# Analytics Setup

> When to activate: analytics setup, GA4, Google Analytics, event tracking, conversion tracking, UTM strategy, attribution, dashboards, data layer, tag management

- Skill: `mattakushi432/analytics-setup` (Agent Skill)
- Install (CLI): `npx skillmds@latest add mattakushi432/analytics-setup`
- Raw SKILL.md: https://api.skillmd.com/api/skills/mattakushi432/analytics-setup/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Data & Analytics
- Author: Mattakushi432 (https://skillmd.com/u/mattakushi432)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/mattakushi432/analytics-setup

---


# Analytics Setup

## GA4 Setup Checklist

### Initial Configuration
- [ ] Create GA4 property (separate from UA if migrating)
- [ ] Install gtag.js or use GTM container
- [ ] Enable enhanced measurement (scroll, outbound clicks, file downloads, video, site search)
- [ ] Link to Google Search Console
- [ ] Link to Google Ads (if running paid)
- [ ] Set up data retention to 14 months (default is 2)
- [ ] Configure internal traffic filter (exclude your IP + office IPs)
- [ ] Set up cross-domain tracking if applicable
- [ ] Configure consent mode for GDPR/CCPA compliance

### Conversion Configuration
- [ ] Define key conversions (max 30 in GA4)
- [ ] Mark high-value events as conversions
- [ ] Set revenue parameters on purchase events
- [ ] Verify conversions in DebugView before going live

## Event Taxonomy

### Naming Convention
```
[object]_[action]  (snake_case, all lowercase)

Examples:
  signup_started
  signup_completed
  trial_activated
  plan_upgraded
  feature_used
  report_exported
  invite_sent
  invite_accepted
```

### Standard Events to Track (SaaS)
| Event | Parameters | Trigger |
|-------|------------|---------|
| `page_view` | page_path, page_title | Every page load |
| `signup_started` | source, plan | Signup form opened |
| `signup_completed` | plan, method | Account created |
| `trial_activated` | plan | Trial period begins |
| `onboarding_step_completed` | step_name, step_number | Each onboarding step |
| `feature_used` | feature_name, context | Feature first use |
| `invite_sent` | count | Invite submitted |
| `plan_upgraded` | from_plan, to_plan, revenue | Upgrade completed |
| `subscription_cancelled` | plan, reason | Cancellation confirmed |
| `report_generated` | report_type | Report created |

### Data Layer Implementation (GTM)
```javascript
// Push event to data layer
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  event: 'signup_completed',
  user_id: '{{user_id}}',
  plan: 'pro',
  method: 'google_oauth',
  signup_date: '{{ISO_date}}'
});
```

### GTM Tag Template for GA4 Events
```
Tag Type: Google Analytics GA4 Event
Configuration Tag: [your GA4 config tag]
Event Name: {{DL - event}}
Parameters:
  - plan: {{DL - plan}}
  - method: {{DL - method}}
Trigger: Custom Event — matches RegEx: signup_.*
```

## Conversion Tracking

### Conversion Hierarchy
```
Macro conversions (primary):   Trial, Demo, Purchase
Micro conversions (secondary): Newsletter, Content Download, Webinar Registration
Engagement conversions:        Video play, Scroll 75%, Time on site > 3min
```

### Revenue Tracking (ecommerce)
```javascript
gtag('event', 'purchase', {
  transaction_id: 'T_12345',
  value: 99.00,
  tax: 0,
  currency: 'USD',
  items: [{
    item_id: 'plan_pro_monthly',
    item_name: 'Pro Plan Monthly',
    price: 99.00,
    quantity: 1
  }]
});
```

## UTM Strategy

### UTM Governance Rules
1. Always use UTMs on paid links, email links, partner links
2. Never use UTMs on internal links (breaks attribution)
3. Standardize via a shared UTM builder spreadsheet
4. Use lowercase only; spaces become `%20` — use underscores instead

### UTM Taxonomy by Channel
| Channel | utm_source | utm_medium | utm_campaign |
|---------|-----------|-----------|--------------|
| Google Search | google | cpc | [campaign-name] |
| Google Display | google | display | [campaign-name] |
| Meta Ads | facebook / instagram | paid-social | [campaign-name] |
| LinkedIn Ads | linkedin | paid-social | [campaign-name] |
| Newsletter | [newsletter-name] | email | [issue-name-or-date] |
| Partner | [partner-name] | referral | [partnership-name] |
| Affiliate | [affiliate-name] | affiliate | [program-name] |
| Podcast | [podcast-name] | audio | [episode-name] |

### UTM Builder (Python snippet)
```python
from urllib.parse import urlencode, urlparse, urlunparse, parse_qs

def build_utm_url(base_url, source, medium, campaign, content=None, term=None):
    params = {
        'utm_source': source.lower().replace(' ', '_'),
        'utm_medium': medium.lower().replace(' ', '_'),
        'utm_campaign': campaign.lower().replace(' ', '_'),
    }
    if content:
        params['utm_content'] = content.lower().replace(' ', '_')
    if term:
        params['utm_term'] = term.lower().replace(' ', '_')
    separator = '&' if '?' in base_url else '?'
    return f"{base_url}{separator}{urlencode(params)}"
```

## Dashboard Design

### Executive Dashboard (weekly)
Metrics to show:
- Total conversions (trials/demos) vs target
- Traffic by channel (trend, not just total)
- Conversion rate by channel
- Revenue / pipeline generated
- MoM growth rate

### Channel Performance Dashboard
| Metric | Google | Meta | LinkedIn | Organic | Email |
|--------|--------|------|----------|---------|-------|
| Sessions | | | | | |
| Leads | | | | | |
| Lead CR% | | | | | |
| CAC | | | | | |
| ROAS | | | | | |

### Funnel Dashboard
Build a Looker Studio (free) funnel with:
1. Visitors → Leads → MQLs → SQLs → Customers
2. Conversion rate at each step
3. Time-to-convert distribution
4. Cohort comparison (this month vs last month)

## Attribution Models

### Choosing the Right Model
| Sales Cycle | Recommended Model |
|------------|------------------|
| < 7 days | Last touch or time decay |
| 7–30 days | Linear or U-shaped |
| 30–90 days | U-shaped or W-shaped |
| 90+ days / Enterprise | Data-driven or custom |

### Revenue Attribution Report (SQL)
```sql
-- First-touch attribution
SELECT
  first_touch_source,
  COUNT(DISTINCT customer_id) AS customers,
  SUM(arr) AS attributed_arr,
  AVG(days_to_close) AS avg_sales_cycle
FROM customers
JOIN attribution ON customers.id = attribution.customer_id
WHERE attribution.touch_type = 'first'
GROUP BY 1
ORDER BY 3 DESC;
```

## Reporting Cadence

| Report | Frequency | Audience | Key Questions |
|--------|-----------|----------|---------------|
| Traffic & leads | Daily | Marketing team | Any anomalies? |
| Channel performance | Weekly | Marketing lead | What's working / not? |
| Funnel report | Weekly | Marketing + Sales | Where's the bottleneck? |
| Revenue attribution | Monthly | Leadership | Which channels drive revenue? |
| Cohort analysis | Monthly | Product + Marketing | Are retained users from better channels? |
| Attribution audit | Quarterly | Marketing lead | Are models still valid? |