# Web Analytics

> Push-based web analytics intelligence for your entire site portfolio. Fetches data from Umami (primary) and GA4 (fallback), runs specialist analysis agents in parallel, and delivers actionable insights. Three tiers: mini (30s pulse), medium (2min brief), full (5min deep dive). Supports console, email, and Slack delivery. Trigger with "/analytics", "check my analytics", "how's my traffic", "site stats", "traffic report", "analytics brief", "daily brief".

- Skill: `gabrielmoreira/web-analytics` (Agent Skill)
- Install (CLI): `npx skillmds@latest add gabrielmoreira/web-analytics`
- Raw SKILL.md: https://api.skillmd.com/api/skills/gabrielmoreira/web-analytics/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Data & Analytics
- License: MIT
- Author: gabrielmoreira (https://skillmd.com/u/gabrielmoreira)
- Updated: 2026-09-09
- Page: https://skillmd.com/skills/gabrielmoreira/web-analytics

---

# Web Analytics Intelligence

Orchestrates a team of specialist agents to deliver business-grade analytics insights
across your entire site portfolio. Not a dashboard replacement — a push-based analytics
team that surfaces what matters.

## Overview

This skill routes analytics requests to the right combination of specialist agents based
on the requested tier, compiles their outputs into a cohesive narrative, and delivers
via console, email, or Slack.

**Architecture:** Orchestrator (this skill) → Data Collector → Specialist Agents (parallel) → Reporter

## Prerequisites

- Umami credentials in `~/.env` (UMAMI_PASSWORD for the admin user)
- Sites configured in `${CLAUDE_SKILL_DIR}/references/site-registry.md`
- For email delivery: `/email` skill working
- For Slack delivery: `/slack` skill working

## Data Access

The skill uses **direct Umami REST API calls** (more reliable than MCP):

```bash
# Get auth token
TOKEN=$(curl -s "https://analytics.intentsolutions.io/api/auth/login" \
  -X POST -H "Content-Type: application/json" \
  -d '{"username":"admin","password":"'"$UMAMI_PASSWORD"'"}' | \
  python3 -c "import sys,json; print(json.load(sys.stdin).get('token',''))")

# Get stats (uses epoch ms, compare=prev for prior period)
curl -s "https://analytics.intentsolutions.io/api/websites/{SITE_ID}/stats?startAt={START_MS}&endAt={END_MS}&compare=prev" \
  -H "Authorization: Bearer $TOKEN"

# Get active visitors
curl -s "https://analytics.intentsolutions.io/api/websites/{SITE_ID}/active" \
  -H "Authorization: Bearer $TOKEN"

# Get daily pageviews
curl -s "https://analytics.intentsolutions.io/api/websites/{SITE_ID}/pageviews?startAt={START_MS}&endAt={END_MS}&unit=day&timezone=America%2FNew_York" \
  -H "Authorization: Bearer $TOKEN"
```

## Instructions

### Step 1: Parse Request

Extract from `$ARGUMENTS` or conversation context:

| Parameter | Default | Options |
|-----------|---------|---------|
| Tier | mini | `mini`, `medium`, `full` |
| Site | all | Site name from registry, or `all` |
| Period | 7d | `today`, `yesterday`, `7d`, `30d`, `mtd`, `qtd` |
| Delivery | console | `--email`, `--slack`, `--all` |
| Compare | auto | Previous equivalent period |

Examples:

- `/analytics` → mini tier, all sites, 7d, console
- `/analytics medium --site=tonsofskills` → medium tier, one site, 7d, console
- `/analytics full --period=30d --email` → full tier, all sites, 30d, email delivery
- `how's my traffic today?` → mini tier, all sites, today, console

### Step 2: Load Configuration

Read these reference files for context:

1. `${CLAUDE_SKILL_DIR}/references/site-registry.md` — site config, baselines, thresholds
2. `${CLAUDE_SKILL_DIR}/references/mcp-tool-reference.md` — MCP tool signatures
3. `${CLAUDE_SKILL_DIR}/references/reporting-tiers.md` — output format specs (medium/full tiers)
4. `${CLAUDE_SKILL_DIR}/references/interpretation-guide.md` — advisory voice standards

### Step 3: Route by Tier

#### Mini Tier (inline — no subagents)

For mini tier, handle data collection inline to minimize latency:

1. Source `~/.env` to get UMAMI_PASSWORD, then get auth token via curl
2. Calculate time range as epoch milliseconds (use `date -d "2026-04-30" +%s` then append `000`)
3. For each site (or specified site):
   - Call `/api/websites/{ID}/stats?startAt=...&endAt=...&compare=prev` for aggregate metrics
   - Call `/api/websites/{ID}/active` for real-time visitor count
4. Compute deltas using the `comparison` block returned by `get_stats`
5. Format as mini pulse:

```
## Analytics Pulse — {date}

**Portfolio:** {total_visitors} visitors across {n} sites ({+/-n%} vs prior {period})

| Site | Visitors | Pageviews | Bounce | Trend |
|------|----------|-----------|--------|-------|
| {site} | {n} | {n} | {n%} | {↑↓→ n%} |

**Top Signal:** {most notable change across all sites}
**Active Now:** {n} visitors
```

Keep it under 15 lines. No analysis, just the numbers and one signal.

#### Medium Tier (4 agents)

Launch these agents using the Agent tool with subagent_type:

**Phase A — Data Collection:**

1. Spawn `data-collector` agent with instructions:
   - Sites: {sites from request}
   - Period: {calculated time range}
   - Data needed: stats, referrers, top pages, time series
   - Provide the full content of `${CLAUDE_SKILL_DIR}/references/mcp-tool-reference.md`
   - Provide the full content of `${CLAUDE_SKILL_DIR}/references/site-registry.md`

**Phase B — Parallel Analysis (after data returns):**
2. Spawn `traffic-intelligence` agent with data-collector output
3. Spawn `content-seo` agent with data-collector output (if available)
4. Spawn `anomaly-detector` agent with data-collector output (if available)

**Phase C — Compilation:**
5. Spawn `reporting-narrative` agent with all specialist outputs

- Tier: medium
- Delivery format: {console/email/slack}

#### Full Tier (all agents)

**Phase A — Data Collection:**

1. Spawn `data-collector` agent — request ALL data types including events, tech, geo

**Phase B — Parallel Analysis:**
2. Spawn ALL specialist agents in parallel:

- `traffic-intelligence` — channel/source analysis
- `content-seo` — page performance
- `anomaly-detector` — spike/drop detection
- `conversion-funnel` — event/goal analysis
- `audience-segmentation` — cohort/geo analysis

**Phase C — Verification:**
3. Spawn `verification-agent` with all specialist outputs — adversarial quality check

**Phase D — Compilation:**
4. Spawn `reporting-narrative` agent with all outputs + verification notes

- Tier: full
- Delivery format: {console/email/slack}

### Step 4: Deliver

**Console (default):** Display the narrative report directly.

**Email (`--email`):** Invoke the `/email` skill with:

- To: jeremy@intentsolutions.io
- Subject: "Analytics {Tier} — {date} — {headline}"
- Body: Report content (formatted for email)

**Slack (`--slack`):** Invoke the `/slack` skill with:

- Channel: #operation-hired
- Message: Report content (formatted for Slack, respect 3000-char limit)

**All (`--all`):** Console + email + Slack.

### Step 5: Memory Update (Full Tier Only)

For full-tier reports, spawn the `memory-agent` to:

- Record this period's baselines for future comparison
- Note any new referral sources or traffic patterns
- Update seasonal adjustment data if applicable

## Agent Roster

| Agent | File | Tier | Purpose |
|-------|------|------|---------|
| data-collector | `${CLAUDE_SKILL_DIR}/agents/data-collector.md` | All | MCP data fetching |
| traffic-intelligence | `${CLAUDE_SKILL_DIR}/agents/traffic-intelligence.md` | Medium+ | Source attribution |
| content-seo | `${CLAUDE_SKILL_DIR}/agents/content-seo.md` | Medium+ | Page performance |
| anomaly-detector | `${CLAUDE_SKILL_DIR}/agents/anomaly-detector.md` | Medium+ | Spike/drop detection |
| conversion-funnel | `${CLAUDE_SKILL_DIR}/agents/conversion-funnel.md` | Full | Event/goal analysis |
| audience-segmentation | `${CLAUDE_SKILL_DIR}/agents/audience-segmentation.md` | Full | Cohort analysis |
| verification-agent | `${CLAUDE_SKILL_DIR}/agents/verification-agent.md` | Full | Output quality check |
| reporting-narrative | `${CLAUDE_SKILL_DIR}/agents/reporting-narrative.md` | Medium+ | Narrative compilation |
| memory-agent | `${CLAUDE_SKILL_DIR}/agents/memory-agent.md` | Full | Rolling context |

## Troubleshooting

| Issue | Resolution |
|-------|-----------|
| "Umami MCP not connected" | Run `/mcp` to check server status. Ensure `umami-analytics` is in settings.json |
| Empty data for a site | Verify site ID in site-registry.md matches Umami. Run `mcp__umami__get_websites` to list. If all sites show zero, the tracker `<script>` likely isn't installed on the site (see site-registry per-site repo paths). |
| Slow response (>5min) | Switch to lower tier. Mini tier bypasses all subagents. |
| Email/Slack delivery fails | Test `/email` and `/slack` independently first |
| Stale baselines | Run `/analytics full` to trigger memory-agent baseline update |

## Output

Return a tier-appropriate analytics brief. Mini reports contain the portfolio
total, per-site visitors and pageviews, the comparison-period delta, and the
strongest signal in no more than 15 lines. Medium and full reports retain the
requested period, data sources consulted, material anomalies, prioritized
actions, and any delivery result for console, email, or Slack.

## Examples

For a daily pulse, use `/analytics --period=today`; the result should identify
the current visitor count and any site whose change materially differs from
the previous day. For an executive review, use `/analytics full --period=30d
--email`; the report should separate observed traffic movement from hypotheses
and include the next action owner for each significant issue.

## Resources

- `${CLAUDE_SKILL_DIR}/references/site-registry.md` — site IDs, baselines, and thresholds
- `${CLAUDE_SKILL_DIR}/references/reporting-tiers.md` — tier-specific report contracts
- `${CLAUDE_SKILL_DIR}/references/interpretation-guide.md` — evidence and advisory-language rules