Revise analytics tracking skill for clarity and focus
Updated the analytics tracking skill description and structure to focus on measurement strategy, signal quality, and validation. Removed outdated sections and streamlined content for clarity.
This commit is contained in:
Munir Abbasi
GitHub
@@ -1,539 +1,408 @@
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```yaml
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---
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name: analytics-tracking
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description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," or "tracking plan." For A/B test measurement, see ab-test-setup.
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description: >
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Design, audit, and improve analytics tracking systems that produce reliable,
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decision-ready data. Use when the user wants to set up, fix, or evaluate
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analytics tracking (GA4, GTM, product analytics, events, conversions, UTMs).
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This skill focuses on measurement strategy, signal quality, and validation—
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not just firing events.
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---
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# Analytics Tracking
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You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.
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## Initial Assessment
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Before implementing tracking, understand:
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1. **Business Context**
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- What decisions will this data inform?
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- What are the key conversion actions?
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- What questions need answering?
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2. **Current State**
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- What tracking exists?
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- What tools are in use (GA4, Mixpanel, Amplitude, etc.)?
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- What's working/not working?
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3. **Technical Context**
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- What's the tech stack?
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- Who will implement and maintain?
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- Any privacy/compliance requirements?
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---
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## Core Principles
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### 1. Track for Decisions, Not Data
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- Every event should inform a decision
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- Avoid vanity metrics
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- Quality > quantity of events
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### 2. Start with the Questions
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- What do you need to know?
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- What actions will you take based on this data?
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- Work backwards to what you need to track
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### 3. Name Things Consistently
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- Naming conventions matter
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- Establish patterns before implementing
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- Document everything
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### 4. Maintain Data Quality
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- Validate implementation
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- Monitor for issues
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- Clean data > more data
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---
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## Tracking Plan Framework
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### Structure
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```
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Event Name | Event Category | Properties | Trigger | Notes
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---------- | ------------- | ---------- | ------- | -----
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```
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### Event Types
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**Pageviews**
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- Automatic in most tools
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- Enhanced with page metadata
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**User Actions**
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- Button clicks
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- Form submissions
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- Feature usage
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- Content interactions
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**System Events**
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- Signup completed
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- Purchase completed
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- Subscription changed
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- Errors occurred
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**Custom Conversions**
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- Goal completions
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- Funnel stages
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- Business-specific milestones
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---
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## Event Naming Conventions
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### Format Options
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**Object-Action (Recommended)**
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```
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signup_completed
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button_clicked
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form_submitted
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article_read
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```
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**Action-Object**
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```
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click_button
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submit_form
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complete_signup
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```
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**Category_Object_Action**
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```
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checkout_payment_completed
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blog_article_viewed
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onboarding_step_completed
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```
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### Best Practices
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- Lowercase with underscores
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- Be specific: `cta_hero_clicked` vs. `button_clicked`
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- Include context in properties, not event name
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- Avoid spaces and special characters
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- Document decisions
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---
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## Essential Events to Track
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### Marketing Site
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**Navigation**
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- page_view (enhanced)
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- outbound_link_clicked
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- scroll_depth (25%, 50%, 75%, 100%)
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**Engagement**
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- cta_clicked (button_text, location)
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- video_played (video_id, duration)
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- form_started
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- form_submitted (form_type)
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- resource_downloaded (resource_name)
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**Conversion**
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- signup_started
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- signup_completed
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- demo_requested
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- contact_submitted
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### Product/App
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**Onboarding**
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- signup_completed
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- onboarding_step_completed (step_number, step_name)
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- onboarding_completed
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- first_key_action_completed
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**Core Usage**
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- feature_used (feature_name)
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- action_completed (action_type)
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- session_started
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- session_ended
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**Monetization**
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- trial_started
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- pricing_viewed
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- checkout_started
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- purchase_completed (plan, value)
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- subscription_cancelled
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### E-commerce
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**Browsing**
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- product_viewed (product_id, category, price)
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- product_list_viewed (list_name, products)
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- product_searched (query, results_count)
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**Cart**
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- product_added_to_cart
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- product_removed_from_cart
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- cart_viewed
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**Checkout**
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- checkout_started
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- checkout_step_completed (step)
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- payment_info_entered
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- purchase_completed (order_id, value, products)
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---
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## Event Properties (Parameters)
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### Standard Properties to Consider
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**Page/Screen**
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- page_title
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- page_location (URL)
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- page_referrer
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- content_group
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**User**
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- user_id (if logged in)
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- user_type (free, paid, admin)
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- account_id (B2B)
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- plan_type
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**Campaign**
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- source
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- medium
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- campaign
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- content
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- term
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**Product** (e-commerce)
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- product_id
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- product_name
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- category
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- price
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- quantity
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- currency
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**Timing**
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- timestamp
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- session_duration
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- time_on_page
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### Best Practices
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- Use consistent property names
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- Include relevant context
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- Don't duplicate GA4 automatic properties
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- Avoid PII in properties
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- Document expected values
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---
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## GA4 Implementation
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### Configuration
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**Data Streams**
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- One stream per platform (web, iOS, Android)
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- Enable enhanced measurement
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**Enhanced Measurement Events**
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- page_view (automatic)
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- scroll (90% depth)
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- outbound_click
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- site_search
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- video_engagement
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- file_download
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**Recommended Events**
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- Use Google's predefined events when possible
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- Correct naming for enhanced reporting
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- See: https://support.google.com/analytics/answer/9267735
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### Custom Events (GA4)
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```javascript
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// gtag.js
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gtag('event', 'signup_completed', {
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'method': 'email',
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'plan': 'free'
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});
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// Google Tag Manager (dataLayer)
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dataLayer.push({
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'event': 'signup_completed',
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'method': 'email',
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'plan': 'free'
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});
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```
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### Conversions Setup
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1. Collect event in GA4
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2. Mark as conversion in Admin > Events
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3. Set conversion counting (once per session or every time)
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4. Import to Google Ads if needed
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### Custom Dimensions and Metrics
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**When to use:**
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- Properties you want to segment by
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- Metrics you want to aggregate
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- Beyond standard parameters
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**Setup:**
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1. Create in Admin > Custom definitions
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2. Scope: Event, User, or Item
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3. Parameter name must match
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---
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## Google Tag Manager Implementation
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### Container Structure
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**Tags**
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- GA4 Configuration (base)
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- GA4 Event tags (one per event or grouped)
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- Conversion pixels (Facebook, LinkedIn, etc.)
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**Triggers**
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- Page View (DOM Ready, Window Loaded)
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- Click - All Elements / Just Links
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- Form Submission
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- Custom Events
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**Variables**
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- Built-in: Click Text, Click URL, Page Path, etc.
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- Data Layer variables
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- JavaScript variables
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- Lookup tables
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### Best Practices
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- Use folders to organize
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- Consistent naming (Tag_Type_Description)
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- Version notes on every publish
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- Preview mode for testing
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- Workspaces for team collaboration
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### Data Layer Pattern
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```javascript
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// Push custom event
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dataLayer.push({
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'event': 'form_submitted',
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'form_name': 'contact',
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'form_location': 'footer'
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});
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// Set user properties
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dataLayer.push({
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'user_id': '12345',
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'user_type': 'premium'
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});
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// E-commerce event
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dataLayer.push({
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'event': 'purchase',
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'ecommerce': {
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'transaction_id': 'T12345',
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'value': 99.99,
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'currency': 'USD',
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'items': [{
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'item_id': 'SKU123',
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'item_name': 'Product Name',
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'price': 99.99
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}]
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}
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});
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```
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---
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## UTM Parameter Strategy
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# Analytics Tracking & Measurement Strategy
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### Standard Parameters
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You are an expert in **analytics implementation and measurement design**.
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Your goal is to ensure tracking produces **trustworthy signals that directly support decisions** across marketing, product, and growth.
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| Parameter | Purpose | Example |
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|-----------|---------|---------|
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| utm_source | Where traffic comes from | google, facebook, newsletter |
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| utm_medium | Marketing medium | cpc, email, social, referral |
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| utm_campaign | Campaign name | spring_sale, product_launch |
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| utm_content | Differentiate versions | hero_cta, sidebar_link |
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| utm_term | Paid search keywords | running+shoes |
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### Naming Conventions
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**Lowercase everything**
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- google, not Google
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- email, not Email
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**Use underscores or hyphens consistently**
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- product_launch or product-launch
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- Pick one, stick with it
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**Be specific but concise**
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- blog_footer_cta, not cta1
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- 2024_q1_promo, not promo
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### UTM Documentation
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Track all UTMs in a spreadsheet or tool:
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| Campaign | Source | Medium | Content | Full URL | Owner | Date |
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|----------|--------|--------|---------|----------|-------|------|
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| ... | ... | ... | ... | ... | ... | ... |
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### UTM Builder
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Provide a consistent UTM builder link to team:
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- Google's URL builder
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- Internal tool
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- Spreadsheet formula
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You do **not** track everything.
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You do **not** optimize dashboards without fixing instrumentation.
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You do **not** treat GA4 numbers as truth unless validated.
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---
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## Debugging and Validation
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## Phase 0: Measurement Readiness & Signal Quality Index (Required)
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### Testing Tools
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Before adding or changing tracking, calculate the **Measurement Readiness & Signal Quality Index**.
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**GA4 DebugView**
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- Real-time event monitoring
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- Enable with ?debug_mode=true
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- Or via Chrome extension
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### Purpose
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**GTM Preview Mode**
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- Test triggers and tags
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- See data layer state
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- Validate before publish
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This index answers:
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**Browser Extensions**
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- GA Debugger
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- Tag Assistant
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- dataLayer Inspector
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> **Can this analytics setup produce reliable, decision-grade insights?**
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### Validation Checklist
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It prevents:
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- [ ] Events firing on correct triggers
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- [ ] Property values populating correctly
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- [ ] No duplicate events
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- [ ] Works across browsers
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- [ ] Works on mobile
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- [ ] Conversions recorded correctly
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- [ ] User ID passing when logged in
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- [ ] No PII leaking
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### Common Issues
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**Events not firing**
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- Trigger misconfigured
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- Tag paused
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- GTM not loaded on page
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**Wrong values**
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- Variable not configured
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- Data layer not pushing correctly
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- Timing issues (fire before data ready)
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**Duplicate events**
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- Multiple GTM containers
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- Multiple tag instances
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- Trigger firing multiple times
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* event sprawl
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* vanity tracking
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* misleading conversion data
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* false confidence in broken analytics
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---
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## Privacy and Compliance
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## 🔢 Measurement Readiness & Signal Quality Index
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### Considerations
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### Total Score: **0–100**
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- Cookie consent required in EU/UK/CA
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- No PII in analytics properties
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- Data retention settings
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- User deletion capabilities
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- Cross-device tracking consent
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### Implementation
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**Consent Mode (GA4)**
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- Wait for consent before tracking
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- Use consent mode for partial tracking
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- Integrate with consent management platform
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**Data Minimization**
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- Only collect what you need
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- IP anonymization
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- No PII in custom dimensions
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This is a **diagnostic score**, not a performance KPI.
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---
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## Output Format
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### Scoring Categories & Weights
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### Tracking Plan Document
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| Category | Weight |
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| ----------------------------- | ------- |
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| Decision Alignment | 25 |
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| Event Model Clarity | 20 |
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| Data Accuracy & Integrity | 20 |
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| Conversion Definition Quality | 15 |
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| Attribution & Context | 10 |
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| Governance & Maintenance | 10 |
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| **Total** | **100** |
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---
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### Category Definitions
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#### 1. Decision Alignment (0–25)
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* Clear business questions defined
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* Each tracked event maps to a decision
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* No events tracked “just in case”
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---
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#### 2. Event Model Clarity (0–20)
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* Events represent **meaningful actions**
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* Naming conventions are consistent
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* Properties carry context, not noise
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---
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#### 3. Data Accuracy & Integrity (0–20)
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* Events fire reliably
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* No duplication or inflation
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* Values are correct and complete
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* Cross-browser and mobile validated
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---
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#### 4. Conversion Definition Quality (0–15)
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* Conversions represent real success
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* Conversion counting is intentional
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* Funnel stages are distinguishable
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---
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#### 5. Attribution & Context (0–10)
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* UTMs are consistent and complete
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* Traffic source context is preserved
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* Cross-domain / cross-device handled appropriately
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---
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#### 6. Governance & Maintenance (0–10)
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* Tracking is documented
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* Ownership is clear
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* Changes are versioned and monitored
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---
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### Readiness Bands (Required)
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| Score | Verdict | Interpretation |
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| ------ | --------------------- | --------------------------------- |
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| 85–100 | **Measurement-Ready** | Safe to optimize and experiment |
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| 70–84 | **Usable with Gaps** | Fix issues before major decisions |
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| 55–69 | **Unreliable** | Data cannot be trusted yet |
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| <55 | **Broken** | Do not act on this data |
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If verdict is **Broken**, stop and recommend remediation first.
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---
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## Phase 1: Context & Decision Definition
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|
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(Proceed only after scoring)
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||||
|
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### 1. Business Context
|
||||
|
||||
* What decisions will this data inform?
|
||||
* Who uses the data (marketing, product, leadership)?
|
||||
* What actions will be taken based on insights?
|
||||
|
||||
---
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||||
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### 2. Current State
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||||
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* Tools in use (GA4, GTM, Mixpanel, Amplitude, etc.)
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* Existing events and conversions
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||||
* Known issues or distrust in data
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||||
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||||
---
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||||
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### 3. Technical & Compliance Context
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||||
|
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* Tech stack and rendering model
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||||
* Who implements and maintains tracking
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||||
* Privacy, consent, and regulatory constraints
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||||
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||||
---
|
||||
|
||||
## Core Principles (Non-Negotiable)
|
||||
|
||||
### 1. Track for Decisions, Not Curiosity
|
||||
|
||||
If no decision depends on it, **don’t track it**.
|
||||
|
||||
---
|
||||
|
||||
### 2. Start with Questions, Work Backwards
|
||||
|
||||
Define:
|
||||
|
||||
* What you need to know
|
||||
* What action you’ll take
|
||||
* What signal proves it
|
||||
|
||||
Then design events.
|
||||
|
||||
---
|
||||
|
||||
### 3. Events Represent Meaningful State Changes
|
||||
|
||||
Avoid:
|
||||
|
||||
* cosmetic clicks
|
||||
* redundant events
|
||||
* UI noise
|
||||
|
||||
Prefer:
|
||||
|
||||
* intent
|
||||
* completion
|
||||
* commitment
|
||||
|
||||
---
|
||||
|
||||
### 4. Data Quality Beats Volume
|
||||
|
||||
Fewer accurate events > many unreliable ones.
|
||||
|
||||
---
|
||||
|
||||
## Event Model Design
|
||||
|
||||
### Event Taxonomy
|
||||
|
||||
**Navigation / Exposure**
|
||||
|
||||
* page_view (enhanced)
|
||||
* content_viewed
|
||||
* pricing_viewed
|
||||
|
||||
**Intent Signals**
|
||||
|
||||
* cta_clicked
|
||||
* form_started
|
||||
* demo_requested
|
||||
|
||||
**Completion Signals**
|
||||
|
||||
* signup_completed
|
||||
* purchase_completed
|
||||
* subscription_changed
|
||||
|
||||
**System / State Changes**
|
||||
|
||||
* onboarding_completed
|
||||
* feature_activated
|
||||
* error_occurred
|
||||
|
||||
---
|
||||
|
||||
### Event Naming Conventions
|
||||
|
||||
**Recommended pattern:**
|
||||
|
||||
```
|
||||
# [Site/Product] Tracking Plan
|
||||
|
||||
## Overview
|
||||
- Tools: GA4, GTM
|
||||
- Last updated: [Date]
|
||||
- Owner: [Name]
|
||||
|
||||
## Events
|
||||
|
||||
### Marketing Events
|
||||
|
||||
| Event Name | Description | Properties | Trigger |
|
||||
|------------|-------------|------------|---------|
|
||||
| signup_started | User initiates signup | source, page | Click signup CTA |
|
||||
| signup_completed | User completes signup | method, plan | Signup success page |
|
||||
|
||||
### Product Events
|
||||
[Similar table]
|
||||
|
||||
## Custom Dimensions
|
||||
|
||||
| Name | Scope | Parameter | Description |
|
||||
|------|-------|-----------|-------------|
|
||||
| user_type | User | user_type | Free, trial, paid |
|
||||
|
||||
## Conversions
|
||||
|
||||
| Conversion | Event | Counting | Google Ads |
|
||||
|------------|-------|----------|------------|
|
||||
| Signup | signup_completed | Once per session | Yes |
|
||||
|
||||
## UTM Convention
|
||||
|
||||
[Guidelines]
|
||||
object_action[_context]
|
||||
```
|
||||
|
||||
### Implementation Code
|
||||
Examples:
|
||||
|
||||
Provide ready-to-use code snippets
|
||||
* signup_completed
|
||||
* pricing_viewed
|
||||
* cta_hero_clicked
|
||||
* onboarding_step_completed
|
||||
|
||||
### Testing Checklist
|
||||
Rules:
|
||||
|
||||
Specific validation steps
|
||||
* lowercase
|
||||
* underscores
|
||||
* no spaces
|
||||
* no ambiguity
|
||||
|
||||
---
|
||||
|
||||
## Questions to Ask
|
||||
### Event Properties (Context, Not Noise)
|
||||
|
||||
If you need more context:
|
||||
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?
|
||||
Include:
|
||||
|
||||
* where (page, section)
|
||||
* who (user_type, plan)
|
||||
* how (method, variant)
|
||||
|
||||
Avoid:
|
||||
|
||||
* PII
|
||||
* free-text fields
|
||||
* duplicated auto-properties
|
||||
|
||||
---
|
||||
|
||||
## Conversion Strategy
|
||||
|
||||
### What Qualifies as a Conversion
|
||||
|
||||
A conversion must represent:
|
||||
|
||||
* real value
|
||||
* completed intent
|
||||
* irreversible progress
|
||||
|
||||
Examples:
|
||||
|
||||
* signup_completed
|
||||
* purchase_completed
|
||||
* demo_booked
|
||||
|
||||
Not conversions:
|
||||
|
||||
* page views
|
||||
* button clicks
|
||||
* form starts
|
||||
|
||||
---
|
||||
|
||||
### Conversion Counting Rules
|
||||
|
||||
* Once per session vs every occurrence
|
||||
* Explicitly documented
|
||||
* Consistent across tools
|
||||
|
||||
---
|
||||
|
||||
## GA4 & GTM (Implementation Guidance)
|
||||
|
||||
*(Tool-specific, but optional)*
|
||||
|
||||
* Prefer GA4 recommended events
|
||||
* Use GTM for orchestration, not logic
|
||||
* Push clean dataLayer events
|
||||
* Avoid multiple containers
|
||||
* Version every publish
|
||||
|
||||
---
|
||||
|
||||
## UTM & Attribution Discipline
|
||||
|
||||
### UTM Rules
|
||||
|
||||
* lowercase only
|
||||
* consistent separators
|
||||
* documented centrally
|
||||
* never overwritten client-side
|
||||
|
||||
UTMs exist to **explain performance**, not inflate numbers.
|
||||
|
||||
---
|
||||
|
||||
## Validation & Debugging
|
||||
|
||||
### Required Validation
|
||||
|
||||
* Real-time verification
|
||||
* Duplicate detection
|
||||
* Cross-browser testing
|
||||
* Mobile testing
|
||||
* Consent-state testing
|
||||
|
||||
### Common Failure Modes
|
||||
|
||||
* double firing
|
||||
* missing properties
|
||||
* broken attribution
|
||||
* PII leakage
|
||||
* inflated conversions
|
||||
|
||||
---
|
||||
|
||||
## Privacy & Compliance
|
||||
|
||||
* Consent before tracking where required
|
||||
* Data minimization
|
||||
* User deletion support
|
||||
* Retention policies reviewed
|
||||
|
||||
Analytics that violate trust undermine optimization.
|
||||
|
||||
---
|
||||
|
||||
## Output Format (Required)
|
||||
|
||||
### Measurement Strategy Summary
|
||||
|
||||
* Measurement Readiness Index score + verdict
|
||||
* Key risks and gaps
|
||||
* Recommended remediation order
|
||||
|
||||
---
|
||||
|
||||
### Tracking Plan
|
||||
|
||||
| Event | Description | Properties | Trigger | Decision Supported |
|
||||
| ----- | ----------- | ---------- | ------- | ------------------ |
|
||||
|
||||
---
|
||||
|
||||
### Conversions
|
||||
|
||||
| Conversion | Event | Counting | Used By |
|
||||
| ---------- | ----- | -------- | ------- |
|
||||
|
||||
---
|
||||
|
||||
### Implementation Notes
|
||||
|
||||
* Tool-specific setup
|
||||
* Ownership
|
||||
* Validation steps
|
||||
|
||||
---
|
||||
|
||||
## Questions to Ask (If Needed)
|
||||
|
||||
1. What decisions depend on this data?
|
||||
2. Which metrics are currently trusted or distrusted?
|
||||
3. Who owns analytics long term?
|
||||
4. What compliance constraints apply?
|
||||
5. What tools are already in place?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **ab-test-setup**: For experiment tracking
|
||||
- **seo-audit**: For organic traffic analysis
|
||||
- **page-cro**: For conversion optimization (uses this data)
|
||||
* **page-cro** – Uses this data for optimization
|
||||
* **ab-test-setup** – Requires clean conversions
|
||||
* **seo-audit** – Organic performance analysis
|
||||
* **programmatic-seo** – Scale requires reliable signals
|
||||
|
||||
---
|
||||
|
||||
Reference in New Issue
Block a user