domains / marketing / analytics-tracking-setup / analytics-tracking

analytics-tracking

Skill card

combined

The LeoYeAI copies (openclaw-marketing-skills and openclaw-master-skills) are nearly identical, providing a standard implementation guide with specific event tables, GA4/GTM code snippets, and UTM strategies. The sickn33 copy is a distinct, more rigorous 'audit-first' approach that introduces a 'Measurement Readiness & Signal Quality Index' (a 0-100 scoring rubric) and a 'Phase 0' evidence inspection step that the LeoYeAI copies lack. Conversely, the LeoYeAI copies contain specific implementation details (like the 'Essential Events' tables and specific gtag.js examples) that are less prominent or absent in the sickn33 copy. Combining them provides both the rigorous audit framework and the practical implementation templates.

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Combined skill

# Analytics Tracking & Measurement

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.

## Phase 0: Measurement Evidence & Audit

Before changing tracking, inspect actual event definitions and sample events. Use the following rubric to assess the current state. This is a diagnostic score, not a performance KPI.

### Measurement Readiness Index (0-100)

| Category | Weight | Focus |
| :--- | :--- | :--- |
| Decision Alignment | 25 | Does each event map to a decision? |
| Event Model Clarity | 20 | Are events meaningful state changes? |
| Data Accuracy & Integrity | 20 | Are events firing reliably without duplication? |
| Conversion Definition Quality | 15 | Do conversions represent real value? |
| Attribution & Context | 10 | Are UTMs and traffic sources preserved? |
| Governance & Maintenance | 10 | Is tracking documented and owned? |

**Verdicts:**
- **85-100 (Measurement-Ready):** Review evidence supports decisions.
- **70-84 (Usable with Gaps):** Fix issues before major decisions.
- **55-69 (Unreliable):** Data cannot be trusted yet.
- **<55 (Broken):** Do not act on this data.

*Note: Prioritize concrete defects (e.g., duplicate purchases, consent violations) regardless of total score.*

## Phase 1: Context & Decision Definition

1. **Business Context:** What decisions will this data inform? Who uses it?
2. **Current State:** What tools (GA4, GTM, Mixpanel) and events exist?
3. **Technical Context:** Tech stack, privacy/compliance requirements, and ownership.

## Core Principles

1. **Track for Decisions, Not Data:** Every event should inform a decision. Avoid vanity metrics.
2. **Start with Questions:** Work backwards from the action you want to take to the signal you need.
3. **Name Things Consistently:** Use `object_action` format (lowercase, underscores).
4. **Maintain Data Quality:** Clean data > more data. Validate implementation.

## Tracking Plan Framework

### Event Naming Conventions
- **Format:** `object_action[_context]`
- **Examples:** `signup_completed`, `cta_hero_clicked`, `form_submitted`
- **Rules:** Lowercase, underscores, no spaces, specific context in properties.

### 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 |

### Event Properties
- **Page:** page_title, page_location, page_referrer
- **User:** user_id, user_type, plan_type
- **Campaign:** source, medium, campaign, content, term
- **Product:** product_id, product_name, category, price

*Best Practices: Avoid PII, don't duplicate automatic properties, use consistent names.*

## Implementation Guidance

### GA4 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:**
```javascript
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});
```

### Google Tag Manager (GTM)
- **Tags:** Code that executes (GA4, pixels).
- **Triggers:** When tags fire (page view, click).
- **Variables:** Dynamic values (click text, data layer).

**Data Layer Pattern:**
```javascript
dataLayer.push({
  'event': 'form_submitted',
  'form_name': 'contact',
  'form_location': 'footer'
});
```

### UTM Parameter Strategy
- **utm_source:** Traffic source (e.g., google, newsletter)
- **utm_medium:** Marketing medium (e.g., cpc, email)
- **utm_campaign:** Campaign name (e.g., spring_sale)
- **utm_content:** Differentiate versions (e.g., hero_cta)
- **utm_term:** Paid search keywords

*Conventions: Lowercase, consistent separators, document all UTMs.*

## Debugging and Validation

### Testing Tools
- **GA4 DebugView:** Real-time event monitoring.
- **GTM Preview Mode:** Test triggers before publish.
- **Browser Extensions:** Tag Assistant, dataLayer Inspector.

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