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', '<event_name>', {
<parameter_name>: <value>,
// 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
1---
2name: analytics-tracking
3description: 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.
4metadata:
5 version: 1.3.1
6---
7
8# Analytics: Tracking
9
10Guides analytics implementation: GA4 setup, event tracking, conversions, and data quality. Applies to web and app tracking across marketing channels.
11
12**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.
13
14## User ID
15
16- **Purpose**: Cross-device, cross-session user identification
17- **Implementation**: Set `user_id` when user is identified (e.g., login); send to GA4
18- **Benefit**: Accurate attribution across sessions; better audience building
19
20## CTA Attribution (Article ROI)
21
22Track CTA clicks on key articles to measure content ROI:
23
24| Action | Purpose |
25|--------|---------|
26| **Event per CTA** | e.g., `cta_click` with `content_url`, `content_type` |
27| **Conversion** | Mark as conversion in GA4 for attribution |
28| **Use** | Compare high vs low performers; optimize CTA placement and copy |
29
30See **seo-monitoring** for article database and benchmark context.
31
32## Infrastructure Requirements
33
34| Component | Purpose |
35|-----------|---------|
36| **Data warehouse** | Centralized data; BI reporting |
37| **Event tracking** | User behavior; funnel mapping |
38| **Attribution** | Ad pixels; attribution model; impression-to-sale tracking |
39
40**Optimization flow**: Clean UTM + conversion events → attribution reports → optimize channel mix.
41
42## Scope
43
44- **GA4**: Web data stream, gtag.js, configuration
45- **User ID**: Cross-device, cross-session identification
46- **CTA attribution**: Per-article conversion tracking for content ROI
47- **Events**: Recommended and custom events
48- **Conversions**: Key events, parameters
49- **Quality**: Naming, testing, validation
50
51## GA4 Setup
52
53### Prerequisites
54
55- Google Analytics property and web data stream
56- Google tag (gtag.js) on all pages
57- Measurement ID (e.g., `G-XXXXXXXXXX`)
58
59### Enhanced Measurement
60
61Enable in Admin > Data Streams > Enhanced Measurement for automatic tracking of:
62
63- Page views, scrolls, outbound clicks
64- Site search, file downloads
65- Video engagement (YouTube)
66
67## Event Tracking
68
69### Event Types
70
71| Type | Description |
72|------|-------------|
73| **Automatically collected** | page_view, first_visit, session_start |
74| **Enhanced measurement** | scroll, click, file_download, etc. |
75| **Recommended** | purchase, sign_up, search, etc. |
76| **Custom** | Business-specific actions |
77
78### Naming Conventions
79
80- **Length**: <=40 characters (GA4 hard limit; longer names are not logged)
81- **Format**: `snake_case`, lowercase
82- **Verb first**: `download_pdf`, `submit_form`, `video_play`
83- **Context**: `pricing_page_scroll` vs generic `scroll`
84
85### gtag.js Syntax
86
87```javascript
88gtag('event', '<event_name>', {
89 <parameter_name>: <value>,
90 // e.g. value: 99.99, currency: 'USD'
91});
92```
93
94Place below the Google tag snippet. Events fire on page load or user action (e.g., button click).
95
96### Recommended Events
97
98| Event | Use | Key Parameters |
99|-------|-----|----------------|
100| `purchase` | E-commerce | value, currency, items |
101| `sign_up` | Registration | method |
102| `login` | Login | method |
103| `search` | Site search | search_term |
104| `view_item` | Product view | items |
105| `add_to_cart` | Add to cart | items |
106
107### Custom Events
108
109- Focus on 15-25 meaningful events aligned with KPIs
110- Add parameters for context (e.g., `content_type`, `item_id`)
111- Avoid tracking everything; prioritize quality over quantity
112
113## Conversions (Key Events)
114
115- Mark important events as conversions in GA4 Admin
116- Use for attribution, audiences, and reporting
117- Typical: purchase, sign_up, lead, contact
118
119## Attribution & Conversion Optimization
120
121Attribution models determine how conversion credit is assigned across touchpoints. Use attribution data to optimize ads and growth channels.
122
123| Model | Use |
124|-------|-----|
125| **Data-driven** (GA4 default) | ML assigns credit by actual contribution; best for multi-touch journeys |
126| **Last-click** | 100% to final touchpoint; simple but undervalues awareness/consideration |
127
128**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.
129
130**Reference**: [UTM.io – UTMs for Marketing Attribution](https://web.utm.io/blog/utms-for-marketing-attribution/), [GA4 – Get started with attribution](https://support.google.com/analytics/answer/10596866)
131
132## Testing & Validation
133
134| Tool | Use |
135|------|-----|
136| **Realtime** | See events as they fire |
137| **DebugView** | Detailed event/parameter inspection; requires debug mode |
138| **GA4 Debug mode** | `gtag('config', 'G-XXX', { 'debug_mode': true });` or GTM preview |
139
140- Test before launch; verify parameters and naming
141- Check for duplicate events, missing values
142
143## Output Format
144
145- **Event list** (name, trigger, parameters)
146- **Implementation** notes (gtag or GTM)
147- **Conversion** mapping
148- **Testing** checklist
149
150## Related Skills
151
152- **traffic-analysis**: UTM, source attribution; attribution for channel optimization
153- **ai-traffic-tracking**: AI traffic in GA4
154- **google-search-console**: GSC analysis (correlate with GA4)
155- **seo-monitoring**: Article database, benchmark, full SEO monitoring framework
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