analytics

name	analytics
description	Activate for marketing analytics, KPI tracking, reporting dashboards, attribution analysis, and performance optimization. Use when analyzing campaign data, creating reports, or measuring marketing ROI.
license	MIT

Marketing Analytics

Performance measurement, reporting, and data-driven optimization.

When to Use

• Campaign performance analysis
• KPI dashboard creation
• Attribution modeling
• ROI calculation
• A/B test analysis
• Funnel optimization
• Report generation

Core Capabilities

KPI Framework

Load: references/marketing-kpis.md

Reporting Templates

Load: references/report-templates.md

Attribution Models

Load: references/attribution-models.md

Analysis Workflows

Load: references/analysis-workflows.md

Quick Reference

Core Marketing KPIs:

Category	Metrics
Acquisition	CAC, CPL, Traffic
Engagement	CTR, Time on Site, Bounce
Conversion	CVR, ROAS, Revenue
Retention	LTV, Churn, NPS

Reporting Cadence:

• Daily: Spend, impressions, clicks
• Weekly: Conversions, ROI by channel
• Monthly: Full funnel, trends
• Quarterly: Strategic review

Workflow

Campaign Analysis

1. Define success metrics
2. Pull data from sources
3. Calculate key ratios
4. Compare to benchmarks
5. Identify patterns
6. Generate insights
7. Recommend actions

A/B Test Analysis

1. Check sample size
2. Calculate statistical significance
3. Compare conversion rates
4. Determine winner
5. Document learnings

MCP Server Guidelines

Analytics uses specialized MCPs for data collection.

Google Analytics MCP

Use for: Website traffic, user behavior, conversion tracking

Capabilities:
- Real-time user data
- Audience reports
- Acquisition channels
- Conversion funnels

When to Use Exa MCP

Use for competitive research and benchmarking:

• "What's the average conversion rate for SaaS?"
• "Research competitor marketing strategies"
• "Find industry benchmark data"

When to Use Websets MCP

Use for market research and comprehensive analysis:

• "Research all competitors in the CRM space"
• "Detailed analysis of marketing trends in fintech"
• "Comprehensive benchmarks for B2B SaaS"

MCP Selection Matrix

Task	MCP	Reason
Website metrics	Google Analytics	First-party data
Quick benchmarks	Exa	Fast research
Deep market research	Websets	Exhaustive analysis
Competitor analysis	Exa (quick) / Websets (deep)	Depends on depth
Ad performance	Platform MCPs	First-party data

Output Format

Analytics reports should always generate:

1. PDF - Branded report with 10x.in branding
2. JSON - Raw data for further processing
3. Markdown - Documentation format

Report Output

Activate: assets-organizing skill for report file paths

Reports go to assets/reports/analytics/ with naming {date}-{report-type}.md

Template: references/report-templates.md

Reports include:

• Mermaid.js charts (pie, bar, flowchart)
• Prioritized recommendations table
• Actionable next steps with owners

Google Analytics 4 API

Setup

npm install @google-analytics/admin @google-analytics/data

Credentials: .claude/secrets/ga_service_account.json or google_client_secret.json

Scripts

Script	Purpose
scripts/ga-config-loader.cjs	Load credentials from .claude/secrets
scripts/ga-list-accounts.cjs	List GA4 accounts & properties
scripts/ga-run-report.cjs	Run custom reports
scripts/ga-auth-setup.cjs	OAuth authentication setup

Quick Usage

# List accounts
node .claude/skills/analytics/scripts/ga-list-accounts.cjs --summaries

# Run report
node .claude/skills/analytics/scripts/ga-run-report.cjs \
  --property=PROPERTY_ID \
  --dimensions=country,city \
  --metrics=activeUsers,sessions

API References

• references/ga-admin-api.md - Admin API (property config)
• references/ga-data-api.md - Data API (reporting)

Agent Integration

Primary Agents: data-analyst, campaign-manager, growth-specialist

Data Sources: GA4, Ads platforms, CRM, Email tools

Best Practices

1. Track leading indicators, not just lagging
2. Compare apples to apples (same timeframes)
3. Statistical significance before conclusions
4. Attribution ≠ causation
5. Report insights, not just numbers
6. Automate recurring reports