Analytics Setup
Tracking and measurement configuration for marketing performance.
Language & Quality Standards
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Analytics Stack
Core Tools
| Tool |
Purpose |
Setup Priority |
| Google Analytics 4 |
Website analytics |
Critical |
| Google Search Console |
SEO performance |
Critical |
| CRM |
Lead tracking |
Critical |
| Email Platform |
Email metrics |
High |
| Social Analytics |
Social performance |
Medium |
| Attribution Tool |
Multi-touch |
Medium |
Google Analytics 4 Setup
Account Structure
Account: [Company Name]
└── Property: [Website]
└── Data Stream: Web (primary)
Event Tracking
Recommended Events:
| Event |
Trigger |
Parameters |
page_view |
Page load |
page_title, page_location |
scroll |
90% scroll |
percent_scrolled |
click |
CTA clicks |
link_url, link_text |
form_start |
Form focus |
form_name |
form_submit |
Form complete |
form_name, form_destination |
video_start |
Video play |
video_title |
video_complete |
Video finish |
video_title |
file_download |
Download click |
file_name, file_type |
Conversion Setup
| Conversion |
Event |
Value |
| Lead |
form_submit (contact) |
[Estimated value] |
| Demo Request |
form_submit (demo) |
[Estimated value] |
| Signup |
sign_up |
[Estimated value] |
| Purchase |
purchase |
Transaction value |
Custom Dimensions
| Dimension |
Scope |
Use Case |
| User ID |
User |
Cross-device tracking |
| Content Type |
Event |
Blog vs landing page |
| Author |
Event |
Content performance |
| CTA Type |
Event |
Button effectiveness |
Audiences
Create these audiences:
| Audience |
Definition |
Use |
| Engaged Users |
2+ sessions, 2+ pages |
Retargeting |
| Converters |
Completed conversion |
Exclude from ads |
| High Intent |
Pricing page visitors |
Priority retargeting |
| Content Consumers |
3+ blog views |
Content promotion |
UTM Tracking
Naming Convention
utm_source: lowercase, no spaces (google, facebook, linkedin)
utm_medium: marketing medium (cpc, email, social, organic)
utm_campaign: campaign-name-date (spring-launch-2024)
utm_content: variant identifier (hero-cta-a)
utm_term: keyword (for paid search only)
Examples
Email Campaign:
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest-dec2024&utm_content=hero-cta
Social Post:
?utm_source=linkedin&utm_medium=social&utm_campaign=product-launch-2024&utm_content=carousel-1
Paid Search:
?utm_source=google&utm_medium=cpc&utm_campaign=brand-terms&utm_term=company-name
UTM Builder Template
| Field |
Format |
Example |
| Source |
platform |
linkedin |
| Medium |
channel |
cpc |
| Campaign |
name-YYMMDD |
spring-launch-241215 |
| Content |
variant |
ad-a |
| Term |
keyword |
marketing-software |
CRM Integration
Lead Source Tracking
Required Fields:
| Field |
Source |
Purpose |
| Original Source |
UTM or referrer |
First touch |
| Lead Source |
Most recent UTM |
Last touch |
| Campaign |
utm_campaign |
Attribution |
| Content |
utm_content |
A/B tracking |
Lead Scoring Setup
Demographic Scoring (0-50):
| Factor |
Criteria |
Points |
| Job Title |
C-level/VP |
+20 |
| Job Title |
Director/Manager |
+15 |
| Company Size |
500+ |
+15 |
| Company Size |
50-499 |
+10 |
| Industry |
Target |
+15 |
| Location |
Target geo |
+10 |
Behavioral Scoring (0-50):
| Action |
Points |
Decay |
| Pricing page |
+15 |
-5/week |
| Demo request |
+20 |
None |
| Case study |
+10 |
-3/week |
| Webinar |
+15 |
-3/week |
| Blog visit |
+2 |
-1/week |
| Email open |
+1 |
-1/week |
| Email click |
+3 |
-1/week |
MQL/SQL Thresholds
| Stage |
Score |
Action |
| Lead |
0-29 |
Marketing nurture |
| Cool Lead |
30-49 |
Accelerated nurture |
| MQL |
50-69 |
Sales notification |
| Hot Lead |
70+ |
Immediate sales action |
Reporting Dashboards
Executive Dashboard
| Metric |
Source |
Frequency |
| Traffic |
GA4 |
Weekly |
| Leads |
CRM |
Weekly |
| MQLs |
CRM |
Weekly |
| Pipeline value |
CRM |
Weekly |
| Revenue |
CRM |
Monthly |
| CAC |
Calculated |
Monthly |
Marketing Dashboard
| Metric |
Source |
Drill-down |
| Sessions by source |
GA4 |
Channel detail |
| Conversion rate |
GA4 |
By page/source |
| Email performance |
Email platform |
By campaign |
| Social engagement |
Social tools |
By platform |
| Ad performance |
Ad platforms |
By campaign |
Campaign Dashboard
| Metric |
Definition |
Target |
| Reach |
Total impressions |
[Target] |
| Engagement |
Clicks + interactions |
[Target] |
| Leads |
Form submissions |
[Target] |
| Cost per lead |
Spend / leads |
<$[X] |
| ROAS |
Revenue / spend |
3:1+ |
Attribution Model
Recommended: Position-Based (40/20/40)
| Touchpoint |
Credit |
| First touch |
40% |
| Middle touches |
20% (split evenly) |
| Last touch |
40% |
Attribution Window
| Conversion Type |
Window |
| B2B Enterprise |
90 days |
| B2B SMB |
30 days |
| B2C |
7-14 days |
Multi-Touch Tracking
Track these touchpoints:
- First organic visit
- Content downloads
- Email engagements
- Paid ad clicks
- Direct visits
- Conversion event
Data Quality
Daily Checks
Weekly Checks
Monthly Audit
Privacy Compliance
Cookie Consent
Required for GDPR/CCPA:
- Cookie banner on first visit
- Opt-in before tracking (GDPR)
- Opt-out option visible (CCPA)
- Consent mode in GA4
Data Retention
| Data Type |
Retention |
Notes |
| GA4 user data |
14 months |
Configurable |
| CRM contacts |
Active + 2 years |
Per policy |
| Email lists |
Active only |
Remove inactive |
Agent Integration
| Task |
Agent |
Notes |
| Performance analysis |
researcher |
Regular reporting |
| Attribution review |
lead-qualifier |
Lead journey |
| Dashboard creation |
project-manager |
Report templates |
| Tracking implementation |
Manual |
Technical setup |
Last updated: [Date]
Version: 1.0
tools-only