analytics-tracking

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name: analytics-tracking description: When the user wants to set up, audit, or optimize analytics tracking (GA4, events, conversions). Also use when the user mentions "Google Analytics," "GA4," "event tracking," "conversions," "attribution model," "gtag," "data layer," "GA4 setup," "conversion tracking," "event setup," "User ID tracking," or "CTA attribution." For traffic insights, use traffic-analysis. metadata: version: 1.3.1

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Analytics: Tracking

Guides analytics implementation: GA4 setup, event tracking, conversions, and data quality. Applies to web and app tracking across marketing channels.

When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

User ID

Purpose: Cross-device, cross-session user identification

Implementation: Set user_id when user is identified (e.g., login); send to GA4

Benefit: Accurate attribution across sessions; better audience building

CTA Attribution (Article ROI)

Track CTA clicks on key articles to measure content ROI:

| Action | Purpose | |--------|---------| | Event per CTA | e.g., cta_click with content_url, content_type | | Conversion | Mark as conversion in GA4 for attribution | | Use | Compare high vs low performers; optimize CTA placement and copy |

See seo-monitoring for article database and benchmark context.

Infrastructure Requirements

| Component | Purpose | |-----------|---------| | Data warehouse | Centralized data; BI reporting | | Event tracking | User behavior; funnel mapping | | Attribution | Ad pixels; attribution model; impression-to-sale tracking |

Optimization flow: Clean UTM + conversion events → attribution reports → optimize channel mix.

Scope

GA4: Web data stream, gtag.js, configuration

User ID: Cross-device, cross-session identification

CTA attribution: Per-article conversion tracking for content ROI

Events: Recommended and custom events

Conversions: Key events, parameters

Quality: Naming, testing, validation

GA4 Setup

Prerequisites

Google Analytics property and web data stream

Google tag (gtag.js) on all pages

Measurement ID (e.g., G-XXXXXXXXXX)

Enhanced Measurement

Enable in Admin > Data Streams > Enhanced Measurement for automatic tracking of:

Page views, scrolls, outbound clicks

Site search, file downloads

Video engagement (YouTube)

Event Tracking

Event Types

| Type | Description | |------|-------------| | Automatically collected | page_view, first_visit, session_start | | Enhanced measurement | scroll, click, file_download, etc. | | Recommended | purchase, sign_up, search, etc. | | Custom | Business-specific actions |

Naming Conventions

Length: <=40 characters (GA4 hard limit; longer names are not logged)

Format: snake_case, lowercase

Verb first: download_pdf, submit_form, video_play

Context: pricing_page_scroll vs generic scroll

gtag.js Syntax

gtag('event', '', {
  : ,
  // e.g. value: 99.99, currency: 'USD'
});

Place below the Google tag snippet. Events fire on page load or user action (e.g., button click).

Recommended Events

| Event | Use | Key Parameters | |-------|-----|----------------| | purchase | E-commerce | value, currency, items | | sign_up | Registration | method | | login | Login | method | | search | Site search | search_term | | view_item | Product view | items | | add_to_cart | Add to cart | items |

Custom Events

Focus on 15-25 meaningful events aligned with KPIs

Add parameters for context (e.g., content_type, item_id)

Avoid tracking everything; prioritize quality over quantity

Conversions (Key Events)

Mark important events as conversions in GA4 Admin

Use for attribution, audiences, and reporting

Typical: purchase, sign_up, lead, contact

Attribution & Conversion Optimization

Attribution models determine how conversion credit is assigned across touchpoints. Use attribution data to optimize ads and growth channels.

| Model | Use | |-------|-----| | Data-driven (GA4 default) | ML assigns credit by actual contribution; best for multi-touch journeys | | Last-click | 100% to final touchpoint; simple but undervalues awareness/consideration |

Optimization flow: Clean UTM (source, medium, campaign) + conversion events → GA4 attribution reports → compare channels by attributed conversions → reallocate budget to ads/channels that drive results. Inconsistent UTM fragments data; multi-touch attribution requires reliable touchpoint data.

Reference: UTM.io – UTMs for Marketing Attribution, GA4 – Get started with attribution

Testing & Validation

| Tool | Use | |------|-----| | Realtime | See events as they fire | | DebugView | Detailed event/parameter inspection; requires debug mode | | GA4 Debug mode | gtag('config', 'G-XXX', { 'debug_mode': true }); or GTM preview |

Test before launch; verify parameters and naming

Check for duplicate events, missing values

Output Format

Event list (name, trigger, parameters)

Implementation notes (gtag or GTM)

Conversion mapping

Testing checklist

Related Skills

traffic-analysis: UTM, source attribution; attribution for channel optimization

ai-traffic-tracking: AI traffic in GA4

google-search-console: GSC analysis (correlate with GA4)

seo-monitoring: Article database, benchmark, full SEO monitoring framework

Google Analytics property and web data stream

Google tag (gtag.js) on all pages

Measurement ID (e.g., G-XXXXXXXXXX)

Enhanced Measurement

Enable in Admin > Data Streams > Enhanced Measurement for automatic tracking of:

Page views, scrolls, outbound clicks

Site search, file downloads

Video engagement (YouTube)