Analytics & Measurement Skill

Measurement rules for lead generation sites. GTM + GA4 focused.

Core Rules (Non-Negotiable)

1. Every conversion MUST have a measurable event — Form submit, phone click, WhatsApp = tracked
2. GTM is the only tag container — No inline GA4, no direct scripts
3. One GTM container per site — No multiple containers
4. Consent before tracking — GDPR: no GA4 until cookie accepted
5. Event naming convention MUST be followed — See naming rules below
6. Every event MUST have context — Location, element, value where applicable
7. Test before deploy — GTM Preview + GA4 DebugView MUST pass
8. Production and staging MUST be separated — Different GA4 properties or filtered

Event Types

Conversion events: form_submit, phone_click, whatsapp_click, calculator_complete Micro events: cta_click, scroll_depth, video_play, calculator_start

Only conversion events may be used as primary KPIs. Micro events support optimization, not reporting.

Environment Policy

• Production and staging MUST use separate GA4 properties (or filtered views)
• Staging data MUST NOT pollute production analytics
• Debug mode MUST be disabled in production
• Test events MUST be filtered out before reporting

Forbidden (STOP)

STOP and fix if any of these occur:

Implementation

• ❌ GA4/Ads script outside GTM
• ❌ Multiple GTM containers
• ❌ Tracking before consent (GDPR violation)
• ❌ Hardcoded Measurement ID in code
• ❌ Staging data in production property

Events

• ❌ Double-firing events (same action = multiple events)
• ❌ Auto-events without explicit need (enhanced measurement spam)
• ❌ Event without naming convention
• ❌ Conversion without event
• ❌ Micro event used as KPI

Privacy (Non-Negotiable)

• ❌ PII in event parameters (email, phone, name, address)
• ❌ Tracking without consent where required
• ❌ IP not anonymized (GA4 does this by default)
• ❌ User ID without consent

Quality

• ❌ Deploy without GTM Preview test
• ❌ Event names with spaces or capitals
• ❌ Parameters without documentation

Event Naming Convention

Format:

[action]_[object]

• action: click, submit, view, start, complete
• object: form, cta, video, phone, whatsapp

Parameter rules: lowercase_snake_case, max 40 chars, no PII

See events.md for full event list with parameters.

Required Events

page_view

scroll_depth

cta_click

phone_click

whatsapp_click

form_start

form_submit

calculator_start

calculator_complete

video_play

See events.md for parameters and implementation. See gtm-setup.md for GTM container configuration.

Conversions (Mark in GA4)

form_submit

phone_click

whatsapp_click

calculator_complete

cta_click

scroll_depth

Server-Side Tracking

For ad blocker bypass and enhanced conversions, use server-side GTM via Cloudflare:

Browser → Web GTM → Cloudflare Worker → sGTM → GA4 + Google Ads

Requirements:

• First-party subdomain (e.g.,

  data.yourdomain.com

  )
• Cloudflare Worker as proxy
• Server-Side GTM container
• Enhanced conversions: SHA256 hashed PII only

See server-side.md for full implementation.

References

Required

• events.md — Full event documentation
• gtm-setup.md — GTM configuration guide

Conditional

• server-side.md — Cloudflare + sGTM + Ads setup
• debugging.md — Testing and troubleshooting

Definition of Done

Core (Zero Tolerance)

• GTM is only tag container
• Consent blocks tracking until accepted
• Staging and production separated
• 0 double-firing events
• 0 PII in parameters
• All events follow naming convention

Conversions (MUST fire correctly)

• form_submit

  ,

  phone_click

  ,

  whatsapp_click

  fire once per action
• All marked as conversions in GA4
• Sending to Google Ads (if enabled)

Testing

• All events tested in GTM Preview
• All events visible in GA4 DebugView
• GTM container exported as backup

Server-Side (If Enabled)

• Cloudflare Worker + sGTM deployed
• Enhanced conversions SHA256 hashed