MVP/Prototype: Instrument sign_up, page_view, and one activation event specific to the product.

Early Users/Pilot: Add feature_used for each key feature and upgrade_intent.

Growth/Candidate: Full event taxonomy. Add churn_signal.

Production: Add server-side events for purchase confirmation.

Core Event Taxonomy

Universal Events

Event	When to fire	Key properties
page_view	Every page load	page_path, page_title, referrer
sign_up	Account created	method (google/email/github), plan
login	User authenticates	method
sign_out	User logs out	session_duration

Activation Events (Pilot stage+)

Event	When to fire	Key properties
feature_used	First time user uses a key feature	feature_name, user_id
onboarding_complete	User finishes setup flow	steps_completed, time_to_complete
aha_moment	User reaches the product's core value	specific to product
upgrade_intent	User views pricing/upgrade page	source, plan_viewed

Revenue Events (Candidate stage+)

Event	When to fire	Key properties
purchase	Successful payment	revenue, currency, plan, billing_cycle
subscription_started	Trial converts to paid	plan, trial_duration
subscription_cancelled	User cancels	plan, reason, tenure
churn_signal	User hasn't activated in N days	days_inactive, plan

GTM vs Direct Implementation

Without GTM: Every new pixel means a code deploy. With GTM: New pixel = 10-minute GTM configuration, no code change.

Setup order:

1. Install GTM snippet (one code deploy)
2. Route all events through dataLayer.push()
3. Add destinations (GA4, Meta Pixel, LinkedIn Insight Tag) as GTM tags

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  event: 'sign_up',
  method: 'google',
  plan: 'free'
});

GA4 Setup

• GA4 property created and connected to GTM
• Enhanced measurement enabled
• Conversion events marked (sign_up, purchase, activation event)
• Data retention set to 14 months (default is 2 months — change immediately)
• Audiences created (signed in users, paying customers, churned users)

Pixel Setup by Platform

Meta Pixel

• PageView — fires on every page
• Lead — fires on lead magnet download or demo request
• CompleteRegistration — fires on account creation
• Purchase — fires on successful payment (with value and currency)

Conversions API (CAPI): Implement server-side events for purchases. Browser-blocking loses 15-30% of conversion events.

Google Ads Tag

Import conversions from GA4 rather than implementing a separate tag.

LinkedIn Insight Tag

Required for B2B. Powers demographic reporting and retargeting audiences.

UTM Parameter Strategy

?utm_source=[source]&utm_medium=[medium]&utm_campaign=[campaign]&utm_content=[content]&utm_term=[term]

Naming convention: snake_case, lowercase, no spaces.

Field	What it tracks	Examples
utm_source	Where traffic comes from	google, linkedin, newsletter
utm_medium	Marketing channel type	cpc, email, organic_social
utm_campaign	Specific campaign name	q1_lead_gen, product_launch
utm_content	Ad variant or link variant	hero_cta, footer_link
utm_term	Keyword (paid search)	project_management_software

Attribution Models

Last-click: All credit to the last touchpoint. Use at MVP stage. Data-driven (GA4 default): Requires 400+ conversions/30 days. Use at Growth stage+. First-click: Useful for understanding acquisition channels.

Common Rationalizations

Rationalization	Reality
"We'll add tracking after launch"	You lose launch-day data forever.
"We just need Google Analytics"	GA4 alone is fine at MVP. At Pilot you need conversion events.
"UTMs are too much overhead"	One UTM naming convention doc prevents months of broken attribution.
"Server-side tracking is too complex"	Browser-side tracking loses 15-30% of conversions to ad blockers at Candidate stage.

Verification

• GTM installed and dataLayer events confirmed firing (GTM Preview mode)
• GA4 receiving events (DebugView shows events in real time)
• Conversion events marked in GA4
• Meta Pixel verified in Events Manager
• UTM naming convention documented and shared with team
• Data retention set to 14 months in GA4
• Server-side CAPI implemented for purchase events (if running Meta ads)