# Iblai Marketing Analytics Tracking

> 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," "attribution," "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 A/B test measurement, see iblai-marketing-ab-test-setup.

- Skill: `iblai/iblai-marketing-analytics-tracking` (Agent Skill, multi-file: 5 files)
- Install (CLI): `npx skillmds@latest add iblai/iblai-marketing-analytics-tracking`
- Raw SKILL.md: https://api.skillmd.com/api/skills/iblai/iblai-marketing-analytics-tracking/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: iblai (https://skillmd.com/u/iblai)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/iblai/iblai-marketing-analytics-tracking

---


# /iblai-marketing-analytics-tracking

Set up analytics tracking that drives marketing and product decisions. Skip
vanity events; track what changes how the team operates.

## Step 0: Context Check

Read `.agents/product-marketing-context.md` (or `.claude/product-marketing-context.md`
on older setups) first. Only ask for what isn't there.

Before implementing, pin down:

1. **Business context** — which decisions does this data drive? What counts as a conversion?
2. **Current state** — what tracking already exists? Which tools?
3. **Technical context** — stack, privacy and compliance requirements.

---

## Core Principles

1. **Track for decisions, not data.** Every event informs an action. Quality beats quantity.
2. **Start with questions.** What do you need to know? What will you do with the answer? Work backward to the events.
3. **Name things consistently.** Set conventions before implementing. Document everything.
4. **Maintain data quality.** Validate, monitor, clean. Clean data beats more data.

---

## Tracking Plan Framework

### Structure

```
Event Name | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----
```

### Event Types

| Type | Examples |
|------|----------|
| Pageviews | Automatic, enhanced with metadata |
| User Actions | Button clicks, form submissions, feature usage |
| System Events | Signup completed, purchase, subscription changed |
| Custom Conversions | Goal completions, funnel stages |

Comprehensive event lists: [references/event-library.md](references/event-library.md).

---

## Event Naming Conventions

### Format: Object-Action

```
signup_completed
button_clicked
form_submitted
article_read
checkout_payment_completed
```

### Rules
- Lowercase with underscores
- Be specific: `cta_hero_clicked`, not `button_clicked`
- Push context into properties, not the event name
- No spaces, no special characters
- Document every decision

---

## 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 |

Full library by business type: [references/event-library.md](references/event-library.md).

---

## Event Properties

### Standard Properties

| Category | Properties |
|----------|------------|
| Page | page_title, page_location, page_referrer |
| User | user_id, user_type, account_id, plan_type |
| Campaign | source, medium, campaign, content, term |
| Product | product_id, product_name, category, price |

### Rules
- Consistent property names everywhere
- Include relevant context
- Don't duplicate automatic properties
- No 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

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

Detailed setup: [references/ga4-implementation.md](references/ga4-implementation.md).

---

## Google Tag Manager

### Container Structure

| Component | Purpose |
|-----------|---------|
| 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'
});
```

Detailed setup: [references/gtm-implementation.md](references/gtm-implementation.md).

---

## UTM Parameters

### Standard Set

| Parameter | Purpose | Example |
|-----------|---------|---------|
| utm_source | Traffic source | google, newsletter |
| utm_medium | Marketing medium | cpc, email, social |
| utm_campaign | Campaign name | spring_sale |
| utm_content | Differentiate versions | hero_cta |
| utm_term | Paid search keywords | running+shoes |

### Conventions
- Lowercase everything
- Underscores or hyphens — pick one
- Specific but concise (`blog_footer_cta`, not `cta1`)
- Document UTMs in a single spreadsheet

---

## Debugging and Validation

### Testing Tools

| Tool | Use For |
|------|---------|
| GA4 DebugView | Real-time event monitoring |
| GTM Preview Mode | Test triggers before publishing |
| Browser Extensions | Tag Assistant, dataLayer Inspector |

### Validation Checklist

- [ ] Events fire on the correct triggers
- [ ] Property values populate correctly
- [ ] No duplicate events
- [ ] Works cross-browser and on 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 |

---

## Privacy and Compliance

### Rules
- Cookie consent required in EU/UK/CA
- No PII in analytics properties
- Configure data-retention windows
- Support user deletion

### Implementation
- Consent mode (wait for consent)
- IP anonymization
- Collect only what you need
- Wire to a consent management platform

---

## Output Format

### Tracking Plan Document

```markdown
# [Site/Product] Tracking Plan

## Overview
- Tools: GA4, GTM
- Last updated: [Date]

## Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_completed | User completes signup | method, plan | Success page |

## Custom Dimensions

| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |

## Conversions

| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |
```

---

## Task-Specific Questions

1. What tools are you using (GA4, Mixpanel, etc.)?
2. What key actions do you want to track?
3. What decisions will this data inform?
4. Who implements — dev team or marketing?
5. Are there privacy/consent requirements?
6. What's already tracked?

---

## Tool Integrations

For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analytics tools:

| Tool | Best For | MCP | Guide |
|------|----------|:---:|-------|
| **GA4** | Web analytics, Google ecosystem | ✓ | [ga4.md](../../tools/integrations/ga4.md) |
| **Mixpanel** | Product analytics, event tracking | - | [mixpanel.md](../../tools/integrations/mixpanel.md) |
| **Amplitude** | Product analytics, cohort analysis | - | [amplitude.md](../../tools/integrations/amplitude.md) |
| **PostHog** | Open-source analytics, session replay | - | [posthog.md](../../tools/integrations/posthog.md) |
| **Segment** | Customer data platform, routing | - | [segment.md](../../tools/integrations/segment.md) |

---

## Related Skills

- **iblai-marketing-ab-test-setup**: For experiment tracking
- **iblai-marketing-seo-audit**: For organic traffic analysis
- **iblai-marketing-page-cro**: For conversion optimization (uses this data)
- **iblai-marketing-revops**: For pipeline metrics, CRM tracking, and revenue attribution