Mmcp.market

analytics skill

by coreyhaines31·coreyhaines31/marketingskills·52k stars·MIT

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.

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Install the analytics skill

A skill is a folder. Copy it into your agent's skills folder and the agent loads it when the task matches its description. 

git clone --depth 1 https://github.com/coreyhaines31/marketingskills.git /tmp/marketingskills
mkdir -p ~/.claude/skills
cp -r /tmp/marketingskills/skills/analytics ~/.claude/skills/analytics
available in every project

In the Claude apps, zip the folder and upload it from the Skills settings. The folder on GitHub

The instructions your agent would load

SKILL.md as published, without the frontmatter. Read it on GitHub

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

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing tracking, understand:

  1. Business Context - What decisions will this data inform? What are key conversions?
  2. Current State - What tracking exists? What tools are in use?
  3. Technical Context - What's the tech stack? 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 | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----

Event Types

For comprehensive event lists: See references/event-library.md

Event Naming Conventions

Recommended Format: Object-Action

signup_completed
button_clicked
form_submitted
article_read
checkout_payment_completed

Best Practices

  • Lowercase with underscores
  • Be specific: ctaheroclicked vs. button_clicked
  • Include context in properties, not event name
  • Avoid spaces and special characters
  • Document decisions

Essential Events

Marketing Site

Product/App

For full event library by business type: See references/event-library.md

Event Properties

Standard Properties

Best Practices

  • Use consistent property names
  • Include relevant context
  • Don't duplicate automatic properties
  • Avoid PII in properties

GA4 Implementation

Quick Setup

  1. Create GA4 property and data stream
  2. Install gtag.js or GTM
  3. Enable enhanced measurement
  4. Configure custom events
  5. Mark conversions in Admin

Custom Event Example

gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

For detailed GA4 implementation: See references/ga4-implementation.md

Google Tag Manager

Container Structure

Data Layer Pattern

dataLayer.push({
  'event': 'form_submitted',
  'form_name': 'contact',
  'form_location': 'footer'
});

For detailed GTM implementation: See references/gtm-implementation.md

UTM Parameter Strategy

Standard Parameters

Naming Conventions

  • Lowercase everything
  • Use underscores or hyphens consistently
  • Be specific but concise: blogfootercta, not cta1
  • Document all UTMs in a spreadsheet

Debugging and Validation

Testing Tools

Validation Checklist

  • [ ] Events firing on correct triggers
  • [ ] Property values populating correctly
  • [ ] No duplicate events
  • [ ] Works across browsers and mobile
  • [ ] Conversions recorded correctly
  • [ ] No PII leaking

Common Issues

Privacy and Compliance

Considerations

  • Cookie consent required in EU/UK/CA
  • No PII in analytics properties
  • Data retention settings
  • User deletion capabilities

Implementation

  • Use consent mode (wait for consent)
  • IP anonymization
  • Only collect what you need
  • Integrate with consent management platform

Output Format

Tracking Plan Document

More skills from coreyhaines31/marketingskills

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  • CadsWhen the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' or 'when should I kill an ad.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro.
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  • Acold-emailWrite B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see emails. For sales collateral beyond emails, see sales-enablement.
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