Analytics Tracking

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.

Initial Assessment

Before implementing tracking, understand:

1. Business Context

- What decisions will this data inform?

- What are the key conversion actions?

- What questions need answering?

2. Current State

- What tracking exists?

- What tools are in use (GA4, Mixpanel, Amplitude, etc.)?

- What's working/not working?

3. Technical Context

- What's the tech stack?

- Who will implement and maintain?

- 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?

•What actions will you take based on this data?

•Work backwards to what you need 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

---

Tracking Plan Framework

Structure

Event Name | Event Category | Properties | Trigger | Notes

---------- | ------------- | ---------- | ------- | -----

`Event Types`

Pageviews

•Automatic in most tools

•Enhanced with page metadata

User Actions

•Button clicks

•Form submissions

•Feature usage

•Content interactions

System Events

•Signup completed

•Purchase completed

•Subscription changed

•Errors occurred

Custom Conversions

•Goal completions

•Funnel stages

•Business-specific milestones

---

`Event Naming Conventions`

`Format Options`

Object-Action (Recommended)

signup_completed

button_clicked

form_submitted

article_read

Action-Object

click_button

submit_form

complete_signup

Category_Object_Action

checkout_payment_completed

blog_article_viewed

onboarding_step_completed

`Best Practices`

•Lowercase with underscores

•Be specific: cta_hero_clicked vs. button_clicked

•Include context in properties, not event name

•Avoid spaces and special characters

•Document decisions

---

`Essential Events to Track`

`Marketing Site`

Navigation

•page_view (enhanced)

•outbound_link_clicked

•scroll_depth (25%, 50%, 75%, 100%)

Engagement

•cta_clicked (button_text, location)

•video_played (video_id, duration)

•form_started

•form_submitted (form_type)

•resource_downloaded (resource_name)

Conversion

•signup_started

•signup_completed

•demo_requested

•contact_submitted

`Product/App`

Onboarding

•signup_completed

•onboarding_step_completed (step_number, step_name)

•onboarding_completed

•first_key_action_completed

Core Usage

•feature_used (feature_name)

•action_completed (action_type)

•session_started

•session_ended

Monetization

•trial_started

•pricing_viewed

•checkout_started

•purchase_completed (plan, value)

•subscription_cancelled

`E-commerce`

Browsing

•product_viewed (product_id, category, price)

•product_list_viewed (list_name, products)

•product_searched (query, results_count)

Cart

•product_added_to_cart

•product_removed_from_cart

•cart_viewed

Checkout

•checkout_started

•checkout_step_completed (step)

•payment_info_entered

•purchase_completed (order_id, value, products)

---

`Event Properties (Parameters)`

`Standard Properties to Consider`

Page/Screen

•page_title

•page_location (URL)

•page_referrer

•content_group

User

•user_id (if logged in)

•user_type (free, paid, admin)

•account_id (B2B)

•plan_type

Campaign

•source

•medium

•campaign

•content

•term

Product (e-commerce)

•product_id

•product_name

•category

•price

•quantity

•currency

Timing

•timestamp

•session_duration

•time_on_page

`Best Practices`

•Use consistent property names

•Include relevant context

•Don't duplicate GA4 automatic properties

•Avoid PII in properties

•Document expected values

---

`GA4 Implementation`

`Configuration`

Data Streams

•One stream per platform (web, iOS, Android)

•Enable enhanced measurement

Enhanced Measurement Events

•page_view (automatic)

•scroll (90% depth)

•outbound_click

•site_search

•video_engagement

•file_download

Recommended Events

•Use Google's predefined events when possible

•Correct naming for enhanced reporting

•See: https://support.google.com/analytics/answer/9267735

`Custom Events (GA4)`

// gtag.js

gtag('event', 'signup_completed', {

'method': 'email',

'plan': 'free'

});

// Google Tag Manager (dataLayer)

dataLayer.push({

'event': 'signup_completed',

'method': 'email',

'plan': 'free'

});

`Conversions Setup`

1. Collect event in GA4

2. Mark as conversion in Admin > Events

3. Set conversion counting (once per session or every time)

4. Import to Google Ads if needed

`Custom Dimensions and Metrics`

When to use:

•Properties you want to segment by

•Metrics you want to aggregate

•Beyond standard parameters

Setup:

1. Create in Admin > Custom definitions

2. Scope: Event, User, or Item

3. Parameter name must match

---

`Google Tag Manager Implementation`

`Container Structure`

Tags

•GA4 Configuration (base)

•GA4 Event tags (one per event or grouped)

•Conversion pixels (Facebook, LinkedIn, etc.)

Triggers

•Page View (DOM Ready, Window Loaded)

•Click - All Elements / Just Links

•Form Submission

•Custom Events

Variables

•Built-in: Click Text, Click URL, Page Path, etc.

•Data Layer variables

•JavaScript variables

•Lookup tables

`Best Practices`

•Use folders to organize

•Consistent naming (Tag_Type_Description)

•Version notes on every publish

•Preview mode for testing

•Workspaces for team collaboration

`Data Layer Pattern`

// Push custom event

dataLayer.push({

'event': 'form_submitted',

'form_name': 'contact',

'form_location': 'footer'

});

// Set user properties

dataLayer.push({

'user_id': '12345',

'user_type': 'premium'

});

// E-commerce event

dataLayer.push({

'event': 'purchase',

'ecommerce': {

'transaction_id': 'T12345',

'value': 99.99,

'currency': 'USD',

'items': [{

'item_id': 'SKU123',

'item_name': 'Product Name',

'price': 99.99

}]

}

});

---

`UTM Parameter Strategy`

`Standard Parameters`

| Parameter | Purpose | Example |

|-----------|---------|---------|

| utm_source | Where traffic comes from | google, facebook, newsletter |

| utm_medium | Marketing medium | cpc, email, social, referral |

| utm_campaign | Campaign name | spring_sale, product_launch |

| utm_content | Differentiate versions | hero_cta, sidebar_link |

| utm_term | Paid search keywords | running+shoes |

`Naming Conventions`

Lowercase everything

•google, not Google

•email, not Email

Use underscores or hyphens consistently

•product_launch or product-launch

•Pick one, stick with it

Be specific but concise

•blog_footer_cta, not cta1

•2024_q1_promo, not promo

`UTM Documentation`

Track all UTMs in a spreadsheet or tool:

|----------|--------|--------|---------|----------|-------|------|

| ... | ... | ... | ... | ... | ... | ... |

`UTM Builder`

Provide a consistent UTM builder link to team:

•Google's URL builder

•Internal tool

•Spreadsheet formula

---

`Debugging and Validation`

`Testing Tools`

GA4 DebugView

•Real-time event monitoring

•Enable with ?debug_mode=true

•Or via Chrome extension

GTM Preview Mode

•Test triggers and tags

•See data layer state

•Validate before publish

Browser Extensions

•GA Debugger

•Tag Assistant

•dataLayer Inspector

`Validation Checklist`

•[ ] Events firing on correct triggers

•[ ] Property values populating correctly

•[ ] No duplicate events

•[ ] Works across browsers

•[ ] Works on mobile

•[ ] Conversions recorded correctly

•[ ] User ID passing when logged in

•[ ] No PII leaking

`Common Issues`

Events not firing

•Trigger misconfigured

•Tag paused

•GTM not loaded on page

Wrong values

•Variable not configured

•Data layer not pushing correctly

•Timing issues (fire before data ready)

Duplicate events

•Multiple GTM containers

•Multiple tag instances

•Trigger firing multiple times

---

`Privacy and Compliance`

`Considerations`

•Cookie consent required in EU/UK/CA

•No PII in analytics properties

•Data retention settings

•User deletion capabilities

•Cross-device tracking consent

`Implementation`

Consent Mode (GA4)

•Wait for consent before tracking

•Use consent mode for partial tracking

•Integrate with consent management platform

Data Minimization

•Only collect what you need

•IP anonymization

•No PII in custom dimensions

---

`Output Format`

`Tracking Plan Document`

`[Site/Product] Tracking Plan`

`Overview`

•Tools: GA4, GTM

•Last updated: [Date]

•Owner: [Name]

`Events`

`Marketing Events`

|------------|-------------|------------|---------|

`Product Events`

[Similar table]

`Custom Dimensions`

|------|-------|-----------|-------------|

`Conversions`

|------------|-------|----------|------------|

| Signup | signup_completed | Once per session | Yes |

`UTM Convention`

[Guidelines]

`Implementation Code`

Provide ready-to-use code snippets

`Testing Checklist`

Specific validation steps

---

`Questions to Ask`

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?

---

`Related Skills`

•ab-test-setup: For experiment tracking

•seo-audit: For organic traffic analysis

•page-cro: For conversion optimization (uses this data)

analytics-tracking

技能概览

SKILL.md

Analytics Tracking

Initial Assessment

Core Principles

1. Track for Decisions, Not Data

2. Start with the Questions

3. Name Things Consistently

4. Maintain Data Quality

Tracking Plan Framework

Structure

Event Types

Event Naming Conventions

Format Options

Best Practices

Essential Events to Track

Marketing Site

Product/App

E-commerce

Event Properties (Parameters)

Standard Properties to Consider

Best Practices

GA4 Implementation

Configuration

Custom Events (GA4)

Conversions Setup

Custom Dimensions and Metrics

Google Tag Manager Implementation

Container Structure

Best Practices

Data Layer Pattern

UTM Parameter Strategy

Standard Parameters

Naming Conventions

UTM Documentation

UTM Builder

Debugging and Validation

Testing Tools

Validation Checklist

Common Issues

Privacy and Compliance

Considerations

Implementation

Output Format

Tracking Plan Document

[Site/Product] Tracking Plan

Overview

Events

Marketing Events

Product Events

Custom Dimensions

Conversions

UTM Convention

Implementation Code

Testing Checklist

Questions to Ask

Related Skills

安装方式

资源下载

相关技能

`Event Types`

`Event Naming Conventions`

`Format Options`

`Best Practices`

`Essential Events to Track`

`Marketing Site`

`Product/App`

`E-commerce`

`Event Properties (Parameters)`

`Standard Properties to Consider`

`Best Practices`

`GA4 Implementation`

`Configuration`

`Custom Events (GA4)`

`Conversions Setup`

`Custom Dimensions and Metrics`

`Google Tag Manager Implementation`

`Container Structure`

`Best Practices`

`Data Layer Pattern`

`UTM Parameter Strategy`

`Standard Parameters`

`Naming Conventions`

`UTM Documentation`

`UTM Builder`

`Debugging and Validation`

`Testing Tools`

`Validation Checklist`

`Common Issues`

`Privacy and Compliance`

`Considerations`

`Implementation`

`Output Format`

`Tracking Plan Document`

`[Site/Product] Tracking Plan`

`Overview`

`Events`

`Marketing Events`

`Product Events`

`Custom Dimensions`

`Conversions`

`UTM Convention`

`Implementation Code`

`Testing Checklist`

`Questions to Ask`

`Related Skills`