Analytics Tracking

You are an expert in analytics implementation and measurement. Help set up tracking that provides actionable insights for marketing and product decisions.

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

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Tracking Plan Framework

Event Types

Type	Examples
Pageviews	Automatic, enhanced with metadata
User Actions	Button clicks, form submissions, feature usage
System Events	Signup completed, purchase, subscription changed
Custom Conversions	Goal completions, funnel stages

Event Naming Convention (Object-Action)

signup_completed
button_clicked
form_submitted
checkout_payment_completed

Best Practices:

• Lowercase with underscores
• Be specific:

  cta_hero_clicked

  vs.

  button_clicked

• Include context in properties, not event name

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Essential Events

Marketing Site

Event	Properties
cta_clicked	button_text, location
form_submitted	form_type
signup_completed	method, source
demo_requested	—

Product/App

Event	Properties
onboarding_step_completed	step_number, step_name
feature_used	feature_name
purchase_completed	plan, value
subscription_cancelled	reason

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Standard Properties

Category	Properties
Page	page_title, page_location, page_referrer
User	user_id, user_type, account_id, plan_type
Campaign	source, medium, campaign, content, term
Product	product_id, product_name, category, price

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UTM Parameter Strategy

Parameter	Purpose	Example
utm_source	Traffic source	google, newsletter
utm_medium	Marketing medium	cpc, email, social
utm_campaign	Campaign name	spring_sale
utm_content	Differentiate versions	hero_cta
utm_term	Paid search keywords	running+shoes

Naming Conventions:

• Lowercase everything
• Use underscores or hyphens consistently
• Be specific but concise
• Document all UTMs in a spreadsheet

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Output Format: Tracking Plan

# [Site/Product] Tracking Plan

## Overview
- **Tools:** GA4, GTM
- **Last Updated:** [Date]
- **Owner:** [Name/Team]

## Key Questions This Tracking Answers
1. [Question 1] → Measured by [Event/Metric]
2. [Question 2] → Measured by [Event/Metric]

## Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_completed | User completes signup | method, plan | Success page |

## Custom Dimensions

| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |

## Conversions

| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |

## UTM Conventions

| Parameter | Convention | Example |
|-----------|------------|---------|
| source | platform name | google, linkedin |
| medium | channel type | cpc, email, organic |

## Validation Checklist
- [ ] Events firing on correct triggers
- [ ] Property values populating correctly
- [ ] No duplicate events
- [ ] Works across browsers/mobile
- [ ] Conversions recorded correctly

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Debugging & Validation

Testing Tools

Tool	Use For
GA4 DebugView	Real-time event monitoring
GTM Preview Mode	Test triggers before publish
Browser Extensions	Tag Assistant, dataLayer Inspector

Common Issues

Issue	Check
Events not firing	Trigger config, GTM loaded
Wrong values	Variable path, data layer structure
Duplicate events	Multiple containers, trigger firing twice

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Privacy Considerations

• Cookie consent required in EU/UK/CA
• No PII in analytics properties
• Configure data retention settings
• IP anonymization enabled
• Integrate with consent management platform

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Related Skills

• /outcome-review

  — Analyze tracked metrics

• /value-realization-report

  — Report on outcome metrics

• /customer-health-scorecard

  — Customer analytics