Analytics Attribution

Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports.

aitytech Updated Sep 10, 2026

Marketing & Growth

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Analytics & Attribution

Performance measurement and attribution modeling for data-driven marketing decisions.

Language & Quality Standards

CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

When to Use This Skill

Apply analytics expertise when:

Setting up marketing tracking and measurement
Analyzing campaign or channel performance
Building attribution models
Creating dashboards and reports
Calculating marketing ROI and CAC/LTV
Troubleshooting data discrepancies

Core Concepts

Analytics Framework

Dimensions (What you're measuring by):

Channel, campaign, source/medium
Device, geography, time period
Audience segment, persona
Content type, landing page

Metrics (What you're measuring):

Traffic: Sessions, users, pageviews
Engagement: Time on site, bounce rate, pages/session
Conversion: Goal completions, conversion rate
Revenue: Transaction value, ROAS, ROI
Cost: CPC, CPL, CAC

Key Marketing Reports

Report	Questions Answered	Frequency
Acquisition	Where do visitors come from?	Weekly
Behavior	What do they do on site?	Weekly
Conversion	Do they complete goals?	Daily
Attribution	What drove the conversion?	Monthly
Funnel	Where do they drop off?	Weekly
Cohort	How do segments perform over time?	Monthly

Attribution Models

Model	Credit Distribution	Best For
Last Click	100% to final touchpoint	Short cycles, direct response
First Click	100% to first touchpoint	Brand awareness, TOFU
Linear	Equal across all	Understanding full journey
Time Decay	More to recent touches	Long sales cycles
Position-Based	40/20/40 first-mid-last	Balanced view
Data-Driven	ML-based distribution	High volume, mature programs

Marketing KPIs by Funnel Stage

TOFU (Awareness)

Impressions, reach, traffic
CPM, cost per visitor
Brand search volume

MOFU (Consideration)

Leads, MQLs, engagement
CPL, cost per MQL
Content downloads, webinar registrations

BOFU (Decision)

SQLs, opportunities, customers
CAC, cost per opportunity
Demo requests, trial signups

Retention

NPS, retention rate, churn
LTV, expansion revenue
Referrals, advocacy

Best Practices

Setup Excellence

UTM Discipline: Consistent naming convention across all campaigns
Goal Hierarchy: Primary conversions > secondary > micro-conversions
Cross-Domain Tracking: Proper setup for checkout/payment flows
Event Taxonomy: Clear naming for custom events

Reporting Excellence

Context Always: Never report numbers without comparison (vs target, vs previous)
Action-Oriented: Every insight should suggest an action
Visualization: Use appropriate chart types (trends=line, comparison=bar)
Segmentation: Break down by meaningful dimensions

Attribution Excellence

Window Matching: Attribution window matches sales cycle
Model Selection: Choose model based on marketing maturity
Multi-Touch Visibility: Track full journey, not just last touch
Offline Integration: Include phone, events, direct sales

Agent Integration

Agent	How They Use This Skill
`researcher`	Compiling performance data, competitive benchmarks
`lead-qualifier`	Funnel conversion analysis, lead source quality
`planner`	Budget allocation based on channel ROI
`project-manager`	Campaign performance tracking

Anti-Patterns to Avoid

Anti-Pattern	Why It's Wrong	Do This Instead
Vanity metrics only	Impressions ≠ impact	Focus on conversion metrics
Last-click bias	Ignores awareness touchpoints	Use multi-touch attribution
No control groups	Can't prove causation	A/B test when possible
Siloed data	Missing full picture	Integrate CRM + analytics
Report without action	Wastes time and attention	Include recommendations

Workflow Integration

crm-workflow.md - Lead stage definitions, scoring thresholds
sales-workflow.md - SQL criteria, deal velocity metrics

Related Commands

/report/weekly - Weekly performance report
/report/monthly - Monthly strategic report
/checklist/analytics-monthly - Monthly analytics review
/analytics/roi - Campaign ROI calculation
/analytics/funnel - Funnel performance analysis

References

references/google-analytics.md - GA4 setup and usage
references/search-console.md - SEO performance tracking
references/attribution-models.md - Attribution deep dive
references/dashboards.md - Reporting best practices
references/reporting-templates.md - Client-ready report templates

---name: analytics-attributiondescription: Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports.---# Analytics & AttributionPerformance measurement and attribution modeling for data-driven marketing decisions.## Language & Quality Standards**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.---## When to Use This SkillApply analytics expertise when:- Setting up marketing tracking and measurement- Analyzing campaign or channel performance- Building attribution models- Creating dashboards and reports- Calculating marketing ROI and CAC/LTV- Troubleshooting data discrepancies## Core Concepts### Analytics Framework**Dimensions** (What you're measuring by):- Channel, campaign, source/medium- Device, geography, time period- Audience segment, persona- Content type, landing page**Metrics** (What you're measuring):- Traffic: Sessions, users, pageviews- Engagement: Time on site, bounce rate, pages/session- Conversion: Goal completions, conversion rate- Revenue: Transaction value, ROAS, ROI- Cost: CPC, CPL, CAC### Key Marketing Reports| Report | Questions Answered | Frequency ||--------|-------------------|-----------|| Acquisition | Where do visitors come from? | Weekly || Behavior | What do they do on site? | Weekly || Conversion | Do they complete goals? | Daily || Attribution | What drove the conversion? | Monthly || Funnel | Where do they drop off? | Weekly || Cohort | How do segments perform over time? | Monthly |### Attribution Models| Model | Credit Distribution | Best For ||-------|-------------------|----------|| Last Click | 100% to final touchpoint | Short cycles, direct response || First Click | 100% to first touchpoint | Brand awareness, TOFU || Linear | Equal across all | Understanding full journey || Time Decay | More to recent touches | Long sales cycles || Position-Based | 40/20/40 first-mid-last | Balanced view || Data-Driven | ML-based distribution | High volume, mature programs |### Marketing KPIs by Funnel Stage**TOFU (Awareness)**- Impressions, reach, traffic- CPM, cost per visitor- Brand search volume**MOFU (Consideration)**- Leads, MQLs, engagement- CPL, cost per MQL- Content downloads, webinar registrations**BOFU (Decision)**- SQLs, opportunities, customers- CAC, cost per opportunity- Demo requests, trial signups**Retention**- NPS, retention rate, churn- LTV, expansion revenue- Referrals, advocacy## Best Practices### Setup Excellence1. **UTM Discipline**: Consistent naming convention across all campaigns2. **Goal Hierarchy**: Primary conversions > secondary > micro-conversions3. **Cross-Domain Tracking**: Proper setup for checkout/payment flows4. **Event Taxonomy**: Clear naming for custom events### Reporting Excellence1. **Context Always**: Never report numbers without comparison (vs target, vs previous)2. **Action-Oriented**: Every insight should suggest an action3. **Visualization**: Use appropriate chart types (trends=line, comparison=bar)4. **Segmentation**: Break down by meaningful dimensions### Attribution Excellence1. **Window Matching**: Attribution window matches sales cycle2. **Model Selection**: Choose model based on marketing maturity3. **Multi-Touch Visibility**: Track full journey, not just last touch4. **Offline Integration**: Include phone, events, direct sales## Agent Integration| Agent | How They Use This Skill ||-------|------------------------|| `researcher` | Compiling performance data, competitive benchmarks || `lead-qualifier` | Funnel conversion analysis, lead source quality || `planner` | Budget allocation based on channel ROI || `project-manager` | Campaign performance tracking |## Anti-Patterns to Avoid| Anti-Pattern | Why It's Wrong | Do This Instead ||--------------|----------------|-----------------|| Vanity metrics only | Impressions ≠ impact | Focus on conversion metrics || Last-click bias | Ignores awareness touchpoints | Use multi-touch attribution || No control groups | Can't prove causation | A/B test when possible || Siloed data | Missing full picture | Integrate CRM + analytics || Report without action | Wastes time and attention | Include recommendations |## Workflow Integration- `crm-workflow.md` - Lead stage definitions, scoring thresholds- `sales-workflow.md` - SQL criteria, deal velocity metrics## Related Commands- `/report/weekly` - Weekly performance report- `/report/monthly` - Monthly strategic report- `/checklist/analytics-monthly` - Monthly analytics review- `/analytics/roi` - Campaign ROI calculation- `/analytics/funnel` - Funnel performance analysis## References- `references/google-analytics.md` - GA4 setup and usage- `references/search-console.md` - SEO performance tracking- `references/attribution-models.md` - Attribution deep dive- `references/dashboards.md` - Reporting best practices- `references/reporting-templates.md` - Client-ready report templates

aitytech/agentkits-marketing/tree/main/skills/analytics-attribution commit ddc99ad7cf

Frequently asked questions

npx skillmds@latest add aitytech/analytics-attribution