analytics-tracking
The analytics-tracking skill guides implementation of Google Analytics 4 tracking infrastructure, including event setup, user ID configuration, and conversion attribution measurement. Use this skill when setting up GA4, tracking custom events, implementing cross-device user identification, measuring article or call-to-action performance, or optimizing conversion tracking and attribution models across marketing channels.
git clone --depth 1 https://github.com/kostja94/marketing-skills /tmp/analytics-tracking && cp -r /tmp/analytics-tracking/skills/analytics/tracking ~/.claude/skills/analytics-trackingSKILL.md
# Analytics: Tracking
Guides analytics implementation: GA4 setup, event tracking, conversions, and data quality. Applies to web and app tracking across marketing channels.
**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.
## User ID
- **Purpose**: Cross-device, cross-session user identification
- **Implementation**: Set `user_id` when user is identified (e.g., login); send to GA4
- **Benefit**: Accurate attribution across sessions; better audience building
## CTA Attribution (Article ROI)
Track CTA clicks on key articles to measure content ROI:
| Action | Purpose |
|--------|---------|
| **Event per CTA** | e.g., `cta_click` with `content_url`, `content_type` |
| **Conversion** | Mark as conversion in GA4 for attribution |
| **Use** | Compare high vs low performers; optimize CTA placement and copy |
See **seo-monitoring** for article database and benchmark context.
## Infrastructure Requirements
| Component | Purpose |
|-----------|---------|
| **Data warehouse** | Centralized data; BI reporting |
| **Event tracking** | User behavior; funnel mapping |
| **Attribution** | Ad pixels; attribution model; impression-to-sale tracking |
**Optimization flow**: Clean UTM + conversion events → attribution reports → optimize channel mix.
## Scope
- **GA4**: Web data stream, gtag.js, configuration
- **User ID**: Cross-device, cross-session identification
- **CTA attribution**: Per-article conversion tracking for content ROI
- **Events**: Recommended and custom events
- **Conversions**: Key events, parameters
- **Quality**: Naming, testing, validation
## GA4 Setup
### Prerequisites
- Google Analytics property and web data stream
- Google tag (gtag.js) on all pages
- Measurement ID (e.g., `G-XXXXXXXXXX`)
### Enhanced Measurement
Enable in Admin > Data Streams > Enhanced Measurement for automatic tracking of:
- Page views, scrolls, outbound clicks
- Site search, file downloads
- Video engagement (YouTube)
## Event Tracking
### Event Types
| Type | Description |
|------|-------------|
| **Automatically collected** | page_view, first_visit, session_start |
| **Enhanced measurement** | scroll, click, file_download, etc. |
| **Recommended** | purchase, sign_up, search, etc. |
| **Custom** | Business-specific actions |
### Naming Conventions
- **Length**: <=40 characters (GA4 hard limit; longer names are not logged)
- **Format**: `snake_case`, lowercase
- **Verb first**: `download_pdf`, `submit_form`, `video_play`
- **Context**: `pricing_page_scroll` vs generic `scroll`
### gtag.js Syntax
```javascript
gtag('event', '<event_name>', {
<parameter_name>: <value>,
// e.g. value: 99.99, currency: 'USD'
});
```
Place below the Google tag snippet. Events fire on page load or user action (e.g., button click).
### Recommended Events
| Event | Use | Key Parameters |
|-------|-----|----------------|
| `purchase` | E-commerce | value, currency, items |
| `sign_up` | Registration | method |
| `login` | Login | method |
| `search` | Site search | search_term |
| `view_item` | Product view | items |
| `add_to_cart` | Add to cart | items |
### Custom Events
- Focus on 15-25 meaningful events aligned with KPIs
- Add parameters for context (e.g., `content_type`, `item_id`)
- Avoid tracking everything; prioritize quality over quantity
## Conversions (Key Events)
- Mark important events as conversions in GA4 Admin
- Use for attribution, audiences, and reporting
- Typical: purchase, sign_up, lead, contact
## Attribution & Conversion Optimization
Attribution models determine how conversion credit is assigned across touchpoints. Use attribution data to optimize ads and growth channels.
| Model | Use |
|-------|-----|
| **Data-driven** (GA4 default) | ML assigns credit by actual contribution; best for multi-touch journeys |
| **Last-click** | 100% to final touchpoint; simple but undervalues awareness/consideration |
**Optimization flow**: Clean UTM (source, medium, campaign) + conversion events → GA4 attribution reports → compare channels by attributed conversions → reallocate budget to ads/channels that drive results. Inconsistent UTM fragments data; multi-touch attribution requires reliable touchpoint data.
**Reference**: [UTM.io – UTMs for Marketing Attribution](https://web.utm.io/blog/utms-for-marketing-attribution/), [GA4 – Get started with attribution](https://support.google.com/analytics/answer/10596866)
## Testing & Validation
| Tool | Use |
|------|-----|
| **Realtime** | See events as they fire |
| **DebugView** | Detailed event/parameter inspection; requires debug mode |
| **GA4 Debug mode** | `gtag('config', 'G-XXX', { 'debug_mode': true });` or GTM preview |
- Test before launch; verify parameters and naming
- Check for duplicate events, missing values
## Output Format
- **Event list** (name, trigger, parameters)
- **Implementation** notes (gtag or GTM)
- **Conversion** mapping
- **Testing** checklist
## Related Skills
- **traffic-analysis**: UTM, source attribution; attribution for channel optimization
- **ai-traffic-tracking**: AI traffic in GA4
- **google-search-console**: GSC analysis (correlate with GA4)
- **seo-monitoring**: Article database, benchmark, full SEO monitoring frameworkWhen the user wants to create, optimize, or audit About page content. Also use when the user mentions "about page," "about us," "company story," "our team," "about section," "company overview," "brand story," "team page," or "who we are." For sitewide page planning, use website-structure.
When the user wants to plan, implement, or optimize affiliate marketing strategy. Also use when the user mentions "affiliate marketing," "affiliate program strategy," "CPS model," "affiliate recruitment," "commission structure," "affiliate partners," "affiliate network," "affiliate tracking," "affiliate commission," or "partner marketing." For affiliate page, use affiliate-page-generator.
When the user wants to create, optimize, or audit affiliate program page content. Also use when the user mentions "affiliate program," "affiliate page," "partner program," "referral program page," "affiliate landing," "partner landing," "commission page," or "affiliate signup." For affiliate program strategy, use affiliate-marketing.
When the user wants to track AI search traffic in GA4 or GSC. Also use when the user mentions "AI traffic," "ChatGPT referral," "Perplexity traffic," "AI Overviews," "GA4 AI sources," "AI search analytics," "track AI referrals," "AI search traffic," "Claude traffic," or "how to track AI traffic." For AI SEO strategy, use generative-engine-optimization.
When the user wants to create, optimize, or audit alternatives or comparison content (page or blog article). Also use when the user mentions "alternatives page," "alternatives listicle," "X alternatives," "competitor comparison," "vs page," "compare page," "best alternatives to X," "switch from X," "competitor brand traffic," "brand keyword ads," or "intercept competitor search." For competitor research, use competitor-research.
When the user wants to create, optimize, or audit the API introduction/overview page. Also use when the user mentions "API page," "API landing page," "/api page," "API overview," "developer landing," "API marketing," or "API for developers." Note: API documentation (endpoint reference) lives in docs; use docs-page-generator.
When the user wants to write, generate, or create article body content—blog post body, long-form content, how-to guide, listicle. Also use when the user mentions "write article," "article content," "blog post content," "article body," "long-form content creation," "generate article," "article draft," "how-to guide content," "listicle content," "information gain," or "content density." For single post page structure, schema, and SEO metadata, use article-page-generator. For blog index/listing page, use blog-page-generator. For short ad, landing, or email copy, use copywriting.
When the user wants to create, optimize, or audit a single article/post page (not the blog index). Also use when the user mentions "article page," "blog post page," "single post," "post template," "article structure," "post optimization," "competitor article analysis," "optimize based on top-ranking articles," "analyze ranking articles," "optimize article for SEO," or "article schema." For writing article body copy, use article-content. For blog listing/index page, use blog-page-generator.