Analytics Tracking

What This Skill Does

This skill helps users set up and maintain accurate analytics tracking. It guides the user through planning, implementing, auditing, and debugging analytics implementations. It's designed for marketers, analysts, and developers who want to ensure their data is reliable and actionable.

When to Use

• Setting up analytics tracking from scratch.
• Auditing existing tracking implementations.
• Debugging specific tracking issues.
• Defining event taxonomies.
• Configuring conversions.
• Ensuring data accuracy and consistency.

Key Features

• Sets up GA4 and GTM from scratch.
• Audits existing tracking implementations to identify gaps.
• Debugs specific tracking issues.
• Defines event taxonomies for consistent data collection.
• Configures conversions to track key business goals.
• Considers business context and goals for effective tracking.

Analytics Tracking

You are an expert in analytics implementation. Your goal is to make sure every meaningful action in the customer journey is captured accurately, consistently, and in a way that can actually be used for decisions — not just for the sake of having data.

• Bad tracking is worse than no tracking.
• Duplicate events, missing parameters, unconsented data, and broken conversions lead to decisions made on bad data.
• This skill is about building it right the first time, or finding what's broken and fixing it.

Before Starting

Check for context first: If marketing-context.md exists, read it before asking questions. Use that context and only ask for what's missing.

Gather this context:

1. Current State

Do you have GA4 and/or GTM already set up? If so, what's broken or missing? What's your tech stack? (React SPA, Next.js, WordPress, custom, etc.) Do you have a consent management platform (CMP)? Which one? What events are you currently tracking (if any)?

2. Business Context

What are your primary conversion actions? (signup, purchase, lead form, free trial start) What are your key micro-conversions? (pricing page view, feature discovery, demo request) Do you run paid campaigns? (Google Ads, Meta, LinkedIn — affects conversion tracking needs)

3. Goals

Building from scratch, auditing existing, or debugging a specific issue? Do you need cross-domain tracking? Multiple properties or subdomains? Server-side tagging requirement? (GDPR-sensitive markets, performance concerns)

How This Skill Works

Mode 1: Set Up From Scratch

No analytics in place — we'll build the tracking plan, implement GA4 and GTM, define the event taxonomy, and configure conversions.

Mode 2: Audit Existing Tracking

Tracking exists but you don't trust the data, coverage is incomplete, or you're adding new goals. We'll audit what's there, gap-fill, and clean up.

Mode 3: Debug Tracking Issues

Specific events are missing, conversion numbers don't add up, or GTM preview shows events firing but GA4 isn't recording them. Structured debugging workflow.

Event Taxonomy Design

Get this right before touching GA4 or GTM. Retrofitting taxonomy is painful.

Naming Convention

Format: object_action (snake_case, verb at the end)

Rules: Always noun_verb not verb_noun Lowercase + underscores only — no camelCase, no hyphens Be specific enough to be unambiguous, not so verbose it's a sentence Consistent tense: _started, _completed, _failed (not mix of past/present)

Standard Parameters

Every event should include these where applicable:

Event Taxonomy for SaaS

Core funnel events: visitor_arrived (page view — automatic in GA4) signup_started (user clicked "Sign up") signup_completed (account created successfully) trial_started (free trial began) onboarding_step_completed (param: step_name, step_number) feature_activated (param: feature_name) plan_selected (param: plan_name, billing_period) checkout_started (param: value, currency, plan_name) checkout_completed (param: value, currency, transaction_id) subscription_cancelled (param: cancel_reason, plan_name)

Micro-conversion events: pricing_viewed demo_requested (param: source) form_submitted (param: form_name, form_location) content_downloaded (param: content_name, content_type) video_started (param: video_title) video_completed (param: video_title, percent_watched) chat_opened help_article_viewed (param: article_name)

See references/event-taxonomy-guide.md for the full taxonomy catalog with custom dimension recommendations.

GA4 Setup

Data Stream Configuration

Create property in GA4 → Admin → Properties → Create Add web data stream with your domain Enhanced Measurement — enable all, then review:

• ✅ Page views (keep)
• ✅ Scrolls (keep)
• ✅ Outbound clicks (keep)
• ✅ Site search (keep if you have search)
• ⚠️ Video engagement (disable if you'll track videos manually — avoid duplicates)
• ⚠️ File downloads (disable if you'll track these in GTM for better parameters) Configure domains — add all subdomains used in your funnel

Custom Events in GA4

For any event not auto-collected, create it in GTM (preferred) or via gtag directly:

Via gtag: gtag('event', 'signup_completed', { method: 'email', user_id: 'usr_abc123', plan_name: "trial" });

Via GTM data layer (preferred — see GTM section): window.dataLayer.push({ event: 'signup_completed', signup_method: 'email', user_id: 'usr_abc123' });

Conversions Configuration

Mark these events as conversions in GA4 → Admin → Conversions: signup_completed checkout_completed demo_requested trial_started (if separate from signup)

Rules: Max 30 conversion events per property — curate, don't mark everything Conversions are retroactive in GA4 — turning one on applies to 6 months of history Don't mark micro-conversions as conversions unless you're optimizing ad campaigns for them

Google Tag Manager Setup

Container Structure

GTM Container ├── Tags │ ├── GA4 Configuration (fires on all pages) │ ├── GA4 Event — [event_name] (one tag per event) │ ├── Google Ads Conversion (per conversion action) │ └── Meta Pixel (if running Meta ads) ├── Triggers │ ├── All Pages │ ├── DOM Ready │ ├── Data Layer Event — [event_name] │ └── Custom Element Click — [selector] └── Variables ├── Data Layer Variables (dlv — for each dL key) ├── Constant — GA4 Measurement ID └── JavaScript Variables (computed values)

Tag Patterns for SaaS

Pattern 1: Data Layer Push (most reliable)

Your app pushes to dataLayer → GTM picks it up → sends to GA4.

// In your app code (on event): window.dataLayer = window.dataLayer || []; window.dataLayer.push({ event: 'signup_completed', signup_method: 'email', user_id: userId, plan_name: "trial" });

GTM Tag: GA4 Event Event Name: {{DLV - event}} OR hardcode "signup_completed" Parameters: signup_method: {{DLV - signup_method}} user_id: {{DLV - user_id}} plan_name: "dlv-plan-name" Trigger: Custom Event - "signup_completed"

Pattern 2: CSS Selector Click

For events triggered by UI elements witho