# Analytics Reporting

> Use when building marketing dashboards, attribution models, or reporting on campaign performance

- Skill: `kienbui1995/analytics-reporting` (Agent Skill)
- Install (CLI): `npx skillmds@latest add kienbui1995/analytics-reporting`
- Raw SKILL.md: https://api.skillmd.com/api/skills/kienbui1995/analytics-reporting/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: kienbui1995 (https://skillmd.com/u/kienbui1995)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/kienbui1995/analytics-reporting

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# Marketing Analytics & Reporting

## When to Use
When measuring marketing performance, attributing revenue to channels, or building the dashboards stakeholders use to make decisions.

## Core Jobs

### 1. Define Marketing KPIs
Tier 1 (CEO/board cares):
- Pipeline generated (revenue value of leads created)
- Revenue influenced by marketing
- Customer Acquisition Cost (CAC) by channel

Tier 2 (Marketing team cares):
- MQLs (marketing qualified leads) by channel
- SQL conversion rate (MQL → Sales Qualified Lead)
- Campaign ROI (revenue / spend per campaign)

Tier 3 (Channel managers care):
- CPL (cost per lead) by campaign
- Click-through rate, conversion rate
- Email open/click rates

### 2. Attribution Models
How to give credit to touchpoints:
- **Last touch**: 100% credit to last channel before conversion (simple, common, misleading)
- **First touch**: 100% credit to first channel (good for awareness measurement)
- **Linear**: equal credit across all touchpoints
- **Time decay**: more credit to recent touchpoints
- **Data-driven**: ML-based (requires high volume, GA4/Rockerbox)

Recommendation: use multi-touch for strategic decisions, last-touch for channel budgeting.

### 3. Build the Dashboard
Structure:
- Page 1: Executive summary (pipeline, revenue, CAC — this month vs last month vs goal)
- Page 2: Channel breakdown (spend, leads, CPL, CAC per channel)
- Page 3: Campaign performance (individual campaign ROI)
- Page 4: Email metrics (by segment and campaign)

### 4. Reporting Cadence
- Weekly: channel performance vs targets (10-min standup)
- Monthly: full report with insights and recommendations
- Quarterly: attribution review and budget reallocation

## Key Outputs
- Marketing KPI definitions
- Attribution model selection rationale
- Dashboard (with automated data refresh)
- Monthly report template

## Anti-Patterns
- Reporting without comparing to targets or previous period
- Only reporting what went well (cherry-picking)
- Last-touch attribution for multi-channel programs (misleads budget decisions)
- Dashboard no one looks at — ask stakeholders what decisions they need to make